Mastering Digital WOM: Innovative Strategies in Japan’s Cosmetic Market

This chapter presents an in-depth exploration of digital Word-of-Mouth (WOM) marketing within Japan’s cosmetic sector, focusing on the dynamics between consumer interaction and language use on digital platforms. It dissects the content and intent behind WOM on two popular platforms: @cosme—a comprehensive beauty website with a vast database of products and brands—and Instagram, which is favored by a younger demographic for its visual-centric sharing. The analysis underscores the distinction between the unilateral consumption of reviews on @cosme and the interactive dialogue facilitated by Instagram. It delves into the structural differences in posting reviews on both platforms, with @cosme allowing for detailed categorization and Instagram offering a more straightforward, visual-focused approach. The research then shifts to the trends and impacts of WOM in Japan, highlighting its significant influence on purchasing decisions. WOM remains a crucial determinant in product selection, with a notable gender difference in its impact—women are more influenced by WOM than men. The motives behind sharing WOM are also explored, revealing that the type of language used (cognitive or emotional) is closely tied to the poster’s intent, whether it’s to inform or engage in a pleasurable conversation. The study culminates with a comparative analysis of WOM content across @cosme and Instagram, revealing that @cosme posts are more inclined towards functional usage, while Instagram content emphasizes aesthetic appeal and purchase experiences. The findings suggest that the motive behind posting WOM significantly shapes the language and content of the reviews, offering critical insights for companies aiming to harness WOM effectively for marketing purposes.