A Study of the Influence of Social Media over Consumer’s Buying Behavior on Cosmetic Products – With Special Reference to Coimbatore City

Abstract

In recent years, Social media has become an important platform for businesses to market their products and services and it is used by many industries for advertisement purposes in several ways. As social media is being used widely by people around the world, cosmetic businesses are implementing their marketing strategies in such a way that their products are advertised effectively and reach their target customers. This study aims to find out the influence of social media on consumer's buying behaviour on cosmetic products with special reference to Coimbatore City. The data for this study was collected with the help of a questionnaire and the data from 140 respondents was analysed with statistical tools such as percentage analysis and mean ranking method. The findings of this study reveal that social media has a significant impact on consumer buying behaviour for cosmetic products. This study also finds that the factors such as product reviews, celebrity endorsements, and influencer marketing have a significant impact on consumer buying behaviour towards cosmetic products. Overall, this study provides valuable insights into the role of social media in shaping consumer buying behaviour for cosmetic products. The findings of this study can be useful for cosmetic companies in developing effective social media marketing strategies that could help to enhance their brand image, increase the interest of their customers towards their brand, and also accelerate their sales.