As said by Hodis et al., brand community or ‘like page’ are more popular than the intrusive and ‘creepy’ paid advertising. Through this, MAC are able intensify the intrinsic goals of consumers through symbolic value of self-identity and social needs and reduce the perceived risks of product by providing more information.Plus, MAC are able to gather data on its consumers, understanding and correcting the perceived image of each of their products, and respond to their consumers’ inquiries.Īdditionally, Facebook’s likes,shares and comments tool allows consumer to connect with each other and providing insight or building image of the product or the brand (positive or not) which create an engagement tool to satisfy the two type of Facebook’s peoples goal of satisfying their need of information and connection. This then amplify the hidden potential of social media which is the e-word of mouth. MAC Cosmetics’s brand community utilize the functional tools of Facebook to communicate, exchange information, maintain interpersonal relationship with its consumers by informing new products launching, tutorial videos, professional chat rooms, and others. MAC Cosmetics aims to create a brand community on Facebook site whereby entertainment chasers (a category of Facebook’s type of people that goes to Facebook for content or information ) and connection seekers (a category of Facebook’s type of people that goes to Facebook for friends and family) are able to “ escape boredom” and connect with their friends and family through a shared topic respectively. How do MAC differentiate themselves from the others in Facebook? Like most cosmetic companies, MAC Cosmetics is a merchant model whereby there are physical stores available for consumers and non-geographical website for countries that does not have any physical store for MAC Cosmetics to earn their revenue. MAC Cosmetics are pretty well-known for their interaction with consumers and their social media strategy even beat other famous brands, L’Oreal, Benefit and Chanel but how do they do it? When according to Hodis and his colleagues’ paper that not many companies are able to fully utilize their social networking sites potential. I have chosen MAC Cosmetics and it is not buying all my target audience but just hear me out.

Who maintains mac cosmetics website