Insights to the online phenomenon of make-up tutorials : a netnographic approach.

• Main Authors: Koh, Carmela., Lim, Shi Han., Sia, Fanny Shu Ping.
• Other Authors: Nanyang Business School
• Format: Final Year Project
• Language: English
• Published: 2012
• Subjects: DRNTU::Business::Marketing::Consumer behavior
• Online Access: http://hdl.handle.net/10356/48160
• Institution: Nanyang Technological University

The proliferation of make-up tutorials generated by both consumers and global industry players online presents an interesting phenomenon for researchers and industry players to delve into. Online communities are seemingly ‘market-places’ where the transactions of knowledge sharing and acquisition ta...