Key Factors influencing Consumers’ choice of Buying Cosmetic Products through Social Media

Abstract

The research aim is to study the effect of influencers of social media, online word of mouth and quality of the product on purchase intention for cosmetic in consumers. In last couple of years’ social media has increased its popularity at rapid rate, therefore social media focusing on changing pattern of consumption which ultimately shift the companies’ interest from product to people and also from delivering of information to exchange of information. This study is descriptive in nature and include both qualitative and quantitative analysis. This is completely secondary data base study. Secondary data in the study was collected with the help of journals, research papers, letters, magazines, books and government publications. The study concluded that influencer of social media, online word of mouth and quality of the product have a positive impact on consumer purchase intention. Therefore, it is suggested from the study that marketers must go through various platforms of social media to enhance intention of purchase in consumers.