A STUDY OF IMPACT OF SOCIAL MEDIA ON COSMETICS INDUSTRY IN INDIA: A BRANDING AND CONSUMER BUYING BEHAVIOUR PERSPECTIVE

Cosmetics Industry is the most dynamic industry. The products change very fast according to the need and fashion. A product may be best selling today and may become out of fashion tomorrow. The dynamic nature of need and preferences in cosmetic industry not only affects the product but it also affects marketing and branding efforts too. The branding of cosmetic products need high information input in terms of consumers preference, consumer feedback and consumer expectation. In such an environment social media is playing great role. Although in current scenario most of the companies of several different industries are present on social media to communicate about their brand but it is completely different in case of cosmetic industry. In cosmetic industry the presence on social media is not only required but the promptness in reply to user generated content (UGC) is also required. The present research paper is an effort to estimate the impact of social media on consumers buying behavior and barding aspects of cosmetic products. The present study shows that Social media impact is highly correlated with female buying behaviour, brand affect and brand trust. Yet social media has much more to do to create brand loyalty.