Social media has reshaped how brands interact with consumers, particularly in the cosmetic industry. The present study investigates how social media marketing influences consumers’ buying decisions, perceptions, and loyalty. Using data from 109 participants in Indore, this research employs descriptive statistics and Chi-square analysis to evaluate relationships between gender and the perceived informative value of social media marketing. The study finds that social media platforms play a significant role in shaping awareness, interest, and purchase decisions for cosmetic products. Findings highlight quality, trend relevance, and online engagement as major factors influencing consumer buying behavior.
Modi et al. (2026) studied this question.