Electronic Words-of-Mouth in Weibo: A Case Study of Mistine in China

Abstract

This research aims to examine how electronic-word-mouth (EWOM) of foreign cosmetics brand has been engaged by the brand and communicated among Chinese consumers via Weibo, popular social media in China. This study used a mix-method – content analysis and textual analysis. Messages on Mistine Weibo official account page from January 2018 to April 2018 were sampled and analyzed based on the Uses and Gratification Theory. The content analysis results reveal that ‘personal identity’ and ‘personal relationship’ are two kinds of EWOM in Weibo being engaged by Mistine. Results of the textual analysis yield that EWOM about Mistine in Weibo has been communicated among Chinese consumers with three purposes, -- diversion, personal relationships, and surveillance. The findings of this study provide not only academic implications regarding EWOM for communication scholars, but also managerial implications for brand marketers of foreign cosmetics or related products who would like to understand how EWOM about particular brand was communicated among Chinese consumers. This enhanced understanding will develop more effective brand communication strategies for important foreign markets such as China.