Analysis of E-Word-of-Mouth Information for Cosmetic Products in Japan

Ushio Sumita；A Hyoung Kim

Japanese Cosmetics Market ； e-WOM (Word of Mouth) ； Blogs ； e-Marketing

International Journal of Electronic Commerce Studies

3卷1期（2012 / 06 / 01）

61 - 82

英文

A methodological approach is proposed to understand the potential importance of e-WOM in e-Marketing. Focusing on the cosmetic product market in Japan, a social network named @COSME is chosen for the study. More specifically, actual blogs concerning skin lotions are collected from @COSME in the period between November 1, 2007 and October 31, 2008. By identifying key words which are used by either manufactures for promoting skin lotions on the Internet or consumers in their blogs, it is examined how such key words would overlap each other, thereby providing a basis to establish effective e-marketing strategies in e-WOM communications.

1. (2008).Kobayashi and Nisizaka, interview at Kao Corporation, December 9, 2008.
2. Balasubramanian, S.,Mahajan, V.(2001).The economic leverage of the virtual community.International Journal of Electronic Commerce,5,103-138.
3. Banerjee, A.,Fudenberg, D.(2003).Word-of-mouth learning.Games and Economic Behavior,46(1),1-22.
4. Bone, P.F.(1995).Word-of-mouth effects on short – term and long-term product judgments.Journal of business Research,32(3),213-223.
5. Dellarocas, C.(2003).The digitization of word-of-mouth learning.Games and Economic Behavior,46,1-22.
6. Ellison, G.,Hung, D. Fudenberg(1995).Word-of-mouth communication and social learning.The Quarterly Journal of Economics,110(1),93-125.
7. Goldenberg, J.,Libai, B.,Muller, E.(2001).Talk of the network: A complex systems looked at the underlying process of word-of-mouth.Marketing Letters,12(3),211-223.
8. Henning-Thurau, T.,Gwinner, K.P.,Walsh, G.,Gremler, D.D.(2004).Electronic word-of-mouth via consumer-opinion platforms: what motivates consumers to articulate themselves on the internet?.Journal of Interactive Marketing,18(1),38-52.
9. Shardanand, U.,Maes, P.(1995).Social information filtering: Algorithms for automating “word-of-mouth.”.1995 Conference on Human Factors in Computing Systems,Denver, Colorado, USA:
10. Stauss, B.(2000).Using new media for customer interaction: A challenge for relationship marketing.Relationship Marketing: Gaining competitive advantage through customer satisfaction and customer retention,Berling:
11. Stauss, B.(1997).Global word-of-mouth. Service bashing on the internet is a thorny issue.Marketing Management,6(3),28-30.