In all, Sephora’s social presence is four times that of Ulta’s. Sephora is a well-known and high quality retailer. It is expected that many of Sephora’s brand companies use social media to endorse their products that are sold at Sephora, as they have the money and capabilities to do so When compared to Ulta whose range of products include drugstore items, it is plausible that these lower-end brands do not have as much capabilities and resources as higher-end brands. Even though Sephora has a high “strength”, most of the people will only mention Sephora once. This score is comparable to that of Ulta’s, which is understandable given its other scores. Again, since Sephora is more well-known and endorsed, it has a higher range of influence than