Publication: Facial Skincare Journey: Consumer Needs Identification to Enhance Online Marketing
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Issued Date
2022
Resource Type
Language
eng
File Type
application/pdf
ISSN
19473591
Rights Holder(s)
Scopus
Bibliographic Citation
International Journal of Business Intelligence Research. Vol 13, No.1 (2022), p.1-19
Suggested Citation
Piriyakul I., Kunathikornkit S., Piriyakul M., Piriyakul R. Facial Skincare Journey: Consumer Needs Identification to Enhance Online Marketing. International Journal of Business Intelligence Research. Vol 13, No.1 (2022), p.1-19. doi:10.4018/IJBIR.297614 Retrieved from: https://hdl.handle.net/20.500.14740/10261
Abstract
Consumer journey analysis led to efficient marketing implementation. A journey represents a path of steps and interaction between consumer and service units at each touchpoint. Dissatisfaction in the touchpoint causes a negative effect to retain a customer. Previous studies always constructed journey maps that relied on the narrative approach. According to Google, consumers always face massive websites, which is a pain point in the journey. Improving consumer buying led to the research aims: identifying consumer needs and reducing SEO pain-point using content relevance indexing. The data (social media posts from the Thai beauty communities in the year 2020) are analyzed and the authors have found that there are two need types: curative and preventive. The study can segment the 150 websites into four groups, which reduces the search space. Moreover, the significant words from the wrapping technique can be used to create keywords in the homepage introduction that match the products to consumer needs. © 2022 IGI Global. All rights reserved.