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Focusing on young females' engagement with social network sites, this dissertation examines their habits, motives, and perceived gratifications in relation to five cosmetic companies. It analyzes how these companies employ relationship cultivation strategies on platforms like Facebook, Twitter, and Google+ as marketing tools. Based on the findings, the research offers recommendations for enhancing content on social media to strengthen consumer relationships, providing valuable insights for marketers in the cosmetics industry.

Focusing on the impact of Michael Porter's contributions to business strategy, this essay examines his three generic strategies introduced in 1980, which have become a foundational framework in business policy literature. Porter's ideas have significantly shaped strategic thinking and continue to influence how organizations formulate their strategies. The analysis highlights his role as a leading strategist and the lasting relevance of his concepts in the field of communications and marketing.