CONSUMER SENTIMENT ANALYSIS OF VIRAL SKINCARE BRANDS: A LITERATURE REVIEW

Abstract

This study aims to analyze consumer sentiment towards skincare product brands that have gone viral on social media. The approach used in this research is a literature review method, which examines and summarizes existing knowledge from previous studies on consumer perceptions and feelings towards skincare product brands that are currently trending on popular social media platforms in Indonesia. The findings of the study show that product effectiveness, brand authenticity, content quality, pricing, and customer service are the key factors influencing consumer sentiment. Skincare product brands that are able to meet consumer expectations regarding product effectiveness, build an authentic and transparent image, present quality content, offer competitive pricing, and provide excellent customer service tend to receive positive sentiment from consumers. This research provides valuable insights for skincare product brands to understand consumer sentiment and develop effective marketing strategies in the digital age.