Decoding Digital Influence: The Impact Of Social Media Marketing Towards Purchasing Behaviour Of Online Buyers In Cosmetic Products

Abstract

The Social media platforms have transformed from basic platforms to efficient market platforms, which contribute largely to consumer behavior. The study will examine the cause and effect relationship of online buyers’ purchasing behaviours and social media marketing regarding cosmetics products. The buyers are increasingly resorting to online indications to support thier buying behaviours and buying decisions due to the rapid increase of online reviews, engaging content, advertissements, and beauty influencers on social media platforms. Focusing on crucial aspects such as influencer authenticity, content engagement, brand awareness, perceived product quality and trust in online reviews, this study proposes to outline how social media marketing affects online buyers in thier decision to purchase cosmetic products. The goal of this research work is to identify how various aspects of social media marketing influence buyers’ purchasing decision regarding cosmetic products and also address how social media advertising and user generated content affect social media marketing related aspects such as awareness, product visibility and trust. The findings from this reserach work concluded that user generated content and influencer driven content significantly influence decision making and buying. This resreach provides valuable recommendations for bussiness looking to enhance thier digital campaigns, comprehensively understand the emergimg online consumer landscape and wraps up with recommendations on how to apply social media trends into practice, with the motivation of stimulating higher consumer interaction, brand loyalty and higher sales in the aggressive cosmetic business.