Title: How social media data can influence consumers' attitudes towards cosmetic brands? The case of Maybelline

Authors: Rajibul Hasan; Mustafeed Zaman; Eloïse Princet

Addresses: Department of Marketing, Maynooth University, Co. Kildare, Ireland ' Department of Marketing, EM Normandie Business School, Métis Lab, Le Havre, France ' Rennes School of Business, Rennes, France

Abstract: Social media data play a vital role in consumers' brand awareness and their loyalty. However, little is known about consumers' social media activities in the context of cosmetic brands. This research examines the impact of consumers' social media activities and the use of social media data on their attitude of one cosmetic brand - Maybelline. Analysing the survey data from 248 French consumers using SmartPLS software, we unexpectedly find: 1) consumers' attitude towards online sponsored recommendations strongly influence their attitude towards a cosmetic brand; 2) both consumers' online contributions on social media and their peers' social influence positively influence their attitude towards a cosmetic brand. Results also suggest that on social media, consumers look for trustworthy information on cosmetic brands. Our results also highlight how cosmetic brands may optimise their social media data in order to create trustworthy contents on social media.

Keywords: social media data; brand attitude; cosmetic brand; Maybelline; France.

DOI: 10.1504/IJBDM.2022.128443

International Journal of Big Data Management, 2022 Vol.2 No.2, pp.117 - 132

Received: 30 Jun 2021
Accepted: 31 Aug 2021
Published online: 23 Jan 2023 *

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