Annals of Business Administrative Science
Online ISSN : 1347-4456
Print ISSN : 1347-4464
ISSN-L : 1347-4456
Structural equivalence explains contagion
A case of cosmetics
Yufu Kuwashima
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2018 Volume 17 Issue 1 Pages 23-30


With cosmetics, one cannot determine at a glance exactly what product a person is using. This paper analyzes the impact of a consumer network on cosmetics, which are goods that are not conspicuous. Comments in word-of-mouth websites for cosmetics is used as a proxy variable for purchasing behavior, and the relationship between a consumer network and purchasing behavior in a social network is analyzed. In cosmetics, which are not conspicuous, this paper has confirmed that consumers exhibit the same purchasing behavior as when they are in a relationship with structural equivalence within a network and not just in relationships with cohesion.

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© 2018 Yufu Kuwashima. This is an Open Access article distributed under the terms of the Creative Commons Attribution License, which permits unrestricted reuse, distribution, and reproduction in any medium, provided the original work is properly cited.

This article is licensed under a Creative Commons [Attribution 4.0 International] license.
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