IDEAS home Printed from https://ideas.repec.org/h/spr/advbcp/978-94-6463-441-9_41.html

The Effect of Social Media and Consumers’ Reviews on Consumers’ Purchasing Behavior of Beauty Products

In: Proceedings of the 2023 International Conference on Economic Management, Financial Innovation and Public Service (EMFIPS 2023)

Author

Listed:
  • Xin Tang

    (Michigan State University, Social Science Department)

Abstract

The impact of social media on the performance of beauty brands has been a topic of interest, but few studies have examined this relationship. As the use of social media continues to grow in the beauty industry, the specific effects of social media on customers remain unclear. In this study, I aim to fill this gap by using social exchange theory and social identity theory to examine the relationship between social media use and brand performance in the beauty industry. Through case analysis, survey research and analysis of some apps, I find that the use of social media has a positive impact on customers’ purchasing behaviors, which ultimately improves brand performance. My study extends the current understanding that social media can be an effective tool for beauty companies to interact with customers and enhance brand performance. These findings provide valuable insights for beauty companies to consider and implement in their marketing strategies, shedding light on the crucial role of social media in the beauty industry. At the same time, social media should pay attention to consumers’ reviews, and analyze these reviews to better understand consumer needs.

Suggested Citation

  • Xin Tang, 2024. "The Effect of Social Media and Consumers’ Reviews on Consumers’ Purchasing Behavior of Beauty Products," Advances in Economics, Business and Management Research, in: Peng Dou & Keying Zhang (ed.), Proceedings of the 2023 International Conference on Economic Management, Financial Innovation and Public Service (EMFIPS 2023), pages 466-480, Springer.
    • Handle: RePEc:spr:advbcp:978-94-6463-441-9_41
    DOI: 10.2991/978-94-6463-441-9_41
    as

    Download full text from publisher

    To our knowledge, this item is not available for download. To find whether it is available, there are three options:
    1. Check below whether another version of this item is available online.
    2. Check on the provider's web page whether it is in fact available.
    3. Perform a
    for a similarly titled item that would be available.

    More about this item

    Keywords

    ;
    ;
    ;

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:spr:advbcp:978-94-6463-441-9_41. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Sonal Shukla or Springer Nature Abstracting and Indexing (email available below). General contact details of provider: http://www.springer.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.