Mastering Digital WOM: Innovative Strategies in Japan’s Cosmetic Market

Young Won Park () and Paul Hong ()
Additional contact information
Young Won Park: Saitama University
Paul Hong: The University of Toledo

Chapter Chapter 6 in Cosmetics Marketing Strategy in the Era of the Digital Ecosystem, 2024, pp 113-127 from Springer

Abstract: Abstract This chapter presents an in-depth exploration of digital Word-of-Mouth (WOM) marketing within Japan’s cosmetic sector, focusing on the dynamics between consumer interaction and language use on digital platforms. It dissects the content and intent behind WOM on two popular platforms: @cosme—a comprehensive beauty website with a vast database of products and brands—and Instagram, which is favored by a younger demographic for its visual-centric sharing. The analysis underscores the distinction between the unilateral consumption of reviews on @cosme and the interactive dialogue facilitated by Instagram. It delves into the structural differences in posting reviews on both platforms, with @cosme allowing for detailed categorization and Instagram offering a more straightforward, visual-focused approach. The research then shifts to the trends and impacts of WOM in Japan, highlighting its significant influence on purchasing decisions. WOM remains a crucial determinant in product selection, with a notable gender difference in its impact—women are more influenced by WOM than men. The motives behind sharing WOM are also explored, revealing that the type of language used (cognitive or emotional) is closely tied to the poster’s intent, whether it’s to inform or engage in a pleasurable conversation. The study culminates with a comparative analysis of WOM content across @cosme and Instagram, revealing that @cosme posts are more inclined towards functional usage, while Instagram content emphasizes aesthetic appeal and purchase experiences. The findings suggest that the motive behind posting WOM significantly shapes the language and content of the reviews, offering critical insights for companies aiming to harness WOM effectively for marketing purposes.

Date: 2024
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:978-981-97-3674-4_6

Ordering information: This item can be ordered from
http://www.springer.com/9789819736744

DOI: 10.1007/978-981-97-3674-4_6

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 ().