Social Media Marketing and Its Impact on Consumer Perception with Respect to Beauty and Personal Care Products

Abstract

In the contemporary digital era, social media platforms have become central to how individuals communicate, build relationships, and make purchasing decisions. This study investigates the significant influence of platforms such as Facebook, Twitter, Instagram on consumer behavior, with a focus on how these digital environments shape perceptions, inform preferences, and drive purchasing patterns with respect to Beauty and Personal care products.  By analyzing key mechanisms—including peer interactions, user-generated content, influencer marketing, and algorithm-driven recommendations—the research underscores social media's dual role as both an enabler of consumer empowerment and a strategic marketing tool for businesses. The study further explores ethical and privacy concerns associated with digital engagement. Through a blend of theoretical analysis and empirical investigation, this work offers valuable insights into the evolving landscape of digital consumerism and provides practical implications for businesses aiming to refine their strategies in a socially connected marketplace.