ScholarWorks@중앙대학교

초록

This study examines consumer responses to Instagram content posted by Korean and Japanese cosmetic brands through content analysis. Specifically, the study analyzed the number of “likes”, the number and content of comments according to content type, presence and type of model, and nationality. The results revealed no significant differences between the two countries in quantitative indicators (likes and comment counts). However, distinct differences were found in the qualitative analysis of comment content. Brand-centered content elicited positive and affective reactions. Korean users’ comments tended to be longer and more interactive, whereas Japanese users responded to product-centered content with brief, polite, and emotionally nuanced remarks. Furthermore, in Korea, product-related responses were more frequent for content featuring non-celebrity models, while in Japan, content without models received more favorable reactions. These findings suggest that Instagram comments function as a medium of interaction between consumers and brands, highlighting the need for customized social media strategies tailored to consumer characteristics in each country.

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