How Do Firms Use Social Media: Topic Modeling of Twitter Brand How Do Firms Use Social Media: Topic Modeling of Twitter Brand Posts of Four Indonesian Skincare Brands Posts of Four Indonesian Skincare Brand

This paper aims to identify the topics of social media posts (on Twitter) from local skincare brands in Indonesia. This descriptive study applied text analysis methods, specifically frequency analysis and topic modeling with the Latent Dirichlet Allocation (LDA) method. Data were collected from the top four skincare brands with over 10,000 followers using Twitter Academic API interfaced through the Twarc package in Python. The dataset contained 1290 tweets from Wardah, 17,491 tweets from Avoskin, 1,968 tweets from Somethinc, and 590 tweets from Whitelab. The data analysis used Quanteda and Topicmodels packages from R software. The findings revealed that the brands' tweets can be categorized into 8-10 topics, which can be distilled further into three significant functions proposed by Saxton and Waters (2014): information, promotion and mobilization, and community building and dialogue. This study adds to the body of knowledge regarding social media marketing by adding insights into how local Indonesian brands carry out their social media marketing efforts.