What is your research on beauty focused on?
With the development of digital communication
technology, several companies and brands around the world have
implemented online marketing through mobile internet. The use of
smartphones has increased significantly, and beauty companies in
South Korea and beyond are adopting mobile applications as a tool
to provide not only information about their products, but also
enhance customer experience with news articles or product
tutorials.
Focusing on this beauty mobile application (app) context, we
first classified the reviews provided by online shoppers in
different categories. We then studied how consumers perceive these
products according to their differing classifications, and how
product reviews written by other customers are an essential tool in
the purchase decision-making process, influencing the intention to
buy.