Proceedings of the 2023 International Conference on Economic Management，Financial Innovation and Public Service (EMFIPS 2023)

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The Effect of Social Media and Consumers’ Reviews on Consumers’ Purchasing Behavior of Beauty Products

Authors
Xin Tang1, *
1Social Science Department, Michigan State University, East Lansing, 48825, USA
*Corresponding author. Email: Tangxin3@msu.edu
Corresponding Author
Xin Tang
Available Online 21 June 2024.
DOI
10.2991/978-94-6463-441-9_41How to use a DOI?
Keywords
social media; consumer reviews; beauty brands
Abstract

The impact of social media on the performance of beauty brands has been a topic of interest, but few studies have examined this relationship. As the use of social media continues to grow in the beauty industry, the specific effects of social media on customers remain unclear. In this study, I aim to fill this gap by using social exchange theory and social identity theory to examine the relationship between social media use and brand performance in the beauty industry. Through case analysis, survey research and analysis of some apps, I find that the use of social media has a positive impact on customers’ purchasing behaviors, which ultimately improves brand performance. My study extends the current understanding that social media can be an effective tool for beauty companies to interact with customers and enhance brand performance. These findings provide valuable insights for beauty companies to consider and implement in their marketing strategies, shedding light on the crucial role of social media in the beauty industry. At the same time, social media should pay attention to consumers’ reviews, and analyze these reviews to better understand consumer needs.

Copyright
© 2024 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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Volume Title
Proceedings of the 2023 International Conference on Economic Management，Financial Innovation and Public Service (EMFIPS 2023)
Series
Advances in Economics, Business and Management Research
Publication Date
21 June 2024
ISBN
978-94-6463-441-9
ISSN
2352-5428
DOI
10.2991/978-94-6463-441-9_41How to use a DOI?
Copyright
© 2024 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Cite this article

risenwbib
TY  - CONF
AU  - Xin Tang
PY  - 2024
DA  - 2024/06/21
TI  - The Effect of Social Media and Consumers’ Reviews on Consumers’ Purchasing Behavior of Beauty Products
BT  - Proceedings of the 2023 International Conference on Economic Management，Financial Innovation and Public Service (EMFIPS 2023)
PB  - Atlantis Press
SP  - 466
EP  - 480
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-441-9_41
DO  - 10.2991/978-94-6463-441-9_41
ID  - Tang2024
ER  -