IMPACT OF SOCIAL MEDIA MARKETING OF COSMETIC PRODUCTS ON PURCHASING DECISION OF YOUTH IN GUJARAT
Keywords:cosmetic products, social media, youth
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.
Mansor, N., & Abidin, A. F. A. (2010). The application of e-commerce among Malaysian small medium enterprises. European Journal of Scientific Research, 41(4), 591-605.
Panchal Nilam (2019) , Attitude of working women towards innovations in mobile technology : A review of literature,Journal of Management Research and Analysis,Feb,2019,2394-2770,International,Co-Author,Paper in Journal,Journal,Article,4.878,4,Both
Panchal Nilam , MOBILE APPLICATIONS AND YOUTH OF INDIA: A REVIEW OF LITERATURE,ECONSPEAK: A Journal of Advances in Management IT & Social Sciences,June,2017,2231-4571,International,Main,Paper in Journal,Journal,Article,5.132,7(6),Both
Panchal Nilam , USAGE MOBILE APPs IN INDIA : AN ANALYSIS OF PSYCHOLOGICAL FACTORS INFLUENCING USAGE OF MOBILE APPs,International Journal of Business Economics and Management Research,March,2017,2229-4848,International,Main,Paper in Journal,Journal,Article,4.963,8(3),Both
Tripathi, S., & Somaiya, J. (2021). A STUDY ON SOCIAL MEDIA ADDICTION AMONG YOUTH OF GUJARAT USING FACTOR ANALYSIS. Towards Excellence, 13(3), 796-811.
Panchal Nilam , FINANCIAL AND ECONOMIC IMPACT OF USAGE OF MOBILE APPS IN INDIA: AN EMPIRICAL ANALYSIS,International Journal of Research in Economics and Social Sciences (IJRESS),January,2017,2249-7382,International,Main,Paper in Journal,Journal,Article,6.939,7(1),Both
SINGH, G., & Shukla, B. (2022). THE INFLUENCE OF INFORMATION SHARING THROUGH SOCIAL NETWORK SITES ON CONSUMERS’ATTITUDE DURING THE EPIDEMIC CRISIS OF COVID-19. Sachetas, 1(3), 53-59.
Panchal Nilam , Operational issues faced by promoters of Business: A survey,International journal of Business Economics and Management Research,,2016,2229-4848,International,,Paper in Journal,Journal,Article,6.614,7,Both