Abstract
Sephora's platform can be of value by its' unique, open-sell environment with an ever-increasing product assortment in omnichannel. Focusing on Sephora's Twitter communication, this study explored the network and visualized the four indie-brand' social networks. Using the social network analysis (SNA), we identified (1) the communication patterns and topics of four brands' tweets, (2) the structure of conversations and sub-cluster of each four brands, and (3) the characteristics of influential consumers who are actively sharing opinions and ideas. The findings are that the compatible cosmetic brands increased brand-consumers resonances by empowering influentials' social roles and their structural signatures in socially networked platforms. All cosmetic brands had indirect connections with other cosmetic brands, which meant the brands shared their networks on the Sephora's Twitter. The cosmetic brand itself was the influencers with a high Page Rank in its Twitter network. This study signified the SNA approach's competence as a novel analytical tool to understand social roles and structure signature among consumers and brands in social media, Sephora's Twitter.
Highlights
Cosmetic Brands on the Sephora Platform The NPD Group reported that the beauty landscape is increasingly being shaped by directto-consumers, experiential retail, and a whole host of indie brands
A Twitter network driven by influentials, who either intentionally or unintentionally significantly impact the network, has individual structural relationships in persuading other users. We suggest that these impactful relationships may generate "structural signatures," and "social roles" can be identified through the behavioral and structural representations of the Twitter network (Welser et al 2007)
The function of Calculate Graph Metrics was performed to gather information on key indices, including Degree, Page Rank, and Centrality, which are used to investigate the quantity of vertices in social networks
Summary
Cosmetic Brands on the Sephora Platform The NPD Group reported that the beauty landscape is increasingly being shaped by directto-consumers, experiential retail, and a whole host of indie brands. Sephora's platform can be of value by its unique, open-sell environment with an ever-increasing assortment of products from carefully curated brands, featuring indie brands, emerging favorites, trusted classics Sephora's own PB brands. The platform of Sephora can address the assorted brands' network features on its omnichannel. We visualized the four Indie-cosmetic brands' networks focusing on the influencer's social role and four brand community clusters' structural signature. Using the social network analysis (SNA), we explored: (1) the communication patterns and topics of four cosmetic brands' tweets; (2) the structure of conversation and clusters; and (3) the characteristics of influential consumers who are actively sharing the opinion and ideas
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