Influence of social media on consumer buying behaviour towards cosmetic products

Abstract

Social media brought sensational changes in the marketing field. It has opened the new window for the marketing firms to advertise the products across the globe within fraction of second. It gives opportunities to sellers and marketing agencies to post product related information on digital forums which can be viewed and shared by millions of users. The social media account holders who are actively engaged on social media take the opportunities of the post to evaluate the buying decision. Further if they like the product, they post reviews on social media to recommend others. Indirectly the product related post reaches millions of customers through multiple social media accounts. The process of posting or reposting product information on social media is known as viral marketing. The social media post related to product information gives opportunities to social media users to make effective purchase decisions based on the quality and reliability of the information. In the present scenario social media influences buying behaviour. The companies dealing with young target customers have shown their presence on social media to engage with the target segment. The companies also take help of social media influencers to attract the customers. The present research paper tried to study the influence of viral marketing on buying behavior of customers towards cosmetic products. A well-structured set of questions was developed to collect the primary data.

Keywords

Social media marketing customers

Introduction

Social media platforms brought revolutionary changes in the marketing world. It helped the marketing agencies to reach out customers without any barriers. The marketing agencies or sellers create product contents in the form of text, images or videos and upload it on social media platforms. The product post reaches out millions of social media users within seconds. The product post provides various options to users such as like, comment or share the product. The action of the users depends upon the interest or experiences related to the product or brand. The favorable experiences or attitude will lead to like, positive comments and repost for the product or brand. The process of sharing or posting product related contents by the users is known as viral marketing.

The companies who have a young target customer segment have shown their presence on different social media platforms. The companies also collaborated with social media influencers to engage with the young audience. The present research paper deals with the influence of social media platforms on cosmetic products. Cosmetics products are used to clean and beautify skin. It helps to change the appearance of the skin. Cosmetics basically constitutes a mixture of chemical compounds prepared through synthetic or natural processes. It is designed to change the facial appearance and outlook.

In today’s world demand for cosmetic products have increased significantly capturing the young and women segment. In view of above the present work tried to study the influence of social media influence on buying behavior of customers. A well-structured set of questions was developed to collect data.

Literature review

Sankhla et al. (2017) identified the factors motivating consumer buying decisions towards cosmetics. Study revealed that consumers prefer quality as the most important factor to purchase cosmetics. The other motivating factors are recommendation from beauticians, celebrity endorsement, easy availability and brand popularity. Anjana (2018) studied the buying pattern of consumers towards cosmetic products. The researcher has identified that factors such as product price, quality of the product, brand image, advertising and packaging have significant influence on buying decisions of consumers. In the cosmetic segment consumers adopt a rational approach in the buying decision. Manufacturers and retailers of cosmetic products must have this thought at the back of their mind as they embark on the marketing of their products. Aunkita Sharma et al. (2022) Social media advertisement is the influential factor in the buying decision of young generation. The research investigated the most influential platform preferred by young consumers while purchasing cosmetic products. The study revealed that social media marketing has a significant influence in the buying process. The study further revealed that Instagram is the most influential social media. Banashree Kar (2022) Intensive promotion on social media platforms, recommendation by friends, celebrity influence through post on social sites, product reviews on social media sites, etc. Significantly influence buying decision of female consumers towards green cosmetic products. The findings will help marketing firms to design effective social media advertisements. Annu Gupta (2022) The popularity of social media platforms boosts marketing in online form. The study revealed that posts uploaded by social media influencers have significant positive impact to attract social media users but the conversion of prospects to actual customers is very low. The similar study was conducted by R. Rupalee (2022) revealed that viral marketing or social media platforms attract users towards posts uploaded by marketing companies or influencers but it does not impact their decision to buy the product.

Objectives of the study

1. To study the influence of social media platforms on consumer buying behavior towards cosmetic products.

2. To examine the relationship between demographic variables and the influence of social media on buying behavior.

Hyphothesis of the study

HO: There is no significant association between age and purchase based on reviews and recommendation of social media influencers.

HO: There is no significant association between age and social media post influence purchase decision.

HO: There is no significant association between age and follow specific brand or influencers.

HO: There is no significant association between gender and purchase based on reviews and recommendation of social media influencers.

HO: There is no significant association between gender and social media post influence purchase decision.

HO: There is no significant association between gender and follow specific brand or influencers.

HO: There is no significant association between marital status and purchase based on reviews and recommendation of social media influencers.

HO: There is no significant association between marital status and social media post influence purchase decision.

HO: There is no significant association between marital status and follow specific brand or influencers.

Methodology of the study

The present project work is based on descriptive research design. A well-designed questionnaire was formulated based on literature review and pilot study. The questions were designed to know the influence of social media platforms on buying behaviours of customers towards cosmetic products. The questionnaire contains two segments that is demographic profile and influence of social media on buying behaviour. All the questions are closed-ended in nature. The survey method was used to obtain data related to objectives. The questionnaire was put out over google form and a link was sent to respondents through WhatsApp. The respondents were also asked to send link to their friends and relatives.

The purpose of the present project work is to study the influence of social media platforms on buying behaviour of consumers towards cosmetic products. According to the report published by the OOSGA’s research team in October 2023 – There are about 470.1 million active social media users in 2022. The report further stated that on average users spend 3 h on social media platforms. This type of conducive environment is suitable for online marketing of goods. The present research work tries to investigate the influence of social media on buying behaviour.

Sample size

Sample represents total population of the study. The sample size of the present study is 150.

Sampling method

Convenience sampling has been used for choosing the respondents for the study. It is non-probability sampling useful for the researcher due to geographical limitation and time constraints.

Result and discussion

Interpretation

Tables 1 and 2, along with the above pie chart, depict customer preferences for different types of cosmetic products. The study revealed that the majority of customers prefer cruelty-free and chemical-free cosmetics due to their benefits. Cruelty-free and vegan care products are made using plant-based, biodegradable ingredients that do not harm the environment. 'Chemical-free' is often used in the beauty segment to indicate that a product does not contain synthetic or artificial ingredients. The pie chart further illustrates that most customers prefer cosmetics products that are environmentally friendly and healthy for the human body.

Table 1.

Type of product prefer to use.

Type of product	No. Of respondents	Percentage (%)
Cruelty free	15	10%
Chemical free	46	30.7%
Both	89	59.3%
Total	150	100

Source: Primary Data.

Table 2.

Type of cosmetic product used the most.

Type of cosmetics	No. Of respondents	Percentage (%)
Makeup products	15	10%
Skincare products	73	48.6%
Hair care products	49	32.7%
Sun care products	13	8.7%
Total	150	100

Source: Primary Data.

Interpretation

Table 3 and the pie chart show that 48.6% of respondents prefer skincare products, which include lotions and creams for cleansing and massaging. Additionally, 32.7% prefer hair care products, while few opt for sun care products, which protect against sunburn and skin diseases. Respondents often search for and share product information on social media.

Table 3.

Search product related information before buying.

Search information	No. Of respondents	Percentage (%)
Yes	114	76%
No	6	4%
Sometimes	30	20%
Total	150	100

Source: Primary Data.

Interpretation

Table 4 and the pie chart show that most respondents conduct product research or gather information before making a purchase. This allows them to compare prices, quality, and offers across various brands. The results suggest that customers are not influenced solely by social media posts when making purchasing decisions.

Table 4.

Frequently found cosmetic brands while scrolling social media.

Cosmetic brand	No. Of respondents	Percentage (%)
Maybelline	28	18.7%
Lakme	64	42.7%
Myglamm	11	7.3%
Others	47	31.3%
	150	100

Source: Primary Data.

Interpretation

Table 5 and the pie chart illustrate the most frequently encountered cosmetic brands while scrolling through social media. The study shows that 42.7% of respondents came across Lakme products, 18.7% found MyGlamm, and only a few respondents encountered Maybelline.

Table 5.

Preference towards popular cosmetic brands.

Preferred cosmetic brand	No. Of respondents	Percentage (%)
Lakme	56	37.3%
Color bar	8	5.3%
L’Oreal	22	14.7%
Maybelline	10	6.4%
Any other	54	36%
	150	100

Source: Primary Data.

Interpretation

Table 6 presents respondents' cosmetic brand preferences. Lakme is the most popular choice at 37.3%, while Color Bar and Maybelline have significantly lower preferences.

Table 6.

Preferred social media platform to buy cosmetic products.

Platforms	No. Of respondents	Percentage (%)
Instagram	84	56%
YouTube	53	35.3%
Facebook	10	6.7%
Others	3	2%
	150	100

Source: Primary Data.

Interpretation

Table 7 and the pie chart show that Instagram is the most popular social media platform for searching and posting product-related information.

Table 7.

Cosmetics products related content engaged most on social media.

Type of content	No. Of respondents	Percentage (%)
Products review	82	54.7%
Make up tutorial	23	15.3%
Hauls & unboxing video	14	9.3%
Influencer recommendation	04	2.7%
Others	27	18%
Total	150	100

Source: Primary Data.

Interpretation

Table 8 and the accompanying pie chart depict that the majority of respondents use social media to read and follow product reviews, which helps them make better purchase decisions. Additionally, 15.3% of respondents watch makeup or related tutorials on social media to stay updated on product information. Only a small percentage of respondents watch videos or read posts from social media influencers.

Table 8.

Association between age of the respondents and purchase based on reviews and recommendation of social media influencers.

Age (In Years)	Purchase based on reviews and recommendations
Age (In Years)	Yes	No	Total
20-25	56	16	72
25-35	12	13	25
35-45	12	14	26
Above 45	11	16	27
	91	59	150

	Value	Df	Asymp. Sig. (2-Sided)
Pearson chi-square	17.303(a)	3	.001
Likelihood ratio	17.781	3	.000
Linear-by-linear association	14.602	1	.000
N of valid cases	150

(a) 0 cells (0.0%) have expected count less than 5. The minimum expected count is 9.83.

Interpretation

Tables 9 and 10 show Chi-square test statistics of 17.303 (Sig. value <0.05) indicates there is significant association between age and purchase based on reviews and recommendation.

Table 9.

Symmetric measure.

	Value	Approx. Sig
Nominal by phi	.340	.001
Nominal Cramer’s V	.340	.001
There exists poor positive relationship between two variables (Cramer’s V .340)

Table 10.

Association between age of the respondents and Social media post influence purchase decision.

Age of the respondents (In Years)	Influence of social media post on purchase decision
	Yes	No	Total
20 – 25	43	29	72
25 - 35	15	10	25
35 - 45	8	18	26
Above 45	11	16	27
	77	73	150
	Value	Df	Asymp. Sig. (2-Sided)
Pearson chi-square	8.394(a)	3	.039
Likelihood ratio	8.518	3	.036
Linear-by-linear association	5.660	1	.017
N of valid cases	150

cells (0.0%) have expected count less than 5. The minimum expected count is 12.17.

Interpretation

Tables 11 and 12 show Chi-square test statistics of 8.394 (Sig. value <0.05) indicates there is significant association between age and influence of social media post on purchase decision.

Table 11.

Symmetric measures.

	Value	Approx. Sig
Nominal by phi	.237	.039
Nominal Cramer’s V	.237	.039
There exists poor positive relationship between two variables (Cramer’s V .237)

Table 12.

Association between age of the respondents and follow specific brand or influencer on social media.

Age of the respondents (In Years)	Follow specific brand or influencer
Age of the respondents (In Years)	Yes	No	Total
20 – 25	48	24	72
25 - 35	13	12	25
35 - 45	7	19	26
Above 45	9	18	27
	77	73	150
	Value	Df	Asymp. Sig. (2-Sided)
Pearson chi-square	16.484(a)	3	.001
Likelihood ratio	16.901	3	.001
Linear-by-linear association	14.212	1	.000
N of valid cases	150

0 cells (0.0%) have expected count less than 5. The minimum expected count is 12.17.

Interpretation

Tables 13 and 14 show Chi-square test statistics of 16.484 (Sig. value <0.05) indicates there is significant association between age and follow specific brand or influencer.

Table 13.

Symmetric measures.

	Value	Approx. Sig
Nominal by phi	.331	.001
Nominal Cramer’s V	.331	.001
There exists poor positive relationship between two variables (Cramer’s V .331)

Table 14.

Association between gender of the respondents and purchase based on reviews and recommendation of social media influencers.

Gender of the respondents	Purchase based on reviews/Recommendation of influencers
	Yes	No	Total
Male	52	15	67
Female	39	44	83
	91	59	150
	Value	Df	Asymp. Sig. (2-Sided)
Pearson chi-square	14.570(a)	1	.000
Likelihood ratio	15.046	1	.000
Linear-by-linear association	14.473	1	.000
N of valid cases	150

(a) 0 cells (0.0%) have expected count less than 5. The minimum expected count is 26.35.

Interpretation

Tables 15 and 16 show Chi-square test statistics of 14.570 (Sig. value <0.05) indicates there is significant association between gender and purchase based on reviews and recommendation.

Table 15.

Symmetric measures.

	Value	Approx. Sig
Nominal by phi	.312	.000
Nominal Cramer’s V	.312	.000
There exists poor positive relationship between two variables (phi .312)

Table 16.

Association between gender of the respondents and Social media post influence purchase decision.

Gender of the respondents	Influence of social media post on purchase decision
	Yes	No	Total
Male	40	27	67
Female	37	46	83
	77	73	150
	Value	Df	Asymp. Sig. (2-Sided)
Pearson chi-square	3.394(a)	1	.065
Likelihood ratio	3.410	1	.065
Linear-by-linear association	3.371	1	.066
N of valid cases	150

a 0 cells (0.0%) have expected count less than 5. The minimum expected count is 32.61.

Interpretation

Table 17 shows Chi-square test statistics of 3.394 (Sig. value >0.05) indicates there is no significant association between gender and influence of social media post on purchase decision.

Table 17.

Association between gender of the respondents and follow specific brand or influencer on social media.

Gender of the respondents	Follow specific brand or influencer
Gender of the respondents	Yes	No	Total
Male	44	23	67
Female	33	50	83
	77	73	150
	Value	Df	Asymp. Sig. (2-Sided)
Pearson chi-square	9.964(a)	1	.002
Likelihood ratio	10.094	1	.001
Linear-by-linear association	9.898	1	.002
N of valid cases	150

0 cells (0.0%) have expected count less than 5. The minimum expected count is 32.61.

Interpretation

Tables 18 and 19 show Chi-square test statistics of 9.964 (Sig. value <0.05) indicates there is significant association between gender and follow specific brand or influencer.

Table 18.

Symmetric measures.

	Value	Approx. Sig
Nominal by phi	.258	.002
Nominal Cramer’s V	.258	.002
There exists poor positive relationship between two variables (phi .258)

Table 19.

Association between marital status of the respondents and purchase based on reviews and recommendation of social media influencers.

Marital status	Purchase based on reviews/Recommendation of influencers
Marital status	Yes	No	Total
Married	32	16	48
Unmarried	59	43	102
	91	59	150
	Value	Df	Asymp. Sig.(2-sided)
Pearson chi-square	1.065(a)	1	.302
Likelihood ratio	1.078	1	.299
Linear-by-linear association	1.058	1	.304
N of valid cases	150

0 cells (0.0%) have expected count less than 5. The minimum expected count is 18.88.

Interpretation

Table 20 Chi-square test statistics of 1.065 (Sig. value >0.05) indicates there is no significant association between marital status and Purchase based on Reviews/Recommendation of Influencers.

Table 20.

Association between marital status of the respondents and Social media post influence purchase decision.

Marital status	Influence of social media post on purchase decision
Marital status	Yes	No	Total
Married	33	15	48
Unmarried	44	58	102
	77	73	150
	Value	Df	Asymp. Sig.(2-sided)
Pearson chi-square	8.571(a)	1	.003
Likelihood ratio	8.739	1	.003
Linear-by-linear association	8.514	1	.004
N of valid cases	150

0 cells (0.0%) have expected count less than 5. The minimum expected count is 23.36.

Interpretation

Tables 21 and 22 show Chi-square test statistics of 8.571 (Sig. value <0.05) indicates there is significant association between marital status and influence of social media post on purchase decision.

Table 21.

Symmetric measures.

	Value	Approx. Sig
Nominal by phi	.239	.003
Nominal Cramer’s V	.239	.003
There exists poor positive relationship between two variables (phi .239)

Table 22.

Association between marital status of the respondents and follow specific brand or influencer on social media.

Marital status	Follow specific brand or influencer
Marital status	Yes	No	Total
Married	26	22	48
Unmarried	51	51	102
	77	73	150
	Value	Df	Asymp. Sig.(2-sided)
Pearson chi-square	.227(a)	1	.634
Likelihood ratio	.227	1	.634
Linear-by-linear association	.225	1	.635
N of valid cases	150

a 0 cells (0.0%) have expected count less than 5. The minimum expected count is 23.36.

Interpretation

Chi-square test statistics of 0.227 (Sig. value >0.05) indicates there is no significant association between marital status and follow specific brand or influencer.

Findings of the study

1. Majority of the respondents preferred cruelty and chemical free cosmetic products.

2. Skin care products are popular category in cosmetics.

3. Most of the respondents conduct product research or collect information before buying the same.

4. Lakme brand is the frequently found cosmetic brand while scrolling social media pages.

5. The result reveals that one third of the respondents prefer the Lakme brand.

6. Social media influencers play a significant role in the buying behavior.

7. Instagram is the most popular social media platform to search and post product related information.

8. There is association between age and purchase based on product reviews.

9. There is association between age and influence of social media post.

10. There is association between age and follow specific brand or influencer.

11. There is association between gender and purchase based on product reviews.

12. There is association between gender and follow specific brand or influencer.

13. There is association between marital status and influence of social media post.

Conclusion

In the digital world social media is one the major influential factors in the buying process. The study found that social media platforms are popular among today’s youth and they use the same for social networking as well as for shopping purposes. The marketing firms and social media influencers do commercial promotions of the company by posting product related contents. The study revealed that product promotion or product reviews by social media influencers influence buying behavior. However, the customers do not want to take any initiatives to post product reviews. The result concludes that social media influencers can play a major role in the promotional campaign of any organization to promote goods or services.

Managerial implications

1. Marketing firms should collaborate with social media influencers to promote products.

2. Cosmetic brand companies must take efforts to increase their traffic on social media platforms.

3. Social media users/customers should make efforts to post product reviews to help prospective customers to make effective purchase decisions.

Footnotes

Declaration of conflicting interests

The author(s) declared no potential conflicts of interest with respect to the research, authorship, and/or publication of this article.

Funding

The author(s) received no financial support for the research, authorship, and/or publication of this article.

Ethical statement

I confirm that the manuscript has not been submitted to more than one journal for simultaneous consideration.

ORCID iD

Sandesh J Naik

Author Biographies

Dr Sandesh J Naik is an Assistant Professor in Commerce at Dnyanprassarak Mandal’s College & Research Centre, Assagao-Goa. He holds a Post Graduate Degree in Commerce from Goa University (2009), UGC NET (2011), and a Ph.D. in Commerce from Goa University (2020). Dr. Naik has extensive experience in both teaching and research, with 15 years of teaching experience and active involvement in research since 2014. He has presented papers at various national and international seminars and has published work in UGC Care-listed journals and edited books. His academic career is marked by a commitment to advancing knowledge in the field of commerce.

Ms Jaya G Prabhu Parrikar is presently working as Assistant Professor in Commerce at Dnyanprassarak Mandal’s College & Research Centre, Assagao-Goa. She holds Post Graduate Degree in Commerce from Goa University (2006), SET(2006) and was Gold medalist at PG, Goa University. Ms. Parrikar has presented papers at national and international conferences. She has teaching experience of 17 years and actively involved in research.

Mr Namdev E Tulaskar is an Assistant Professor in Commerce at Dnyanprassarak Mandal's College and Research Centre. He holds a Master's degree (M.Com) in Accounting and Finance from Goa University. He is pursuing his Ph.D. in Commerce from Savitribai Phule Pune University. Mr. Tulaskar has a diverse educational background, including qualifications such as M.Com, NET, SET, M.Ed., SET, and M.A (Economics), and is actively engaged in his Ph.D. research. With an impressive academic record, Mr. Tulaskar brings a wealth of knowledge and experience to his role, accumulating more than 7 years of teaching experience. He firmly believes that teaching is a lifelong and transformative process.

References

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(2018) A study of factors influencing cosmetic buying behaviour of consumers. International Journal of Pure and Applied Mathematics 453–455.

Aunkita Sharma

(2022) Impact of social media marketing of cosmetic products on purchasing decisions of youth in Gujarat. International journal of Management, Public policy and Research 61(to 62).

Gupta

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Kar

(2022) Impact of Social Media on female Consumer’s Buying behaviour towards green cosmetics. International Research Journal of Modernization in Engineering Technology and Science.

Rupalee

(2022) A study to discover the impact of viral marketing on consumer behaviour. International Journal of Research in Engineering, Science and Management 5(2): 34–37.

Sankhla

(2017) A study of consumer buying behavior towards cosmetic products. International Journal of Engineering Technology Science and Research 1244–1249.