Rahayu (2024) – systematic review of digital marketing strategies (CRM, personalization, multichannel). shows that digital marketing --> lowers costs and leads to long-term loyalty.

Stephen (2015) – Consumer behavior in digital contexts. WOM and digital culture strongly influence attitudes, but much research is short-term.

Erdogmus & Çiçek (2012) – Social media marketing can build long-term loyalty if engagement is consistent and interactive.

Ataman (2009): Products/distribution → loyalty - ads/trends → purchases only

Deighton (1994): Ads → purchases (switching), no loyalty like buying again

Spiteri-Cornish (2020): Post-purchase experience → repeat buying or regret

Ferdianto (2024): TikTok content → purchases (intention), not loyalty

Greggio (2025): FoMO → purchases (hype), but often regret/loss of loyalty

purchases measured separately from loyalty

not much research on beauty brands specifically and modern social media focus.

not much on how strategies balance short-term purchase boosts with long-term loyalty.

no comparing different strategies and their effectiveness.

not differentiatring between what leads to long term success and what leads to just short term hype.