The secret to selling the glow : analysing how CORSX’s marketing influences young adults’ desire for Korean skincare
Doan, Han (2025)
2025
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2025061222782
https://urn.fi/URN:NBN:fi:amk-2025061222782
Tiivistelmä
This thesis examines how young adults living in Helsinki, Finland, make purchasing decision based on brand awareness, which is influenced by the TikTok influencer and the brand image. By combining both survey data and case study analysis to understanding how TikTok exposure and digital branding impact the choice of consumers and their interest in K-beauty. This study addresses the following research question “How does the Korean skincare brand COSRX’s brand awareness, shaped by TikTok influencers and their brand image, affect the purchasing behaviour of young adults in Finland?”.
An online survey through Google Forms was conducted with 62 respondents of the age 20 to 25 living in Helsinki. The collected information was on their exposure of COSRX’s brand image on TikTok, including their familiarity with the brand, engagement with influencer content, factors impacting their purchasing decision when compared with local products.
The findings demonstrated that respondents have a high level of brand recognition for COSRX, and most respondents were introduced of COSRX through TikTok. Content including product reviews, skin care tips and before and after videos were found engaging, and more than 60% of the respondents know about COSRX from influencers. Purchase decisions were significantly influenced by recommendation from influencers, however, product feature, specifically, quality and ingredients had a greater influence on purchasing decision. Compared to Finnish local skincare, respondents view them as basic or outdated, but COSRX was recognised as trendy, effective, and affordable. COSRX has adapted to the Finnish market with a strong brand positioning and able to meet consumers through digital platform like TikTok.
An online survey through Google Forms was conducted with 62 respondents of the age 20 to 25 living in Helsinki. The collected information was on their exposure of COSRX’s brand image on TikTok, including their familiarity with the brand, engagement with influencer content, factors impacting their purchasing decision when compared with local products.
The findings demonstrated that respondents have a high level of brand recognition for COSRX, and most respondents were introduced of COSRX through TikTok. Content including product reviews, skin care tips and before and after videos were found engaging, and more than 60% of the respondents know about COSRX from influencers. Purchase decisions were significantly influenced by recommendation from influencers, however, product feature, specifically, quality and ingredients had a greater influence on purchasing decision. Compared to Finnish local skincare, respondents view them as basic or outdated, but COSRX was recognised as trendy, effective, and affordable. COSRX has adapted to the Finnish market with a strong brand positioning and able to meet consumers through digital platform like TikTok.