Analysis of content and message characteristics in Twitter: the case study of luxury make-up

This paper seeks to understand the impact of social media users interactions reported in luxury makeup brands strategy. We used a mix of methodologies: the qualitative methodology was useful to analyze a content analysis that was performed through Twitter during two months of 2016. In the quantitative methodology we applied a Zero Inflated Poisson Regression Model to determine tweet characteristics related with response and a large volume of interaction. This study reveals that in the consumer journey, the user report was predominant in relation to pre-purchase and post-purchase, but the some interaction is predominant at the extremes of the journey. Also, tweet interaction is increased with hedonistic values, specifically beauty, but surprisingly links and videos within the tweet content undermine its interaction. In an applied way, marketers in luxury makeup brands can use these findings to improve marketing strategies and explore new opportunities in the consumer journey.