Social media marketing analytics: a multicultural approach applied to the beauty & cosmetic sector

Hajer Kefi (), Sitesh Indra () and Talel Abdessalem ()
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Hajer Kefi: DRM - Dauphine Recherches en Management - Université Paris Dauphine-PSL - PSL - Université Paris Sciences et Lettres - CNRS - Centre National de la Recherche Scientifique, NUS - School of computing [Singapore] - NUS - National University of Singapore, CEDAG - EA 1516 - Centre de droit des affaires et de gestion - UPD5 - Université Paris Descartes - Paris 5
Sitesh Indra: NUS - School of computing [Singapore] - NUS - National University of Singapore, LTCI - Laboratoire Traitement et Communication de l'Information - Télécom ParisTech - IMT - Institut Mines-Télécom [Paris] - CNRS - Centre National de la Recherche Scientifique, IPAL - Image & Pervasive Access Lab - UJF - Université Joseph Fourier - Grenoble 1 - UPMC - Université Pierre et Marie Curie - Paris 6 - NUS - National University of Singapore - A*STAR - Agency for science, technology and research [Singapore] - CNRS - Centre National de la Recherche Scientifique - Institute for Infocomm Research - I²R [Singapore]
Talel Abdessalem: IPAL - Image & Pervasive Access Lab - UJF - Université Joseph Fourier - Grenoble 1 - UPMC - Université Pierre et Marie Curie - Paris 6 - NUS - National University of Singapore - A*STAR - Agency for science, technology and research [Singapore] - CNRS - Centre National de la Recherche Scientifique - Institute for Infocomm Research - I²R [Singapore], LTCI - Laboratoire Traitement et Communication de l'Information - Télécom ParisTech - IMT - Institut Mines-Télécom [Paris] - CNRS - Centre National de la Recherche Scientifique, NUS - School of computing [Singapore] - NUS - National University of Singapore

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Abstract: We present in this paper a multicultural approach to social media marketing analytics, applied in two Facebook brand pages: French (individualistic culture, the country home of the brand) versus Saudi Arabian (collectivistic culture, one of its country hosts), which are published by an international beauty & cosmetics firm. Using social network analysis and content analysis, we identify the most popular posts and the most influential users within these two brand pages and highlight the different communities emerging from brand and users interactions. These communities seem to be culture oriented when they are constructed around socialization branded posts and product-line oriented when advertising branded posts are concerned.

Keywords: Social Media marketing; Multicultural differences; Social Network analysis; Facebook. (search for similar items in EconPapers)
Date: 2016-06-27
New Economics Papers: this item is included in nep-cul, nep-mkt and nep-sea
Note: View the original document on HAL open archive server: https://hal.science/hal-01456580v1
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Citations: View citations in EconPapers (1)

Published in 20th Pacific Asia Conference on Information Systems, PACIS 2016, Jun 2016, Chiayi, Taiwan

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