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

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.