9. What is “@cosme”? WOM based SNS website (especially about cosmetics ) Only in Japanese 200 million PV/month Advertise Selling Research Organize cosmetics community on website 1,350,000 members
13. “ @cosme’s 3 key features” ②WOM based search engine Product picture Comments Rank by ★★★ Link to the online store of @cosme (come.com)
14. “ @cosme’s 3 key features” ③ Free question asking wall As there are 2,800,000/month unique users ask answer Get some points that can use for receiving samples of products
24. What are the specificities of Japanese Youth Market?
25. Dominant Japanese Youth consumer traits Loyalty to brands => Group Conformity Status => Desire to be recognized Trendy => Technology =>Sophisticated Powerful word of mouth => Collectivist attitude Conspicuous consumption => No responsibility + disposal income
Direct, non-marketing information sources are assumed to provide ‘unbiased’ information tailored to the decision maker’s needs. Direct, marketing sources such as a salesperson may be perceived as providing information that will benefit the sales person more than the consumer p.454
Short PLC Importance of product recognition by others Word of mouth Consumption = Status They have already has fulfilled needs -> new needs must be created by marketers (consumers are no longer seeking to fulfill needs. Need recognition must be created by compa)
"Hip-Hop Japan: Rap and the Paths of Cultural Globalization," by Ian Condry