| Abstract [eng] |
This master’s thesis explores social commerce as a strategic commercialization direction for deep-tech startups operating in the health and beauty sectors. The study focuses on how social commerce functionalities such as content creation, community interaction, and platform-based engagement can support market entry, brand visibility, and customer relationships of deep-tech beauty and health startups. Today’s rapid digitalization and rise of social commerce are reshaping how innovative products are commercialized and introduced to the market. At the same time, deep-tech startups in these sectors face persistent challenges in translating innovative scientific innovations into market-ready solutions. It further examines how specific features of social commerce platforms can address these challenges. Problem: Deep-tech startups operating in the health and beauty sectors face distinct commercialization challenges arising from technological complexity, long development cycles, regulatory constraints, and limited consumer awareness. These factors make it difficult for startups to communicate value propositions to non-technical audiences and to establish consumer trust. Although social commerce platforms have become increasingly influential in shaping consumer behavior and purchasing decisions, there is limited empirical and strategic guidance on how these platforms can be effectively utilized to support the market entry and growth of deep-tech startups. This lack of structured understanding represents a significant gap that this thesis seeks to address. The objective: examine how social commerce can function as a strategic commercialization direction of deep-tech startups in the health and beauty sector. Research tasks include: 1.Systemizing the challenges and limitations deep-tech startups face in marketing and commercialization, particularly in health and beauty sectors. 2.Examining the key characteristics and functionalities of social commerce platforms that can address these challenges. 3.Analyzing real-world examples of deep-tech startups that have successfully utilized social commerce. 4.Evaluating the influence of social platform features on consumer engagement, trust-building, and brand visibility. 5.Developing a strategic framework to support the use of social commerce for accelerating growth and market entry of deep-tech startups in beauty and health sector. Research methods: The study employs a mixed-methods approach, including a literature review, analysis of real-world startup case studies, and a quantitative online public survey. Research and results obtained: The research identified key commercialization challenges for deep-tech startups, such as long development cycles, limited funding, and low consumer trust. Case studies showed that startups successfully using social commerce through influencer partnerships, educational content, and platform tools and build visibility and trust effectively. Survey results confirmed that consumers are more likely to notice, trust, and consider purchasing deep-tech health and beauty products when they are promoted through engaging content on platforms like TikTok, Facebook and Instagram. Conclusions of the FMTP: 1.Deep-tech startups in health and beauty sectors face barriers like long development, high costs, and low consumer awareness. 2.Social commerce platforms offer effective tools to simplify communication and build trust with users. 3.Case studies show that startups using influencers, educational content, and interactive features gain stronger visibility and engagement. 4.Survey results confirm that consumers are more likely to trust and consider deep-tech products seen on social media. 5.A clear, strategic use of social commerce helps startups reach the market faster and grow their customer base. 6.The strategic framework has been developed based on the findings addressing the gap between innovative deep-tech products and their communication to consumers. |
