Scholarly Research Journal for Interdisciplinary Studies, Online ISSN 2278-8808, SJIF 2018 = 6.371, www.srjis.com PEER REVIEWED JOURNAL, JAN-FEB, 2019, VOL- 6/49 A STUDY OF IMPACT OF SOCIAL MEDIA ON COSMETICS INDUSTRY IN INDIA: A BRANDING AND CONSUMER BUYING BEHAVIOUR PERSPECTIVE Prof. S. D. Sharma 1 & Ms Pooja Shahi 2 1
(Principal, Sri. J.N.P.G. College, Lucknow)
2
(Research Scholar, Mewar University) Abstract
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. Keywords – Cosmetics Industry, Social Media, Branding
Scholarly Research Journal's is licensed Based on a work at www.srjis.com I.
INTRODUCTION
In the present era when social media is used most frequently than ever and content clutter on internet, marketers face increasing challenges in maximising the ROI of social activities, as well as understanding consumer preferences in a fast-changing industry. With an immense volume of content being posted online around makeup brands every day, how can cosmetics marketers be strategic in monitoring and engaging consumers online? Digimind (a Social media and competitive Intelligence company) conducted a study in Australia, Hong Kong, Indonesia, Malaysia, Singapore, and Philippines from 13 January to 6 March 2018, in English, Mandarin, Malay, and Tagalog. They found that looking at brandrelated posts by customers on social media, 56.7% of discussions were on Instagram, making it a treasure trove of user generated content (UGC), where makeup fans shared various looks, makeovers, and product hauls. The customer discussion was all different on other media i.e. twitter and facebook. The study shows that the social media is no more remained a common Copyright Š 2017, Scholarly Research Journal for Interdisciplinary Studies
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term. People interaction on instagram is all different in comparison with other media. So the social media companies must actively differentiate their content and communication pattern on each media. In another issue related to cosmetic product branding, a cosmetics giant Maybelline has posted on Twitter on 22 Feb 2018 that whether they should remain on Snapchat or not. Actually Maybelline found that their Snapchat account have less response than others. They put an excuse that the cost and efforts of being on Snapchat is not resulting worthy for them. This post created a huge buzz and very soon realizing the importance of being on each social media Maybelline removed their tweet. This raised a big question in the mind of marketer that the social media is actually affecting the cosmetic industry or it is only a deception. The issue of returns on investment (ROI) makes the present study important. In the present study researcher has tried to explore the same issue of impact of social media on consumers buying behaviour and brand related aspects. II.
RESEARCH HYPOTHESIS
To understand the impact of social media on consumers buying behaviour and brand related aspects following hypotheses are formed: Hypothesis-1: Null Hypothesis (Ho): Social Media has no impact on buying decision of female cosmetic users Alternate Hypothesis (Ha):
Social Media has an impact on buying decision of female
cosmetic users Hypothesis-2: Null Hypothesis (Ho): Role of Social media have no impact on cosmetic products’ brand affect. Alternate Hypothesis (Ha): Role of Social media have a significant impact on cosmetic products’ brand affect. Hypothesis-3: Null Hypothesis (Ho): Role of Social media have no impact on cosmetic products’ brand trust. Alternate Hypothesis (Ha): Role of Social media have a significant impact on cosmetic products’ brand trust. Copyright © 2017, Scholarly Research Journal for Interdisciplinary Studies
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Hypothesis-4: Null Hypothesis (Ho):
Role of Social media have no impact on cosmetic products’ brand
loyalty. Alternate Hypothesis (Ha): Role of Social media have a significant impact on cosmetic products’ brand loyalty. III.
METHOD OF STUDY
For the research purpose a questionnaire with 25 questions is used. The questionnaire is used for female customers of cosmetic products. Sample size for the research is 500 respondents affected by social media in cosmetics industry. The questionnaire has been developed by with the help of 160 sample data. The tool statistics is as follows: Scale Statistics Mean 93.9250
IV.
Variance 192.334
Std. Deviation 13.86845
Cronbach’s Alpha 0.841
N of Items 25
FINDING OF STUDY
0 1H
Null Hypothesis: Social Media has no impact on buying decision of female cosmetic
users Correlations
Social Media Impact
Social Impact 1
Pearson Correlation Sig. (2-tailed) N 500 Female Buying Behaviour Pearson Correlation .709** Sig. (2-tailed) .000 N 500 **. Correlation is significant at the 0.01 level (2-tailed).
Media Female Buying Behaviour .709** .000 500 1 500
Table: 1 –Correlation Calculation for hypothesis 01 The correlations between Social Media Impact with Female Buying are very high. Pearson Correlation value is positive 0.709 which is good and correlation is significant at the 0.01 level. So it can be said that null hypothesis is rejected. So it can be said that, “Social Media has an impact on buying decision of female cosmetic users”. 0 2H ):
Role of Social media have no impact on cosmetic brand affect.
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Prof. S. D. Sharma & Ms Pooja Shahi (Pg. 11755-11760)
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Correlations
Social Media Impact
Social Media Impact 1
Brand Affect .565** .000 500 1
Pearson Correlation Sig. (2-tailed) N 500 Brand Affect Pearson Correlation .565** Sig. (2-tailed) .000 N 500 **. Correlation is significant at the 0.01 level (2-tailed).
500
Table: 2 – Correlation Calculation for hypothesis 02 The correlations between Social Media Impact with Brand Affect are high. Pearson Correlation value is positive 0.565 which is good and correlation is significant at the 0.01 level. So it can be said that null hypothesis is rejected. So it can be said that, “Role of Social media have a significant impact on cosmetic products’ brand affect.” 0– 3H
Role of Social media have no impact on cosmetic brand trust.
Correlations
Social Media Impact
Pearson Correlation Sig. (2-tailed) N Brand Trust Pearson Correlation Sig. (2-tailed) N **. Correlation is significant at the 0.01 level (2-tailed).
Social Impact 1
Media Brand Trust .659** .000 500 1
500 .659** .000 500
500
Table: 3 – Correlation Calculation for hypothesis 03 The correlations between Social Media Impact with Brand Trust are high. Pearson Correlation value is positive 0.565 which is good and correlation is significant at the 0.01 level. So it can be said that null hypothesis is rejected. So it can be said that, “Role of Social media have a significant impact on cosmetic products’ brand trust.” 0– 4H
Role of Social media have no impact on cosmetic brand loyalty Correlations
Social Media Impact
Social Impact 1
Media
Pearson Correlation Sig. (2-tailed) N 500 Brand Loyalty Pearson Correlation .118** Sig. (2-tailed) .008 N 500 **. Correlation is significant at the 0.01 level (2-tailed).
Brand Loyalty .118** .008 500 1 500
Table: 4 – Correlation Calculation for hypothesis 04 Copyright © 2017, Scholarly Research Journal for Interdisciplinary Studies
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The correlations between Social Media Impact with Brand Loyalty are low but are positive. Pearson Correlation value is positive 0.118 which is low and yet correlation is significant at the 0.01 level. So it can be said that null hypothesis is rejected. So it can be said that, “Role of Social media have a significant impact on cosmetic products’ brand Loyalty.” The low correlation shows that the brand loyalty is generated by many other factors and social media is only a small part contributing to all factors. Model Summary Std. Error of the Model R R Square Adjusted R Square Estimate 1 .835a .698 .696 2.44939 a. Predictors: (Constant), Brand Loyalty, Brand Trust, Female Buying Behaviour, Brand Affect
Table – 5 Multiple correlation calculation The adjusted R2 value shows that Brand Loyalty, Brand Trust, Female Buying Behaviour and Brand Affect well explains the impact of social media. The value .698 shows that factors explain 69% of the model. There are also other factors which are involved in the domain of effect of social media. Conclusion: Social media has transformed the approach of cosmetic companies to connect and communicate with customers worldwide. The influence of the social media can persuade Cosmetic Industry in the following ways: High Customer Involvement and Engagement: Social media is a two-way communication between target audience and the cosmetic companies. Social media provides high customer commitment and improve the communication with their customers. The cosmetic companies are able to generate customer feedbacks via different online presences. Additionally, cosmetic companies are able to use social media to better target and approach their own customers and listen to different voices from them. Effect on Brand: Social Media has been successfully used by beauty and cosmetic industries. The present research shows that it affects the Brand Loyalty, Brand Trust, and Brand Affect. Generate Sales: Social media is transforming the way that cosmetic companies generate the sales. Cosmetic companies use the power of world-of-mouth on social media to double their sales. Copyright © 2017, Scholarly Research Journal for Interdisciplinary Studies
Prof. S. D. Sharma & Ms Pooja Shahi (Pg. 11755-11760)
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In the after math of Maybelline’s post on Twitter about snapchat it was found that they also accepted the fact and importance of being on snapchat and removed their post from twitter. So at the end it could be concluded that the social media is effective in the branding of cosmetic products. References: 3 ways cosmetic brands can win at social media, URL at: https://blog.digimind.com/en/insight-driven-marketing/3-ways-cosmetics-brands-can-win-at-socialmedia-engagement-and-monitoring/, Last accessed Aug 2018 Ab Hamid, N. R., Akhir, R. M., and Cheng, A. Y. (2013). Social media: An emerging dimension of marketing communication. Journal of Management and Marketing Research, 12, 1. As'ad, H. A. R., and Alhadid, A. Y. (2014). The impact of social media marketing on brand equity: An empirical study on mobile service providers in Jordan. Review of Integrative Business and Economics Research, 3(1), 315. Bickart, B., and Schindler, R.M.(July 2001), “Internet forums as influential sources of consumer information”, “Journal of Interactive Marketing”, 15, 3 31–40. Charoensukmongkol, P., and Sasatanun, P. (2017). Social media use for CRM and business performance satisfaction: The moderating roles of social skills and social media sales intensity. Asia Pacific Management Review, 22(1), 25-34. Chu, S. C. (2011). Viral advertising in social media: Participation in Facebook groups and responses among college-aged users. Journal of Interactive Advertising, 12(1), 30-43.
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