Exploring Customer Online Reviews for New Product Development: The Case of Identifying Reinforcers in the Cosmetic Industry

Moutaz Haddara (), Jenny Hsieh, Asle Fagerstrøm (), Niklas Eriksson and Valdimar Sigurdsson ()
Additional contact information
Moutaz Haddara: Kristiania University of Applied Sciences
Jenny Hsieh: TIAS School for Business and Society
Asle Fagerstrøm: Kristiania University of Applied Sciences
Niklas Eriksson: Arcada University of Applied Science
Valdimar Sigurdsson: Reykjavik University

Chapter 8 in The Marketing Firm, Volume I, 2025, pp 225-293 from Springer

Abstract: Abstract This study analyses online customer reviews in order to investigate customers’ preferences regarding cosmetic products. Based on the marketing firm theory, this research explores the possibility of enhancing the bilateral contingent relationships between the customer and the marketing firm within the cosmetics domain. Hence, this study applies market-search concepts by extracting customer reviews and employing text analytics to identify reinforcers and factors in cosmetic products that customers are expecting and their sentiments towards them. Our results suggest that some reinforcers are shared among all customers, but some vary among the different customer segments based on their age and skin tone.

Keywords: New product development; The marketing firm; Bilateral contingencies; Text mining; Online customer reviews; Big data analytics (search for similar items in EconPapers)
Date: 2025
References: Add references at CitEc
Citations:

There are no downloads for this item, see the EconPapers FAQ for hints about obtaining it.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:spr:sprchp:978-3-031-91595-6_8

Ordering information: This item can be ordered from
http://www.springer.com/9783031915956

DOI: 10.1007/978-3-031-91595-6_8

Access Statistics for this chapter

More chapters in Springer Books from Springer
Bibliographic data for series maintained by Sonal Shukla () and Springer Nature Abstracting and Indexing ().