The The Impact of Social Media Marketing on Retailer Sales：A Case Study of J Cosmetics Company, China
Year: 2025
Type: article
Study design: Observational Study
Abstract: This research aimed to identify and analyze the factors influencing the impact of social media marketing on retailer sales. The sample consisted of 414 consumers who had utilized the services or purchased products from J Cosmetics Company through major social media platforms, namely Rednote, TikTok, WeChat, and Weibo. The sample size was determined using Cochran’s formula with a 5% margin of error and a 95% confidence level. Data were collected using a structured questionnaire, which exhibited Cronbach’s alpha coefficient of 0.902. Data analysis included averages, percentages, Pearson’s correlation analysis, and multiple regression analysis. Results showed that content strategy, engagement, platform usage, advertising, and influencer marketing all had a significant positive impact on sales performance. Advertising had the strongest positive correlation with sales performance (r = 0.473, p < 0.01), followed by content strategy (r = 0.422, p < 0.01). The regression model explained 30.5% of the variance in sales performance. All five hypotheses, which proposed positive relationships between the social media marketing variables and sales performance, were supported. The study concluded that social media marketing plays a crucial role in driving retailer sales, and J Cosmetics Company should focus on diversifying product offerings, building a strong brand community, enhancing data-driven personalized marketing, and engaging in co-branding collaborations to further enhance their social media marketing effectiveness.
Institution: Dhonburi Rajabhat University
Language: English
Subfield: Marketing
Domain: Social Sciences
Open Access status: diamond
OpenAlex ID: W7219976760