Proceedings of the International Conference on Management Research (ICMR 2025)

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From Click to Cart: The Moderating Impact of Digital Marketing on Beauty Products Purchase Intentions

Authors
Sagarika Mohanty1, *, Lingam Naveen2, Aishwarya Mohanty3
1Post Graduate Teacher, Department of Commerce, GNPS, Rourkela, India
2Assistant Professor, Department of Marketing, Biju Patnaik Institute of Information Technology and Management Studies, Bhubaneswar, India
3Lecturer, Department of Business Administration, Municipal College, Rourkela, India
*Corresponding author. Email: sagarika.mohantyy@gmail.com
Corresponding Author
Sagarika Mohanty
Available Online 29 April 2026.
DOI
10.2991/978-94-6239-660-9_17How to use a DOI?
Keywords
Digital Marketing; Online Purchase Intention; Perceived Value; Social Influence; Customer Review
Abstract

In today’s digital era, the journey of a consumer purchasing an online product, become more complex and crucial. Digital marketing can be seen as a powerful tool that will lead to a moderate level of consumer purchase intentions caused by influencing engagement. The moderating role of digital marketing will be examined in this study, focusing on the aspects of perceived value, social influence, and customer reviews, in relation to online purchase intentions for beauty products. The moderating influence of digital marketing comes out and solidifies the connections between these elements and the likelihood of buying beauty products online. The interplay between perceived value in the manner in which the consumers assess the benefits of a product in consideration of its price, as well as social influence, which brings into play peer recommendations and brand identification, comes into play, hence dynamic and further boosted by customer reviews. In the present study, the samples will be taken with regard to Indian female respondents, and Structural Equation Modeling (SEM) will be used to analyze the data. It will be based on how these variables interact to affect customer behaviour within the cosmetic industry. The study will reaffirm the importance of digital advertising techniques in determining online buying behavior. The implications of this research would guide marketers and managers to create a promotional mix that would persuade consumers to engage in online shopping. Moreover, online sellers will be able to use the information to develop existing shopping experiences and implement effective e-marketing strategies.

Copyright
© 2026 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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Volume Title
Proceedings of the International Conference on Management Research (ICMR 2025)
Series
Advances in Economics, Business and Management Research
Publication Date
29 April 2026
ISBN
978-94-6239-660-9
ISSN
2352-5428
DOI
10.2991/978-94-6239-660-9_17How to use a DOI?
Copyright
© 2026 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Cite this article

risenwbib
TY  - CONF
AU  - Sagarika Mohanty
AU  - Lingam Naveen
AU  - Aishwarya Mohanty
PY  - 2026
DA  - 2026/04/29
TI  - From Click to Cart: The Moderating Impact of Digital Marketing on Beauty Products Purchase Intentions
BT  - Proceedings of the International Conference on Management Research (ICMR 2025)
PB  - Atlantis Press
SP  - 327
EP  - 352
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6239-660-9_17
DO  - 10.2991/978-94-6239-660-9_17
ID  - Mohanty2026
ER  -