Evaluation of Consumer Network Structure for Cosmetic Brands on Twitter

Abstract

Since the early 2000s, the Internet has become increasingly popular for the development of information dissemination technology and as a platform for interaction. Therefore, the penetration rate of Social Networking Services (SNSs) is also increasing. Using the accounts created on SNSs, companies can disseminate information and communicate with users on SNSs for marketing purposes. Moreover, there are several influencer marketing activities that use influencers who are highly influential in their surroundings as marketing using SNSs. In this study, we aim to identify influencers on Twitter and consumer network structures for six cosmetic brands. Specifically, create a consumer network for each of the six cosmetic brands using follower data obtained from Twitter is created to identify the network structure. Furthermore, brand influencers were also identified. The consumer network of all six cosmetic brands was created to identify the influencers in the cosmetics industry. We compared the influencers of the brands with the influencers of the entire industry to examine any differences