The Impact Of Cosmetic Brand Personality On Consumer Participation On Social Media Platforms

The rise of social media platforms has narrowed the communication distance between consumers and brands.Brands no longer only focus on offline marketing,but online marketing has become equally important.The number of consumers’ participation is the key to measure the success of a brand’s online marketing strategy.The text puts forward the concept of brand personality,that is,brands can have the same personality characteristics as people,which will have an important impact on consumer participation.However,few studies have explored the impact of brand personality on consumer participation.Therefore,we explored the relationship between the cosmetics brand personality on the Little Red Book and consumers’ likes,comments,forwarding and collection of four consumer participation behaviors.The paper includes two sub studies.The first sub study extracts the language characteristics of the brand notes published on the Little Red Book through text mining,and predicts the personality scores of all brands using machine learning ideas.Then,it establishes a dynamic panel model,and draws a conclusion that the brand personality of the sincerity dimension has a positive impact on consumer participation,and the brand personality of the ability dimension has a negative impact on consumer participation.The second sub study constructed a mediated theoretical model,and revealed the internal mechanism of brand personality influencing consumer participation through path analysis-that is,brand personality influences consumer participation through brand attachment,in which anxiety style positively regulates the relationship between brand personality and brand attachment.The innovation of this paper lies in the use of a new method to predict brand personality,and the development of a local scale to measure cosmetic brand personality.In addition,the paper not only explores the way that brand personality affects consumer participation,but also reveals the internal influence mechanism.The results of the paper can provide better research ideas for subsequent researchers to measure brand personality or explore consumer participation on social media platforms,and can also provide strategic basis for brand marketers to better attract consumer attention.