Women Consumers Satisfaction in Social Media Advertisements: Exploratory Factor Analysis

Abstract

India's cosmetics industry is currently experiencing rapid growth, and in the coming decades, it is expected to emerge as the largest consumer of beauty products. The demand for various cosmetic and skincare items continues to rise significantly with each passing day. This surge is driven by an increasing awareness of personal grooming and a growing inclination toward beauty enhancement. The research was designed to explore in depth women perceive the influence of social media marketing on their cosmetic purchasing decisions. This study aimed to identify and analyze various attributes of digital marketing that shape consumer behavior, and it sought to unravel the connection between online promotional efforts and buying patterns in the beauty sector. The investigation was carried out in the vibrant city of Chennai, which was chosen for its dynamic market and diverse consumer base. A comprehensive survey method was employed to gather data from 100 participants, ensuring that a wide array of perspectives from women active in the cosmetic industry was captured. This approach not only enhanced the reliability of the data but also provided a robust framework for analyzing the regional impact of social media marketing. The survey results demonstrated that a significant number of respondents recognized and valued the various factors associated with social media marketing. Many of these women expressed high levels of satisfaction with the strategies they encountered online, noting that these efforts played a key role in influencing their decisions to purchase cosmetic products. Moreover, the findings suggest that the successful attributes of social media campaigns, such as engaging content and targeted promotions, have a lasting impact on consumer behavior. These insights underscore the evolving nature of marketing in the digital era and highlight the potential for future studies to further explore the dynamic relationship between online marketing and consumer choices in the cosmetics industry.