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

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  • Watanabe, Nicholas M.
  • Kim, Jiyeon
  • Park, Joohyung

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.

Suggested Citation

  • Watanabe, Nicholas M. & Kim, Jiyeon & Park, Joohyung, 2021. "Social network analysis and domestic and international retailers: An investigation of social media networks of cosmetic brands," Journal of Retailing and Consumer Services, Elsevier, vol. 58(C).
    • Handle: RePEc:eee:joreco:v:58:y:2021:i:c:s0969698920313096
    DOI: 10.1016/j.jretconser.2020.102301
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    Cited by:

    1. Akram, Umair & Ansari, Aisha Rehman & ulhaq, Irfan & Yan, Chen, 2023. "Cosmetics makers have always sold ‘hope in a jar’! Understanding the cosmetics purchase intention in the Chinese mobile commerce environment," Journal of Retailing and Consumer Services, Elsevier, vol. 73(C).
    2. Alzaidi, Maram Saeed & Agag, Gomaa, 2022. "The role of trust and privacy concerns in using social media for e-retail services: The moderating role of COVID-19," Journal of Retailing and Consumer Services, Elsevier, vol. 68(C).
    3. Liping Fu & Kaibo Xu & Feng Liu & Lu Liang & Zhengmin Wang, 2021. "Regional Disparity and Patients Mobility: Benefits and Spillover Effects of the Spatial Network Structure of the Health Services in China," IJERPH, MDPI, vol. 18(3), pages 1-16, January.
    4. Yuan Yuan & Xintong Sun & Ning Liu, 2022. "Measuring structural characteristics and evolutionary patterns of an industrial carbon footprint network: A social network analysis approach," Regional Science Policy & Practice, Wiley Blackwell, vol. 14(S2), pages 159-180, November.
    5. Aversa, Joseph & Jacobson, Jenna & Hernandez, Tony & Cleave, Evan & Macdonald, Michael & Dizonno, Stephanie, 2021. "The social media response to the rollout of legalized cannabis retail in Ontario, Canada," Journal of Retailing and Consumer Services, Elsevier, vol. 61(C).

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