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

Arul Jothi, M

ISBN 10: 3389129707 / ISBN 13: 9783389129708

Published by Grin Verlag, 2025

About this Item

Seller Inventory # I-9783389129708

Bibliographic Details

• Title: The Impact of Social Media on Consumer Purchasing Behavior. A Focus on the Skincare Brand
• Publisher: Grin Verlag
• Publication Date: 2025
• Language: English
• ISBN 10: 3389129707
• ISBN 13: 9783389129708
• Binding: Soft cover
• Condition: New

About this title

Synopsis

Research Paper (undergraduate) from the year 2024 in the subject Communications - Public Relations, Advertising, Marketing, Social Media, grade: A, course: B.Com. Business Studies, language: English, abstract: 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.