Influence of Social Media in Shaping Cosmetics Purchase: A Bibliometric Study

Abstract

Social-media has manifested the impact on behaviour modification of individuals. The rapid expansion of the social media raised new opportunities for the brands to target consumers through advertisements. The purchase of the products is greatly influenced by the social media.  Social media has become a place where beauty trends go viral, with makeup looks, skincare routines, and new techniques quickly gaining popularity. The widespread use of cosmetics across various age groups is further expanded by the current generation's focus on personal appearance. Despite this growing trend, limited research has been conducted on how social media impacts consumer purchase intentions in the cosmetics sector. This paper aims to fill that gap through comprehensive bibliometric analysis of published articles on impact of social media on cosmetics purchase, using data from the Scopus database. The main aim is to identify the trends in social media patterns and future emerging areas of scope. The analysis was done on 513 articles through the VOS viewer tool. It aims to summarize the patterns like highest publication trends, most influential journals, countries involved, prominent institutions, highest citations, prolific authors, frequently used Keywords and other social media trends. In addition, the study also explores the growing connection between sustainability and consumer preferences in the cosmetics industry.