Main Article Content
Purpose: The prediction of customers satisfaction on cosmetic products in social media platforms.
Methodology: The meaning of research is the specific process for careful analysis of specific information regarding a topic. The Descriptive research has been proposed and adopted the non-probability type of convenience sampling technique for conducting the survey and the sample size for the study was 374. The questionnaire method used for primary data collection and other information collected from various secondary sources of books, journals, magazines and newspapers also. The Multiple Regression Analysis was used to test the following research objective.
Findings: The role of social media is found to play a major role in the customers satisfaction on cosmetics in the society.
Significance: The young Indian population have contributed to higher demand for cosmetic products especially branded ones in low and medium price ranges in social media platforms.
The study aim to assess the prediction of customers satisfaction on cosmetic products in social media platforms in India. The young Indian population and rising incomes have contributed to higher demand for cosmetic products especially branded ones in low and medium price ranges. The cosmetic industry in India has matured to an extent of meeting global requirements, the role of social media is found to play a major role in the purchase decision of cosmetics like providing information on product availability and product contents. The leading social media platforms in cosmetic product promotion includes Facebook, Pinterest, Twitter and Instagram that mainly promotes the products online using better visuals and images ensuring brand loyalty. Social media promotion is the most cost effective method compared to conventional methods of sales promotion. “Fifty percentage of Twitter and Facebook users discussed about the product, recommend or purchase a company’s products after respondent begun to follow on social media,”. The study provides an in depth understanding of the customers satisfactions of cosmetic products using social media. This study confirms several critical insights and strategies of utilizing social media in customers satisfaction on cosmetic products.