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We present in this paper a multicultural approach to social media marketinganalytics, applied in two Facebook brand pages: French (individualisticculture, the country home of the brand) versus Saudi Arabian (collectivisticculture, one of its country hosts), which are published by aninternationalbeauty \& cosmetics firm. Using social network analysis andcontent analysis, we identify the most popular posts and the most influentialusers within these two brand pages and highlight the different communitiesemerging from brand and users interactions. These communities seem to beculture oriented when they are constructed around socialization branded postsand product-line oriented when advertising branded posts are concerned.

Social media marketing analytics : a multicultural approach applied to the beauty \& cosmetic sector