Abstract
Background: Social media influencers assist the beauty industry by rendering it popular and diverse, by sharing personal information about their life on social media, and by being diverse and acceptable to society. This study aims to identify the most popular social media platform and analyze its impact on consumers' purchasing decisions for skincare and cosmetics.
Methodology: This cross-sectional analysis studied the impact of social media influencers on consumers' purchasing decisions of skin care products. The research was conducted among 100 young urban dwellers aged 18-35 years, frequent users of social media, and individuals who have consumed skincare products. The survey contained 13 questions regarding the use of social media, skincare studies, and product selection factors.
Results: According to a survey, people aged 18-35 use social media as the most popular platform to choose their skin-care products. The most engaged users are on Facebook, TikTok, Instagram, YouTube, WhatsApp, Twitter, and Discord. 78% of the population uses skincare products, with sunscreens, moisturizers, and serums being the most popular. Skincare shopping happens mostly monthly, and influencers play a lesser role.
Conclusion: The influencer industry has been booming and lucrative lately, and more young people are becoming well-known on social media. The survey revealed that the majority of participants spent many hours each day on social media, mostly on Instagram, TikTok, and Facebook. Additionally, the primary source of knowledge about skin care products was social media.
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