Social network analysis and domestic and international retailers: An investigation of social media networks of cosmetic brands

Nicholas M. Watanabe, Jiyeon Kim and Joohyung Park

Journal of Retailing and Consumer Services, 2021, vol. 58, issue C

Abstract: As brands’ use of social media to connect with customers becomes increasingly important, there is a need to continually monitor social network activities. Although numerous studies have examined consumer behaviors on social media, only a handful of studies have adopted a social network analysis approach. Considering this gap, the current study analyzed Twitter networks of two multi-brand retailers to investigate network activities. The findings from analyzing network patterns reveal that while brands are able to deliver messages through digital platforms, they may only have limited control over the communications within networks, and thus cannot govern the spread of information.

Keywords: Social network analysis; Social media marketing; Customer service; Twitter; Brands (search for similar items in EconPapers)
Date: 2021
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Citations: View citations in EconPapers (7)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:joreco:v:58:y:2021:i:c:s0969698920313096

DOI: 10.1016/j.jretconser.2020.102301

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