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Investigating the Impact of Social Media Marketing on Business Performance of Different Brands in Indian Cosmetics Market: An Empirical Study

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Engineering Mathematics and Computing

Part of the book series: Studies in Computational Intelligence ((SCI,volume 1042))

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Abstract

The Indian cosmetic product is becoming a booming sector. The Indian cosmetic market is growing rapidly with the help of social media over the last few decades. Indian cosmetics industries are always trying to invent and use different ways of marketing techniques to enhance the sale. Social media marketing is an intriguing and effective way of marketing. It is a kind of marketing that is unique, and it is a way of unpaid advertisement on behalf of the brand which is conducted by loyal customers. In this paper, we are trying to understand how social media marketing has impacted the Indian cosmetic industry. The aim of this paper is to study the factors related to social media marketing and their impact on the purchase intention of customers which deals with business performance of a wide range of Indian cosmetic products including branded low or medium price category. In this study, Structural Equation Modeling and Exploratory Factor Analysis (EFA) by SPSS-23 and AMOS-23 were used to analyze the data and to establish a research model for assessing influences of Social Media Marketing toward business performance of different Brands in Indian cosmetics Market.

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Authors and Affiliations

  1. Haldia Institute of Management, Haldia, West Bengal, India

    Jayeeta Majumder & Sourav Gangopadhyay

  2. Haldia Institute of Technology, Haldia, West Bengal, India

    Arunangshu Giri

Authors
  1. Jayeeta Majumder
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  2. Arunangshu Giri
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  3. Sourav Gangopadhyay
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Corresponding author

Correspondence to Arunangshu Giri .

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Editors and Affiliations

  1. Division of Maritime Transportation, Mokpo National Maritime University, Mokpo, Korea (Republic of)

    Park Gyei-Kark

  2. Department of Applied Sciences, Haldia Institute of Technology, Haldia, India

    Dipak Kumar Jana

  3. Department of Applied Sciences, Haldia Institute of Technology, Haldia, India

    Prabir Panja

  4. Department of Electronic Engineering, Universiti Tun Hussein Onn Malaysia, Batu Pahat, Malaysia

    Mohd Helmy Abd Wahab

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Majumder, J., Giri, A., Gangopadhyay, S. (2023). Investigating the Impact of Social Media Marketing on Business Performance of Different Brands in Indian Cosmetics Market: An Empirical Study. In: Gyei-Kark, P., Jana, D.K., Panja, P., Abd Wahab, M.H. (eds) Engineering Mathematics and Computing. Studies in Computational Intelligence, vol 1042. Springer, Singapore. https://doi.org/10.1007/978-981-19-2300-5_19

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  • DOI: https://doi.org/10.1007/978-981-19-2300-5_19

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  • Print ISBN: 978-981-19-2299-2

  • Online ISBN: 978-981-19-2300-5

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