Impact of Social Media on Consumer Buying Behaviour with Reference to Skin Care Products

This research explores the influence of social media on consumer buying behavior within the skincareindustry. The study focuses on a diverse sample of 200 respondents, predominantly young adults aged 18to 34, to understand how digital platforms shape awareness, preferences, and purchasing decisions.Findings reveal that Instagram and YouTube are the most popular platforms for skincare content, with amajority of users spending significant daily time on social media. Consumers actively follow skincarebrands and influencers, often encountering advertisements and promotional content that strongly impacttheir buying choices. Key motivators for trying new products include product reviews, influencerrecommendations, and discounts. Visual content such as videos and images play a crucial role in influencingpurchases, while authentic customer reviews are highly valued. Despite moderate trust in social mediareviews, most consumers regularly consult them before buying. The preference for online shoppinghighlights the importance of e-commerce in the skincare market. Although most respondents feel socialmedia has improved their skincare awareness, a notable minority express concerns about misleadingpromotions, emphasizing the need for transparent marketing practices. Overall, the study underscores thesignificant role social media plays in educating, engaging, and influencing skincare consumers, offeringvaluable insights for brands