“A Study on Influence of Social Media on Consumer Behaviour with Special Reference to Cosmetic Products”

DOI: https://doie.org/10.10399/APER.2025493512

Authors:

S. Kalai Selvi , Dr. S.Sindhubairavi

Keywords:

Consumer buying Decision, Influencer, Reviews, Videos, Social Media

Abstract:

In recent years, social media has emerged as a transformative force in shaping consumer behaviour, particularly within the cosmetic industry. This study explores the influence of social media platforms—such as Instagram, YouTube, and Face book—on consumer attitudes, purchasing decisions, and brand engagement related to cosmetic products. With the rise of beauty influencers, user-generated content, and targeted advertising, consumers are increasingly relying on digital platforms for product discovery, influencers, Discount code reviews, and recommendations. This research employs both qualitative and quantitative methods to analyze how factors like influencer credibility, visual appeal, peer reviews, and platform interactivity impact consumer decision-making. The findings indicate that social media significantly affects consumers perceptions of brand value, trust, and product efficacy, often driving impulse purchases and fostering brand loyalty. The study offers valuable insights for cosmetic brands aiming to optimize their digital marketing strategies and engage effectively with their target audience in the evolving online marketplace.

Using a mixed-methods approach, the study collects data through surveys and interviews to analyse patterns in consumer engagement and buying behaviour. The findings reveal that social media significantly shapes consumer perceptions, builds brand loyalty, and plays a vital role in purchase decision-making, especially among younger demographics. This research offers valuable insights for marketers in the cosmetic industry seeking to leverage social media as a strategic tool for influencing consumer behaviour and enhancing brand presence.

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