Analysis of Social Media Usage

Reina Mishima, Yumi Asahi

Research output: Chapter in Book/Report/Conference proceedingConference contributionpeer-review


In recent years, the number of Internet users has been increasing every year. Influenced by the demand for stay-homes in Corona, the current situation is that the Internet is becoming even more popular. In particular, the use of social networking services has increased, indicating that the spread of social networking services among the younger generation is remarkable. From the usage of social networking services, it can be seen that Instagram is the media that shows a large difference among the usage groups. In addition, Instagram is highly effective in appealing to visual information, and is said to be suitable for marketing cosmetics and clothing. (The cosmetics industry has been cited as an industry that has seen a drop in sales in the Corona disaster. Therefore, the cosmetics industry needs to change its marketing methods and aim for recovery in the market. Therefore, this study will focus on the cosmetics industry and discuss effective marketing methods on Instagram. First, we will analyze the characteristics of the cosmetics industry and Instagram users to find common points. Next, we will analyze their behavior on the Internet, focusing on the common point of “fashion-conscious people”. Finally, we will examine what kinds of posts on Instagram are most likely to appeal to customers.

Original languageEnglish
Title of host publicationHuman Interface and the Management of Information
Subtitle of host publicationVisual and Information Design - Thematic Area, HIMI 2022, Held as Part of the 24th HCI International Conference, HCII 2022, Proceedings
EditorsSakae Yamamoto, Hirohiko Mori
PublisherSpringer Science and Business Media Deutschland GmbH
Number of pages10
ISBN (Print)9783031064234
Publication statusPublished - 2022
EventThematic area Human Interface and the Management of Information, HIMI 2022 Part of the 24th HCI International Conference, HCII 2022 - Virtual, Online
Duration: 26 Jun 20221 Jul 2022

Publication series

NameLecture Notes in Computer Science (including subseries Lecture Notes in Artificial Intelligence and Lecture Notes in Bioinformatics)
Volume13305 LNCS
ISSN (Print)0302-9743
ISSN (Electronic)1611-3349


ConferenceThematic area Human Interface and the Management of Information, HIMI 2022 Part of the 24th HCI International Conference, HCII 2022
CityVirtual, Online


  • Consumer behavior
  • Marketing research
  • Social media marketing


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