Research Questions:
1- What is the link between happiness, cosmetics, and advertisement? = literature
2- To what extent was happiness used in cosmetics ads during pandemic? = literature

Aim of the study:
Results of this thesis may give ideas on brand image and purchase intention of customers for the policymakers during the pandemic.
– To determine how and to what extent happiness is used in advertising.
– To investigate the impact of the use of happiness in advertising on the consumer’s perception during the covid-19 crisis.
– To study the impact of these strategies on the consumer perception of cosmetics brands’ image during the crisis.
– To derive recommendations for further academic research in this area.