Laneige's Communication Strategies: How Storytelling Drives Consumer Trust In Hydration-Focused Skincare

Ganbold Bold-Erdene (2025) Laneige's Communication Strategies: How Storytelling Drives Consumer Trust In Hydration-Focused Skincare. Külkereskedelmi Kar.

	PDF Bold-Erdene Ganbold B64GEO.pdf Hozzáférés joga: Csak nyilvántartásba vett egyetemi IP címekről nyitható meg Download (1MB)
	PDF Ganbold Bold-Erdene internal-assessors-undergraduate-programmes 2025.pdf Hozzáférés joga: Bizalmas dokumentum (bírálat) Download (887kB)
	PDF Thesis review_Bold-Erdene Ganbold_2025.pdf Hozzáférés joga: Bizalmas dokumentum (bírálat) Download (161kB)

Absztrakt (kivonat)

The skincare industry is one of the fastest-growing sectors of the beauty market on a worldwidescale. Storytelling is increasingly being used to build an emotional connection with consumers.Laneige, a leading Korean skincare company, has adopted hydration as a brand concept and themain story across its branding. While stories around hydration is becoming a more prevalent inskincare marketing, the effects of hydration -storytelling on consumer trust and perception arecurrently understudied. This thesis explores how Laneige uses storytelling to create emotionalbonds, both in the global market and in South Korea.The thesis examined key research questions on the subject:•How is storytelling integrated into Laneige’s branding?•What elements of storytelling contribute to trust?•How does hydration-based storytelling evoke emotions in consumers?•How do consumers engage with Laneige’s brand across different cultural contexts?Because of the qualitative research method, elements of content analysis and consumer surveyswere used as methods.The main findings indicate that Laneige has used storytelling to communicate their core messageof hydration as a symbolic connection to health, vitality, and well-being. The emotional nature ofthe messaging increased trust and loyalty - and realness in the way that consumable storiesconnected with local cultural narratives. The thesis concludes that hydration-based storytellingwas a benefit both functional and emotional, that allowed Laneige to directly relate and connect toconsumers.This thesis helps address the broader topic of emotional branding in the skincare industry and morespecifically the importance of creating relevant stories to connect to consumers. The thesis alsoprovides initial knowledge to guide manufacturer brands in stories that evolve how they connectwith consumers from authentic, emotion-based ways.

Intézmény

Budapesti Gazdasági Egyetem

Kar

Külkereskedelmi Kar

Tanszék

Kommunikáció Tanszék

Tudományterület/tudományág

NEM RÉSZLETEZETT

Szak

Kommunikáció és médiatudomány

Mű típusa:	diplomadolgozat (NEM RÉSZLETEZETT)
Kulcsszavak:	Brand Storytelling, Consumer trust, Dél-Korea, Emotional Branding, érzelmek, fogyasztói magatartás, kommunikációs stratégia, kozmetikai cikkek, Laneige Marketing Strategy, üzleti kommunikáció
SWORD Depositor:	User Archive
Felhasználói azonosító szám (ID):	User Archive
Rekord készítés dátuma:	2025. Okt. 27. 14:23
Utolsó módosítás:	2025. Okt. 27. 14:23

Actions (login required)

Tétel nézet