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

This aim of this research was to understand how French consumers’ use of social media data influences their perceptions of cosmetic brands. The first observation is the recurrence of expectations on social media from the consumer point of view. This notion of expectation describes the entire attitudes and behaviours consumers think a brand should have on social media.

Source: Hasan, Zaman & Princet (2021)

Results show that the more the brand meets consumers’ expectations, the higher their attitude towards the brand. More precisely, consumers may have a more positive attitude towards Maybelline if the brand provides them with valuable true data / information about the products. The first expectation consumers have of the cosmetic brands is product oriented, and indeed, these results show consumers’ positive attitudes towards a cosmetic brand, such as Maybelline, is first and foremost based on trust regarding the quality and function of each product.

In the context of social media, advocacy could consist of active social participation by liking, commenting, or sharing the brand’s content, such as posts or photos, and it was demonstrated that watching pictures related to the brand has a positive impact on consumers’ purchase intentions related to cosmetic products. This result is not very surprising, especially when we consider most respondents are active users of Instagram, which is a photo-based social media. Our results show that in addition to product-oriented expectations, consumers also expect brands to put forward their visual identity to stimulate a purchase intention in their minds.

Therefore, this orientation to the product is still linked to the notion of trust, which had the strongest significance when analysing the relationship between the consumers’ online activities and their attitudes towards the brand’s products. The millennials and generation Zers differ from previous generations and are well connected to their friends, colleagues, and peers. This is reflected in their considering their fellow consumers’ and friends’ opinions as more reliable than any company source or other marketing activities.

The source of information / data in term of trust is highly important as social medias have been widely used to spread fake news. For example, in the USA, 80% of the consumers have seen fake news during the COVID-19 outbreak. In France, around 35% of the online reviews are inappropriate as most of these reviewers write their reviews without trying the product/service. Therefore, cosmetic brands should facilitate consumers’ social participation, which will help them gain visibility and the consumers’ and their peers’ trust.
Although, UGCs, especially sWOM (Social Word of Mouth), have a significant influence on brands, our results confirm that consumers’ attitudes towards sponsored online recommendations strongly influence their attitudes towards cosmetic brands. Therefore, our findings suggest that consumers do pay little attention to organic or sponsored recommendations; instead, they are looking for trustworthy and pertinent information. In the context of retargeting marketing in social media, brands should take into consideration this behaviour as customers (social media users) pay little attention to the origin of the advertising and they only want the pertinent information.

Source: Hasan, R., Zaman, M. & Princet, E. (2021). How social media data can influence consumers’ attitudes towards cosmetic brands? The case of Maybelline. International Journal of Big Data Management, (forthcoming).

The potential of chatbots in travel and tourism services in the context of social distancing : Focus on Habit

As many other sectors, the travel and tourism industries faced great challenges following the Covid-19 pandemic, with confinements and border closures bringing travel to a halt. In this regard, the purpose of our research was to examine tourists’ chatbot usage intentions in service encounters within the context of a future international travel, assuming continued social distancing. Our results indicate that automation, habit, social presence and health consciousness all contributed positively to chatbot usage intentions (see Fig. 1).

Fig. 1 : Proposed model by Hasan, Koles, Zaman & Paul (2021)

Our results highlight that the habit of using such services (e.g., messaging apps, etc.) strongly influences the chatbots use intention, and it is even more significant when tourists have experienced a lockdown. During the lockdown, most of the people were working from home and they were forced to use/adopt new communication tools (e.g., Zoom, Teams, etc.). Therefore, our research underlines that these habits are going to stay and tourists will prefer to use chatbots.

According to Statista (2021), more than 2 billion people are using WhatsApp and 1.3 billon are using Facebook Messenger every month (see Fig. 2). As people are already habituated to messaging apps, they would like to talk to chatbots. Therefore, the chatbots could be an
effective communication and service delivery tool for the service providers.

Fig. 2 : Most popular global mobile messenger apps as of July 2021, based on number of monthly active users (Source: Statista, 2021)

Do we have some evidences from the travel and tourism industry ?

Yes. We do ! Skyscanner (leading flight comparison website and online travel agency), which was one of the early adopters of chatbots in travel industry, affirmed that 69% of the customers preferred chatbots for quick communication with the brand and in February 2018, Skyscanner recorded more than 1 million customer interactions via their chatbot. KLM (Dutch Airline Group) also saw a 40% increase of customer interactions through its Facebook Messenger channel. In an earlier study, Oracle highlighted that 80% of the business would have integrated chatbots by 2020.

The Covid-19 has certainly changed the customer beahviour and their way of travelling. Service firms should explore these opportunities in order to enhance the customer experience.

Our original research on this topic : Hasan, R., Koles, B., Zaman, M. and Paul, J. (2021). The potential of chatbots in travel and tourism services in the context of social distancing. International Journal of Technology Intelligence and Planning, 13(1), 63–83.

Why “Long-tail Keywords” are important for your Website?

Long-tail Keywords usually represent 80% of all traffics of a Website. They help companies to attract qualified audience (people who are exactly looking for your product/service). In addition, the competition is often low for these keywords and companies will have a better ROI.

Copyright : MustafeedZaman

How to use Google Keyword Planner ?

The Google Ads Keyword Planner is not only effective for SEA, but also for SEO. This free tool allows Marketing Professionals to research potential keywords to use in their campaigns and ad groups. In this Video, B. Mangold (from Loves Data) explains how you can use the Google Ads Keyword Planner and choose right keyword suggestions in order to reach your target group.

Please note that in order to use Keyword Planner effectively, you will need to enter billing details for the account and have an active campaign. If you don’t, then you won’t see precise data in the tool.

Terms for Digital Marketing

If you are interested in Digital Marketing, you may need to be familiar with some common terms. Let’s see how many of these terms do you know ?

If you don’t know any of these terms, please feel free to ask us by using the comment button.

How “Google Search” Works ?

Some of you might not be very familiar with “Google Search” and as Digital Marketing Professors, we have found that it is not very clear to our students although they do spend a lot of time on Searching information/things on Google/Bing… (and on other Search Engines). So, we share this small video from “Google”, which is very well illustrated with the examples and we hope that it will help you to know about how Google Search works, including how Google’s software indexes the web, ranks sites, flags spam, and serves up results.