Exploring The Critical Drivers Of Online Purchase Intention For Beauty Products: A Quantitative Analysis Of Social Media Influence

Abstract

The increasing influence of social media platforms has significantly altered consumer engagement with beauty products and brands. With the beauty industry rapidly embracing digital platforms for promotion and sales, understanding the determinants that drive online purchase intention is vital. This study quantitatively examines the critical factors influencing online purchase intentions for beauty products, specifically focusing on the roles of social media engagement, perceived trust, influencer marketing, and perceived risk. A survey of 800 Indian consumers who actively engage with beauty brands on social media was conducted. Structural Equation Modelling (SEM) was utilized to validate the proposed hypotheses. The findings demonstrate that social media engagement, influencer marketing, and perceived trust significantly influence online purchase intentions, with perceived risk acting as a negative moderator. The research contributes to digital marketing literature by offering strategic insights for beauty brands aiming to enhance consumer trust and reduce risk perceptions through social media platforms, ultimately increasing online sales.