Title: Scroll to success: unveiling the impact of social media marketing on women's cosmetic product purchasing behaviour

Authors: M.S. Shahina Begum; Densingh Joshua Israel

Addresses: Department of Business Administration, School of Management, Hindustan Institute of Technology and Science, Chennai, Tamil Nadu, India ' Department of Business Administration, School of Management, Hindustan Institute of Technology and Science, Chennai, Tamil Nadu, India

Abstract: As women's social involvement and employment have become more institutionalised, cosmetics have grown significantly as a form of self-expression and self-image projection. With the development of social media, businesses in the beauty industry now have a powerful tool for reaching their target market and promoting their goods. This study examines how social media marketing affects women's cosmetics purchasing decisions. The study focuses on Tamil Nadu's female internet shoppers who purchase cosmetics through social media or online retail websites. The findings of this study reveal several key insights regarding the impact of the social media platform, attribute (AT), satisfaction (SA), customer intention, and trust (TR) on the buying behaviour of women in the context of cosmetic product purchasing. Customer purchase intention (CPI) strongly predicts actual buying behaviour (BB), suggesting that effective marketing campaigns can stimulate favourable intentions and drive conversions. Customer intention, influenced by social media, was a weak predictor for actual purchasing behaviour. Customer satisfaction and customer intention were found to be significant predictors of actual shopping behaviour, whereas trust was found to play significant roles in shaping female consumers' purchasing decisions. This study provides valuable insights into how social media influences consumers' buying behaviour for cosmetic items.

Keywords: social media; consumer behaviour; cosmetic product; purchasing behaviour; buying behaviour; BB; customer intention; and trust; technology acceptance model; TAM.

DOI: 10.1504/IJEF.2025.147217

International Journal of Electronic Finance, 2025 Vol.14 No.3, pp.335 - 355

Received: 23 May 2023
Accepted: 23 Jul 2023
Published online: 14 Jul 2025 *

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