The Nexus of Social Media Advertising and Its Impact on Consumer Buying Behaviour for Skincare Products

Abstract

This study explores the impact of social media advertising on consumer purchasing behavior, with a focus on skincare products. In recent years, social media platforms have become pivotal in shaping consumer perceptions and influencing purchasing decisions, particularly within the beauty and skincare industry. The research examines how different forms of social media advertising, including influencer endorsements, sponsored posts, and user-generated content, affect the purchase intentions, brand loyalty, and trust of consumers toward skincare brands. The study utilises a quantitative survey approach to gauge consumer behaviour to gain deeper insights into motivations behind skincare product purchases. Results indicate that social media advertising significantly impacts consumer decision-making, with influencer marketing being particularly influential in shaping brand trust and increasing purchase intentions. Moreover, consumers demonstrate a higher likelihood of purchasing skincare products when they perceive the advertising as authentic and relatable. This research also highlights the role of consumer engagement, reviews, and online communities in reinforcing buying decisions. The findings contribute to understanding the evolving relationship between digital marketing strategies and consumer behavior in the skincare sector by offering valuable insights for brands seeking to optimize their social media marketing efforts. The study provides practical recommendations for skincare brands to leverage social media advertising to effectively influence consumer buying behavior.