A study on consumer buying behavior towards cosmetics products with respect to social media users
DOI:
https://doi.org/10.31305/rrijm.2024.v09.n08.008Keywords:
Cosmetics market, Digital media, Purchase decision, Social media users, Traditional mediaAbstract
The companies are concentrating on digital media and social media for promotion as it is cost effective way. The cosmetics market is one of the booming sectors in India, with the help of social media the companies are focusing on target customers more rigorously and promoting with low cost than in traditional media. Information search and comparison are differentiating factors in social media, and the customers find more time and more choices while browsing for products and services. 78% of the internet users search online while making a purchase, that shows maximum of the internet users are using social media for making purchase decision. There are many social media platforms such as Instagram, Facebook, LinkedIn and YouTube, where many of the customers search for products and services. Many cosmetics companies are targeting social media to get advantage of this. The present research work focuses on the impact of social media users age and personal factors on purchase decision of cosmetics and also the impact of online reviews in buying decision. It is found that age is not an influence factor in purchase decision but the online reviews have great impact on cosmetic purchase decision process.
References
Ampofo, A. (2014). Effects of advertising on consumer buying behaviour: with reference to demand for cosmetic products in Bangalore, India. New media and mass communication, 27(7), 48-67.
Chen, J. L., & Dermawan, A. (2020). The influence of YouTube beauty vloggers on Indonesian consumers’ purchase intention of local cosmetic products. International Journal of Business and Management, 15(5), 100-116.
Cheung, C. M., Xiao, B. S., & Liu, I. L. (2014). Do actions speak louder than voices? The signaling role of social information cues in influencing consumer purchase decisions. Decision support systems, 65, 50-58.
Gupta, Y., Agarwal, S., & Singh, P. B. (2020). To study the impact of instafamous celebrities on consumer buying behavior. Academy of Marketing Studies Journal, 24(2), 1-13.
Höfer, L. (2021). The impact of social media marketing on customers purchasing intention in the cosmetics industry. Modul University private university vienna.
Kar, B. IMPACT OF SOCIAL MEDIA ON FEMALE CONSUMER’S BUYING BEHAVIOR TOWARDS GREEN COSMETICS.
Malik, S., & Kaur, S. (2022). Impact of Social Media Marketing on Consumer Buying Behaviour Towards Cosmetic Products. Specialusis Ugdymas, 1(43), 5897-5910.
Mwaisaka, F. W. (2017). The influence of social media on the consumer decision making process in the cosmetic industry in Nairobi County, Kenya (Doctoral dissertation, University of Nairobi).
Ross, C., Orr, E. S., Sisic, M., Arseneault, J. M., Simmering, M. G., & Orr, R. R. (2009). Personality and motivations associated with Facebook use. Computers in Human Behavior, 25(2), 578-586. https://doi.org/10.1016/j.chb.2008.12.024
Sultana, A. (2021). Impact of online advertising and the use of cosmetic products: a study on the influence of online advertisements and change in the purchasing behaviour of women in Kerala. International Journal of Communication and Society, 3(2), 112-119.
Widianingrum, n., Mani, l., Farid, a., Mohamed, t. M., Molina, d., De-la-hoz, a., ... & Jazzar, m. (2021). The antecedents of purchasing decision of cosmetic products of lizzie parra beauty in social media. Journal of Theoretical and Applied Information Technology, 99(11).
https://www.statista.com/statistics/295606/social-media-mau-asia-pacific-countries/
Downloads
Published
How to Cite
Issue
Section
License
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.
This is an open access article under the CC BY-NC-ND license Creative Commons Attribution-Noncommercial 4.0 International (CC BY-NC 4.0).
