INFLUENCE OF SOCIAL MEDIA ON SKINCARE TRENDS: AN ASSESSMENT OF CONSUMER BEHAVIOUR, TRUST AND PRODUCT ADOPTION AMONG INDIVIDUALS- A CROSS -SECTIONAL STUDY

Background: The rapid growth of social media has transformed how individuals obtain skincare information and make decisions about skincare products and practices. Platforms such as Instagram, YouTube, Facebook, and Snapchat provide instant access to product reviews, educational content, influencer recommendations, and personal experiences. While these platforms have increased skincare awareness and encouraged self-care, they have also contributed to misinformation, unrealistic beauty standards, and promotional content. Understanding their influence on consumer behaviour is essential for promoting evidence-based skincare practices and responsible digital health communication. Objective: The present study aimed to assess the influence of social media on skincare trends by evaluating consumer behaviour, trust in information sources, information verification practices, and product adoption among individuals aged 17–50 years. Materials and Methods: A community-based quantitative cross-sectional study was conducted among 226 participants aged 17–50 years. Data were collected over ten days using a structured Google Forms questionnaire distributed through social media platforms. The questionnaire assessed demographic characteristics, social media usage, exposure to skincare content, purchasing behaviour, trust in information sources, product adoption, and information verification practices. Data were analysed using SPSS version 26.0. Descriptive statistics were expressed as frequencies and percentages, while the Chi-square test determined associations between demographic variables and study outcomes. A p-value <0.05 was considered statistically significant. Results: Among 226 respondents, most were aged 18–25 years (57.96%), female (71.68%), and students (53.98%). Instagram was the leading platform for skincare information (59.73%), followed by YouTube (21.24%) and Facebook (17.26%). Nearly two-thirds (63.72%) actively searched for skincare advice on social media, while 50.88% strongly agreed that social media increased their interest in skincare. Overall, 84.07% reported purchasing skincare products after exposure to social media content. Participants trusted dermatologists (79.65%) and scientific websites (72.12%) more than advertisements or influencers, and 57.96% verified skincare information before following recommendations. Chi-square analysis showed significant associations between age and skincare interest, purchasing behaviour, product adoption, information verification, satisfaction, and trust in selected information sources, whereas gender showed fewer significant associations. Conclusion: Social media has become a major influence on skincare awareness, purchasing decisions, and product adoption. Despite the popularity of influencer-generated content, participants showed greater trust in professional and evidence-based sources. The findings highlight the need to improve digital health literacy, promote evidence-based skincare communication, and encourage collaboration among healthcare professionals, researchers, policymakers, and digital content creators to reduce misinformation and support informed consumer decision-making.