Electronic Words of Mouth in Facebook: A case study of SK-ll in taiwan

Abstract

This study aims to examine how electronic word-of-mouth (EWOM) of beauty products are communicated by consumers on social media, and how the relevant brand marketer responds to them. Using the Uses and Gratification Theory as a conceptual framework, EWOM content on SK-II products during January 2015 and October 2015 are sampled and analyzed from the SK-II Taiwan Facebook fanpage and Urcosme, a popular beauty online forum in Taiwan. The textual analyses of the EWOM made by Taiwanese consumers on both platforms reveal that consumers engage in EWOM of beauty products for four different purposes -- social interaction, information seeking, expression of opinions, and information sharing. Both platforms are used as product information source. Responses to EWOM given by SKII marketer include replying the posted questions, correcting misperception, and interacting with both potential and loyal consumers. As many artists and creative entrepreneurs rely on online recommendations to support their artistic and business projects’ survival and growth, findings of this study can benefit them by showing how consumers engage in EWOM in social media, which in turn enable them to enhance their EWOM stimulation and control to achieve marketing or communication objectives. Implications for future research are also provided for academicians who investigate the potential roles of EWOM in social media on brand communication.