Abstract:
This thesis aims to discuss the relationship that exists between the use of content marketing as a strategy and, in particular, the social media TikTok in the context of the cosmetics industry. The concept of content marketing will be defined, outlining its main characteristics, functions and objectives. Subsequently, the focus will shift to the social media TikTok. Its history, its history, features, and functionality. Through SWOT analysis, it has been possible to investigate its strengths, weaknesses, opportunities and threats. While, through Porter's five forces analysis it has been possible to understand TikTok's competitive position in the short video market.
In addition, the the Italian cosmetics industry has been explored, analysisng its present trends, challenges and opportunities, providing a comprehensive picture of the current situation. Finally, the fourth chapter focus on the analysis of how the Italian company KIKO Milano uses TikTok. This aims to validate the hypothesis that the company uses content marketing strategy to educate, entertain, convince, and inspire its audience rather than push them directly to purchase.
