Impact of Social Media Marketing on Consumers Behavior in Purchasing Cosmetic Products

Abstract

The study investigated the impact of social media marketing (SMM) on consumer buying behavior in the outlets of the cosmetics industry, focusing on the elemental aspects of trust, usability, and perceived risks. However, the main intent was to understand the role that social media play in decision-making and to measure the success levels of the currently used marketing approaches for engaging audiences and driving sales. The study was conducted through a survey of 101 participants and surveyed the demographic, buying hab- its, and interaction pattern with social media. Data was gathered and manipulated through different statis- tical ways like linear regression analysis to find out the relationship SMM has with the major drivers of con- sumer behavior. Effect of Influencers on Consumer Perceptions: User-generated content and advertising added to the im- pact of influencers on consumer attitudes were considered in the study. The results indicated that trust (0.105) and ease of use (0.155) appeared as major determinants of purchase behavior where p was less than 0.001. However, SMM effects on consumer behavior proved to be negative in total (-0.585; p = 0.023) which means that social media marketing attention is possible but sale conversion cannot be guaranteed without trust and ease of use. There is no significant constructive effect of word-of-mouth and Risk percep- tion on the buying decision (p > 0.1). The model explained 62% of the variance in consumer behavior which is a very strong reason for developing clear and user-friendly strategies in SMM efforts. In summary, the study results indicated that social media marketing is very well known for bringing visibility and interest but has not been proven its efficiency in consumption, as it is mostly through trust and usabil- ity that the online shopping behavior turned. Keywords/tags: social media markeang, cosmeacs, consumer purchasing behavior