@inproceedings{5e4cb438ccd0440d941742233bec5954,
title = "Social media marketing analytics: A multicultural approach applied to the beauty \& cosmetics sector",
abstract = "We present in this paper a multicultural approach to social media marketing analytics, applied in two Facebook brand pages: French (individualistic culture, the country home of the brand) versus Saudi Arabian (collectivistic culture, one of its country hosts), which are published by an international beauty \& cosmetics firm. Using social network analysis and content analysis, we identify the most popular posts and the most influential users within these two brand pages and highlight the different communities emerging from brand and users interactions. These communities seem to be culture-oriented when they are constructed around socialization branded posts and product-line oriented when advertising branded posts are concerned.",
keywords = "Facebook, Multicultural differences, Social media marketing, Social network analysis",
author = "Hajer Kefi and Sitesh Indra and Talel Abdessalem",
year = "2016",
month = jan,
day = "1",
language = "English",
series = "Pacific Asia Conference on Information Systems, PACIS 2016 - Proceedings",
publisher = "Pacific Asia Conference on Information Systems",
booktitle = "Pacific Asia Conference on Information Systems, PACIS 2016 - Proceedings",
note = "20th Pacific Asia Conference on Information Systems, PACIS 2016 ; Conference date: 27-06-2016 Through 01-07-2016",
}