Social Media Management Strategies and User Engagement Behavior of Japanese Beauty Brands

Facebook is currently the fastest-growing social networking website with the largest user base. In addition to being a communication tool, it is a source of information for users. Facebook’s large user base attracts many enterprises seeking to understand and connect with their target customers. They set up Facebook accounts to promote their products and engage in direct communication with users through posts, comments, and messages. Facebook introduced the “Like” button in 2009, which allows users to express their approval and appreciation instantly. Such convenient interactive features of social media websites allows enterprises to collect feedback from users to formulate future marketing strategies.This study uses a quantitative method to explore the key factors that influence social media users’ feedback on posts. Social media posts of three Japanese beauty brands were categorized based on six key factors, while the ratios of likes given by users was examined as feedback, so as to measure the impact of the key factors on the brand’s attractiveness to customers. The findings of this study will help beauty brands create more effective social media marketing strategies.