An Empirical Study on the influence of Social Media Marketing on Consumer Purchase Behavior in Online Skincare Shopping

Abstract

Over the past decade, social media has brought a major shift in how companies connect with their customers, especially in the world of digital commerce. Channels like Instagram, YouTube, and Facebook expose millions of users to product-related content every day, including posts by influencers and feedback shared by other buyers, all of which shape what people decide to buy. This effect is especially noticeable in the skincare segment, where consumers place a high value on product suitability and reliable information.

The present study investigates how social media marketing shapes the buying behavior of consumers who purchase skincare products online. The study gives special attention to three key areas: the role of influencers, the effect of user reviews, and the importance of content quality in building consumer trust and encouraging purchase decisions. Primary data was gathered from 108 participants using a well-structured questionnaire.

The findings show that content created by influencers and reviews posted by real users have a considerable effect on how consumers think and what they choose to buy. Although social media does a good job of building awareness and keeping users engaged, it does not always push consumers to make actual purchases, mainly because of tight budgets and growing doubts about sponsored content. The study recommends that brands invest in honest and transparent communication to convert interest into sales.