A Study On Purchase Of Cosmetic Brands By Impact Of Social Media And Digital Marketing With Reference To Gen Z In Chennai.

Abstract

This study delves into the dynamics of consumer behavior regarding the purchase of cosmetic brands among Generation Z (Gen Z) in Chennai, with a particular focus on the impact of social media and digital marketing. With the proliferation of social media platforms and the advent of digital marketing strategies, the beauty industry has undergone a significant transformation in how brands engage with consumers. This research aims to examine the extent to which Gen Z individuals in Chennai are influenced by social media and digital marketing when making purchasing decisions related to cosmetic products. Through a combination of qualitative and quantitative methodologies, including surveys and interviews, data will be gathered to analyze Gen Z consumers' perceptions, preferences, and purchasing patterns concerning cosmetic brands. The findings of this study are expected to provide valuable insights into the effectiveness of social media and digital marketing strategies employed by cosmetic brands targeting the Gen Z demographic in Chennai, thereby contributing to the advancement of marketing strategies tailored to this specific consumer segment.