Cosmetics reviews and writing styles on Facebook fan page: A case study of top Thai beauty influencers

Abstract

This research aims to examine how top Thai beauty influencers review cosmetic products on social media, and to examine similarities and differences of their cosmetics reviews in terms of writing styles. Using purposive sampling technique, 10 Thai beauty influencers with more than 100K of followers on their personal Facebook page were selected as samples. This research used both quantitative and qualitative content analysis of cosmetics reviews posted during 2017 and 2018 on Facebook page by each of the 10 beauty influencers. Writing style and review style of each beauty influencer including readers’ comments on their posts were analyzed based on the concept of storytelling and the Uses and Gratification Theory. The data analysis reveals that lipstick is the most popular product that all of Influencer always picked up for their reviews. Beauty influencers similarly used storytelling as their writing style but they also focused on providing information to a larger extent than telling story. This study provided useful implications not only for communication scholars and cosmetics marketers, but also for consumers of cosmetics products.