Analysis of Instagram Images of Cosmetic Brands on Impression Analysis

Abstract

In this study, we analyze impressions of Instagram images of cosmetic brands and examine concepts and image strategies of each brand. Firstly, Instagram images of cosmetic brands are classified, and impression evaluation experiments are conducted for each classified image of each brand. Factor analysis of acquired Kansei data provides the impression image space of cosmetic brands is obtained. Then, we compared the cosmetic images placed in the impression space and the concept of each brand.