User-Generated Content and Consumer Purchase Intentions in the Cosmetic Industry

2021 ◽  
pp. 1084-1106
Author(s):  
Jemi Patel
Keyword(s):  
Social Networking ◽  
Social Impact ◽  
Marketing Strategies ◽  
User Generated Content ◽  
Digital Marketing ◽  
Computer Mediated ◽  
Online Retailers ◽  
Impact Theory ◽  
Cosmetic Industry ◽  
Luxury Cosmetics

Online retailers within the luxury cosmetics industry have grown in popularity due to a wider and more diverse catalogue of products. Beauty e-commerce has also seen an uplift due to the increase in blogs/vlogs and online YouTube tutorials which motivate customers to click through to brands and retailer sites through links and affiliate marketing. Given the importance of computer-mediated marketing environments, particularly the burgeoning Internet tapestry along with its various social networking platforms, it is fundamental for management to foster and understand how these emerging technologies impact on their marketing strategies. Drawing on social impact theory (SIT), this paper contends that user-generated content can provide the basis for brand managers in the cosmetic industry to re-evaluate their digital marketing strategies. The paper concludes with discussions about the value of social impact theory in the development of digital marketing strategies.

User-Generated Content and Consumer Purchase Intentions in the Cosmetic Industry

2017 ◽  
pp. 225-247
Author(s):  
Jemi Patel
Keyword(s):  
Social Networking ◽  
Social Impact ◽  
Marketing Strategies ◽  
User Generated Content ◽  
Digital Marketing ◽  
Computer Mediated ◽  
Online Retailers ◽  
Impact Theory ◽  
Cosmetic Industry ◽  
Luxury Cosmetics

Online retailers within the luxury cosmetics industry have grown in popularity due to a wider and more diverse catalogue of products. Beauty e-commerce has also seen an uplift due to the increase in blogs/vlogs and online YouTube tutorials which motivate customers to click through to brands and retailer sites through links and affiliate marketing. Given the importance of computer-mediated marketing environments, particularly the burgeoning Internet tapestry along with its various social networking platforms, it is fundamental for management to foster and understand how these emerging technologies impact on their marketing strategies. Drawing on social impact theory (SIT), this paper contends that user-generated content can provide the basis for brand managers in the cosmetic industry to re-evaluate their digital marketing strategies. The paper concludes with discussions about the value of social impact theory in the development of digital marketing strategies.

scholarly journals Comparing Data-Driven Methods for Extracting Knowledge from User Generated Content

2019 ◽  
Vol 5 (4) ◽  
pp. 74 ◽  
Author(s):  
Jose Ramon Saura ◽  
Ana Reyes-Menendez ◽  
Ferrão Filipe
Keyword(s):  
Complex Networks ◽  
Latent Dirichlet Allocation ◽  
Knowledge Extraction ◽  
Marketing Strategies ◽  
User Generated Content ◽  
Digital Marketing ◽  
Analysis Technique ◽  
Three Phase ◽  
Networks Analysis ◽  
Visualization Techniques

This study aimed to compare two techniques of business knowledge extraction for the identification of insights related to the improvement of digital marketing strategies on a sample of 15,731 tweets. The sample was extracted from user generated content (UGC) from Twitter using two methods based on knowledge extraction techniques for business. In Method 1, an algorithm to detect communities in complex networks was applied; this algorithm, in which we applied data visualization techniques for complex networks analysis, used the modularity of nodes to discover topics. In Method 2, a three-phase process was developed for knowledge extraction that included the application of a latent Dirichlet allocation (LDA) model, a sentiment analysis (SA) that works with machine learning, and a data text mining (DTM) analysis technique. Finally, we compared the results of each of the two techniques to see whether or not the results yielded by these two methods regarding the analysis of companies’ digital marketing strategies were mutually complementary.

scholarly journals Storytelling and Social Networking as Tools for Digital and Mobile Marketing of Luxury Fashion Brands

2017 ◽  
Vol 11 (6) ◽  
pp. 136 ◽  
Author(s):  
Zahaira Fabiola González Romo ◽  
Irene García-Medina ◽  
Noemí Plaza Romero
Keyword(s):  
Social Media ◽  
Content Analysis ◽  
Social Networking ◽  
Marketing Strategies ◽  
Digital Marketing ◽  
Mobile Marketing ◽  
Mobile Environment ◽  
The Public ◽  
Media Events ◽  
Depth Interviews

This research intends to discover what the current strategies in digital marketing that are being carried out by brands in the luxury fashion sector are. It is intended to identify the most relevant aspects in the interaction of brands with their audiences in a digital and mobile environment, for which qualitative techniques have been used, through content analysis and in-depth interviews. We have found that, among others, the principle of "storytelling" is one of the key strategies in digital marketing, this principle is found in video marketing strategies, social media, events and exhibitions open to the public, which seek to interact with public and show its history.

scholarly journals The Driving Forces of C2C Social Commerce in Thailand: A Developing Framework

2018 ◽  
Vol 3 (1) ◽  
pp. 108 ◽  
Author(s):  
Supattana Sukrat ◽  
Pruthikrai Mahatanankoon ◽  
Borworn Papasratorn
Keyword(s):  
Social Networking ◽  
Social Networking Sites ◽  
Driving Forces ◽  
Virtual Community ◽  
Building Blocks ◽  
User Generated Content ◽  
Community Management ◽  
Social Commerce ◽  
Massive Growth ◽  
Online Retailers

Social Networking Services (SNSs) allow individuals and small online retailers to engage in consumer-to-consumer social commerce (C2C s-commerce). It is a growing phenomenon in Thailand.  This article seeks to articulate the driving forces behind the massive growth of C2C s-commerce in Thailand. Our preliminary literature review and observation reveal a set of interrelated drivers or dimensions fueling this growth: personality and motivation, user-generated content, ICT, and virtual community management. We postulate that these drivers are the main building blocks for C2C s-commerce adoption in Thailand. Researchers and practitioners can refer to these dimensions as they seek to reexamine C2C s-commerce in the context of Thailand or other emerging economies.Keywords: consumer-to-consumer (C2C), s-commerce, driving forces, Facebook, motivation, personality, social networking sites, social commerce, virtual community

Digital Marketing Strategies for Luxury Cosmetics Brands

2017 ◽  
pp. 126-144
Author(s):  
Cindy Paola Pinzón Rios ◽  
Ignacio Osuna Soto ◽  
Luis Fernando Jaramillo Carling
Keyword(s):  
Decision Making ◽  
Social Media ◽  
Latin America ◽  
Marketing Strategies ◽  
Digital Marketing ◽  
Purchase Decision ◽  
Defining Moments ◽  
Luxury Cosmetics ◽  
Decision Making Behavior ◽  
Brand Information

This chapter looks at the digital marketing strategies employed by high-end make-up brands in Colombia, Latin America, as well as the changes seen online and offline. To this end, dedicated social media were analyzed with and interviews with experts on luxury cosmetics brands and high-end make-up brands' managers with experience in online and offline markets were analyzed using ATLASti. Study findings reveal that users' purchase decision-making behavior differs when they shop online and in points of sale. They also show that access to brand information changes defining moments. In addition, the study has proven that digital marketing strategies seek the execution and development of multimedia, multisensory experiences.

Confirming Digital Marketing Model Innovation Design

2021 ◽  
pp. 158-171
Author(s):  
Juan Mejía-Trejo
Keyword(s):  
Structural Equation Modeling ◽  
Structural Equation ◽  
Social Impact ◽  
Marketing Strategies ◽  
Digital Marketing ◽  
Equation Modeling ◽  
Emergency Situations ◽  
Marketing Model

The COVID-19 pandemic is an unprecedented event that has ravaged emergent economies like Mexico seriously. In this sense, several sectors like social impact startups (SIS) are called to participate in actions to recover more quickly in their operations, income, and competitiveness in the post-COVID era. In fact, digital marketing campaigns are alternatives for the Mexican SIS to raise its competitiveness again. Hence, this study aims to confirm the digital marketing model innovation (DMMI) through covariance-based structural equation modeling (CB-SEM) applied on a survey of 180 Mexican SIS during Dec-2020 to Feb-2021. The study´s value is the model`s validity of DMMI and its capability to determine digital marketing strategies to overcome emergency situations like COVID-19.

PERAN DIGITAL MARKETING DALAM EKSISTENSI BISNIS KULINER SEBLAK JELETET MURNI

2016 ◽  
Vol 1 (2) ◽  
pp. 133-144
Author(s):  
Nadya Nadya
Keyword(s):  
Social Media ◽  
Consumer Behavior ◽  
Marketing Strategy ◽  
Marketing Strategies ◽  
Digital Marketing ◽  
Social Media Marketing ◽  
Digital Era ◽  
Marketing Social ◽  
Technological Developments ◽  
Product Sales

Technological developments have significantly changed the way how a business works, especially the culinary business named Seblak Jeletet Murni, that has located in Jakarta. This business is still relatively new, but consumers continue moldy and this spicy culinary product sales have been continue to increase. This phenomenon is a result of business which has entered the digital era in social media. Marketing of this product is not done intensively by the owner of this business, but consumers who moved to market virally in social media, especially social media video youtube. In this article the author analyzed descriptively about consumer behavior in digital marketing that has affected the sales of the culinary products. The analyzes were performed with case studies and associated in the literature on consumer behavior and digital marketing strategies. This article aims to describe the behavior of consumers in the digital age so that it can be input in determining the marketing strategy culinary efforts forward and be used for thought on the future of consumer research. Keywords: Digital Marketing, Social Media, Consumer Behavior

Transformation from Traditional to Digital Marketing: A Case on Facebook Marketing for Micro Foodservice Brands

2020 ◽  
Vol 2 (2) ◽  
pp. 166-187
Keyword(s):  
Marketing Strategies ◽  
Restaurant Industry ◽  
Digital Marketing ◽  
Customer Engagement ◽  
Per Se ◽  
Potential Customers ◽  
Inexpensive Technique ◽  
Facebook Marketing

This study analyses the transformation of marketing strategies from traditional to 'digital' and finds out the efficacy of 'Facebook' marketing for small or micro-enterprise brands; in the case of the restaurant industry. The study looks for the answers to questions such as How ‘Facebook' has changed the means of marketing in the case of small restaurant brands. Two restaurant brands were considered for the study. A qualitative case approach was adopted for the study. Major findings of the study have revealed that Facebook marketing is the direct, easiest and economical mode of communication with current and potential customers through 'Facebook page', to disseminate information regarding brand and services through 'Facebook posts', 'Comments' and 'chats'; besides, to maintain rapid feedback service to customers' queries. In addition, through 'Facebook' activities i.e., an instance of 'Likes', 'Reviews', 'Check-ins', and' Share' customers, themselves ensue as a source for promoting the brands. Nevertheless, for these small or microbrands' Facebook Marketing' per se, it is an inexpensive technique for effective marketing; additionally, it fosters mutual relationships and increases the level of customer engagement.

Sign in / Sign up

Export Citation Format

Share Document