Page 280 - MARSIUM'21 COMP OF PAPER

3.2 POPULATION AND SAMPLE SELECTION

Population for this study includes all posts made by two local skincare brands; Nature’s Palette as a brand subjected in this study, and a brand
selected as a benchmark which is Bougas Beauty due to its total of 279 thousand followers on Instagram; 3,412 followers on Twitter; 41
thousand followers on Facebook, correspondingly. Sample for this study consists of posts collected from their social media platforms namely
Facebook, Instagram and Twitter within three months which are from the 1 of October 2021 until 31 of December 2021, including all posts
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made and the number of their corresponding engagement metrics of likes, comments, shares, views, and retweets.

The criterion of posts with any of these two elements will be excluded to ensure the accuracy of the result assuming that the unrelated post
is beyond the scope of this study. The two elements are as follows;
1. Post(s) unrelated to skincare products (i.e., makeup products, pouch, t-shirt etc).
2. Post(s) unrelated to the brand’s marketing purposes (i.e., re-opening announcement, hiring announcement, top performer name list).

The unit of analysis in this study comprises of the vividness and interactivity of post’s content. These objective measures were selected as
coding scheme in this study based on the discussion of social media content format that have been mentioned in literature review.

3.3 DATA COLLECTION

To collect the data, all the posts that were made on the study period of three months will be analyzed and evaluated by the form of consumers’
engagement behavior (i.e. likes, comments, shares, views, retweets) towards the level of vividness and interactivity on both Nature’s Palette
and Bougas Beauty social media platforms namely Facebook, Instagram and Twitter. This process generated six subsets of data (2 brands ×
3 platforms), allowing a significant analysis of social media content and consumer’s social media engagement behavior across several
platforms.

The variables in this study will be subcategorized into (i) level of the vividness of social media content, (ii) level of the interactivity of social
media content, and (iii) consumers’ engagement behavior, based on the abovementioned illustration in the literature review. The data will be
classified into numerous coding based on its feature(s) as follows;

3.3.1 Level of the vividness of social media content

Level Feature(s) Coding
No vividness Posts with pure text 1
Low vividness Posts with photos or images 2
Medium vividness Posts with the event 3
High vividness Posts with videos 4

3.3.2 Level of the interactivity of social media content

Level Feature(s) Coding
No interactivity Posts without interactive components 1
Low interactivity Posts with a link to a website or voting options 2
Medium interactivity Posts with calls to acts or contests 3
High interactivity Posts with questions or quizzes 4

Following aforementioned categories and subcategories, data will be collected from both Nature’s Palette and Bougas Beauty social media
platforms namely Facebook, Instagram and Twitter will be recorded as follows;

Facebook

Post Date Vividness Interactivity Engagement behavior
Number of like(s)
1 Number of comment(s)
Number of share(s)
Number of like(s)
2 Number of comment(s)
Number of share(s)
Number of like(s)
3 Number of comment(s)
Number of share(s)

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