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http://dx.doi.org/10.5805/SFTI.2021.23.3.307

An Analysis of Beauty-Related Contents in Social Media in China, Thailand, and Indonesia  

Her, Yusun (Dept. of Textile, Merchandising and Fashion Design, Seoul National University)
Chun, Jaehoon (Dept. of Textile, Merchandising and Fashion Design, Seoul National University/Research Institute of Human Ecology, Seoul National University)
Publication Information
Fashion & Textile Research Journal / v.23, no.3, 2021 , pp. 307-322 More about this Journal
Abstract
This study examined the influence of social media on the beauty industry and analyzed beauty-related content on social media in China, Thailand, and Indonesia. The existing literature was reviewed and four social media platforms that display the active sharing of beauty-related content in the three stated countries were selected. Five information sources were then chosen from each social media platform and 115 top posts from these sources analyzed. Beauty-related material was shared on discrete social media platforms in the three countries. Differences were found in the presentation types, themes, and message strategies of the content depending on the type of product and services provided by each social media platform. The content on Xiao Hongshu in China consisted of images showcasing product specifications along with a focus on honest and detailed empirical product review messages from its general users. From Taobao Zibo, Wang Hong conveyed powerful and influential information that communicated instantly with viewers and delivered entertaining and sensory messages. In Thailand earnest reviews of beauty products were offered, along with firsthand testimonials through traditional content uploaded on YouTube. In Indonesia, beauty influencers posted creative and sensational photographs of makeup products on image-centered Instagram. This study expands the current scholarship on social media platforms and extends the scope of the extant research on beauty-related content in Asian countries. The practical implications of this study include useful indications on how beauty brands can use social media to promote their products.
Keywords
social media; beauty-related contents; beauty product; beauty brand; beauty industry;
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Times Cited By KSCI : 2  (Citation Analysis)
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