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

Hajer Kefi , Sitesh Indra (1) , Talel Abdessalem (2, 3)

1 LTCI - Laboratoire Traitement et Communication de l'Information
2 DIG - Data, Intelligence and Graphs
3 INFRES - Département Informatique et Réseaux

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 analytics; community detection

Domains: Databases [cs.DB]; Information Retrieval [cs.IR]; Social and Information Networks [cs.SI]; Web

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⟩