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SIGNIFICANCE OF SOCIAL MEDIA ON COSMETIC BRANDS

1Sheetal Joshi, 2Annu, 3Rajat Goel, 4Aashish Dhiman

1,2,3 MBA Student, 4 Research Associate

NICE School of Business Studies,

Shobhit Institute of Engineering & Technology

(Deemed-to-be-University), Meerut 250110, India

ABSTRACT

Over the past few years, Indian cosmetic brands have witnessed tremendous growth in the market because of technological innovation, the rising purchasing power of customers, and greater advertising of beauty products by famous personalities. 96 samples are selected by Non-probability sampling, responded to the questionnaire, and provided their opinions on both their personal use of social media and their purchasing habits. The questionnaire is based on the nominal scale, ordinal scale and open-ended questionnaire has also been used for collecting the primary data. This study examines the significance of social media on the cosmetic products of selected brands. The researcher selected a quantitative approach and a survey is conducted among college students and employees. The results showed that social media platform has an important influence on customers purchasing decision-making. It has been also presented that Instagram has a greater influence on youth minds followed by other social media platforms. All of these findings are related to cosmetic products only.

Keywords:- Social Media, Cosmetic Products, Purchasing Decision.