Providing Value to the Reader in Successful Beauty Blogs
Haka, Maija (2019)
2019
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2019112722896
https://urn.fi/URN:NBN:fi:amk-2019112722896
Tiivistelmä
Blogs are a form of user-generated content online used to share information about a variety of topics. The value provided by blog content can be related to either improving work, learning/life performance or engaging in fun and entertainment. This thesis focuses on blogs that discuss cosmetic products, skincare, hair and makeup, something commonly known as beauty blogs. They have become an important source for consumers who are looking for information about beauty products online.
The primary objective of this thesis was to identify the different types of content appearing in beauty blogs and provide detailed descriptions of each. The secondary objective was to explore the different values that readers find in beauty blogs, and thus gain a more comprehensive understanding of beauty blog content. The text and photo content of 50 blog posts from four successful beauty blogs was analysed, leading to research material consisting of 200 blog posts. The analysed posts were published between January and March 2018; the data were collected in April 2018.
A qualitative content analysis was performed on the research material to address the primary thesis objective. A coding frame that consisted of categories representing different elements of content in beauty blogs was created, and the research material was segmented into short units that were coded under the categories of the coding frame. Eventually, this generated information about how the different content elements were combined in blog posts. Through analysing frequently appearing combinations of categories, 15 different beauty blog content types were identified. These include sharing beauty-related information and advice, descriptions of the blogger’s beauty habits and discussion about beauty products.
The value provided by beauty blog content was examined by reflecting on the identified content types with regard to previous research on blog content value. The main discoveries were that beauty blogs enable more effortless purchasing of cosmetic products, reduce the risk of unsuccessful purchases and solve problems related to skincare, haircare, makeup application and hair styling. In addition, they offer inspiration for experimenting with new products and creating different makeup looks and hairstyles.
The results of this study can be useful for cosmetic companies and marketing agencies advertising on beauty blogs by supporting the efficient planning and implementation of marketing campaigns. Beauty bloggers can utilise the findings in planning and possibly improving their content.
The primary objective of this thesis was to identify the different types of content appearing in beauty blogs and provide detailed descriptions of each. The secondary objective was to explore the different values that readers find in beauty blogs, and thus gain a more comprehensive understanding of beauty blog content. The text and photo content of 50 blog posts from four successful beauty blogs was analysed, leading to research material consisting of 200 blog posts. The analysed posts were published between January and March 2018; the data were collected in April 2018.
A qualitative content analysis was performed on the research material to address the primary thesis objective. A coding frame that consisted of categories representing different elements of content in beauty blogs was created, and the research material was segmented into short units that were coded under the categories of the coding frame. Eventually, this generated information about how the different content elements were combined in blog posts. Through analysing frequently appearing combinations of categories, 15 different beauty blog content types were identified. These include sharing beauty-related information and advice, descriptions of the blogger’s beauty habits and discussion about beauty products.
The value provided by beauty blog content was examined by reflecting on the identified content types with regard to previous research on blog content value. The main discoveries were that beauty blogs enable more effortless purchasing of cosmetic products, reduce the risk of unsuccessful purchases and solve problems related to skincare, haircare, makeup application and hair styling. In addition, they offer inspiration for experimenting with new products and creating different makeup looks and hairstyles.
The results of this study can be useful for cosmetic companies and marketing agencies advertising on beauty blogs by supporting the efficient planning and implementation of marketing campaigns. Beauty bloggers can utilise the findings in planning and possibly improving their content.