The Influence of Social Media on the Purchasing Decisions of Luxury Brand Cosmetics Consumers
Year: 2025
Type: article
Abstract: With the development of technology, social media is widely used and strongly affects consumers' purchasing behaviors, it is needed to explore social media's impact on consumers' purchasing decisions about cosmetics for luxury brands. Therefore, this paper explores the social media processes utilizing celebrities, cooperation, brand partnerships, and big data to impact consumer purchasing decisions. This paper includes two case studies on the interplay between celebrities, cooperation, brand partnerships, and big data in the context of luxury brand cosmetics, revealing that these four ways are effective in cosmetics brands sales. The results of this paper provide more research ideas for the subsequent research on the influence of social media on consumers' decision to purchase luxury brand cosmetics. It also provides evidence for brand marketers to better attract consumers' attention to their products.
Authors: Zichen Lan, Yaxuan Ding, Jiayi Zhao
Language: English
Subfield: Sociology and Political Science
Field: Social Sciences
Domain: Social Sciences
Open Access status: hybrid
OpenAlex ID: W4414088086