From Click to Cart: The Moderating Impact of Digital Marketing on Beauty Products Purchase Intentions

Sagarika Mohanty (), Lingam Naveen and Aishwarya Mohanty
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Sagarika Mohanty: GNPS, Post Graduate Teacher, Department of Commerce
Lingam Naveen: Department of Marketing, Biju Patnaik Institute of Information Technology and Management Studies, Assistant Professor
Aishwarya Mohanty: Municipal College, Lecturer, Department of Business Administration

A chapter in Proceedings of the 5th International Conference on Management Research (ICMR 2025), 2026, pp 327-352 from Springer

Abstract: Abstract In today’s digital era, the journey of a consumer purchasing an online product, become more complex and crucial. Digital marketing can be seen as a powerful tool that will lead to a moderate level of consumer purchase intentions caused by influencing engagement. The moderating role of digital marketing will be examined in this study, focusing on the aspects of perceived value, social influence, and customer reviews, in relation to online purchase intentions for beauty products. The moderating influence of digital marketing comes out and solidifies the connections between these elements and the likelihood of buying beauty products online. The interplay between perceived value in the manner in which the consumers assess the benefits of a product in consideration of its price, as well as social influence, which brings into play peer recommendations and brand identification, comes into play, hence dynamic and further boosted by customer reviews. In the present study, the samples will be taken with regard to Indian female respondents, and Structural Equation Modeling (SEM) will be used to analyze the data. It will be based on how these variables interact to affect customer behaviour within the cosmetic industry. The study will reaffirm the importance of digital advertising techniques in determining online buying behavior. The implications of this research would guide marketers and managers to create a promotional mix that would persuade consumers to engage in online shopping. Moreover, online sellers will be able to use the information to develop existing shopping experiences and implement effective e-marketing strategies.

Keywords: Digital Marketing; Online Purchase Intention; Perceived Value; Social Influence; Customer Review (search for similar items in EconPapers)
Date: 2026
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DOI: 10.2991/978-94-6239-660-9_17

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