Proceedings of the 5th International Conference on the Role of Innovation, Entrepreneurship and Management for Sustainable Development (ICRIEMSD-2024)

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Releasing Prettiness: How Social Media Marketing Empowers Women’s Cosmetic Purchasing Journey

Authors
M. S. Shahina Begum1, *, Densingh Joshua Israel1
1School of Management Studies, Hindustan Institute of Technology & Science, Chennai, India
*Corresponding author. Email: begumshahina101@gmail.com
Corresponding Author
M. S. Shahina Begum
Available Online 31 December 2024.
DOI
10.2991/978-94-6463-612-3_25How to use a DOI?
Keywords
Social Media; Cosmetics; Women
Abstract

Social media has revolutionized the way consumers make purchasing decisions, including in the cosmetic industry. Studies indicate that online ads on social media influence nearly 90% of respondents to consider purchasing cosmetic products, making social media marketing a significant factor in the industry. Emerging markets like India and China will play a significant role in shaping the competitive landscape and driving changes in consumer needs and demands in the next decade. Consumer purchasing behavior is influenced by factors such as needs, tastes, financial capacity, self-concept, culture, and personal values. Social media marketing plays a crucial role in shaping women’s buying behavior, as it influences their purchase intention through information, recommendations, and creating a favorable perception of brands and products. Women consumers play a significant role in the cosmetic industry as they make informed decisions to enhance their attractiveness due to education and financial independence. This study aims to explore the influence of social media marketing on women’s buying behavior for cosmetic products, considering demographic variations.

Copyright
© 2024 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 5th International Conference on the Role of Innovation, Entrepreneurship and Management for Sustainable Development (ICRIEMSD-2024)
Series
Advances in Economics, Business and Management Research
Publication Date
31 December 2024
ISBN
978-94-6463-612-3
ISSN
2352-5428
DOI
10.2991/978-94-6463-612-3_25How to use a DOI?
Copyright
© 2024 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  - M. S. Shahina Begum
AU  - Densingh Joshua Israel
PY  - 2024
DA  - 2024/12/31
TI  - Releasing Prettiness: How Social Media Marketing Empowers Women’s Cosmetic Purchasing Journey
BT  - Proceedings of the 5th International Conference on the Role of Innovation, Entrepreneurship and Management for Sustainable Development (ICRIEMSD-2024)
PB  - Atlantis Press
SP  - 376
EP  - 395
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-612-3_25
DO  - 10.2991/978-94-6463-612-3_25
ID  - Begum2024
ER  -