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Exploring Customer Online Reviews for New Product Development: The Case of Identifying Reinforcers in the Cosmetic Industry

In: The Marketing Firm, Volume I

Author

Listed:
  • Moutaz Haddara

    (Kristiania University of Applied Sciences)

  • Jenny Hsieh

    (TIAS School for Business and Society)

  • Asle Fagerstrøm

    (Kristiania University of Applied Sciences
    BI Norwegian Business School)

  • Niklas Eriksson

    (Arcada University of Applied Science)

  • Valdimar Sigurdsson

    (Reykjavik University)

Abstract

This study analyses online customer reviews in order to investigate customers’ preferences regarding cosmetic products. Based on the marketing firm theory, this research explores the possibility of enhancing the bilateral contingent relationships between the customer and the marketing firm within the cosmetics domain. Hence, this study applies market-search concepts by extracting customer reviews and employing text analytics to identify reinforcers and factors in cosmetic products that customers are expecting and their sentiments towards them. Our results suggest that some reinforcers are shared among all customers, but some vary among the different customer segments based on their age and skin tone.

Suggested Citation

  • Moutaz Haddara & Jenny Hsieh & Asle Fagerstrøm & Niklas Eriksson & Valdimar Sigurdsson, 2025. "Exploring Customer Online Reviews for New Product Development: The Case of Identifying Reinforcers in the Cosmetic Industry," Springer Books, in: Valdimar Sigurdsson & Gordon R. Foxall (ed.), The Marketing Firm, Volume I, chapter 8, pages 225-293, Springer.
    • Handle: RePEc:spr:sprchp:978-3-031-91595-6_8
    DOI: 10.1007/978-3-031-91595-6_8
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