Releasing Prettiness: How Social Media Marketing Empowers Women’s Cosmetic Purchasing Journey

M. S. Shahina Begum () and Densingh Joshua Israel
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M. S. Shahina Begum: Hindustan Institute of Technology & Science, School of Management Studies
Densingh Joshua Israel: Hindustan Institute of Technology & Science, School of Management Studies

A chapter in Proceedings of the 5th International Conference on the Role of Innovation, Entrepreneurship and Management for Sustainable Development (ICRIEMSD 2024), 2024, pp 376-395 from Springer

Abstract: Abstract Social media has revolutionized the way consumers make purchasing decisions, including in the cosmetic industry. Studies indicate that online ads on social media influence nearly 90% of respondents to consider purchasing cosmetic products, making social media marketing a significant factor in the industry. Emerging markets like India and China will play a significant role in shaping the competitive landscape and driving changes in consumer needs and demands in the next decade. Consumer purchasing behavior is influenced by factors such as needs, tastes, financial capacity, self-concept, culture, and personal values. Social media marketing plays a crucial role in shaping women’s buying behavior, as it influences their purchase intention through information, recommendations, and creating a favorable perception of brands and products. Women consumers play a significant role in the cosmetic industry as they make informed decisions to enhance their attractiveness due to education and financial independence. This study aims to explore the influence of social media marketing on women’s buying behavior for cosmetic products, considering demographic variations.

Keywords: Social Media; Cosmetics; Women (search for similar items in EconPapers)
Date: 2024
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DOI: 10.2991/978-94-6463-612-3_25

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