The Impact of Social Media on Consumer Purchasing Behavior. A Focus on the Skincare Brand

This study examines the impact of social media on consumer purchasing behavior in the skincare industry, focusing on consumers in Hyderabad, India. By providing insights into these aspects, the research aims to help skincare brands and marketers enhance their social media strategies, improve customer trust, and optimize the online shopping experience for skincare consumers.

The Indian skincare industry has witnessed rapid growth, fueled by increasing consumer awareness, rising disposable incomes, and the widespread adoption of digital marketing strategies. Social media platforms have become primary touchpoints for skincare brands to educate, engage, and influence consumers. However, Indian consumers also face challenges such as misleading advertisements, product authenticity concerns, and lack of regulatory oversight on influencer promotions. This study is essential to provide valuable insights for skincare brands, marketers, and policymakers on how to optimize social media strategies, improve consumer trust, and enhance the overall digital shopping experience for skincare products in India.

INDEX

CHAPTER- 1 INTRODUCTION

CHAPTER -2 REWIEW OF LITERATURE

CHAPTER -3 COMPANY PROFILE

CHAPTER -4 DATA ANALYSIS AND INTERPRETATION

CHAPTER -5 FINDINGS AND CONCLUSION

BIBLIOGRAPHY

ABSTRACT

The study examines the impact of social media on consumer purchasing behavior in the skincare industry, focusing on key engagement factors, platform influence, and purchasing challenges. Conducted in Hyderabad, India, with a sample of 85 respondents, the study employs a quantitative research approach using a Likert scale-based questionnaire. Findings reveal that younger consumers, particularly females, engage more with skincare brands on Instagram, driven by discounts, personalized ads, influencer collaborations, and visually appealing content. While interactive content and influencer endorsements positively influence purchases, excessive advertisements and viral marketing campaigns reduce consumer trust. Major concerns include product authenticity, misleading promotions, weak customer support, and transaction security risks. The study concludes that while social media enhances brand engagement and purchasing decisions, addressing trust-related issues through transparency, improved customer service, and secure transactions is crucial for sustaining consumer confidence and loyalty.

INTRODUCTION

Introduction to the Rise of Social Media :

The rise of social media has drastically reshaped the way individuals interact with brands, products, and services. In the past two decades, social media platforms such as Facebook, Instagram, Twitter, TikTok, and YouTube have transitioned from being merely tools for social interaction to becoming powerful engines of digital marketing and commerce. Initially designed as spaces for personal connection and sharing, these platforms have evolved into complex ecosystems that influence nearly every aspect of daily life, from entertainment and communication to shopping and product discovery. With billions of active users worldwide, social media provides an unparalleled reach for businesses to engage with potential customers in real-time, shaping brand perceptions and driving purchasing decisions.

One of the most significant shifts brought about by social media is the democratization of information. Unlike traditional advertising, which was largely a one-way communication channel controlled by brands, social media fosters a two-way conversation between companies and consumers. It has created a space where consumer opinions, reviews, and user-generated content are just as influential—if not more so—than professional advertising campaigns. For brands, this means they must actively listen to their audience, respond to feedback, and maintain an authentic presence online. Additionally, social media allows brands to tap into the power of word-of-mouth marketing, amplifying organic recommendations through likes, shares, and comments, which further drive product awareness and engagement.

The increasing reliance on social media has also coincided with the rise of influencers—individuals with large and engaged followings who have become key players in shaping consumer behavior. These influencers, who can range from celebrities to micro-influencers, often hold more sway over their followers' purchasing decisions than traditional advertisements or even brand endorsements. The rise of social media platforms that emphasize visual content, such as Instagram and TikTok, has particularly influenced industries like fashion, beauty, and skincare, where aesthetics and product recommendations play a central role in attracting new customers. Consumers now turn to social media not just for entertainment but also for guidance, with many seeking product recommendations, reviews, tutorials, and tips from influencers they trust.

As a result, social media has evolved into a critical tool for businesses, especially in industries that rely heavily on consumer trust and community, such as skincare. Brands now invest significant resources into creating engaging content, running targeted ads, and collaborating with influencers to strengthen their online presence. The rapid rise of social media in the last decade has undoubtedly transformed how consumers discover, evaluate, and purchase products, creating a new landscape for businesses to navigate.

Overview of Consumer Purchasing Behavior

Consumer purchasing behavior refers to the processes and actions involved in the selection, acquisition, and use of goods and services, driven by a variety of psychological, social, and environmental factors. At its core, purchasing behavior encompasses the decision-making journey that consumers undergo when choosing between products or services to meet their needs and desires. Historically, this behavior was primarily shaped by traditional marketing channels, such as television, radio, and print advertisements, which presented consumers with limited information in a one-way communication flow. However, with the advent of digital technology and the rise of social media, the landscape of consumer behavior has become increasingly complex and dynamic.

One of the key drivers of modern consumer purchasing behavior is the accessibility of information. Today, consumers can easily research products online, compare prices, read reviews, and receive recommendations from a variety of sources, all at their fingertips. This wealth of information empowers consumers to make more informed decisions, often prioritizing quality, value, and social proof when making a purchase. For example, online product reviews, ratings, and customer testimonials have become crucial touchpoints that influence whether a consumer will proceed with a purchase or abandon it. In addition, the ease of access to product information has led to more empowered consumers who demand greater transparency from brands, including information about ingredients, sourcing practices, and company values.

Another critical aspect of consumer purchasing behavior is the role of emotions and psychological factors in decision-making. While logical considerations, such as price and quality, still play a significant role, many purchases are driven by emotional triggers. Consumers may feel an emotional connection to a brand due to its messaging, values, or the lifestyle it promotes. This emotional connection is especially important in industries such as fashion, beauty, and wellness, where the consumer’s self-image and personal identity are closely tied to the products they purchase. Consumers often make purchases to express themselves, seek validation, or fulfill their aspirations, and brands that can tap into these deeper emotional needs tend to build stronger, more loyal customer relationships.

Social influences also significantly impact consumer purchasing behavior. Recommendations from family, friends, peers, and influencers are now integral to the decision-making process, especially in sectors like fashion, beauty, and technology. Social proof, in the form of likes, comments, shares, and user-generated content, can either enhance or diminish a brand’s reputation, and consumers often rely on these social cues when deciding whether to trust a brand or product. Social media platforms, where influencers and brands share real-time updates, reviews, and experiences, have given rise to a new form of word-of-mouth marketing that can spread rapidly across networks, influencing the purchasing habits of large groups of people.

The digital age has also given rise to a more impulsive, fast-paced consumer behavior, with instant gratification becoming an important factor in purchasing decisions. The ease of online shopping, combined with targeted advertising, personalized recommendations, and convenient payment systems, has led to more spontaneous buying decisions. Brands now have the ability to reach consumers with tailored ads and content based on their browsing history, location, and interests, further driving impulse purchases and fostering a sense of urgency.

In conclusion, consumer purchasing behavior today is a multifaceted phenomenon influenced by an array of factors, including access to information, emotional drivers, social influence, and the convenience offered by digital platforms. As businesses strive to understand and predict consumer preferences, they must recognize the shifting dynamics of modern purchasing behavior and adapt their strategies accordingly to build trust, engage consumers, and remain competitive in an increasingly crowded marketplace.

Impact of Social Media on Consumer Behavior

The impact of social media on consumer behavior has been profound, revolutionizing the way consumers make purchasing decisions, interact with brands, and share their experiences. In the past, traditional media such as TV, radio, and print advertisements were the primary tools for influencing consumer behavior. However, the rise of social media platforms like Facebook, Instagram, Twitter, TikTok, and YouTube has shifted the power dynamics, putting consumers in the driver's seat. Social media has created a space where consumers can not only access information but also share opinions, create content, and engage directly with brands. This interactive and participatory environment has fundamentally changed how consumers perceive products, make decisions, and influence others.

One of the most significant impacts of social media on consumer behavior is the democratization of information. Unlike traditional marketing channels, social media allows consumers to access real-time reviews, testimonials, and feedback from both fellow consumers and influencers. This transparency has made consumers more discerning and selective in their purchases. Today, before committing to a purchase, many consumers turn to social media to seek recommendations, view product reviews, and observe how others are engaging with a particular brand. The availability of user-generated content, such as posts, reviews, unboxing videos, and testimonials, plays a critical role in building trust and shaping perceptions. As a result, consumers are often more likely to trust their peers or influencers than traditional advertising.

Social media platforms also amplify the importance of social proof in consumer decision-making. The concept of social proof suggests that individuals tend to follow the actions of others when making decisions, especially when they are uncertain. On social media, this manifests in the form of likes, shares, comments, and the visibility of influencers endorsing products. When a product or brand receives high engagement or is endorsed by a popular influencer, it gains a sense of legitimacy and desirability in the eyes of consumers. Social media's ability to spread content rapidly and virally means that consumer behavior is heavily influenced by trends, as viral moments can spark mass interest in a product or service almost overnight. This phenomenon is especially evident in industries like fashion, beauty, and skincare, where product trends often emerge from viral posts and influencer collaborations.

Another notable impact of social media on consumer behavior is the rise of influencer marketing. Influencers—individuals with substantial online followings—play a central role in shaping consumer purchasing behavior. These influencers, whether celebrities or micro-influencers, act as trusted intermediaries who endorse products and provide recommendations to their followers. Research has shown that consumers often trust influencers more than traditional celebrities or advertisements because they perceive influencers as more relatable and authentic. This has led brands to invest heavily in partnerships with influencers who can reach and engage specific target audiences. Through sponsored posts, product reviews, and tutorials, influencers have become key drivers of consumer purchasing decisions.

Furthermore, social media has created a sense of immediacy and urgency in the purchasing process. The instant nature of social media, coupled with targeted ads and personalized content, encourages spontaneous buying behaviors. Consumers are constantly exposed to new products, limited-time offers, and flash sales that create a sense of urgency to purchase before the opportunity passes. Additionally, platforms like Instagram and Pinterest, with their visually driven content, make it easier for consumers to discover and explore new products, leading to impulse buys and greater brand exploration. The seamless integration of shopping features on platforms like Instagram and Facebook has also transformed the way consumers shop, allowing them to purchase products directly from posts or advertisements without leaving the app.

In conclusion, social media has had a transformative effect on consumer behavior, driving more informed, social, and instantaneous purchasing decisions. By providing a platform for shared experiences, social proof, and influencer endorsements, social media has created a new digital landscape where consumer choices are increasingly shaped by what they see online. Brands that recognize and leverage these dynamics can build stronger relationships with consumers, tapping into the power of social media to influence buying behavior, foster brand loyalty, and drive sales.

This expanded explanation delves into how social media has reshaped the consumer decision-making process, emphasizing the role of information access, social proof, influencers, and immediacy in shaping modern purchasing behavior.

Top of Form

Focus on Skincare Brand Bottom of Form

Skincare brands have increasingly turned to social media as a crucial tool to connect with consumers, build brand awareness, and influence purchasing decisions. In an industry driven by both consumer needs and beauty trends, social media has proven to be an ideal platform for skincare companies to showcase their products, educate potential customers, and foster a sense of trust and community. The visual nature of platforms like Instagram, YouTube, and TikTok allows skincare brands to present their products in an engaging and relatable way, often with before-and-after images, tutorials, and instructional videos that highlight the benefits and usage of their products. These platforms provide a space where consumers can visually experience the results of skincare routines and see how products are used, which makes the purchase decision more tangible.

One of the most powerful aspects of social media for skincare brands is influencer marketing. Influencers, particularly in the beauty and skincare sector, have a direct and influential impact on consumer behavior. Many consumers turn to influencers for skincare recommendations because they perceive these figures as authentic and relatable, especially when influencers share personal stories about their skin journeys or struggles. Through unboxing videos, honest product reviews, and detailed skincare routines, influencers help demystify the complex world of skincare and provide a more personal connection to the brand. Their ability to showcase real-life results creates a level of trust that traditional advertising struggles to achieve. The word-of-mouth effect that influencers generate on social media can drive massive engagement and lead to increased sales for skincare brands.

Social media also facilitates the rise of skincare communities, where brands and consumers engage in real-time conversations. Many skincare brands use platforms like Instagram and TikTok not only for promotions but also for educational purposes. Brands are increasingly creating content that informs consumers about skin types, ingredients, and routines, empowering them to make informed choices about the products they purchase. This direct interaction with consumers helps build relationships and trust, as brands can answer questions, address concerns, and respond to feedback instantly. Additionally, social media allows users to share their experiences with a brand, contributing to organic growth and positive brand reputation. Customers often share their before-and-after results or their product reviews, which adds credibility to a brand and influences others to make a purchase.

The appeal of skincare products on social media has been further amplified by the growing interest in wellness and self-care. Many skincare brands tap into this trend by marketing their products as essential elements of a larger self-care routine, promoting relaxation, confidence, and well-being. Platforms like Instagram and Pinterest, with their focus on aesthetic visuals, offer the perfect environment to showcase skincare products that fit into a larger lifestyle and wellness narrative. This shift has led many skincare brands to align their messaging with themes of natural beauty, sustainability, and inclusivity. With an increasing number of consumers becoming conscious of the ingredients in the products they buy, social media has become a space for brands to promote their transparency in sourcing and manufacturing, particularly for clean beauty or eco-friendly products.

Additionally, social media has allowed skincare brands to stay ahead of trends and quickly adapt to consumer demands. Trends such as the rise of specific skincare ingredients (e.g., retinol, hyaluronic acid) or beauty routines (e.g., K-beauty, multi-step routines) often start or gain momentum on platforms like TikTok and Instagram, allowing brands to stay relevant by jumping on emerging trends. This real-time feedback loop enables skincare companies to respond faster to market demands, release new products, or tweak their marketing strategies to stay in tune with what consumers want.

In conclusion, social media has fundamentally transformed the skincare industry by providing brands with a platform to build relationships, showcase their products, and engage with consumers in meaningful ways. Through influencer collaborations, educational content, community building, and alignment with emerging wellness trends, skincare brands have harnessed the power of social media to influence consumer purchasing decisions. As the digital landscape continues to evolve, the role of social media in shaping skincare brand success will likely continue to grow, creating even more opportunities for brands to connect with and expand their customer base.

Linking Social Media Influence and Skincare Purchasing Decisions

Social media has become an undeniable force in shaping consumer purchasing decisions, especially in the skincare industry. As the digital landscape continues to evolve, platforms like Instagram, TikTok, YouTube, and Facebook have become vital spaces where consumers interact with brands, share experiences, and gain insights into the latest skincare products. This shift has fundamentally altered how consumers discover and evaluate products before making purchasing decisions. The power of social media lies in its ability to facilitate direct, interactive, and authentic engagement between brands and consumers. When it comes to skincare, this influence is amplified by the ability to access product reviews, tutorials, influencer endorsements, and before-and-after results, making it easier for consumers to evaluate the effectiveness of a product and how well it might work for their unique skin concerns.

One of the most significant ways social media influences skincare purchasing decisions is through the concept of social proof. Consumers tend to look for validation and reassurance from others before committing to a purchase, especially when it comes to products that impact their skin. When they see influencers, celebrities, or even peers endorsing or sharing their experiences with a particular skincare product, it creates a sense of credibility and trust. The rise of influencers in the beauty and skincare industry has been especially impactful. Influencers often have a direct connection with their followers, providing product recommendations based on personal experiences. These endorsements often feel more authentic and relatable compared to traditional advertising, which can make consumers more inclined to try out products they see recommended by those they trust. Influencers share honest opinions and unfiltered reviews, which help demystify products and allow consumers to make informed decisions.

Furthermore, social media platforms serve as hubs of real-time feedback and interaction. When a consumer is interested in a particular skincare product, they can easily search for reviews, testimonials, or discussions about it from other users. Platforms like Instagram and TikTok allow consumers to see the products in action, through video tutorials or unboxing experiences, which makes the purchasing decision feel more personal and tangible. Skincare brands have also adopted these platforms as spaces for customer engagement, directly responding to questions, providing personalized advice, and offering insights into how products should be used. This level of engagement fosters trust between brands and their audiences, encouraging consumers to feel confident in their purchases, knowing that the brand is accessible and responsive.

Moreover, social media has given rise to viral trends and challenges that can significantly impact purchasing decisions. For example, skincare routines or “skinfluencer” challenges often gain traction on platforms like TikTok and Instagram, where users post their skincare results and encourage others to try the same products. These trends can create a sense of urgency and excitement, prompting consumers to buy into the trend quickly before it fades. Limited-time offers, giveaways, or special promotions shared through social media channels can further accelerate purchasing decisions, as consumers feel motivated by fear of missing out (FOMO) on the latest beauty craze or product launch. Social media’s ability to generate viral moments or create buzz around a skincare product can have an immediate effect on its demand and sales.

The ability to target consumers through personalized advertising is another key way social media influences skincare purchasing decisions. Platforms like Instagram and Facebook offer brands the ability to run highly targeted ads based on a user’s behavior, interests, and online activity. Skincare brands can reach potential customers who have already shown interest in beauty-related content, skin health, or skincare routines, thereby ensuring that their ads are seen by the right audience. These personalized advertisements make it easier for consumers to discover skincare products that align with their specific needs or concerns, whether it’s acne treatment, anti-aging solutions, or hydrating moisturizers. Moreover, the integration of shopping features directly within social media platforms allows consumers to purchase products immediately after being exposed to an ad, streamlining the buying process and increasing conversion rates.

In conclusion, social media has fundamentally altered the skincare industry by influencing purchasing decisions in multiple ways. From the power of social proof and influencer marketing to real-time feedback and viral trends, social media has created a dynamic ecosystem that directly impacts how consumers discover, evaluate, and purchase skincare products. By leveraging the interactive nature of these platforms, skincare brands can build stronger relationships with their audience, foster trust, and drive purchasing behavior. As the role of social media continues to grow, understanding its influence on consumer behavior will be key for skincare brands to remain relevant and competitive in an increasingly digital marketplace.

RESEARCH GAP

The increasing influence of social media on consumer behavior has transformed how skincare brands engage with potential customers. Platforms such as Instagram, Facebook, YouTube, and TikTok have become key marketing channels for skincare brands and user-generated content to drive purchasing decisions. While global studies have explored the role of social media in shaping consumer preferences, there is a lack of research focusing specifically on the Indian skincare market. The challenges faced by Indian consumers in social media-based skincare purchases remain underexplored. This study aims to bridge this gap by analyzing the factors driving engagement, the influence of social media on skincare purchasing decisions, and the challenges consumers encounter when buying skincare products through social platforms in India.

NEED OF THE STUDY

The Indian skincare industry has witnessed rapid growth, fueled by increasing consumer awareness, rising disposable incomes, and the widespread adoption of digital marketing strategies. Social media platforms have become primary touchpoints for skincare brands to educate, engage, and influence consumers. However, Indian consumers also face challenges such as misleading advertisements, product authenticity concerns, and lack of regulatory oversight on influencer promotionsThis study is essential to provide valuable insights for skincare brands, marketers, and policymakers on how to optimize social media strategies, improve consumer trust, and enhance the overall digital shopping experience for skincare products in India.

OBJECTIVE OF THE STUDY

1. To analyze the key factors that motivate consumer engagement with Skin care brands on social media platforms.
2. To evaluate the impact of social media platform factors on consumer purchase behavior.
3. To identify the challenges consumers face when making purchases through social media.

HYPOTHESIS OF THE STUDY

H₀₁: There is no significant difference in the factors that motivate consumer engagement with skincare brands on social media platforms.

H₀₂: Social media platform factors do not have a significant impact on consumer purchase behavior.

SCOPE OF THE STUDY

This study examines the impact of social media on consumer purchasing behavior in the skincare industry , focusing on consumers in Hyderabad, India . By providing insights into these aspects, the research aims to help skincare brands and marketers enhance their social media strategies, improve customer trust, and optimize the online shopping experience for skincare consumers .

RESEARCH METHODOLOGY

1. Research Design

This study follows a quantitative research approach to analyze the impact of social media on consumer purchasing behavior in the skincare industry. The research focuses on identifying key factors that motivate consumer engagement with skincare brands, evaluating the influence of social media platform features, and understanding the challenges consumers face when purchasing skincare products through social media.

2. Geographic Scope

The study is conducted in Hyderabad, India, targeting consumers who actively use social media platforms for skincare product purchases.

3. Target Population

The target population consists of social media users who purchase skincare products online. The study focuses on individuals who engage with skincare brands on platforms such as Instagram, Facebook, YouTube, and Twitter/X and make purchasing decisions based on social media marketing strategies.

4. Sample Selection and Methodology

The study employs a convenience sampling technique to gather responses from participants who actively purchase skincare products through social media. This method ensures accessibility to respondents while capturing relevant consumer insights.

5. Sample Size

The study consists of a sample size of 85 respondents, providing a sufficient dataset to analyze consumer engagement, purchasing behavior, and challenges faced during social media-based skincare product purchases.

6. Data Collection Method

Primary data is collected using a Likert scale-based questionnaire, allowing respondents to rate their experiences, engagement levels, and perceptions of social media’s influence on their skincare purchasing decisions.

Statistical tools

Frequency Distribution

Frequency distribution is a method used to organize and summarize data by displaying how often each value occurs in a dataset. This tool helps in visualizing the spread and pattern of data, making it easier to identify trends, patterns, and anomalies. By grouping data into intervals and showing the frequency of values in each group, researchers can gain insights into the distribution and variability of the data.

T-test

A T-test is a statistical analysis used to compare the means of two groups to determine if they are significantly different from each other. It is commonly used when you want to test a hypothesis about the differences between the average values of two populations. The T-test assumes that the data is approximately normally distributed and that the variances of the two groups are equal. It is widely used in experiments and research studies to evaluate the impact of an intervention or treatment.

Regression Analysis

Regression Analysis is used to examine the Impact of independent variable on independent variables. It helps in predicting the dependent variable's value based on the independent variables and understanding the impact of each predictor. Regression models are used to quantify relationships, assess the significance of predictors, and make forecasts. This technique is widely used in economics, business, and social sciences to analyze trends and make data-driven decisions.

Exploratory Factor Analysis (EFA)

Exploratory Factor Analysis (EFA), also known as Factor Analysis, is a statistical method used to identify underlying structures in a set of observed variables. It reduces a large number of variables into a smaller set of core factors that explain the observed correlations. EFA is useful for simplifying complex data and highlighting the most important factors that need to be addressed. It is commonly used in psychology, social sciences, and market research to develop and refine measurement instruments by identifying key components.

LIMITATION OF THE STUDY

1. The study is limited to Hyderabad, India, and may not fully represent consumer behavior in other cities or regions of the country.
2. The research focuses solely on social media-driven skincare purchases, excluding other digital and offline marketing channels that may also influence consumer decisions.
3. Factors such as economic conditions, seasonal trends may impact purchasing decisions, but they are not within the scope of this study.

REVIEW OF LITERATURE

Qifeng Ding (2023) This study examines the influence of Little Red Book on the cosmetic consumption behavior of contemporary college students. The study employs a questionnaire survey to analyze purchasing patterns and the psychological impact of group influence. The findings indicate that college students, influenced by social psychology and advertising, tend to purchase unnecessary cosmetics due to a lack of experience in identifying promotional content. Additionally, the study reveals that as basic needs are met, students seek greater material enjoyment, making them more susceptible to advertising on social media platforms. The study provides insights for skincare brands to better understand college students' purchasing behavior and suggests that future research should explore the impact of different social media platforms on consumer behavior across various product categories.

Ida AyuDiksitaKinasih, et al., (2023) This research aims to assess the effects of green marketing and corporate social responsibility (CSR) on purchase decisions, with brand image as a mediating factor. The study focuses on Avoskin skincare consumers in Denpasar City and uses a sample of 180 respondents, selected through purposive sampling. Data was collected via online questionnaires and analyzed using Structural Equation Modeling (SEM) with PLS. The findings reveal that green marketing and CSR positively influence both brand image and purchase decisions, while brand image itself plays a partial mediating role in this relationship. The study emphasizes the importance of strengthening CSR initiatives and green marketing strategies to enhance brand image and encourage consumer purchases.

SitiMarliya, Tafiprios (2023) This study explores consumer behavior in the cosmetics market, particularly brand-switching tendencies and their impact on brand image. The research investigates how social media marketing, electronic word of mouth (E-WOM), and brand ambassadors influence purchasing decisions. A quantitative approach with a causal research design was applied, using an online survey of 367 respondents from Indonesia’s local skincare market. Data was analyzed through Partial Least Squares (PLS) methodology. The findings indicate that social media marketing, E-WOM, and brand ambassadors significantly influence purchase decisions. However, brand image serves as a strong mediator, particularly in linking E-WOM and brand ambassadors with consumer purchase intention. The study highlights the importance of brand ambassadors in shaping brand perception and the need for digital marketing strategies that strengthen brand image.

CielomitaBrilianQotrunnada, et al., (2023) This study examines the impact of social media promotions on brand awareness, brand image, and purchase decisions among Generation Z consumers purchasing local skincare brands. The research is based on Social Learning Theory, which explains how consumer behavior develops through environmental observation. A sample of 220 respondents was surveyed using questionnaires, and data was analyzed using IBM SPSS Statistics 26 and SEM-AMOS 24. The results confirm that social media promotions effectively enhance brand awareness and brand image, which in turn significantly influence purchase intention. The findings suggest that marketers should optimize social media campaigns to strengthen brand positioning among young consumers.

Nabila HuriaSalsabila&Kristiana Sri Utami (2024) This study examines the influence of beauty influencers and customer reviews on Avoskin skincare purchases on social media, focusing on digital marketing strategies to increase sales and loyalty. The research surveyed 107 Avoskin Skincare users through an online questionnaire using a quantitative descriptive approach. The findings confirm that influencers and customer reviews significantly impact consumer purchasing decisions, as tested through IBM SPSS 29. The study supports three hypotheses, highlighting the crucial role of influencers and reviews in shaping consumer behavior. However, the study is limited by sample size and variable selection, suggesting future research should expand the population and consider additional variables for a more comprehensive analysis.

Sujith C (2024) This study explores the factors influencing consumer purchasing decisions for skincare products amid the rising global skincare market and increasing awareness through social media. The study identifies key determinants such as dermatologist consultation, past experience, climate conditions, social media influence, celebrity endorsements, product packaging, quality, brand reputation, and price. Findings indicate that natural and organic ingredients play a significant role in consumer preferences, as many respondents prefer home remedies. The study suggests that skincare companies should integrate natural ingredients into their products and marketing strategies to align with evolving consumer preferences.

Lola Adelia, et al., (2024) This research investigates the impact of brand image on consumer behavior in response to social media advertisements and promotions for local skincare products, particularly on Instagram and TikTok. A sample of 371 respondents from the Jabodetabek area was selected using purposive sampling, and data was analyzed using Structural Equation Modeling (SEM) and Partial Least Squares (PLS). The findings reveal that social media advertisements significantly enhance brand image, which in turn positively influences consumer purchasing behavior. This study contributes to the understanding of social media marketing and branding strategies, providing insights for local skincare companies to build consumer trust and increase online sales.

Nombuso Princess Khwela, et al., (2024) This study examines the role of social media influencers in shaping the purchasing patterns of South African skincare products among female university students. Using an exploratory qualitative approach, data was collected from 15 respondents at a selected university. The study finds that students’ purchasing decisions are influenced by factors such as influencer expertise, attractiveness, confidence, consistency, and their connection with brands. The research highlights the growing impact of influencer marketing on consumer behavior in the South African skincare industry. These insights can help skincare companies refine their marketing strategies and improve ethical marketing practices to drive long-term industry growth.

AlifiaMaulidyaAnanda, et al., (2024) This study explores how Gen Z female consumers' skincare purchasing preferences are shaped by marketing messages. Through observations and in-depth interviews with Gen Z consumers, the study finds that product knowledge and brand awareness play a crucial role in influencing purchase decisions. The conative stage, where consumers form positive beliefs about skincare products, determines their final buying choices. Effective marketing communication, particularly through social media and influencer collaborations, significantly impacts consumer preferences. The study suggests that skincare brands should refine their digital marketing strategies to align with the purchasing behaviors of young consumers.

Desak Made FebriPurnama Sari et al. (2024) explored the impact of beauty influencer credibility on purchase intention, emphasizing how influencer effectiveness mediated this relationship. The study focused on the role of social media influencers, particularly in the beauty industry, where local brands like Somethinc compete with global brands. Influencer effectiveness significantly increased purchase intention, as consumers were more likely to make purchasing decisions when influencers communicated persuasively. While credibility directly influenced purchase intention, its impact was strengthened when mediated by influencer effectiveness. The study concluded that credibility alone was insufficient; influencers must effectively engage their audience to maximize their influence. These insights suggest that beauty brands should carefully select credible and effective influencers for successful digital marketing, with future research exploring factors like brand loyalty, pricing, and cross-cultural differences.

Paige Scro (2017) investigated the effectiveness of advertisements using vague or precise cosmetic product brand slogans among male and female consumers. The study aimed to determine whether slogan length influenced consumer motivation to purchase skincare or cosmetic products. Data was collected via an online survey on social media, measuring slogan recall, brand recall, brand awareness, and purchase intention. The findings revealed that vague slogans improved slogan recall, brand recall, and purchase intention, while shorter, more precise slogans enhanced brand awareness. The study concluded that marketers should strategically use vague slogans to improve recall and intent to purchase, whereas precise slogans are more effective for brand awareness.

Sudaryanto et al. (2022) examined how brand effectiveness, product quality, and celebrity endorsers influenced the purchase intention of halal skincare products during COVID-19. The study focused on female consumers in East Java, Indonesia, particularly followers of Safi-Skincare on Instagram. A survey of 180 respondents was analyzed using multiple linear regression with a 95% confidence level. Results indicated that brand effectiveness, product quality, and celebrity endorsers significantly affected purchase intention. Moreover, religious beliefs reinforced consumer preferences for halal-certified skincare products. The study concluded that high-quality halal products supported by strong branding and endorsements could enhance purchase intention, contributing to a better understanding of consumer behavior during crises.

Fatima Mae Libunao et al. (2022) explored the influence of Filipino macro-influencers on consumers' purchasing behavior in the skincare industry. The study aimed to assess the effectiveness of Instagram macro-influencers and their impact on purchase intention, decision-making, consumer trust, and positive electronic word-of-mouth (eWOM). Using a purposive and simple random sampling method, data was collected from 216 Instagram users via an online survey. Analysis using PLS-SEM demonstrated that Filipino macro-influencers significantly affected all four variables. The study concluded that macro-influencers play a crucial role in shaping consumer perceptions and purchasing behavior, making them a valuable marketing tool for skincare brands.

NidiaPutriCallistasari et al. (2022) analyzed the marketing strategy of Wabisabi, a cosmetics and beauty brand, in response to the growing demand for face and body care products. The study focused on how evolving consumer perceptions of skincare, including male consumers, created new market opportunities. Wabisabi adopted a holistic marketing approach, integrating offline and online sales channels, particularly leveraging social media to influence consumer behavior. Findings indicated that while digital marketing was highly effective, offline sales remained relevant for customers who preferred in-store experiences. The study concluded that a balanced approach combining online engagement with offline accessibility is essential for sustained business growth in the beauty industry.

Ida Ayu, et al., (2023) – Environmental pollution is a pressing issue that demands responsibility from both consumers and businesses. This study examines the impact of green marketing and corporate social responsibility (CSR) on consumer purchase decisions, with brand image as a mediating variable. Focusing on Avoskin skincare consumers in Denpasar City, the research employs a purposive sampling method with a sample size of 180 respondents. Data collection is conducted via an online questionnaire distributed through social media, and analysis is performed using Structural Equation Modeling (SEM) based on Partial Least Squares (PLS). The findings reveal that green marketing and CSR positively influence purchase decisions and brand image. Additionally, brand image significantly impacts purchase decisions and partially mediates the relationship between green marketing, CSR, and consumer purchases. The study contributes to marketing management by enhancing knowledge of consumer behavior and provides practical insights for policymakers and businesses to strengthen green marketing and CSR strategies, ultimately improving brand image and increasing purchase decisions for Avoskin skincare products.

Namrata Bansal (2023) – This study investigates the influence of celebrity endorsements on the purchasing behavior of Generation Z girls in the beauty care industry. Given the digital era’s impact, Generation Z, born between the mid-1990s and early 2010s, is highly influenced by social media, making celebrities key opinion leaders in shaping their preferences. The research explores the motivations behind celebrity endorsements and their effects on consumer behavior using a mixed-method approach, including surveys. It examines factors such as perceived expertise, attractiveness, trustworthiness, and aspirational appeal of celebrities promoting beauty products. The findings provide deeper insights into how endorsements influence product preferences and purchasing decisions among Gen Z girls. This study offers valuable implications for marketers and brand managers, helping them design more effective marketing strategies to engage this highly influential consumer group.

SyifaRofifaPutriRizq, IstyakaraMuslichah (2023) – This study examines the impact of social media marketing activities on consumers' purchase intention for halal skincare products. Addressing inconsistencies in prior research, it adopts a quantitative approach with a purposive sampling technique, targeting social media users who follow halal cosmetics accounts. A total of 200 respondents participated, and data analysis was conducted using Partial Least Squares Structural Equation Modeling (PLS-SEM). The study investigates key variables, including social media marketing activities, brand equity, electronic word of mouth (e-WOM), and purchase intention. The findings indicate that social media marketing positively influences brand equity, which subsequently enhances e-WOM. Furthermore, e-WOM significantly impacts purchase intention. However, social media marketing activities do not have a direct and significant effect on purchase intention. The study emphasizes the importance of utilizing social media marketing to strengthen brand equity and e-WOM, which can indirectly influence purchase decisions. The results provide valuable insights for entrepreneurs, encouraging them to leverage social media strategies to enhance consumer engagement with halal skincare brands.

MohdAdil, (2023) – The rise of e-commerce has revolutionized shopping behavior, with digital marketing playing a crucial role in influencing consumer preferences. This study explores how digital marketing strategies, including influencer marketing, personalized advertisements, and content marketing, affect the purchase decisions of millennial consumers. Using a survey-based approach with a sample of 250 respondents, the research employs structural equation modeling to analyze the relationships between digital marketing tactics and consumer buying behavior. The findings highlight that influencer marketing significantly impacts purchase decisions, as millennials tend to trust recommendations from social media influencers. Additionally, personalized advertisements enhance brand engagement, leading to higher conversion rates. Content marketing also plays a vital role by fostering consumer trust and increasing product awareness. The study underscores the need for businesses to integrate digital marketing strategies effectively to build strong brand-consumer relationships and maximize sales potential in the competitive e-commerce landscape.

ArieSetiawan, et al., (2023) – With sustainability becoming a core concern among modern consumers, this study investigates the role of eco-labeling in shaping green purchase intentions. The research focuses on consumers who regularly purchase organic and eco-friendly products, analyzing how eco-labels influence their buying behavior. Using a sample of 300 respondents, the study employs regression analysis to determine the impact of eco-label credibility, awareness, and perceived value on green purchase intentions. The results indicate that consumers are more likely to buy eco-labeled products when they perceive the labels as credible and informative. Furthermore, heightened awareness of sustainability issues strengthens the positive relationship between eco-labels and green purchase behavior. The study highlights the importance of transparent and reliable eco-labeling as a tool for fostering sustainable consumption and suggests that companies should invest in credible certification programs to gain consumer trust.

Karin DwiSaphira, Sri Widiyanesti (2023) – The study examines the relationship between brand authenticity and consumer loyalty in the luxury fashion industry. Given the increasing importance of authenticity in consumer decision-making, the research explores how perceived brand authenticity influences trust, emotional attachment, and repeat purchase intentions. A survey-based approach with 220 luxury brand consumers is employed, and data analysis is conducted using structural equation modeling. The findings reveal that brand authenticity significantly enhances consumer trust, which in turn fosters emotional attachment and loyalty. Moreover, consumers who perceive a brand as authentic are more likely to engage in word-of-mouth recommendations and exhibit strong brand commitment. The study provides crucial insights for luxury brands, emphasizing the need to maintain brand authenticity through transparent communication, heritage preservation, and ethical business practices to strengthen consumer relationships and long-term brand loyalty.

COMPANY PROFILE

Starc Research Solutions is a leading business market research and consulting firm based in Hyderabad, India. Since its establishment in 2018, the company has been dedicated to providing comprehensive and reliable research solutions to assist businesses in making informed decisions and achieving sustainable growth. With a team of experienced analysts and consultants, Starc Research Solutions has established itself as a trusted partner for organizations across various industries.

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Market Research: Starc Research Solutions specializes in conducting in-depth market research to help businesses understand market dynamics, identify growth opportunities, and gain a competitive edge. The company employs advanced research methodologies, data analytics, and industry expertise to deliver accurate and actionable insights.

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Competitive Intelligence: Starc Research Solutions provides valuable competitive intelligence by analyzing the market positioning, strategies, strengths, and weaknesses of competitors. This enables clients to devise effective marketing, sales, and product development strategies to gain a competitive advantage.

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Starc Research Solutions follows a systematic and rigorous approach to deliver high-quality research and consulting services. The company's approach includes:

Thorough Data Collection: The team at Starc Research Solutions gathers data from reliable sources, utilizing primary and secondary research techniques, ensuring accuracy and relevance.

Robust Analysis: The collected data is subjected to advanced analytical tools and techniques to derive meaningful insights. The company employs statistical models, forecasting methods, and data visualization techniques to provide clear and actionable recommendations.

Industry Expertise: The team comprises skilled market research analysts and industry experts who possess extensive knowledge and experience in their respective domains. Their expertise enables them to understand complex market dynamics and deliver valuable insights.

Client-Centric Approach: Starc Research Solutions places great emphasis on understanding client objectives, expectations, and unique challenges. The company strives to provide customized solutions that align with clients' business goals and contribute to their success.

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Since its inception, Starc Research Solutions has successfully served clients from diverse industries, including technology, healthcare, finance, and consumer goods, among others.

The company has received accolades for its research reports and strategic recommendations, earning a reputation for delivering high-quality and actionable insights.

Starc Research Solutions has built long-term relationships with many clients, who rely on the company's expertise to guide their business strategies and achieve growth.

Historic Milestones:

2018: Starc Research Solutions was founded in Hyderabad, India, with a vision to provide comprehensive market research and consulting services.

2019: The company expanded its team of research analysts and consultants, strengthening its expertise across various industry sectors.

2020: Despite the challenges posed by the COVID-19 pandemic, Starc Research Solutions successfully adapted its operations and continued to support clients with valuable insights during a time of uncertainty.

2021: The company invested in advanced research tools and technologies to improve the quality and efficiency of its research services.

2022:Starc Research Solutions continued to grow its team of research analysts and consultants, strengthening its expertise across various industry sectors

DATA ANALYSIS

The analysis seeks to identify essential Demographic Characteristics, of social media on consumer purchasing behavior. Gaining insights into these profiles helps refine the impact of social media on consumer purchasing behavior: a focus on the skincare brand .

Illustrations are not included in the reading sample

Illustrations are not included in the reading sample

The table presents the age distribution of the 85 respondents. The majority of participants (52.9%) were between 18 and 24 years old, totaling 45 individuals. The next largest group was aged 25 to 34, representing 35.3% (30 respondents). A smaller proportion, 9.4% (8 respondents), fell into the 35 to 44 age brackets. Only 2.4% (2 respondents) were under 18, and there were no respondents above 44 years of age. Overall, the data indicates a predominantlyyoung respondent pool, with over 88% being under 35 years old.

Illustrations are not included in the reading sample

Illustrations are not included in the reading sample

The frequency distribution table represents the gender composition of the sample, indicating that out of 85 respondents, 34 (40%) are male and 51 (60%) are female. The valid percent values align with the percentage distribution, confirming that females constitute the majority of the sample. The cumulative percentage shows that 40% of the respondents are male, while the inclusion of females brings the total to 100%. This distribution highlights a higher representation of female respondents in the study.

Illustrations are not included in the reading sample

Illustrations are not included in the reading sample

The frequency table indicates that Instagram is the most frequently used social media platform for brand engagement, with 43.5% of respondents choosing it. Twitter follows with 31.8%, showing a strong engagement as well. Facebook is used by 12.9% of respondents, while YouTube is the least used among the listed platforms, with 11.8%. The total sample size for this survey is 85 respondents, demonstrating diverse preferences in social media usage for brand interaction.

Illustrations are not included in the reading sample

Illustrations are not included in the reading sample

The data shows that brand-related content engagement on social media varies among respondents. A significant portion, 36.5%, engages with such content a few times a week. Daily engagement is also notable, with 25.9% of respondents interacting with brand-related content every day. Weekly engagement is reported by 28.2% of participants. Meanwhile, 4.7% of respondents engage occasionally, and another 4.7% rarely interact with brand-related content. The survey collected responses from a total of 85 participants, highlighting a generally consistent level of engagement with brand-related content on social media.

Illustrations are not included in the reading sample

Illustrations are not included in the reading sample

The frequency distribution table reveals that attractive and engaging brand content, such as images and videos, has a strong influence on consumers. About 32.9% of respondents find such content highly motivating, while 22.4% consider it motivating. A significant portion, 29.4%, remains neutral toward brand content. Meanwhile, 14.1% of participants find it only slightly motivating, and a small fraction, 1.2%, is not motivated by it at all. The survey, which included 85 respondents, indicates that well-crafted brand content can play an important role in influencing consumer engagement.

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The frequency distribution indicates that personalized recommendations and targeted ads have a varying impact on consumer motivation. A substantial 45.9% of respondents find them motivating, while 11.8% consider them highly motivating. Meanwhile, 27.1% of participants feel neutral about targeted ads, and 12.9% find them only slightly motivating. A small percentage, 2.4%, is not motivated by these ads at all. Overall, with 85 respondents participating, the data suggests that personalized and targeted marketing strategies can be effective but may not appeal to everyone.

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The frequency distribution shows that discounts, offers, and exclusive deals have a mixed impact on consumer motivation. While 24.7% of respondents find such promotions motivating, only 17.6% consider them highly motivating. The largest group, 42.4%, remains neutral towards discounts and deals. Meanwhile, 15.3% of participants find them only slightly motivating. With a total of 85 respondents, the results indicate that while promotional offers can attract some consumers, a significant portion may not be strongly influenced by them.

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The table indicates that user-generated content and customer testimonials have a generally positive influence on consumer motivation. About 38.8% of respondents find this type of content motivating, while 17.6% consider it highly motivating. A notable 29.4% of participants feel neutral toward customer testimonials, and 10.6% find them only slightly motivating. A small percentage, 3.5%, do not find them motivating at all. With a total of 85 respondents, the data suggests that authentic, customer-driven content can be an effective strategy for brand engagement, appealing to a broad audience.

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The table highlights the importance of responsive and engaging customer service in motivating consumers. A significant 41.2% of respondents find good customer service motivating, while 24.7% consider it highly motivating. Meanwhile, 18.8% of participants remain neutral on this factor. About 12.9% find it only slightly motivating, and a small portion, 2.4%, do not find it motivating at all. With 85 respondents surveyed, the results emphasize that strong customer service can positively influence brand engagement for the majority of consumers.

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The data indicates that influencer collaborations and brand endorsements have a notable impact on consumer motivation. Approximately 29.4% of respondents find them motivating, and 28.2% consider them highly motivating. A considerable 32.9% remain neutral toward influencer-driven content. Meanwhile, 7.1% of participants find it only slightly motivating, and a small percentage, 2.4%, are not motivated by it at all. With a total of 85 respondents, these results suggest that influencer partnerships can be a powerful strategy for brand engagement, though opinions vary among consumers.

OBJECTIVE -1: To analyze the key factors that motivate consumer engagement with Skin care brands on social media platforms.

The study employs Frequency Distribution to effectively organize and summarize the data gathered from respondents. This approach provides a clear overview of how responses are distributed across different categories or values, specifically focusing on the key factors that motivate consumer engagement with Skin care brands on social media platforms.

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The data shows that influencer recommendations and sponsored content hold considerable importance for consumers. About 35.3% of respondents consider them important, while 30.6% find them very important. Meanwhile, 23.5% of participants feel neutral about this type of content. A smaller portion, 9.4%, sees it as only slightly important, and just 1.2% do not find it important at all. With 85 respondents in total, the results suggest that influencer-driven marketing can play a significant role in influencing consumer perceptions and decisions.

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The data indicates that brand engagement through comments and replies is valued by many consumers. Approximately 36.5% of respondents consider it important, while 17.6% view it as very important. Meanwhile, 28.2% of participants are neutral about this form of engagement. Around 12.9% find it only slightly important, and a small percentage, 4.7%, do not consider it important at all. With a total of 85 respondents, these results suggest that active interaction from brands in the form of comments and replies can positively influence brand perception and engagement.

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The data indicates the perceived importance of user-generated content, such as customer reviews and testimonials. According to the responses, 22.4% of participants consider it "Very Important," while 35.3% rate it as "Important." A significant portion, 34.1%, remains "Neutral" on the topic. A smaller group, 5.9%, finds it "Slightly Important," and only 2.4% deem it "Not Important." Overall, the majority of respondents (57.6%) view user-generated content as at least important, highlighting its value in influencing opinions or decisions. The total sample size for this survey was 85 participants.

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The data presented reflects the perceived importance of user-generated content, such as customer reviews and testimonials. Out of 85 respondents, 22.4% (19 participants) consider it "Very Important," while 35.3% (30 participants) rate it as "Important." A considerable proportion, 34.1% (29 participants), remain "Neutral." A smaller segment, 5.9% (5 participants), finds it "Slightly Important," and only 2.4% (2 participants) believe it is "Not Important." Overall, 57.6% of participants regard user-generated content as important or veryimportant, underscoring its potential influence on decision-making.

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The data illustrates the perceived importance of viral marketing campaigns, including trending challenges and hashtags. Among the 85 respondents, 21.2% (18 participants) view these campaigns as "Very Important," while 40.0% (34 participants) consider them "Important." Additionally, 29.4% (25 participants) remain "Neutral" on the subject. A smaller portion, 8.2% (7 participants), rate them as "Slightly Important," and only 1.2% (1 participant) believes they are "Not Important." Overall, 61.2% of participants regard viral marketing campaigns as important or very important, highlighting their potential to capture public attention and drive engagement.

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The data shows the perceived importance of interactive content, such as polls, quizzes, and Q&A sessions. Of the 85 respondents, 21.2% (18 participants) consider it "Very Important," while 43.5% (37 participants) find it "Important." A smaller group, 16.5% (14 participants), remains "Neutral." Additionally, 14.1% (12 participants) see it as "Slightly Important," and 4.7% (4 participants) rate it as "Not Important." Overall, 64.7% of participants regard interactive content as important or very important, suggesting its strong potential to engage audiences and encourage participation.

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The data highlights the perceived importance of live streaming events, such as product launches and Q&A sessions. Among the 85 respondents, 21.2% (18 participants) consider live streaming "Very Important," while 35.3% (30 participants) find it "Important." A notable portion, 32.9% (28 participants), remains "Neutral." Additionally, 7.1% (6 participants) regard it as "Slightly Important," and 3.5% (3 participants) see it as "Not Important." Overall, 56.5% of participants rate live streaming events as important or very important, showcasing its potential to create real-time engagement and connect with audiences effectively.

The t-test will help determine whether there are significant differences in consumer engagement levels based on various factors such as brand credibility, influencer endorsements, or promotional content. This analysis will reveal which factors play a crucial role in driving consumer interactions with skincare brands on social media.

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The table presents the results of a one-sample t-test evaluating key factors that motivate consumer engagement with skincare brands on social media platforms. Each factor was tested against a test value of 0, with all factors showing statistically significant results ( p = 0.000 ), indicating that each factor positively influences consumer engagement.Among the factors, Discounts, offers, and exclusive deals demonstrated the highest mean difference ( 2.55 ) and a strong t-value (24.582), suggesting that promotional incentives are a major driver of engagement. Similarly, Personalized recommendations and targeted ads showed a significant impact ( Mean Difference = 2.48, t = 24.184 ), highlighting the effectiveness of tailored content in capturing consumer interest.

User-generated content and customer testimonials also play a crucial role in engagement ( Mean Difference = 2.44, t = 22.075 ), emphasizing the power of authentic feedback and social proof. Influencer collaborations and brand endorsements maintain a strong influence as well ( Mean Difference = 2.26, t = 20.311 ), showcasing the continued relevance of influencer marketing in the skincare industry.The impact of Responsive and engaging customer service ( Mean Difference = 2.27, t = 19.919 ) indicates that consumers appreciate active brand interaction and support on social media. Finally, Attractive and engaging brand content (e.g., images, videos) also positively contributes to consumer engagement ( Mean Difference = 2.28, t = 18.982 ), underscoring the importance of visually appealing and creative content.

Overall, the analysis reveals that a blend of promotional strategies, personalized experiences, authentic testimonials, influencer partnerships, strong customer service, and appealing content significantly motivate consumer engagement with skincare brands on social media platforms.

Objective -2: To evaluate the impact of social media platform factors on consumer purchase behavior.

Regression analysis will assess the extent to which social media platform factors, such as ease of navigation, interactive features, and targeted advertisements, influence consumer purchase decisions. The findings will provide insights into which platform attributes most effectively drive conversions and consumer trust.

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The model summary provides insights into the strength and explanatory power of the model. The correlation coefficient (R) is 0.262, indicating a weak positive relationship between the predictor(s) and the outcome variable. The R Square value of 0.069 suggests that only 6.9% of the variance in the dependent variable is explained by the model. However, the Adjusted R Square is -0.016, which is negative and indicates that the model may not be a good fit for the data, especially when adjusting for the number of predictors. The Standard Error of the Estimate is 0.87122, showing the average distance that the observed values fall from the regression line. Overall, the model appears to have limited predictive capability and may benefit from additional or alternative predictors.

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The ANOVA table evaluates the overall significance of the regression model. The Regression Sum of Squares (4.309) reflects the variance explained by the model, while the Residual Sum of Squares (58.444) indicates the unexplained variance. The Total Sum of Squares (62.753) is the combined variance of the dependent variable.

The model has 7 degrees of freedom (df) for regression and 77 df for residuals. The Mean Square for regression is 0.616, while the residual's mean square is 0.759. The F-statistic is 0.811, which measures the ratio of explained to unexplained variance.

The p-value (Sig.) is 0.001, which is well below the common alpha level of 0.05, indicating that the overall model is statistically significant. Despite the model's weak explanatory power (as indicated by the R² of 0.069 earlier), this significance suggests that at least one predictor is contributing to the model, although the effect size appears to be small.

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The table presents the coefficients for a regression model examining the impact of various social media platform factors on consumer purchase behavior. The independent variables represent different social media strategies, while the dependent variable is consumer purchase behavior.

The constant (2.096) indicates the baseline level of purchase behavior when all predictors are at zero. Among the social media factors, Interactive content (e.g., polls, quizzes, Q&A sessions) has the highest positive impact (B = 0.158, p = 0.009), suggesting that engaging and participatory content is a significant driver of purchase behavior. Influencer recommendations and sponsored content also show a positive influence (B = 0.104, p = 0.007), highlighting the persuasive role of influencers in shaping consumer decisions.

Conversely, Viral marketing campaigns (e.g., trending challenges, hashtags) exhibit a negative impact (B = -0.110, p = 0.000), indicating that while these campaigns are attention-grabbing, they may not necessarily translate into increased purchasing. Brand engagement through comments and replies also negatively affects purchase behavior (B = -0.085, p = 0.002), suggesting that mere interaction without strong content may not be sufficient to drive sales.

Other factors, such as Personalized ads based on interests (B = 0.049, p = 0.000) and Live streaming events (B = 0.032, p = 0.007), show positive but weaker influences. User-generated content (e.g., customer reviews, testimonials) has a minimal negative effect (B = -0.004, p = 0.008), indicating a limited or mixed influence on purchasing decisions.

Overall, the analysis indicates that while certain social media strategies like interactive content and influencer marketing positively impact consumer purchase behavior, others, such as viral marketing and brand engagement through simple comments, may not be as effective. The significance values (p < 0.05) across all predictors indicate that these relationships are statistically significant, despite the varying strength of impact.

Objective -3: To identify the challenges consumers face when making purchases through social media.

The study employs Frequency Distribution to effectively organize and summarize the data gathered from respondents. This approach provides a clear overview of how responses are distributed across different categories or values, specifically focusing on the challenges consumers face when making purchases through social media.

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The table presents data on respondents' perceptions of uncertainty regarding product authenticity and quality. Out of a total of 85 participants, 31.8% (27 respondents) strongly agreed with the statement, indicating significant concern. Similarly, 30.6% (26 respondents) agreed, bringing the combined agreement to 62.4%. A neutral stance was held by 27.1% (23 respondents), showing a considerable portion of the group neither agreed nor disagreed. Conversely, 8.2% (7 respondents) disagreed, and only 2.4% (2 respondents) strongly disagreed, totaling a minimal 10.6% expressing disagreement. The data reveals that a majority of respondents (over 60%) share apprehensions about product authenticity and quality, while a smaller fraction remain skeptical or indifferent.

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The table illustrates respondents' views on the lack of reliable customer reviews and ratings. Among the 85 participants, 15.3% (13 respondents) strongly agreed, while a majority of 54.1% (46 respondents) agreed, resulting in a combined 69.4% expressing concern over this issue. A neutral position was held by 24.7% (21 respondents), indicating a moderate level of uncertainty or indifference. On the other hand, only 5.9% (5 respondents) disagreed, and no respondents strongly disagreed. These findings suggest that the absence of trustworthy reviews and ratings is a significant issue for most respondents, with a minimal portion expressing disagreement.

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The table reflects participants' concerns about the risk of online fraud, scams, or counterfeit products. Out of 85 respondents, 17.6% (15 participants) "Strongly Agree" with these concerns, while 37.6% (32 participants) "Agree," indicating a considerable level of apprehension. A substantial proportion, 34.1% (29 participants), remain "Neutral." Meanwhile, 8.2% (7 participants) "Disagree," and only 2.4% (2 participants) "Strongly Disagree" with the concern. Overall, 55.3% of participants express agreement, highlighting a moderate to high level of awareness and caution regarding online risks.

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The table illustrates participants' concerns about delayed or unfulfilled orders from sellers. Among the 85 respondents, 17.6% (15 participants) "Strongly Agree" with this concern, while 41.2% (35 participants) "Agree," indicating a significant level of dissatisfaction. Additionally, 30.6% (26 participants) remain "Neutral" on the issue. A smaller group, 9.4% (8 participants), "Disagree," and only 1.2% (1 participant) "Strongly Disagree" with the concern. Overall, 58.8% of participants express agreement, highlighting the importance of timely and reliable order fulfillment in maintaining customer trust and satisfaction.

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The frequency distribution reveals participants' concerns about the lack of proper customer support from sellers. Out of 85 respondents, 23.5% (20 participants) "Strongly Agree" with this concern, while 38.8% (33 participants) "Agree," demonstrating a notable level of dissatisfaction with customer service. Meanwhile, 25.9% (22 participants) remain "Neutral" on the matter. A smaller group, 9.4% (8 participants), "Disagree," and only 2.4% (2 participants) "Strongly Disagree" with the concern. Overall, 62.4% of participants express agreement, emphasizing the critical role of effective customer support in building trust and ensuring a positive shopping experience.

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The study reflects participants' concerns about limited payment options or security issues. Among the 85 respondents, 21.2% (18 participants) "Strongly Agree" with these concerns, while 35.3% (30 participants) "Agree," indicating a significant level of apprehension. Additionally, 30.6% (26 participants) remain "Neutral" on the matter. A smaller proportion, 11.8% (10 participants), "Disagree," and only 1.2% (1 participant) "Strongly Disagree." Overall, 56.5% of participants express agreement, highlighting the importance of providing diverse and secure payment methods to enhance consumer confidence and convenience.

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The table highlights participants' concerns about excessive advertisements leading to misleading promotions. Of the 85 respondents, 17.6% (15 participants) "Strongly Agree" with this concern, while 51.8% (44 participants) "Agree," showing a strong sentiment against deceptive marketing practices. Additionally, 25.9% (22 participants) remain "Neutral" on the issue. A small group, 4.7% (4 participants), "Disagree" with the concern, and none "Strongly Disagree." Overall, 69.4% of participants express agreement, underscoring the need for transparency and honesty in advertising to maintain consumer trust and prevent confusion.

Exploratory Factor Analysis (EFA) will be employed to uncover underlying patterns in consumer challenges, such as trust issues, payment security concerns, or product authenticity. This approach will help categorize key obstacles that consumers encounter when purchasing skincare products via social media platforms.

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The KMO and Bartlett's Test assesses the suitability of the data for factor analysis. The Kaiser-Meyer-Olkin (KMO) Measure of Sampling Adequacy is 0.729, indicating a moderate level of sampling adequacy. The Bartlett's Test of Sphericity evaluates whether the correlation matrix is an identity matrix, which would indicate that variables are unrelated and unsuitable for structure detection. The test yielded a Chi-Square value of 74.893 with 21 degrees of freedom (df) and a significance level (p-value) of 0.000. Since the p-value is less than 0.05, the null hypothesis that the correlation matrix is an identity matrix is rejected, confirming that correlations between variables exist and factor analysis is appropriate.Overall, the results of both tests support the feasibility of conducting a factor analysis on this dataset, suggesting the presence of underlying factors that can be explored further.

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The Component Matrix presents the underlying factor structure of the challenges consumers face when making purchases through social media. The analysis reveals two distinct components that group related challenges together.

The first component is characterized by challenges related to product authenticity, customer support, and misleading promotions. High loadings are observed for "Uncertainty about product authenticity and quality" (0.602), "Risk of online fraud, scams, or counterfeit products" (0.591), "Lack of proper customer support from sellers" (0.693), and "Excessive advertisements leading to misleading promotions" (0.611). These challenges highlight consumer concerns about trust and transparency when purchasing through social media platforms.

The second component primarily reflects issues related to customer reviews, order fulfillment, and transaction security. "Lack of reliable customer reviews and ratings" (0.815) and "Delayed or unfulfilled orders from sellers" (0.785) show strong loadings on this component. These findings suggest that consumers struggle with the reliability of information and the fulfillment process when engaging in social media purchases.

Overall, the factor analysis indicates that the challenges consumers face can be broadly categorized into trust-related issues and fulfillment and reliability concerns, providing valuable insights for businesses aiming to improve the social commerce experience.

FINDINGS, CONCLUSION & SUGGESTION

FINDINGS OF THE STUDY

1. The study found that the majority of respondents (52.9%) were between 18 and 24 years old, followed by 35.3% in the 25–34 age group, indicating a predominantly young respondent pool.Younger consumers are more active on social media and engage more with digital brand content.
2. The study observes that females constituted the majority of the sample (60%), while males accounted for 40%, highlighting a higher representation of female participants.Women tend to engage more with beauty and skincare brands on social media compared to men.
3. The study identified that Instagram was the most frequently used platform for brand engagement (43.5%), followed by Twitter (31.8%), Facebook (12.9%), and YouTube (11.8%).Instagram's visual appeal and influencer marketing make it the preferred platform for skincare and beauty brands.
4. The study examined that 36.5% of respondents engaged with brand-related content a few times a week, while 25.9% engaged daily, showing consistent brand interaction.Frequent engagement reflects consumer interest in brand promotions, new products, and influencer collaborations.
5. The study indicates that 4.7% of respondents rarely or occasionally engaged with brand-related content, suggesting varying levels of consumer engagement on social media.Some consumers may not find social media engagement necessary for their purchase decisions.
6. The study indicates that discounts, offers, and exclusive deals had the highest mean difference (2.55) and t-value (24.582), making them the strongest motivator for engagement.Consumers are highly responsive to financial incentives and exclusive deals.
7. The study observes that personalized recommendations and targeted ads significantly influenced engagement (Mean Difference = 2.48, t = 24.184).Personalized marketing enhances relevance and increases the likelihood of consumer interaction.
8. The study identified that user-generated content and customer testimonials played a major role in engagement (Mean Difference = 2.44, t = 22.075).Authentic peer reviews and testimonials build trust and credibility in brand offerings.
9. The study examined that influencer collaborations (Mean Difference = 2.26, t = 20.311) and responsive customer service (Mean Difference = 2.27, t = 19.919) had strong positive impacts.Influencers create aspirational value, while quick customer responses improve brand perception.
10. The study found that visually engaging brand content (Mean Difference = 2.28, t = 18.982) was an important factor in driving consumer engagement.High-quality visuals and creative content capture consumer attention and enhance brand recall.
11. The study observes that interactive content (B = 0.158, p = 0.009) had the highest positive influence on consumer purchase behavior.Engagement-driven content fosters brand-consumer interaction, leading to higher purchase intent.
12. The study identified that influencer recommendations and sponsored content (B = 0.104, p = 0.007) significantly impacted purchase decisions.Consumers trust influencer endorsements, which drive product credibility and sales.
13. The study found that viral marketing campaigns (B = -0.110, p = 0.000) and brand engagement through simple comments (B = -0.085, p = 0.002) negatively affected purchase behavior.Overuse of viral content or excessive promotional messaging can reduce perceived authenticity.
14. The study examined that personalized ads (B = 0.049, p = 0.000) and live streaming events (B = 0.032, p = 0.007) had a positive but moderate influence on purchases.Real-time engagement and targeted advertising provide relevant product information to consumers.
15. The study indicates that user-generated content had a minimal negative effect (B = -0.004, p = 0.008), reflecting mixed perceptions regarding its role in consumer purchases.While peer reviews are valuable, inconsistencies or lack of credibility in user-generated content may lead to skepticism.
16. The study identified that uncertainty about product authenticity (0.602) and the risk of fraud (0.591) were major concerns in social media purchases.Consumers fear counterfeit products and scams, leading to hesitation in online purchases.
17. The study observes that misleading promotions (0.611) and excessive advertisements led to consumer skepticism and hesitation.Repetitive or exaggerated marketing can reduce consumer trust in brand messaging.
18. The study found that a lack of reliable customer reviews (0.815) and delayed or unfulfilled orders (0.785) were key purchasing challenges.Unverified or fake reviews and logistics issues discourage online purchases.
19. The study examined that weak customer support (0.693) was a critical issue, affecting post-purchase satisfaction.Poor service response can lead to dissatisfaction and negative word-of-mouth.
20. The study indicates that transaction security and order fulfillment concerns were significant factors affecting consumer trust in social media purchases.Consumers prioritize secure payment methods and reliable delivery to ensure a smooth shopping experience.

CONCLUSION

In conclusion, the study highlights the profound impact of social media on consumer purchasing behavior, particularly in the skincare industry. It reveals that younger consumers, particularly females, are the most engaged demographic, with Instagram being the preferred platform for brand interaction due to its visual appeal and influencer marketing. The findings suggest that financial incentives, personalized ads, influencer collaborations, and visually engaging content are key drivers of consumer engagement. However, challenges such as product authenticity concerns, misleading promotions, weak customer support, and transaction security issues remain significant barriers to trust in social media purchases. While interactive and influencer-driven content positively influences purchase behavior, excessive advertising and viral campaigns may negatively affect consumer trust. Addressing these challenges by enhancing transparency, improving customer service, and ensuring secure transactions can strengthen consumer confidence and drive higher engagement with skincare brands on social media.

SUGGESTIONS

1. To enhance social media engagement, skincare brands should focus on visually appealing content, as Instagram was identified as the most frequently used platform for brand interaction.
2. To increase consumer participation, brands should offer discounts, exclusive deals, and promotional offers, as financial incentives were found to be the strongest motivators for engagement.
3. By leveraging personalized recommendations and targeted ads, brands can improve engagement and conversion rates, as these factors significantly influence consumer interaction.
4. To build consumer trust, skincare brands should encourage authentic user-generated content and customer testimonials, as they play a crucial role in engagement.
5. By collaborating with influencers, brands can enhance credibility and aspirational value, leading to increased consumer engagement and purchase intent.
6. To improve brand perception, responsive customer service should be prioritized, as quick responses positively impact consumer trust and satisfaction.
7. The implementation of interactive content strategies can foster stronger brand-consumer relationships, as interactive engagement was found to have the highest positive influence on purchase behavior.
8. To maximize the effectiveness of viral marketing, brands should ensure authenticity and avoid excessive promotional messaging to prevent negative impacts on consumer trust.
9. By incorporating live streaming events, brands can provide real-time engagement opportunities and enhance product awareness.
10. To address consumer concerns about product authenticity and fraud, skincare brands should implement transparent verification measures and provide secure payment options.
11. The reduction of misleading promotions and excessive advertisements can help in minimizing consumer skepticism and hesitation towards brand messaging.
12. To improve online shopping experiences, brands must ensure reliable customer reviews and efficient logistics to prevent order delays or unfulfilled purchases.
13. By strengthening customer support services, brands can enhance post-purchase satisfaction and prevent negative word-of-mouth.
14. The enhancement of transaction security and seamless order fulfillment processes can boost consumer confidence in social media purchases.
15. By optimizing brand content for mobile users, brands can cater to the younger demographic, which is highly active on social media platforms.

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Details

• Course: B.Com. Business Studies
• Grade: A
• Author: M. Arul Jothi (Author)
• Publication Year: 2024
• Pages: 62
• Catalog Number: V1577582
• ISBN (eBook): 9783389129692
• ISBN (Book): 9783389129708
• Language: English
• Tags: impact social media consumer purchasing behavior focus skincare brand