Study on the prevalence of social media influence on purchase and usage of cosmetic products among the younger population.
Year: 2025
Type: article
Abstract: This study examined the prevalence of social media influence on the purchase and usage of cosmetic products among young adults. A descriptive cross-sectional design was employed among 333 participants aged 18–30 years at a university in Karimnagar, using a structured online questionnaire. Findings showed that 30.3% of respondents purchased or used cosmetics solely because they were trending on social media. The most common reasons for cosmetic use were improving appearance (67.3%) and boosting self-confidence (37.5%). Skincare products were the most frequently used (57%), followed by haircare (48.3%) and fragrance (27%). Most participants reported using social media for 1–2 hours daily, with YouTube being the most frequently accessed platform (79.9%). The results indicate that social media trends and influencer content play a substantial role in shaping cosmetic-related behaviors among youth, particularly in motivating product choice and reinforcing beauty ideals. While the study highlights the growing impact of digital platforms on consumer decisions, its generalizability is limited by the single-institution sample and potential recall bias. These findings underscore the importance of understanding social media’s influence when addressing consumer health behaviors and cosmetic marketing strategies.
Authors: Venkat, V. Anudeep, V. Harshini
Institution: Kaloji Narayana Rao University of Health Sciences
Language: English
Subfield: Marketing
Domain: Social Sciences
Open Access status: green
OpenAlex ID: W7081644086
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