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CONSUMER ENGAGEMENT BEHAVIOR TOWARDS SOCIAL MEDIA

CONTENT FORMAT IN COSMETIC INDUSTRY

Hairiyah Binti Yusuf, Dr. Nor Zafir Binti Md Salleh

Azman Hashim International Business School, Universiti Teknologi Malaysia, Johor Bahru

*Corresponding author: hairiyah@graduate.utm.my

Abstract

The increasing usage of social media platforms as a marketing channel for small business owners parallels

the prominence of active social media users. Hence, the selection of social media platforms and content

strategies plays a vital part in building the engagement between the business and consumers. Nowadays,
businesses rely on social media to promote products, generate leads, and convert prospects to customers.

This study assessed the effect of (i) social media platform and (ii) social media content format in terms of
the vividness and interactivity towards consumers’ passive or active engagement behavior by the number

of likes, comments, shares, views, and retweets. This study adopted exploratory qualitative research, and

the data collection was made on the social media platforms such as Facebook, Instagram, and Twitter of
the most followed local skincare brands in Malaysia. This study employed descriptive content analysis to

analyze the dataset collected within three months. The findings of this study will directly benefit marketers
or small business owners of skincare brands in selecting the most engaging social media platform and

content strategies.

Keywords: Beauty and wellness industry, Engagement behavior, Content format, Skincare, Social media

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