Holistic use of research into online skincare brands in Japan

Hiroto Fukuda and Ranga Somanathan

Consumers who have experienced a brand online can be more likely to like and buy the brand in question, according to this study of Japanese cosmetic brands.

Holistic use of research into online skincare brands in Japan

Hiroto Fukuda and Ranga Somanathan

Once upon a time, a very wise social scientist prophesied that the communication world would become just like a 'small village' – where people could talk, share and learn from each other through a much easier and faster communication platform. In such a world, the power of conventional mass media would totally change, since those people might not need such media as much for information about the people, places and products that interested them. What this scientist predicted now seems to be coming...

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