Content analysis on social media

Two motivations of Word of Mouth (WOM) identified by Dichter have been scarcely addressed in prior research on electronic word of mouth (eWOM) in social media: product involvement and message involvement. As people may be more willing to share emotions in more personal and intimate one-to-one offline conversations than on social media, the absence of the former can be somehow justified. The effects of marketing communications on social networks, including eWOM, can be different for different product categories. For instance, in the case of appeal-related product categories emotional content may be more appealing, while rational content may be more relevant for utilitarian products. Culture influences both human needs and the ways they are satisfied. However, little research has been conducted to reveal the influence of national and cultural differences on social media usage. WOM programs are widely used in the marketing communications of beauty brands.