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Posted by Haemin Seok, Minjee Chung, Eunha Chun and Eunju Ko at 10:04 - 0 Comments

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.

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