The research attempts to assess why social media marketing is believed to be effective as a marketing strategy. Specifically, the research attempts to understand if social media marketing can be effective in the context of attracting male consumers for the Clinique brand. The Clinique brand is a medium level luxury cosmetic brand. As per the defined objectives of the research, it was identified that social media marketing is indeed considered significant enough to attract consumers towards making a purchase. By means of secondary research literature, the role of social media marketing for increasing brand awareness, exposure, loyalty and more is presented. By means of primary research data, the ways that male consumers will interact with social media marketing and how the consumer perceive the Clinique brand are presented.
The research methodology that was used was a mixed research methodology. Both quantitative and qualitative data were collected. The survey questionnaire method used was open and closed ended questions were asked. The survey method exposed how consumers perceive social media marketing techniques, and how they perceive the brand of Clinique in relation to its social marketing. Participants of both genders were selected, in order to ensure there is no bias in the research. It was found that in most situations both genders agreed, which led the researcher to consider that maybe there could be gender neutral marketing. However, based on research evaluation and also the participant answers, it could be said that gender neutral marketing can only exist for certain products.