Co-creación, contenido y comunidadnuevas bases del engagement digital en marcas de cosmética

Abstract

The dialogue that cosmetic brands maintain with their followers on social networks generates a feeling of community and belonging that strengthens emotional ties. This two-way interaction between them has made it easier for many of these brands to opt for content co-creation, and even new products, as a communication and marketing strategy. In this way, user-generated content (UGC) is becoming one of the most widely used techniques. In Spain, research on brand co-creation and its effects is still quite scarce in the fashion and cosmetics industries, although in a recent work Lorenzo-Romero, Cordente-Rodríguez, and Alarcón-del-Álamo (2019) reaffirm the use of brand co-creation as a marketing strategy and the framework of social networks as the most suitable environment to promote interaction between brands and their followers. At an international level, studies such as that of Brandão, Pinho, and Rodrigues (2019) or Wolny and Mueller (2013) investigate the antecedents, causes, and consequences of engagement through social networks and online brand communities in the fashion industry. Shen and Bissell (2013) analyzed the content posted on Facebook by brands such as Estee Lauder, Clinique, or MAC Cosmetics. So, there are previous references in co-creation, brand community, and brand engagement applied to other industries, but none of them combine these three fields. This research aims to lay down the basis of the link existing between co-creation, community, and engagement through an analysis of the cosmetic brands Glossier, Milk Makeup, and Origins on the social network Instagram.