Content analysis and message characteristics of Twitter: a case study of high-end makeup

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Publicado: jul. 19, 2021
Actualizado: 2021-07-19
Versiones:
2021-07-19 (6)
DOI: https://doi.org/10.21676/23897848.4146
Palabras clave:
social media; consumer behavior; content analysis; consumer journey; luxury makeup.

Contenido principal del artículo

Cindy Paola Pinzón-Ríos
INALDE Business School, Universidad de La Sabana
Ignacio Osuna-Soto
INALDE Business School, Universidad de La Sabana
Ernesto Barrera-Duque
INALDE Business School, Universidad de La Sabana

Resumen

This paper seeks to understand the impact of social media user interactions on luxury makeup brands’ strategies. We used a mix of methodologies. The qualitative method was useful for content analysis on Twitter for two months of 2016. The quantitative method applied a zero-inflated Poisson regression model to determine tweet characteristics related to replies and an extensive interaction volume. This study reveals that the user report was predominant in the consumer journey concerning pre-purchase and post-purchase, but interaction prevails at the extremes of the journey. Also, tweet interaction increases with hedonistic values, specifically beauty, but surprisingly, links and videos within the tweet content undermine interaction. Pragmatically, luxury makeup brand marketers can use these findings to improve marketing strategies and explore new opportunities for the consumer journey.

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Pinzón-Ríos, C. P., Osuna-Soto, I., & Barrera-Duque, E. (2021). Content analysis and message characteristics of Twitter: a case study of high-end makeup. Clío América, 14(28), 531–548. https://doi.org/10.21676/23897848.4146 (Original work published 20 de noviembre de 2020)
Número
Vol. 14 Núm. 28 (2020): julio - diciembre 2020
Sección
Artículo de Investigación Científica y Tecnológica
Creative Commons License

Esta obra está bajo una licencia internacional Creative Commons Atribución-NoComercial-CompartirIgual 4.0.

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