Influence of social media on consumer buying behaviour towards cosmetic products

Abstract

Social media brought sensational changes in the marketing field. It has opened the new window for the marketing firms to advertise the products across the globe within fraction of second. It gives opportunities to sellers and marketing agencies to post product related information on digital forums which can be viewed and shared by millions of users. The social media account holders who are actively engaged on social media take the opportunities of the post to evaluate the buying decision. Further if they like the product, they post reviews on social media to recommend others. Indirectly the product related post reaches millions of customers through multiple social media accounts. The process of posting or reposting product information on social media is known as viral marketing. The social media post related to product information gives opportunities to social media users to make effective purchase decisions based on the quality and reliability of the information. In the present scenario social media influences buying behaviour. The companies dealing with young target customers have shown their presence on social media to engage with the target segment. The companies also take help of social media influencers to attract the customers. The present research paper tried to study the influence of viral marketing on buying behavior of customers towards cosmetic products. A well-structured set of questions was developed to collect the primary data.