Merchandising/Marketing/Retailing: Management
Authors: HaeJung Maria Kim (University of North Texas) , Eunjung Ryou (Changwon National University) , Kyong-Hwa Yi (Catholic University of Korea) , Soo-Kyoung Ahn (Chonnam National University)
Sephora's platform can be of value by its' unique, open-sell environment with an ever-increasing product assortment in omnichannel. Focusing on Sephora's Twitter communication, this study explored the network and visualized the four indie-brand' social networks. Using the social network analysis (SNA), we identified (1) the communication patterns and topics of four brands' tweets, (2) the structure of conversations and sub-cluster of each four brands, and (3) the characteristics of influential consumers who are actively sharing opinions and ideas. The findings are that the compatible cosmetic brands increased brand-consumers resonances by empowering influentials' social roles and their structural signatures in socially networked platforms. All cosmetic brands had indirect connections with other cosmetic brands, which meant the brands shared their networks on the Sephora's Twitter. The cosmetic brand itself was the influencers with a high Page Rank in its Twitter network. This study signified the SNA approach's competence as a novel analytical tool to understand social roles and structure signature among consumers and brands in social media, Sephora's Twitter.
Keywords: Omnichannel, Social Network Analysis, Twitter, Social Media
How to Cite: Kim, H. M. , Ryou, E. , Yi, K. & Ahn, S. (2020) “Visualizing Social Roles and Structural Signatures of the Cosmetic Brands on the Sephora's' Twitter”, International Textile and Apparel Association Annual Conference Proceedings. 77(1). doi: https://doi.org/10.31274/itaa.11712
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