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Social media marketing analytics : a multicultural approach applied to the beauty & cosmetic sector

Author

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  • Hajer Kefi

    (DRM - Dauphine Recherches en Management - Université Paris Dauphine-PSL - PSL - Université Paris sciences et lettres - CNRS - Centre National de la Recherche Scientifique, NUS - School of computing [Singapore] - NUS - National University of Singapore, CEDAG - EA 1516 - Centre de droit des affaires et de gestion - UPD5 - Université Paris Descartes - Paris 5)

  • Sitesh Indra

    (NUS - School of computing [Singapore] - NUS - National University of Singapore, LTCI - Laboratoire Traitement et Communication de l'Information - Télécom ParisTech - IMT - Institut Mines-Télécom [Paris] - CNRS - Centre National de la Recherche Scientifique, IPAL - Image & Pervasive Access Lab - UJF - Université Joseph Fourier - Grenoble 1 - UPMC - Université Pierre et Marie Curie - Paris 6 - NUS - National University of Singapore - A*STAR - Agency for science, technology and research [Singapore] - CNRS - Centre National de la Recherche Scientifique - Institute for Infocomm Research - I²R [Singapore])

  • Talel Abdessalem

    (IPAL - Image & Pervasive Access Lab - UJF - Université Joseph Fourier - Grenoble 1 - UPMC - Université Pierre et Marie Curie - Paris 6 - NUS - National University of Singapore - A*STAR - Agency for science, technology and research [Singapore] - CNRS - Centre National de la Recherche Scientifique - Institute for Infocomm Research - I²R [Singapore], LTCI - Laboratoire Traitement et Communication de l'Information - Télécom ParisTech - IMT - Institut Mines-Télécom [Paris] - CNRS - Centre National de la Recherche Scientifique, NUS - School of computing [Singapore] - NUS - National University of Singapore)

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.

Suggested Citation

  • Hajer Kefi & Sitesh Indra & Talel Abdessalem, 2016. "Social media marketing analytics : a multicultural approach applied to the beauty & cosmetic sector," Post-Print hal-01456580, HAL.
  • Handle: RePEc:hal:journl:hal-01456580
    Note: View the original document on HAL open archive server: https://hal.science/hal-01456580
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    Cited by:

    1. Salvatore Pirri & Valentina Lorenzoni & Gianni Andreozzi & Marta Mosca & Giuseppe Turchetti, 2020. "Topic Modeling and User Network Analysis on Twitter during World Lupus Awareness Day," IJERPH, MDPI, vol. 17(15), pages 1-18, July.

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    Keywords

    Social Media marketing; Multicultural differences; Social Network analysis; Facebook.;
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