From East to West: a study of regional differences in social media strategies for global beauty brands
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2025-09-26
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Pereira, Luís Henrique
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This research examines how culture influences the way consumers respond to Instagram strategies of global beauty brands, with a focus on Brazil and South Korea. The goal is to understand how cultural differences shape consumer engagement, brand communication, and interactions, and to identify strategic insights for brands operating across diverse markets. The study adopts a qualitative comparative content analysis approach, analyzing nearly 400 Instagram comments collected between April and June 2025 from four global beauty brands, Benefit, MAC, NARS, and Maybelline. Comments were manually coded into themes such as Praise, Desire, Celebrity Admiration, Complaints, and others, enabling cross-market comparison. Hofstede’s (1980) cultural dimensions framework guided the interpretation of behavioral patterns, focusing on differences in communication style, emotional expressiveness, and purchase intention. The main findings reveal significant contrasts between the two markets. Brazilian consumers display high emotional expressiveness, colloquial language, and strong social bonding, often tagging friends and co-creating conversations around products. Korean consumers adopt a visually driven and restrained style, focusing heavily on influencers, where comments are shorter, more subtle, and often directed at celebrities rather than the product itself. The findings provide actionable insights for beauty brands aiming to optimize digital marketing strategies across culturally diverse markets and contribute to the broader understanding of cross-cultural consumer behavior in social media environments.