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
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
Cymera beauty app
Why did you decide to
research this topic?
Beauty products are growing in popularity around the world,
particularly in the online market, where demand for online beauty
products has shown fast growth. The interest in beauty has seen an
extraordinary rise in South Korea.
To meet consumer demand, companies and brands are adjusting
marketing and promotion to the digital mobile era, including beauty
apps on smart phones. We felt the need to research such
applications and to provide data that could help positively
influence consumer opinion on beauty brands, focusing on the
essential tool that creates trust: consumer reviews.
What did you find so
We have found that the elements that affect a consumer's
perception of authenticity in online and mobile contexts are shaped
not only by a beauty product's positive or negative reviews. These
integrate subjective opinion provided by consumers that have
already experienced the product, such as their own thoughts, tips,
know-how, and reviews, thereby blending both positive and negative
information. In addition, it was noticeable that information
provided by the companies and brands that show authenticity help
build positive attitudes toward the brand and help set the path to
increased online suggestion and recommendation.
What are the (potential)
implications of your work for practitioners?
When a brand starts running a mobile service, it is fundamental
to consider the country's social and cultural environment when
planning marketing and promotion. The reaction and awareness of the
importance of consumer reviews may differ according to each social
and cultural difference; however, being reviews by fellow customers
is what makes them inherently valuable, as they can become
essential sources for consumers who are trying to avoid risk in
their online purchase. Due to the fact that authentic information
is an important marketing element at a time where there is
over-flowing data on offer, it is suggested that platforms are
essentially required to provide positive, negative or subjective
evaluations (know-how, tips) on their online platforms.
Creating an environment where online reviews are
categorised, especially in the mobile device context, is necessary
in order to encourage consumers to make purchases. They
have more faith in the authentic information a customer review
provides, which in turn helps to form positive attitudes towards a
particular product or brand.
MSc in Marketing and Creativity
Executive Master in Marketing and
Creative & Strategic Marketing