IMPACT OF SOCIAL MEDIA MARKETING OF COSMETIC PRODUCTS ON PURCHASING DECISION OF YOUTH IN GUJARAT

Abstract

The Indian cosmetic industry has witnessed a rapid growth over the last couple of decades because of advancement in technology, increased purchasing power and increasing in advertisement.

This research investigates the impact of social media advertisement of cosmetic products on youth’s mind. Furthermore, this study aims to ascertain which is the best social media platform preferred by youth. In order to explore this effect, the researcher has chosen a quantitative method and has conducted a survey. The questionnaire reached a total of one hundred seventy-five participants, acquired by convenience sampling, who answered questions about their personal connection to social media, as well as their purchasing decisions. The hypotheses were analyzed by performing a spearman correlation and an analysis of variance on the empirical data derived from the survey. The obtained result show that social media marketing have a significant impact on the participant’s buying behavior. The findings also revealed that Instagram have a great influence on youth’s mind compare to the other social media sites. All of this results are related to the cosmetic products.