Generational contrasts in the adoption of anti-ageing cosmetics: a social influence and information search perspective

Purpose The purpose of this study is to examine the impact of social influence and social media on information search, consumer attitudes and purchasing behaviour regarding anti-ageing products. It provides empirical evidence on the role of digital socialisation in shaping consumer engagement with these products. Design/methodology/approach A quantitative research design was used, developing an empirical model based on an extensive literature review. Data was collected using an online survey. Findings The results confirm that social influence is a primary driver of social media engagement in the search for information on anti-ageing products, strengthening both consumer attitudes and purchase intentions. In addition, age was found to moderate the relationship between attitude and purchase, with older consumers demonstrating a stronger inclination towards product adoption. Practical implications The findings underscore the need for brands to leverage influencer marketing, peer recommendations and professional endorsements to enhance consumer trust. Furthermore, it shows that transparent communication through social media, accompanied by authentic consumer reviews featuring real images and videos, is crucial for fostering engagement and brand credibility. Social implications This study provides a broader understanding of how cultural and societal dynamics influence anti-ageing product consumption, highlighting the growing impact of digital interactions on consumer decision-making across diverse demographics. Originality/value This research provides novel insights into the intersection of social influence, digital engagement and consumer behaviour in the anti-ageing market. By validating a conceptual model tailored to this emerging sector, the study offers a theoretical and practical foundation for future investigations and marketing strategies.