Forthcoming and Online First Articles

International Journal of Big Data Management

International Journal of Big Data Management (IJBDM)

Forthcoming articles have been peer-reviewed and accepted for publication but are pending final changes, are not yet published and may not appear here in their final order of publication until they are assigned to issues. Therefore, the content conforms to our standards but the presentation (e.g. typesetting and proof-reading) is not necessarily up to the Inderscience standard. Additionally, titles, authors, abstracts and keywords may change before publication. Articles will not be published until the final proofs are validated by their authors.

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International Journal of Big Data Management (1 paper in press)

Regular Issues

  • How Social Media Data Can Influence Consumers’ Attitudes towards Cosmetic Brands? The Case of Maybelline   Order a copy of this article
    by Rajibul Hasan, Mustafeed Zaman, Eloise Princet 
    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.2021.10043324