A Study on the Influence of Social Media on the Purchase of Skin Care Products

Abstract

Influencers on social media, particularly in the skincare sector, have grown to be significant providers of knowledge and inspiration for customers. This study looks at how consumers' purchasing decisions for skin care products are influenced by social media influencers. Utilizing both qualitative and quantitative research techniques, a mixed-methods approach was adopted. During the qualitative phase, observations and interviews with friends and family members were conducted to learn more about their perspectives, attitudes, and experiences about social media influencers and how they affect the purchasing of skin care products. The quantitative phase includes a thorough survey of people who use skin care products to determine their exposure to social media influence, their trust in and reliability with regard to social media, the kinds of skin care goods they have bought based on influencer recommendations, etc. Marketing professionals who want to optimise their marketing strategy and effectively work with influencers should be aware of how social media influencers affect the purchase of skin care goods. Understanding the possible advantages and disadvantages of depending on influencer recommendations in the context of purchasing skin care products will also help customers make educated selections. Main text YouTube and Instagram are the major players in social media platform, each with its own set of unique features that make them excellent for promoting and purchasing skincare products. With the advent of an array of YouTubers and Bloggers and vloggers, marketing of cosmetic products has become relatively easy for the companies. Influencers generally generate video content on YouTube that highlights their skincare regimens, reviews new products, and provides tips and guidance on how to attain healthy, beautiful skin. These influencers frequently have a huge and engaged audience, allowing them to reach a large audience and impact purchasing decisions. On the other hand, Instagram is well-known for its visual content and has become a popular platform for beauty and skincare bloggers to display their favourite products. These influencers frequently publish photographs and videos of themselves using different skincare products and extensive evaluations and recommendations for their fans.