Factors driving customer engagement with the global beauty brands via social media marketing
Analysis of the international beauty brands content marketing on instagram and facebook. Review existing literature on the topic: the definition and the concept of the term "customer engagement". Making of recommendations for global beauty brands.
| Рубрика | Маркетинг, реклама и торговля |
| Вид | дипломная работа |
| Язык | английский |
| Дата добавления | 02.09.2018 |
| Размер файла | 1,3 M |
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56. Smith, A. N., Fischer, E., & Yongjian, C. (2012). How Does Brand-related User-generated Content Differ across YouTube, Facebook, and Twitter? Journal of Interactive Marketing, 26 (2), 102-113.
57. So, K.K.F., King, C., Sparks B.A., Wang, Y. (2016). Enhancing customer relationships with retail service brands: The role of customer engagement , Journal of Service Management, Vol. 27 Issue: 2, pp.170-193,
58. SocialBaker Analytics - https://new.analytics.socialbakers.com
59. Stelzner, M. (2017). Social media marketing industry report: How marketers are using social media to grow their businesses
60. Syrdal, A., Briggs, E. (2015). Social Media Engagement: It's a State of Mind, Proceedings of the 2015 Society for Marketing Advances Conference, San Antonio, TX, Nov. 3- 7, 280-281.
61. Using social media to aid innovation: Factors that help increase customer engagement with the brand , (2018) . Strategic Direction, Vol. 34 Issue: 4, pp.25-27,
62. Van Doorn, J., Lemon, K.N., Mittal, V., Nass, S., Pick, D., Pirner, P., & Verhoef, P.C. (2010). Customer Engagement Behavior: Theoretical Foundations and Research Directions. ResearchGate, 13(3), 253-266.
63. Vivek, S. (2014). Customer Engagement: Exploring Customer Relationships Beyond Purchase. Retrieved on 14.02.2018 from https://www.tandfonline.com/doi/abs/10.2753/MTP1069-6679200201
64. Wirtz, J., den Ambtman, J., Bloemer, J., Horvбth, C., Ramaseshan, B., van de Klundert, J., Canli, Z.G., Kandampully J. (2013). Managing brands and customer engagement in online brand communities , Journal of Service Management, Vol. 24 Issue: 3, pp.223-244,
65. Zheng, X., Xiang, L., Liu, I. (2012). Enhancing consumer engagement in online shopping platforms through economic . Retrieved on 14.02.2018 from http://citeseerx.ist.psu.edu/viewdoc/download?doi=10.1.1.668.589&rep=rep1&type=pdf
66. Powerful Facebook Statistics You Should Know for a More Engaging Facebook Page. Retrieved on 14.02.2018 from https://blog.bufferapp.com/7-facebook-stats-you-should-know-for-a-more-engaging-page
Appendices
Appendix 1
Content analysis of Too Faced TOP 30 engaging Posts on its Facebook Page during March 2018
|
# |
Number of Interactions per 1000 Followers |
Total Number of Interactions |
Reactions |
Comments |
Shares |
Number of Fans |
Content Type |
Post Media Type |
Post Day |
Interactivity |
Influencer Integration |
|
|
1 |
32,63 |
95 976 |
93 255 |
1 117 |
1 604 |
2 941 672 |
Product |
Image |
Workday |
High |
No |
|
|
2 |
20,22 |
60 087 |
58 428 |
831 |
828 |
2 972 222 |
Product |
Image |
Workday |
High |
No |
|
|
3 |
11,97 |
35 010 |
33 730 |
466 |
814 |
2 925 119 |
Product |
Image |
Workday |
High |
No |
|
|
4 |
2,86 |
8 422 |
7 552 |
656 |
214 |
2 941 672 |
Product |
Image |
Workday |
High |
No |
|
|
5 |
2,77 |
8 228 |
7 416 |
568 |
244 |
2 973 226 |
Product |
Image |
Weekend |
High |
No |
|
|
6 |
2,21 |
6 493 |
5 768 |
529 |
196 |
2 946 527 |
Product |
Image |
Workday |
High |
No |
|
|
7 |
2,02 |
5 989 |
5 108 |
600 |
281 |
2 971 411 |
Product |
Image |
Workday |
High |
No |
|
|
8 |
1,47 |
4 313 |
4 025 |
189 |
99 |
2 926 825 |
Product |
Image |
Weekend |
High |
No |
|
|
9 |
1,45 |
4 286 |
4 088 |
110 |
88 |
2 953 832 |
Product |
Image |
Weekend |
High |
No |
|
|
10 |
1,44 |
4 230 |
3 832 |
292 |
106 |
2 938 946 |
Product |
Image |
Workday |
High |
No |
|
|
11 |
1,38 |
4 060 |
3 570 |
346 |
144 |
2 940 172 |
Product |
Image |
Workday |
High |
No |
|
|
12 |
1,38 |
4 109 |
3 646 |
340 |
123 |
2 977 251 |
Product |
Image |
Workday |
High |
No |
|
|
13 |
1,21 |
3 618 |
3 436 |
114 |
68 |
2 983 478 |
Product |
Image |
Workday |
High |
No |
|
|
14 |
1,20 |
3 512 |
2 951 |
437 |
124 |
2 933 176 |
Product |
Image |
Workday |
High |
No |
|
|
15 |
1,17 |
3 436 |
2 949 |
307 |
180 |
2 925 789 |
Product & Face |
Video |
Workday |
High |
Yes |
|
|
16 |
0,99 |
2 909 |
2 745 |
125 |
39 |
2 950 023 |
Product |
Image |
Weekend |
High |
No |
|
|
17 |
0,95 |
2 783 |
2 650 |
75 |
58 |
2 937 670 |
Product |
Image |
Weekend |
High |
No |
|
|
18 |
0,92 |
2 705 |
2 460 |
190 |
55 |
2 941 108 |
Product |
Image |
Workday |
High |
No |
|
|
19 |
0,90 |
2 668 |
2 469 |
136 |
63 |
2 981 256 |
Product |
Image |
Workday |
High |
No |
|
|
20 |
0,88 |
2 575 |
2 305 |
209 |
61 |
2 925 119 |
Product |
Image |
Workday |
High |
No |
|
|
21 |
0,84 |
2 490 |
2 265 |
133 |
92 |
2 974 755 |
Product |
Image |
Workday |
High |
No |
|
|
22 |
0,82 |
2 415 |
2 296 |
69 |
50 |
2 953 832 |
Product |
Image |
Weekend |
High |
No |
|
|
23 |
0,82 |
2 431 |
2 125 |
223 |
83 |
2 974 006 |
Product |
Image |
Weekend |
High |
No |
|
|
24 |
0,78 |
2 319 |
2 152 |
138 |
29 |
2 963 719 |
Product |
Image |
Workday |
High |
No |
|
|
25 |
0,76 |
2 254 |
2 128 |
72 |
54 |
2 974 006 |
Product |
Image |
Weekend |
High |
No |
|
|
26 |
0,65 |
1 905 |
1 748 |
110 |
47 |
2 928 061 |
Product |
Image |
Weekend |
High |
No |
|
|
27 |
0,65 |
1 913 |
1 799 |
66 |
48 |
2 950 023 |
Product |
Image |
Weekend |
High |
No |
|
|
28 |
0,59 |
1 739 |
1 612 |
95 |
32 |
2 936 353 |
Product |
Image |
Weekend |
High |
No |
|
|
29 |
0,59 |
1 752 |
1 609 |
103 |
40 |
2 979 391 |
Product |
Image |
Workday |
High |
No |
|
|
30 |
0,57 |
1 655 |
1 543 |
76 |
36 |
2 925 789 |
Product |
Image |
Workday |
High |
No |
Appendix 2
Content analysis of NYX TOP 30 engaging Posts on its Facebook Page during March 2018
|
# |
Number of Interactions per 1000 Followers |
Total Number of Interactions |
Reactions |
Comments |
Shares |
Number of Fans |
Content Type |
Post Media Type |
Post Day |
Interactivity |
Influencer Integration |
|
|
1 |
1,37 |
2 751 |
2 444 |
216 |
91 |
2 004 643 |
Product |
Image |
Workday |
High |
No |
|
|
2 |
0,86 |
1 739 |
1 614 |
60 |
65 |
2 011 392 |
Product |
Image |
Workday |
Low |
No |
|
|
3 |
0,74 |
1 489 |
1 215 |
217 |
57 |
2 006 173 |
Product |
Video |
Workday |
High |
No |
|
|
4 |
0,70 |
1 402 |
1 244 |
75 |
83 |
2 014 091 |
Face |
Image |
Workday |
High |
Yes |
|
|
5 |
0,66 |
1 324 |
1 145 |
119 |
60 |
2 013 479 |
Product |
Image |
Workday |
High |
No |
|
|
6 |
0,65 |
1 312 |
1 119 |
67 |
126 |
2 007 209 |
Product & Face |
Video |
Weekend |
High |
Yes |
|
|
7 |
0,62 |
1 241 |
1 170 |
49 |
22 |
2 005 360 |
Product |
Image |
Workday |
High |
No |
|
|
8 |
0,54 |
1 079 |
976 |
71 |
32 |
2 008 030 |
Product |
Video |
Weekend |
High |
No |
|
|
9 |
0,49 |
985 |
926 |
29 |
30 |
2 016 948 |
Product |
Image |
Workday |
High |
No |
|
|
10 |
0,46 |
934 |
873 |
32 |
29 |
2 009 612 |
Product |
Image |
Workday |
High |
Yes |
|
|
11 |
0,46 |
923 |
858 |
46 |
19 |
2 001 018 |
Product |
Image |
Workday |
High |
No |
|
|
12 |
0,41 |
820 |
753 |
41 |
26 |
2 003 956 |
Product |
Image |
Workday |
High |
No |
|
|
13 |
0,39 |
790 |
740 |
25 |
25 |
2 012 775 |
Product & Face |
Image |
Weekend |
High |
Yes |
|
|
14 |
0,38 |
773 |
735 |
27 |
11 |
2 015 111 |
Product |
Link |
Workday |
High |
No |
|
|
15 |
0,37 |
755 |
712 |
20 |
23 |
2 015 577 |
Product |
Image |
Workday |
High |
No |
|
|
16 |
0,37 |
739 |
698 |
25 |
16 |
2 000 302 |
Face |
Image |
Workday |
High |
Yes |
|
|
17 |
0,37 |
741 |
689 |
34 |
18 |
2 014 554 |
Product |
Image |
Workday |
High |
Yes |
|
|
18 |
0,35 |
714 |
670 |
28 |
16 |
2 014 554 |
Face |
Image |
Workday |
High |
Yes |
|
|
19 |
0,35 |
700 |
659 |
17 |
24 |
2 008 772 |
Product |
Image |
Workday |
High |
Yes |
|
|
20 |
0,34 |
682 |
605 |
45 |
32 |
2 018 036 |
Product |
Link |
Workday |
High |
No |
|
|
21 |
0,33 |
666 |
627 |
20 |
19 |
2 002 439 |
Product |
Image |
Weekend |
Low |
Yes |
|
|
22 |
0,32 |
650 |
601 |
24 |
25 |
2 010 365 |
Product |
Image |
Workday |
High |
No |
|
|
23 |
0,31 |
626 |
581 |
24 |
21 |
2 010 960 |
Product |
Image |
Workday |
High |
Yes |
|
|
24 |
0,30 |
607 |
547 |
25 |
35 |
2 019 315 |
Product & Face |
Image |
Workday |
High |
Yes |
|
|
25 |
0,30 |
601 |
562 |
32 |
7 |
2 003 956 |
Product |
Image |
Workday |
High |
Yes |
|
|
26 |
0,29 |
577 |
557 |
12 |
8 |
2 012 094 |
Face |
Image |
Weekend |
High |
Yes |
|
|
27 |
0,27 |
552 |
530 |
11 |
11 |
2 017 457 |
Face |
Image |
Workday |
High |
Yes |
|
|
28 |
0,27 |
535 |
517 |
5 |
13 |
2 010 365 |
Face |
Image |
Workday |
High |
Yes |
|
|
29 |
0,25 |
506 |
479 |
10 |
17 |
2 020 062 |
Face |
Image |
Weekend |
High |
Yes |
|
|
30 |
0,24 |
492 |
467 |
9 |
16 |
2 016 061 |
Product & Face |
Image |
Weekend |
High |
Yes |
Appendix 3
Content analysis of Too Faced TOP 30 engaging Posts on its Instagram Page during March 2018
|
# |
Number of Interactions per 1000 Followers |
Total Number of Interactions |
Likes |
Comments |
Number of Followers |
Content Type |
Post Media Type |
Post Day |
Interactivity |
Influencer Integration |
|
|
1 |
33,15 |
340 564 |
301 235 |
39 329 |
10 277 082 |
Product |
Image |
Workday |
High |
No |
|
|
2 |
26,83 |
275 390 |
271 940 |
3 450 |
10 265 321 |
Product |
Image |
Workday |
High |
No |
|
|
3 |
15,84 |
162 504 |
162 183 |
321 |
10 261 455 |
Face |
Image |
Workday |
High |
No |
|
|
4 |
15,30 |
157 810 |
156 683 |
1 127 |
10 317 052 |
Product |
Image |
Workday |
Low |
Yes |
|
|
5 |
14,95 |
154 079 |
152 807 |
1 272 |
10 310 438 |
Product |
Image |
Workday |
High |
No |
|
|
6 |
14,88 |
153 298 |
147 129 |
6 169 |
10 302 822 |
Product |
Image |
Workday |
High |
No |
|
|
7 |
13,84 |
142 811 |
141 626 |
1 185 |
10 317 052 |
Product |
Image |
Workday |
Low |
Yes |
|
|
8 |
13,80 |
141 838 |
140 573 |
1 265 |
10 281 669 |
Product |
Image |
Workday |
Low |
Yes |
|
|
9 |
13,55 |
139 518 |
138 757 |
761 |
10 294 347 |
Product |
Image |
Weekend |
Low |
No |
|
|
10 |
13,19 |
135 495 |
134 654 |
841 |
10 271 730 |
Product |
Image |
Weekend |
High |
No |
|
|
11 |
13,05 |
133 331 |
132 521 |
810 |
10 221 102 |
Product |
Image |
Workday |
Low |
No |
|
|
12 |
12,92 |
132 582 |
131 785 |
797 |
10 261 455 |
Product |
Image |
Workday |
Low |
No |
|
|
13 |
11,40 |
117 167 |
116 511 |
656 |
10 281 669 |
Product |
Image |
Workday |
Low |
Yes |
|
|
14 |
11,09 |
113 825 |
113 389 |
436 |
10 269 166 |
Product |
Image |
Weekend |
Low |
No |
|
|
15 |
10,98 |
113 031 |
112 680 |
351 |
10 299 418 |
Face |
Image |
Workday |
High |
No |
|
|
16 |
10,92 |
111 860 |
111 128 |
732 |
10 241 295 |
Product |
Image |
Workday |
Low |
Yes |
|
|
17 |
10,81 |
111 215 |
110 450 |
765 |
10 288 355 |
Product |
Image |
Workday |
High |
No |
|
|
18 |
10,41 |
107 252 |
106 738 |
514 |
10 299 418 |
Product |
Image |
Workday |
Low |
No |
|
|
19 |
10,34 |
106 737 |
106 254 |
483 |
10 332 251 |
Product |
Image |
Weekend |
Low |
No |
|
|
20 |
9,93 |
102 324 |
101 525 |
799 |
10 310 438 |
Product |
Image |
Workday |
Low |
No |
|
|
21 |
9,92 |
101 971 |
101 278 |
693 |
10 277 082 |
Product & Face |
Image |
Workday |
High |
Yes |
|
|
22 |
9,59 |
98 286 |
97 463 |
823 |
10 250 778 |
Product |
Image |
Workday |
High |
No |
|
|
23 |
9,58 |
98 075 |
97 795 |
280 |
10 241 295 |
Face |
Image |
Workday |
Low |
Yes |
|
|
24 |
9,38 |
96 240 |
95 805 |
435 |
10 265 321 |
Product |
Image |
Workday |
High |
Yes |
|
|
25 |
9,32 |
95 918 |
94 537 |
1 381 |
10 288 355 |
Product |
Video |
Workday |
High |
No |
|
|
26 |
8,97 |
92 358 |
91 825 |
533 |
10 294 347 |
Product |
Image |
Weekend |
High |
No |
|
|
27 |
8,93 |
91 385 |
90 917 |
468 |
10 232 762 |
Product |
Image |
Workday |
Low |
No |
|
|
28 |
8,71 |
89 653 |
89 295 |
358 |
10 299 418 |
Product |
Image |
Workday |
High |
No |
|
|
29 |
8,70 |
89 069 |
88 884 |
185 |
10 244 431 |
Face |
Image |
Weekend |
Low |
No |
|
|
30 |
8,68 |
89 069 |
88 510 |
559 |
10 257 679 |
Product |
Image |
Workday |
High |
No |
Appendix 4
Content analysis of MAC TOP 30 engaging Posts on its Instagram Page during March 2018
|
# |
Number of Interactions per 1000 Followers |
Total Number of Interactions |
Likes |
Comments |
Number of Followers |
Content Type |
Post Media Type |
Post Day |
Interactivity |
Influencer Integration |
|
|
1 |
9,84 |
175 847 |
174 305 |
1542 |
17867829 |
Product & Face |
Image |
Workday |
Low |
Yes |
|
|
2 |
9,27 |
166 395 |
165 430 |
965 |
17961776 |
Product |
Image |
Weekend |
Low |
No |
|
|
3 |
8,35 |
149 875 |
149 064 |
811 |
17953425 |
Product & Face |
Image |
Workday |
Low |
Yes |
|
|
4 |
8,27 |
147 702 |
147 073 |
629 |
17863516 |
Product |
Image |
Weekend |
High |
No |
|
|
5 |
8,12 |
145 850 |
145 052 |
798 |
17951267 |
Face |
Image |
Workday |
High |
Yes |
|
|
6 |
6,51 |
116 495 |
115 884 |
611 |
17907432 |
Product & Face |
Image |
Workday |
Low |
Yes |
|
|
7 |
6,38 |
114 153 |
113 838 |
315 |
17887425 |
Face |
Image |
Workday |
High |
Yes |
|
|
8 |
6,23 |
111 707 |
111 339 |
368 |
17946583 |
Face |
Image |
Workday |
Low |
Yes |
|
|
9 |
5,90 |
105 973 |
105 156 |
817 |
17951267 |
Product |
Image |
Workday |
Low |
Yes |
|
|
10 |
5,50 |
98 547 |
98 250 |
297 |
17917035 |
Face |
Image |
Workday |
Low |
Yes |
|
|
11 |
5,49 |
98 112 |
97 698 |
414 |
17863516 |
Product |
Image |
Weekend |
Low |
Yes |
|
|
12 |
4,93 |
88 049 |
87 720 |
329 |
17863516 |
Product |
Image |
Weekend |
High |
Yes |
|
|
13 |
4,71 |
84 165 |
83 831 |
334 |
17859468 |
Product |
Image |
Weekend |
Low |
No |
|
|
14 |
4,69 |
84 073 |
83 735 |
338 |
17930721 |
Product |
Image |
Weekend |
Low |
Yes |
|
|
15 |
4,58 |
82 132 |
81 864 |
268 |
17930721 |
Face |
Image |
Weekend |
Low |
Yes |
|
|
16 |
4,43 |
79 401 |
79 168 |
233 |
17926572 |
Product |
Image |
Weekend |
High |
Yes |
|
|
17 |
4,39 |
78 368 |
77 664 |
704 |
17855544 |
Product & Face |
Image |
Workday |
High |
Yes |
|
|
18 |
4,38 |
78 392 |
78 148 |
244 |
17903112 |
Face |
Image |
Workday |
Low |
Yes |
|
|
19 |
4,33 |
77 558 |
77 244 |
314 |
17899064 |
Product |
Image |
Weekend |
High |
Yes |
|
|
20 |
4,12 |
73 835 |
73 532 |
303 |
17940898 |
Product |
Image |
Workday |
High |
Yes |
|
|
21 |
4,03 |
72 179 |
71 910 |
269 |
17899064 |
Product |
Image |
Weekend |
Low |
Yes |
|
|
22 |
4,00 |
71 719 |
71 501 |
218 |
17946583 |
Product |
Image |
Workday |
Low |
Yes |
|
|
23 |
3,88 |
69 314 |
69 141 |
173 |
17863516 |
Product |
Image |
Weekend |
High |
Yes |
|
|
24 |
3,84 |
68 752 |
68 368 |
384 |
17907432 |
Product |
Image |
Workday |
High |
Yes |
|
|
25 |
3,80 |
67 998 |
67 705 |
293 |
17899064 |
Product & Face |
Image |
Weekend |
High |
Yes |
|
|
26 |
3,72 |
66 572 |
66 398 |
174 |
17893872 |
Product |
Image |
Weekend |
Low |
Yes |
|
|
27 |
3,67 |
65 406 |
65 195 |
211 |
17822053 |
Face |
Image |
Workday |
Low |
Yes |
|
|
28 |
3,6 |
64 294 |
64 105 |
189 |
17863516 |
Product |
Image |
Weekend |
High |
No |
|
|
29 |
3,6 |
64 227 |
64 009 |
218 |
17859468 |
Product |
Image |
Weekend |
Low |
No |
|
|
30 |
3,53 |
62 995 |
62 733 |
262 |
17838744 |
Product & Face |
Image |
Weekend |
Low |
Yes |
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