The Effect of Social Media and Consumers’ Reviews on Consumers’ Purchasing Behavior of Beauty Products

Xin Tang ()
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Xin Tang: Michigan State University, Social Science Department

A chapter in Proceedings of the 2023 International Conference on Economic Management, Financial Innovation and Public Service (EMFIPS 2023), 2024, pp 466-480 from Springer

Abstract: Abstract The impact of social media on the performance of beauty brands has been a topic of interest, but few studies have examined this relationship. As the use of social media continues to grow in the beauty industry, the specific effects of social media on customers remain unclear. In this study, I aim to fill this gap by using social exchange theory and social identity theory to examine the relationship between social media use and brand performance in the beauty industry. Through case analysis, survey research and analysis of some apps, I find that the use of social media has a positive impact on customers’ purchasing behaviors, which ultimately improves brand performance. My study extends the current understanding that social media can be an effective tool for beauty companies to interact with customers and enhance brand performance. These findings provide valuable insights for beauty companies to consider and implement in their marketing strategies, shedding light on the crucial role of social media in the beauty industry. At the same time, social media should pay attention to consumers’ reviews, and analyze these reviews to better understand consumer needs.

Keywords: social media; consumer reviews; beauty brands (search for similar items in EconPapers)
Date: 2024
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Persistent link: https://EconPapers.repec.org/RePEc:spr:advbcp:978-94-6463-441-9_41

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DOI: 10.2991/978-94-6463-441-9_41

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