Social Media Marketing Analytics: a Multicultural Approach Applied to the Beauty \& cosmetics Sector

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.

Complete list of metadatas

https://hal-imt.archives-ouvertes.fr/hal-01700190
Contributor : Admin Télécom Paristech <>
Submitted on : Saturday, February 3, 2018 - 6:07:30 PM
Last modification on : Thursday, October 17, 2019 - 12:36:59 PM

Identifiers

  • HAL Id : hal-01700190, version 1

Citation

Hajer Kefi, Sitesh Indra, Talel Abdessalem. Social Media Marketing Analytics: a Multicultural Approach Applied to the Beauty \& cosmetics Sector. 20th Pacific Asia Conference on Information Systems (PACIS 2016), Jun 2016, Chiayi, Taiwan. pp.176. ⟨hal-01700190⟩

Share

Metrics

Record views

130