The Role of Social Media in Customer Engagement with Iranian Brands in the Beauty and Cosmetic Industry

Social networks have facilitated the online customer engagement of the marketing industry. This research aims to investigate customer engagement in Iranian cosmetics brand pages on Instagram which has been done by quantitative content analysis. The statistical population was all available cosmetic brands, from which five popular brands (May, Calista, Inley, Cinere and Amoutia) were selected and 60 posts analyzed from each brand page. The results indicate that there is a positive and significant relationship between the type of content (Incentive, Promotional, information and entertainment) at the significant level of p <0.001 and customer engagement. Also, there is no significant relationship between content and Interactivity and negative valence with more engagement. Between the Vividness of the posts and the positive valence, the hypothesis was partially supported and indicated its partly impact on customer engagement. The results of multiple regression analysis for the number of likes and comments in the posts show that the total variance of the model and R-squared for these two are 0.668% with F = 15.372 and p <0.001 and 0.410% with F = 7.590 p <0.001, respectively and shows its significance. The adjusted R-squared also shows that 66.5% of the changes of the dependent variable (likes) and 40.6% of the changes of comments are only the result of the effect of the independent variables of the research.