A RESEARCH PROJECT REPORT

ON

“A STUDY OF IMPACT OF SOCIAL MEDIA MARKETING AND E-

COMMERCE ON CONSUMER BUYING BEHAVIOR IN PERSONAL CARE
INDUSTRY”

TO BE SUBMITTED BY

Rohan Kumar
(BB2022020)

FOR THE AWARD OF

THE DEGREE OF

BACHELOR OF BUSINESS ADMINISTRATION

RESEARCH SUPERVISOR

Dr. Viksit Tripathi

(Associate Professor)

DEPARTEMENT OF
MANAGEMENT STUDIES

INVERTIS UNIVERSITY, NH-24 LUCKNOW ROAD-BAREILLY, UP

 CERTIFICATE

TO WHOM SO EVER IT MAY CONCERN

This is to certify that Mr. Rohan Kumar student of BBA IV Semester in our institute has
successfully completed his/her project work entitled “A STUDY OF IMPACT OF SOCIAL
MEDIA MARKETING AND E-COMMERCE ON CONSUMER BUYING BEHAVIOR IN
PERSONAL CARE INDUSTRY” for the partial fulfillment of the degree of Bachelor of
Business Administration for the session 2023-24

Dr. Viksit Tripathi Dr. Rajeev Singh Bhandari Prof. Manish Gupta
(Associate Professor) (HOD, BBA Department) (Dean Management)

(Name and Signature of External Examiner)

 STUDENT DECLARATION

I am ROHAN KUMAR a Bonafide student of BBA in Invertis University, Bareilly would like
to declare that the project entitled “A STUDY OF IMPACT OF SOCIAL MEDIA
MARKETING AND E-COMMERCE ON CONSUMER BUYING BEHAVIOR IN
PERSONAL CARE INDUSTRY” submitted by me in partial Fulfillment for the requirement
of the Degree of Bachelor of Business Administration, is my original work.

Date: Signature of the Candidate:

Place:
 ACKNOWLEDGEMENT

My gracious thanks due to all those who in various ways helped me in completing this research work,
without their goodwill and assistance, this work could not be materialized. So, I wish to place on record
my deep gratitude to all of them. This project consumed huge amount of work, dedication, and
commitment. This research work has been made possible only by support of those individual and
stakeholders. Therefore, I would like to extend my sincere gratitude to all of them.

This research was technically supported by the INVERTIS INSTITUTE OF MANAGEMENT

STUDIES, BAREILLY, I sincerely thank to Head of Department of this Institute and their staffs who
provided insight and expertise that greatly assist the project.

I am grateful to Dr. Viksit Tripathi Sir of BBA department of Management Studies of Invertis
University for the provision of expertise that greatly assisted the research.
I am extremely thankful to my dear colleagues and other who supported in this research project. I wish
to express my special thanks to all street vendors of Bareilly city who in spite of their busy schedule,
cooperated in providing necessary data for this study.

I am extremely grateful to our college management, HODs, and other staff for timely support.
 Table of Content

S.No. Title Page no.

1 Cover page & Title page
2 Certificate
3 Student Declaration
4 Acknowledgement
5 List of Tables
6 List of Figures
7 Chapter - I Introduction
8 Chapter - II Literature Review
9 Chapter - III Research Methodology
10 Chapter - IV Data Analysis and
Interpretation
11 Chapter - V Research Findings
12 Limitations
13 Conclusion
14 References
15 Appendix
16 Project Guide Comments with Signature
 List of Table

S. No. Table Title Page no.

no.
1. 4.1.1 Tabular Representation of Age

2. 4.1.2 Tabular representation of Gender

3. 4.1.3 Tabular Representation of Educational

Qualification
4. 4.1.4 Tabular Representation of Occupation
5. 4.1.5 Tabular Representation of Monthly Income

6. 4.2.1 Tabular Representation of Which Social You

use the most
7. 4.2.2 Tabular Representation of I frequently discover new
personal care products on social media apps

8. 4.2.3 Tabular Representation of I trust recommendations

and advertisements of personal care products I see
on social media apps

9. 4.2.4 Tabular Representation of I find personal care

products' advertisement on social media apps
relevant to my interests and needs

10. 4.2.5 Tabular Representation of social media play an

important and significance role in shaping my
preferences towards personal care products

11. 4.2.6 Tabular Representation of E-Commerce platform

you use the most

12. 4.2.7 Tabular Representation of I find it convenient to

purchase personal care products from e-commerce
platform

13. 4.2.8 Tabular Representation of I trust the quality of

personal care products sold on e-commerce
platforms
14. 4.2.9 Tabular Representation of explore new personal care
products on e-commerce platforms
15. 4.2.10 Tabular Representation of E-Commerce platforms
have become my preferred method for buying
personal care products over traditional bricks-and-
mortar stores

16. 4.2.11 Tabular Representation of Social media

advertisements for personal care products catch my
attention easily

17. 4.2.12 Tabular Representation of Do you think social

media influencers and celebrities impact your
purchasing decisions

18. 4.2.13 Tabular Representation of I trust the

recommendations and reviews of personal care
products shared on social media

19. 4.2.14 Tabular Representation of Social media marketing

has influenced me to try new personal care
products

20. 4.2.15 Tabular Representation of I feel compelled or forced

to buy personal care products after seeing them
advertised on social media

21. 4.2.16 Tabular Representation of Do you think E-

Commerce platforms like Amazon, Flipkart,
Meesho, Myntra led me to impulse buying

22. 4.2.17 Tabular Representation of the integration of social

media and e-commerce enhances my overall
shopping experiences for personal care products

23. 4.2.18 Tabular Representation of Social media platforms

with e-commerce integration provide valuable
information about personal care products that
influence my perception positively

24. 4.2.19 Tabular Representation of I am more likely to trust

personal care products recommendations and ads on
social media platforms withy e-commerce
 integration
25 4.2.20 Tabular Representation of I perceive personal care
brands with a strong presence on social media
platforms integrated with e-commerce as more
innovate and customer-centric
 List of Figure

S. Figure Title Page no.

No. no.
1. 4.1.1 Graphical Representation of Age

2. 4.1.2 Graphical representation of Gender

3. 4.1.3 Graphical Representation of Educational

Qualification
4. 4.1.4 Graphical Representation of Occupation
5. 4.1.5 Graphical Representation of Monthly Income

6. 4.2.1 Graphical Representation of Which Social

You use the most
7. 4.2.2 Graphical Representation of I frequently discover new
personal care products on social media apps

8. 4.2.3 Graphical Representation of I trust recommendations

and advertisements of personal care products I see on
social media apps

9. 4.2.4 Graphical Representation of I find personal care

products' advertisement on social media apps relevant
to my interests and needs

10. 4.2.5 Graphical Representation of social media play an

important and significance role in shaping my
preferences towards personal care products

11. 4.2.6 Graphical Representation of E-Commerce platform

you use the most
12. 4.2.7 Graphical Representation of I find it convenient to
purchase personal care products from e-commerce
platform

13. 4.2.8 Graphical Representation of I trust the quality of

personal care products sold on e-commerce platforms

14. 4.2.9 Graphical Representation of explore new personal

care products on e-commerce platforms
15. 4.2.10 Graphical Representation of E-Commerce platforms
have become my preferred method for buying
personal care products over traditional bricks-and-
 mortar stores

16. 4.2.11 Graphical Representation of Social media

advertisements for personal care products catch my
attention easily

17. 4.2.12 Graphical Representation of Do you think social

media influencers and celebrities impact your
purchasing decisions

18. 4.2.13 Graphical Representation of I trust the

recommendations and reviews of personal care
products shared on social media

19. 4.2.14 Graphical Representation of Social media marketing

has influenced me to try new personal care products

20. 4.2.15 Graphical Representation of I feel compelled or

forced to buy personal care products after seeing them
advertised on social media

21. 4.2.16 Graphical Representation of Do you think E-

Commerce platforms like Amazon, Flipkart, Meesho,
Myntra led me to impulse buying

22. 4.2.17 Graphical Representation of the integration of social

media and e-commerce enhances my overall shopping
experiences for personal care products

23. 4.2.18 Graphical Representation of Social media platforms

with e-commerce integration provide valuable
information about personal care products that
influence my perception positively

24. 4.2.19 Graphical Representation of I am more likely to trust

personal care products recommendations and ads on
social media platforms withy e-commerce integration
25 4.2.20 Graphical representation of I perceive personal care
brands with a strong presence on social media
platforms integrated with e-commerce as more
innovate and customer-centric
 CHAPTER - I
INTRODUCTION

INTRODUCTION
In today's world, social media and online shopping have changed how we buy things.
This is especially true in the personal care industry, which includes products like
skincare, haircare, and cosmetics. People now use social media to find new products,
get recommendations from friends, and learn about brands. At the same time, online
stores make it easy for people to buy these products with just a few clicks.

Consumer behavior is the actions and decisions people make when they choose, buy,
use, and dispose of a product or service. It's important in marketing because it
explains how consumers make decisions about what products to buy, when to buy
them, and from whom to buy them

This research is all about understanding how social media and online shopping affect
what people buy in the personal care industry. We want to know how social media
ads, posts, and reviews influence what people choose to buy. Also, we're interested in
how
online shopping websites make it easier for people to buy personal care products.

In today's interconnected digital landscape and the world, the fusion and the
introduction various types of social media marketing and also the various type of e-
commerce platforms has fundamentally reshaped consumer behavior, particularly
within the personal care industry. From skincare and cosmetics to haircare and
grooming products, the personal care sector has witnessed a significant shift in how
consumers discover, evaluate, and purchase products, largely driven by the pervasive
influence of social media and the convenience of online shopping.

The introduction of social media platforms such as Instagram, Facebook, and TikTok
has transformed these platforms into virtual and unreal marketplaces where brands
compete for attention, engagement, and ultimately, consumer loyalty, brand loyalty.
Through targeted advertising, influencer collaborations, and user-generated content,
social media has become a powerful tool for brand discovery, product
recommendations, and peer validation. Consumers now rely on social media channels
not only for product information but also for inspiration, community engagement, and
social validation of their purchasing decisions.
Simultaneously, the rise of e-commerce platforms like Amazon, Alibaba, and Shopify
has revolutionized the way consumers shop for personal care products. With the
convenience of 24/7 accessibility, personalized recommendations, and seamless and
fast transactions, online shopping and the online presence of brands has become the
preferred mode of purchase for many consumers, offering unparalleled convenience
and accessibility.

This research aims to find the intricate dynamics between social media marketing, e-
commerce, and consumer behavior within the personal care industry. By exploring
how social media platforms serve as influential channels for brand engagement and
product discovery as well as how e-commerce platforms facilitate seamless
transactions and personalized shopping experiences, this study seeks to unravel the
complex interplay of factors shaping consumer purchasing patterns.

1.1 Background and history

Social media marketing and e-commerce have profoundly influenced consumer

buying behaviour, revolutionizing the way people discover, evaluate, attract towards
the products and their associated brands and purchase products. Understanding their
evolution and impact requires delving into their rich history.

Social Media Marketing:

Social media platforms emerged in the early 2000s, with platforms like Myspace and
Friendster laying the groundwork. However, it was the launch of Facebook in 2004
that marked the beginning of the social media revolution.
Initially, social media was primarily used for personal networking and
communication.
However, businesses soon recognized its potential as a marketing tool.
The introduction of advertising features on platforms like Facebook and later
Instagram and Twitter provided businesses with targeted advertising capabilities,
enabling them to reach specific demographics with tailored messages.
The rise of influencer marketing further transformed social media into a powerful
marketing channel, as brands began collaborating with popular social media
personalities to promote their products to a wider audience.
Today, social media marketing encompasses various strategies, including content
marketing, influencer partnerships, paid advertising, and community engagement, all
aimed at building brand awareness, fostering customer relationships, and driving
sales.

Now-a-days There is the huge role of digital marketing which involves social media
marketing, search engine optimization, search engine marketing, email marketing,
drop shipping models, content marketing, marketing by creating blogs, social media
marketing etc
All are the most influential psychological advancements on consumers mind and they
have huge tendency to change the consumers perception, consumers loyalty.

Google Ads, Goggle Analytics, Instagram Ads, Facebooks Ads, HubSpot, lowly,
Buffer, ZOHO social, etc. These are the most used social media platforms used by
companies or brands to enhance their online and virtual presence in the virtual and
digital market.

E-commerce:

E-commerce, short for electronic commerce, has its roots in the development of the
internet and digital technologies. The first online sale is believed to have occurred in
1994, when a CD was sold through Net Market, an online retailer.

The late 1990s and early 2000s saw the rise of e-commerce giants like Amazon and
eBay, which pioneered online shopping and introduced features such as user reviews,
personalized recommendations, and secure payment systems.
The introduction of platforms like Shopify and Magento in the mid-2000s
democratized e-commerce, allowing businesses of all sizes to create their online
stores with ease.

The advent of mobile devices and smartphones further fuelled the growth of e-
commerce, enabling consumers to shop anytime, anywhere, through mobile-
optimized websites and dedicated shopping apps.

Today, e-commerce encompasses a wide range of platforms, from online

marketplaces and storefronts to social commerce integrations, offering consumers
unparalleled convenience and accessibility in their shopping experiences.

When we talk about current scenario of E Commerce market or E Commerce

industry, when we evaluate the data of online sales which is happening 2015 of whole
retail market is about only 3 percent, but now-a-days in 2023 the total online sales of
whole retail market are about 19 percent we can see there is the huge and tremendous
growth of E Commerce industry in just 7 to 8 years

And according to all researches and analysis this is presumed that online sale sole
retail market can go to 25 percent in next 5 years.

Impact on Consumer Buying Behaviour:

Social media marketing and e-commerce have fundamentally altered consumer

behaviour by providing greater access to product information, peer recommendations,
and seamless purchasing options.

Social media serves as a discovery engine, where consumers explore new products,
seek recommendations from friends and influencers, and engage with brands on a
personal level.

E-commerce platforms streamline the purchasing process, offering features like one-
click ordering, personalized recommendations, and hassle-free returns, making it
easier than ever for consumers to make purchases.
Together, social media marketing and e-commerce create a seamless shopping
journey, from product discovery and evaluation to purchase and post-purchase
engagement, shaping consumer preferences, perceptions, and ultimately, buying
behaviour.
In summary, the convergence of social media marketing and e-commerce has
transformed the retail landscape, reshaping how businesses connect with consumers
and how consumers make purchasing decisions. Understanding the background and
evolution of these phenomena is crucial for businesses seeking to thrive in the digital
age.

1.2 Present and current scenario

Present Scenario of Social Media Marketing and E-commerce Impact on Consumer

Buying Behaviour:

1. Increased Integration:
Social media and e-commerce are increasingly intertwined, with platforms like
Facebook, Instagram, and Pinterest offering seamless shopping experiences directly
within their apps.
Social commerce, where consumers can browse and purchase products without
leaving the social media platform, is gaining traction, blurring the lines between
socializing and shopping.

2. Influencer Dominance:
Influencer marketing continues to be a dominant force in social media marketing,
with influencers shaping consumer preferences and driving purchasing decisions
across various industries, including personal care.
Consumers trust influencers' recommendations and seek authenticity in product
endorsements, leading brands to collaborate with influencers to reach their target
audience effectively.

3. Personalized Experiences:
E-commerce platforms leverage data analytics and AI algorithms to offer personalized
shopping experiences, including product recommendations based on browsing history,
purchase behaviour, and demographic information.
Social media platforms collect user data to deliver targeted ads and content, ensuring
that consumers are exposed to products and brands that align with their interests and
preferences.

4. Mobile Commerce Growth:

The proliferation of smartphones has fuelled the growth of mobile commerce, with an
increasing number of consumers using their mobile devices to browse, shop, and
make purchases.
Social media platforms are optimized for mobile use, making it convenient for users
to discover products while scrolling through their feeds and seamlessly transition to
making purchases.

5. User-Generated Content:
User-generated content, such as reviews, ratings, and photos shared by other
consumers, heavily influences purchasing decisions in both social media and e-
commerce contexts.
Consumers rely on user-generated content to gauge product quality, authenticity, and
suitability, often trusting peer recommendations more than traditional advertising.

6. Rise of Live Shopping:

Live shopping events, where brands showcase products in real-time through live
video streams, have become increasingly popular on social media platforms like
Instagram and Facebook.
Live shopping allows brands to engage directly with consumers, answer questions in
real-time, and create a sense of urgency, driving impulse purchases and fostering a
sense of community among shoppers.

7. Sustainability and Social Responsibility:

Consumers are increasingly prioritizing sustainability and social responsibility when
making purchasing decisions, prompting brands to incorporate these values into their
marketing strategies.
Social media serves as a platform for brands to communicate their sustainability
efforts, ethical practices, and corporate social responsibility initiatives, resonating
with socially conscious consumers.

In summary, the current landscape of social media marketing and e-commerce is

characterized by increased integration, personalized experiences, influencer
dominance, and a growing emphasis on mobile commerce and user-generated content.
Understanding these trends is essential for businesses seeking to leverage the power
of digital platforms to drive consumer engagement and influence buying behaviour in
the personal care industry and beyond.

1.3 Rational of the Study

The rationale for conducting a study on the impact of social media marketing and e-
commerce on consumer buying behaviour in the personal care industry is rooted in
several key factors:

Growing Digital Influence: With the proliferation of social media platforms and the
rise of e-commerce, digital channels have become increasingly influential in shaping
consumer behaviour. Understanding how these digital mediums impact purchasing
decisions within the personal care industry is essential for businesses to stay
competitive in the digital age.

Shift in Consumer Preferences: Consumers are increasingly turning to social media

platforms for product discovery, peer recommendations, and brand engagement.
Likewise, e-commerce platforms offer convenience, accessibility, and personalized
shopping experiences. As such, there is a need to explore how these shifts in
consumer preferences influence buying behaviour in the personal care sector.

Dynamic Marketing Landscape: Social media marketing and e-commerce strategies

are constantly evolving, driven by changes in consumer behaviour, technological
advancements, and market trends. Conducting research on the impact of these
strategies provides valuable insights into which approaches are most effective in
engaging consumers and driving sales in the personal care industry.

Business Strategy Optimization: Personal care brands can benefit significantly from
understanding the impact of social media marketing and e-commerce on consumer
buying behaviour. By identifying effective strategies and emerging trends, brands can
optimize their marketing efforts, allocate resources more efficiently, and enhance their
competitive position in the market.

Consumer-Centric Approach: In today's consumer-centric marketplace, understanding

the needs, preferences, and behaviours of target audiences is paramount. Researching
the impact of social media marketing and e-commerce allows businesses to adopt a
more consumer-centric approach, tailoring their marketing strategies and offerings to
better meet the expectations of their target consumers.

Industry Innovation and Adaptation: The personal care industry is highly competitive
and subject to rapid innovation and disruption. By staying abreast of the latest trends
and consumer insights related to social media marketing and e-commerce, companies
can innovate their products, services, and marketing strategies to stay ahead of the
curve and meet evolving consumer demands.

Academic Contribution: Finally, research on the impact of social media marketing

and e-commerce on consumer buying behaviour in the personal care industry
contributes to the academic understanding of digital marketing and consumer
behaviour.
 CHAPTER - II
REVIEW OF LITERATURE
 REVIEW OF LITERATURE

S. Paper Authors Research Design/ Key Outcomes/

Title Objectives Variables Findings of
No Name Methodology/ the
and Approach
Year study

1 Impact of Abhishek The Hypothetical Personal Not applicable as

social and theoretical deductive method Identity this is a concept
media srivastava insights is proposed for this Social paper. However,
influencers' (2014) with regard concept paper Identity the paper
credibility to the green under the Social discusses the
on purchasing positivism research Marketing theoretical and
millennial intention– paradigm. managerial
consumers' behavior implications.
green gap and the
purchasing role played
behavior: a by social
concept media
paper on influences
personal in abating
and social this gap.
identities
2 The impact Zakari et This study The study utilizes a Social The findings of
of social al (2021) investigates survey research Media the study reveal
media the impact approach to collect Marketing that
marketing of social data from 331 Trendiness entertainment,
activities on media respondents using a Consumer interaction,
customer marketing questionnaire. Behavior customization and
purchase activities on word-of-mouth
intention customer variables had a
purchase significant and
intention in positive impact
the on customer
Malaysian purchase intention
property in the Malaysian
market. property market.
However, the
study
demonstrates a
positive but
insignificant
impact of
trendiness on
customer
purchase
intention.
3 The impact Huat and This study A total of 521 Social The authors
 of social Thuarsam aims to samples were media outlined the
media y (2021) investigate collected using an marketing fundamental
communicat the impact online survey Brand mechanisms of
ion on of the questionnaire. The equity what makes social
consumer- source of respondents' media
based brand the content validity was communication
equity and in social verified using effective and
purchasing media purposive sampling discovered that
intent in a communicat techniques, and the emotional-based
pandemic ion and the responses were brand equity
content analyzed using dimensions
distribution SmartPLS (brand association
intensity on and brand loyalty)
consumer- remained
based brand significant in
equity influencing
(CBBE) purchase
dimensions intention.
and how the However,
study will attribution-based
eventually brand equity
impact dimensions
purchase (perceived
intention. quality, brand
trust and brand
awareness) are
found to have no
impact.
4 Segmenting Campbell The purpose Consumers are Social A total of five
consumer et al of this paper segmented on the network segments are
reactions to (2023) is to basis of attitudes Advertising identified –
social understand toward social Segmentatio Passive, Talkers,
network how network marketing n Hesitant, Active,
marketing consumers and the association and Averse –
may be among along with
segmented psychological, significant
with respect economic, and covariates, such
to their socio-demographic as information
reactions to covariates are search,
social explored using data convenience,
network from 883 entertainment,
marketing. consumers and age and gender
latent-class that predict
analysis. membership.

5 Driving Cheung et This study The theoretical Social Entertainment and

 COBRAs: al (2024) aims to framework is tested media interaction drive
the power examine the for luxury Ongoing consumers'
of social impact of cosmetics brands. chat consuming,
media social Data were collected We chat contributing and
marketing media in China from 433 creating
marketing WeChat users behaviors, whilst
(SMM) utilizing a self- trendiness drives
efforts, administered online creating behavior
including survey. Data only. Inconsistent
entertainme analysis uses with previous
nt, partial least research findings,
customizati squares–structural customization has
on, equation a non-significant
interaction modelling. impact on
and consumers'
trendiness consuming,
via WeChat, contributing and
on creating
consumers' behaviors.
online Consuming and
brand- creating
related behaviours assist
activities in driving on-
(COBRAs) going search
and their behaviour and
related repurchase
outcomes, intention.
including Contributing
on-going behaviours assist
search in driving on-
behavior going search
and behaviour only.
repurchase
intention.
6. Young Pham et al Social The empirical Impulse The authors find
consumers’ (2022) commerce research builds on Buying, that consumer
impulse has brought a sample survey Celebrity trust and
buying about a involving 750 Endowsmen observational
tendency on significant students from the t, Young learning from
social transformati “Big Four” Consumer, celebrity’ posts
media: an on in economics Consumer positively affect
empirical consumer universities in Behaviour impulse buying
analysis in experience Hanoi. The tendency. Yet
Vietnam in due to proposed model celebrity
light of the diverse was analysed using influence
LST factors. a partial least awareness
theoretical squares structural directly impacts
perspective equation modelling trust in celebrity’
technique. posts rather than
directly impacting
 impulse buying
tendency.
Perceiving the
importance of
interactive and
authentic posts by
a celebrity in
influencing
consumers’
purchase
behaviour on
social media, this
research offers
valuable insights
for stakeholders
in the digital
celebrity sphere
of communication
and marketing.
7 An Yan et al E- A questionnaire Influencer The empirical
empirical (2023) commerce containing seven advertising, results show that
investigatio live constructs was influencers all constructs
n of the streaming is developed and credibility, influenced
impact of a new distributed to Trust , consumers’ urge
influencer influencer participants using a percieved to buy
live- advertising convenient sample usefulness impulsively via
streaming method that and snowball attitude toward
ads in e- allows sampling approach. influencer ads.
commerce influencers The constructs The proposed
platforms to interact were measured research model
on directly based on validated explains 61.7% of
consumers’ with measurement items the variance in
buying consumers from the literature attitude toward
impulse on e- and adjusted influencer ads and
commerce according to this 19.4% of the urge
platforms. study’s focus. A to buy
Although total of 236 valid impulsively.
evidence responses were
suggests obtained from the
that survey and used for
influencer data analysis. A
live- partial least squares
streaming structural equation
advertiseme modeling approach
nts (ads) on was employed for
social parameter
media can estimation and
increase model testing.
consumers
8. The Kamdjoug Examine The research Social The study reveals
influence of and customers' framework is Network three critical
social Robert advertising developed based on communicat results: (1)
network (2023) perceptions Nelson's theory of ion, Buying consumers'
communicat and advertising by Behaviour, perceptions of
ion on the psychologic studying E- advertising
buying al advertising Commerce significantly
behavior of dispositions perceptions, platforms influence their
Cameroonia to explain consumer psychological
n their psychological disposition, (2)
consumers purchase dispositions consumers'
on social e- intention associated with psychological
commerce and social network dispositions and
platforms behavioral characteristics and the social network
consumptio behavioral significantly
n. consumption. influence their
Using partial least intention to
squares structural purchase and (3)
equation modeling consumers'
(PLS-SEM), the intention to
validation takes purchase
support from 231 significantly
responses collected impacts their
with an online behavioral
questionnaire from consumption.
Cameroun.
9. Impulse Ullah to examine Data were collected Impulse Results reveal the
buying in Zafar et al the impact from the active buying, positive impact of
social (2020) of online social media Social targeted
commerce: bundle members of Commerce , constructs on the
bundle promotions organization pages Emotional urge to buy
offer, top and and selling groups intelligence impulsively with
reviews, contextual by utilizing the complementary
and interactions self-administered partial mediation
emotional on impulse questionnaire. This of impulse buying
intelligence buying as study employed the tendency.
consumers partial least squares Besides,
encounter structural equation emotional
them modeling to intelligence
synchronou evaluate the data of dissuades users'
sly. Hence, 358 individuals. impulse buying
a research tendencies, but
model is unexpectedly, its
proposed moderating effect
with the is insignificant.
integration Further,
of perceived importance-
transaction performance map
value, analysis
perceived highlights the
 acquisition highest
values, top importance of
reviews impulse buying
information, tendency and
impulse better
buying performance of
tendency perceived
and transaction value
emotional for the urge to
intelligence buy impulsively.
10. Content Rubein et With the This study Content The empirical
marketing al (2020) popularity conducts a cross- Marketing , results show that
in e- of social sectional regression E- the content
commerce media and, to evaluate the Commerce generation efforts
platforms in recently, economic value of sales, of marketers and
the internet live internet celebrity Interaction the interaction
celebrity streaming, endorsement, and a behaviour behaviors
economy internet panel vector between
celebrity autoregressive marketers and
endorsemen model is adopted to consumers will
ts have examine the significantly
become a relationship influence the e-
prevalent between commerce sales,
approach to celebrities’ and which refers to
content consumers’ content the first-order
marketing marketing effects of internet
for e- behaviors and e- celebrity
commerce commerce sales endorsement.
sellers. performance. The Moreover,
authors also adopt interactions
look-ahead within the fan
propensity-score community exert
matching technique second-order
to correct for effects of content
selection bias. marketing on
sales
performance.
11. The Yadav and The purpose The study surveyed Social The study
influence of Rehman of this paper 371 students from a Media revealed three key
social (2018) is to large university in Marketing , findings. First,
media examine the India. The data customer perceived
marketing impact of were analyzed via loyalty, e SMMAs of e-
activities on perceived confirmatory factor commerce commerce
customer social analysis and the comprise five
loyalty: A media research dimensions,
study of e- marketing hypotheses were namely,
commerce activities examined using interactivity,
industry (SMMAs) SEM. informativeness,
on customer word-of-mouth,
loyalty via personalization
 customer and trendiness.
equity Second, perceived
drivers SMMAs of e-
(CEDs) in commerce have
an e- significantly and
commerce positively
context. influenced all the
drivers of
customer equity
(CEDs). Third,
the CEDs of e-
commerce exhibit
a significant and
positive influence
on customer
loyalty toward the
e-commerce sites.
12. How social Pianpian This A structural Customer This research
media et al research equation model of inspiration , found that source
promotes (2024) examines customers' impulse credibility, social
impulsive the impulsive buying buying , presence and
buying: underlying on social media social ,medi customer
examining psychologic was developed a innovativeness
the role of al process through the lens of are antecedents of
customer of customer customer
inspiration customers' inspiration. An inspiration on
impulsive online survey with social media,
buying on 625 participants which positively
social was conducted to influence the
media test the hypotheses, inspired-by state
through the and the partial least of the customers,
lens of squares (PLS3) which impacts the
customer method was used. inspired-to state
inspiration. and further leads
Drawing on to impulsive
the buying. By
customer comparing the
inspiration three dimensions
theory, it of source
identifies credibility, the
the factors authors found that
influencing attractiveness and
customer expertise
inspiration positively affect
on social the inspired-by
media from state, while
three trustworthiness
perspectives has no significant
: source effect.
characteristi
 cs, platform
characteristi
cs and
personal
characteristi
cs, which
subsequentl
y lead to
impulsive
buying.
Since the
conceptuali
zation of
source
credibility
includes
three mostly
reported
components
:
attractivene
ss, expertise
and
trustworthin
ess, it
further
contrasts
the effects
of three
dimensions
of source
credibility
on customer
inspiration.
13. Consumers’ Namho et First, this Data were collected Social The results
impulsive al (2017) paper aims from 332 media, indicate that
buying to participants. By social impulsiveness is a
behavior of investigate using PLS-graph commerce, strong predictor
restaurant the impact 3.0, structural impulse for two types of
products in of equation modeling buying shopping value
social impulsivene was conducted. behaviour (hedonic and
commerce ss on two Furthermore, a utilitarian) and
types of hierarchical the urge to buy
shopping regression model impulsively.
value (e.g. was conducted for While the hedonic
utilitarian testing the shopping value
and hedonic mediating and was found to have
value) and moderating effects. a significant
the urge to influence on the
buy urge to buy
 restaurant impulsively,
products utilitarian value
and services was not. Scarcity
impulsively was moderator in
in social the relationships
commerce between
environmen impulsiveness and
ts. Second, both types of
the study shopping value,
assesses the whereas
impact of serendipity was
situational found to moderate
factors (e.g. only the
scarcity and relationship
serendipity) between
on impulsiveness and
individuals’ the utilitarian
shopping shopping value.
values.
14. Impact of Sheikh et The purpose Data were collected Social The results show
social al (2019) of this paper from 343 users of media, that SCCs have
commerce is to social networking social empowered
constructs investigate sites in Pakistan. communicat consumers
and social the The data analysis ion, social through the
support on influence of was conducted commrec existence of
social social using PLS-SEM. virtual groups,
commerce commerce ratings and
intentions constructs reviews and
(SCCs), recommendations
social and referrals,
support and thereby having a
relationship significant impact
quality on on social
social commerce
commerce intentions. The
intentions, relationship
which lead quality with
to use social networking
behaviour sites, measured
of social through
networking commitment,
sites for satisfaction and
social trust, also proved
commerce. to be a leading
forecaster of
social commerce
intentions. The
impact of social
support could not
positively
 influence the
relationship
quality with the
social networking
site. However,
social support
influences the
social commerce
intentions
significantly.
15. Do digital Zafar et al Growing An empirical Impulse The results
celebrities' (2020) evidence research study was buying, indicate that
relationship asserts that conducted on digital integrated
s and social individuals Facebook, and data celebrity, e constructs
climate are inclined were collected commerce significantly
matter? to buy from Pakistani influence impulse
Impulse impulsively users who followed buying with
buying in f- in the social digital celebrities. complementary
commer commerce Partial least squares partial mediation
environmen structural equation of urge to buy.
t due to modeling (PLS- Besides, social
interactive SEM) approach climate
elements. was employed to significantly
However, analyze the valid interacts the
extant data of 231 relationship of
literature respondents. parasocial
does not relationships and
reveal the impulse buying.
influence of Further, passing
emerging time, enjoyment
digital and information
celebrities seeking has a
and their significant impact
communitie on parasocial
s on relationships,
impulse except for self-
buying, presentation.
although
users may
encounter
them
synchronou
sly. Hence,
this study
explores the
impact of
parasocial
relationship
s
-

CHAPTER - III
RESEARCH METHODOLOGY
3.1 Research Objectives

1. To identify the most effective social media platforms for marketing personal care
products and their impact on consumer preferences and purchase intentions.

2. To examine the role and impact of e-commerce (Amazon, Flipkart, Meesho,

Myntra) platforms in facilitating consumer engagement and purchase behaviour for
personal care products.

3. To analyse the influence of social media marketing on consumer purchasing

decisions and impulse buying within the personal care industry.

4. To examine how social media and e-commerce integration affect Consumer

perception in the personal care industry.

3.2 Research Methodology

Research methodology refers to the systematic process of planning, executing, the

investigate phenomena. It involves the techniques, procedures, and tools used to
gather and analyse data in a structured and rigorous manner. Research methodology is
crucial for ensuring that research is conducted in a valid, reliable, and ethical manner,
and it provides a framework for drawing meaningful conclusions.

3.3 Research Design

Research design is the framework of research methods and techniques chosen by a

researcher to conduct a study. The design allows researchers to sharpen the research
methods suitable for the subject matter and set up their studies for success.

Experimental design

This type of research design looks at a problem scientifically by establishing a

clear cause and effect of every event. It also tries to understand the impact of the
 independent variable on the dependable variable.

Descriptive design

Descriptive design is a theory-based research method describing the research’s

primary subject matter. This type of research design uses data collection
techniques like natural observation, case studies, and surveys to derive results.

Quantitative research design

Quantitative research design aims at finding answers to who, what, where, how,
and when through the course of research. Moreover, the outcome of the
quantitative analysis is easy to represent in the form of statistics, graphs, charts,
and numbers.

Selected Research Design : Experimental Research Design

Sources of data :

Primary data has been collected by online survey and questionnaire of all age
group respondents

Data Collection Methods :

Data has been collected using structured questionnaire through survey and
questionnaire and personal interview methods

Sampling Methods :

Random Convenient Sampling Method has been used to collect sample of 70

respondents.

Sample Size :

This Study has aimed at 70 respondents from the random population

Percentages analysis, graphical representation, Pie Charts with help of computer
tabulation of the statistical package

Sources of data Random People

Data Collection Methods By Survey (Questionnaire)
Sampling Method Random Convenient sampling from
random people
Sample Size 70 respondents by survey method
Statistical Tools Percentage analysis, Pie charts
 CHAPTER- IV
DATA ANALYSIS AND
INTERPRETATION
4. Introduction

This Chapter is all about the collection, analyse and interpretation of data of
the survey conducted on 70 respondents and individuals randomly. The first
section is all about the introduction of social and demographic information of
respondents. And the second part is all about the interpretation of answers
given by respondents on the basis of their purchasing behaviour regarding
personal care products and the impact of social media and E-Commerce on
their buying behaviour of their personal care needs

4.1 Socio-Demographic Information

Socio-demographic information collected from respondents which includes

age, gender, educational qualifications, occupation and monthly income.

4.1.1 Age
Cumulative
Frequency Percent Valid Percent Percent
Valid 18 to 24 54 77.1 77.1 77.1
25 to 30 3 4.3 4.3 81.4
Below 18 13 18.6 18.6 100.0
Total 70 100.0 100.0

Table 4.1.1

Fig 4.1.1
Interpretation :

The maximum Respondents are from age group 18 to 24 years that is 77.1 percent,
then 18.6 percent of respondents are from age group below 18

4.1.2 Gender

Cumulative
Frequency Percent Valid Percent Percent
Valid Female 13 18.6 18.6 18.6
Male 57 81.4 81.4 100.0
Total 70 100.0 100.0

Table 4.1.2

Fig 4.1.2

Interpretation :

Among all respondents 81.4 percent are males and 18.6 percent are females
The number of male respondents are is highest.
4.1.3 Educational Qualification

Cumulative
Frequency Percent Valid Percent Percent
Valid Bachelor's Degree 43 61.4 61.4 61.4
High School 3 4.3 4.3 65.7
Intermediate 24 34.3 34.3 100.0
Total 70 100.0 100.0
Table 4.1.3

Fig 4.1.3
Interpretation :

61.4 percent of respondents are pursuing their bachelor’s degree, 34.3 percent are
from intermediate and 4.3 percent are done their High School
4.1.4 Occupation

Cumulative
Frequency Percent Valid Percent Percent
Valid Employed 2 2.9 2.9 2.9
Student 68 97.1 97.1 100.0
Total 70 100.0 100.0

Table 4.1.4

Fig 4.1.4

Interpretation :

The major number of respondents are students that is 97.1 percent and only 2.9
percent are employed.
4.1.5 Monthly Income

Valid Cumulative
Frequency Percent Percent Percent
Valid 10000 to 50000 5 7.1 7.1 7.1
50000 to 100000 1 1.4 1.4 8.6
Below 10000 6 8.6 8.6 17.1
Nil 58 82.9 82.9 100.0
Total 70 100.0 100.0

Table 4.1.5

Fig 4.1.5

Interpretation :

The 82,9 percent respondents have no income and 8.6 percent respondents are income
lower than 10000 pm and 7.1 % respondents are income between 10000
4.2 Survey on Impact of social media marketing and e-commerce on
consumer buying behaviour in personal care industry

4.2.1 Which Social Media You use The Most

Cumulative
Frequency Percent Valid Percent Percent
Valid Facebook 2 2.9 2.9 2.9
Instagram 36 51.4 51.4 54.3
Telegram 1 1.4 1.4 55.7
Whatsapp 31 44.3 44.3 100.0
Total 70 100.0 100.0

Table 4.2.1

Fig 4.2.1

Interpretation :

51.4 % of respondents says Instagram are the most used social media apps
44.3 % of respondents use whatsapp and only 2.9 % of respondents use facebook
4.2.2 I frequently discover new personal care products on social
media apps

Cumulative
Frequency Percent Valid Percent Percent
Valid Agree 33 47.1 47.1 47.1
Disagree 5 7.1 7.1 54.3
Neutral 17 24.3 24.3 78.6
Strongly Agree 11 15.7 15.7 94.3
Strongly Disagree 4 5.7 5.7 100.0
Total 70 100.0 100.0

Table 4.2.2

Fig 4.2.2

Interpretation :

47.1 % agreed that they frequently discovered new products on social media
platforms whereas 24.3 % people says they Are having neutral behaviour on this,
While 15.7 % respondents strongly agreed and 7.1 % are absolutely disagreed
4.2.3 I trust recommendations and advertisements of personal care
products i see on social media apps

Cumulative
Frequency Percent Valid Percent Percent
Valid Agree 27 38.6 38.6 38.6
Disagree 9 12.9 12.9 51.4
Neutral 21 30.0 30.0 81.4
Strongly Agree 12 17.1 17.1 98.6
Strongly Disagree 1 1.4 1.4 100.0
Total 70 100.0 100.0

Table 4.2.3

Fig 4.2.3

Interpretation :

Among 70 respondents, 38.6 % agree that they trust the recommendations and
advertisements they see on social media and 30 % are neutral on this subject
4.2.4 I find personal care products' advertisement on social media
apps relevant to my interests and needs

Cumulative
Frequency Percent Valid Percent Percent
Valid Agree 29 41.4 41.4 41.4
Disagree 7 10.0 10.0 51.4
Neutral 22 31.4 31.4 82.9
Strongly Agree 12 17.1 17.1 100.0
Total 70 100.0 100.0

Table 4.2.4

Fig 4.2.4

Interpretation :

41.4 % respondents agreed that they find social media advertisements are relevant to
their needs and interests whereas 31.4 % are neutral on this subject
4.2.5 Social media play a important and significance role in shaping
my preferences towards personal care products

Cumulative
Frequency Percent Valid Percent Percent
Valid Agree 29 41.4 41.4 41.4
Disagree 5 7.1 7.1 48.6
Neutral 21 30.0 30.0 78.6
Strongly Agree 14 20.0 20.0 98.6
Strongly Disagree 1 1.4 1.4 100.0
Total 70 100.0 100.0

Table 4.2.5

Fig 4.2.5

Interpretation :

41.4 % agree that social media play a significant role in shaping their preferences
towards personal care products while 30 % are neutral
4.2.6 Which E-Commerce platform you uses the most

Cumulative
Frequency Percent Valid Percent Percent
Valid Ajio 2 2.9 2.9 2.9
Amazon 28 40.0 40.0 42.9
Flipkart 27 38.6 38.6 81.4
Meesho 8 11.4 11.4 92.9
Myntra 3 4.3 4.3 97.1
Snapdeal 2 2.9 2.9 100.0
Total 70 100.0 100.0

Table 4.2.6

Fig 4.2.6

Interpretation :

Amazon is the most preferred and used E-Commerce platforms choosen by 40 % of

respondents and flipkart is second preferred option selected by 38.6 % of people
4.2.7 I find it convenient to purchase personal care products from e-
commerce platforms like Amazon, Flipkart, Myntra, Meesho.

Cumulative
Frequency Percent Valid Percent Percent
Valid Agree 32 45.7 45.7 45.7
Disagree 2 2.9 2.9 48.6
Neutral 16 22.9 22.9 71.4
Strongly Agree 18 25.7 25.7 97.1
Strongly Disagree 2 2.9 2.9 100.0
Total 70 100.0 100.0

Table 4.2.7

Fig 4.2.7

Interpretation :

45.7 % agreed that they find convenient to purchase personal acre products from e-
commerce and 25.7 % strongly agree on this.
4.2.8 I trust the quality of personal care products sold on e-commerce
platforms like Meesho, Flipkart, Amazon

Cumulative
Frequency Percent Valid Percent Percent
Valid Agree 35 50.0 50.0 50.0
Disagree 2 2.9 2.9 52.9
Neutral 22 31.4 31.4 84.3
Strongly Agree 9 12.9 12.9 97.1
Strongly Disagree 2 2.9 2.9 100.0
Total 70 100.0 100.0
Table 4.2.8

Fig 4.2.8

Interpretation :

50 % of respondents agreed that they trust the quality of products they purchased
from E-Commerce platforms while 31.4 % are neutral on this subject
4.2.9 I often explore new personal care products on e-commerce
platforms like Amazon, Flipkart

Cumulative
Frequency Percent Valid Percent Percent
Valid Agree 25 35.7 35.7 35.7
Disagree 8 11.4 11.4 47.1
Neutral 23 32.9 32.9 80.0
Strongly Agree 11 15.7 15.7 95.7
Strongly Disagree 3 4.3 4.3 100.0
Total 70 100.0 100.0

Table 4.2.9

Fig 4.2.9

Interpretation :

35.7 % respondents are agreed that they explore new personal acre products on e-
commerce platforms while 32.9 % are neutral on this subject
4.2,10 E-Commerce platforms have become my preferred method for
buying personal care products over traditional bricks-and-mortar
stores

Cumulative
Frequency Percent Valid Percent Percent
Valid Agree 25 35.7 35.7 35.7
Disagree 10 14.3 14.3 50.0
Neutral 19 27.1 27.1 77.1
Strongly Agree 11 15.7 15.7 92.9
Strongly Disagree 5 7.1 7.1 100.0
Total 70 100.0 100.0

Table 4.2.10

Fig 4.2.10

Interpretation :

35.7 % agreed that they preferred E-Commerce platforms instead of traditional

stores While 27.1 % are neutral on this.
4.2.11 Social media advertisements for personal care products catch
my attention easily

Cumulative
Frequency Percent Valid Percent Percent
Valid Agree 28 40.0 40.0 40.0
Disagree 6 8.6 8.6 48.6
Neutral 25 35.7 35.7 84.3
Strongly Agree 10 14.3 14.3 98.6
Strongly Disagree 1 1.4 1.4 100.0
Total 70 100.0 100.0

Table 4.2.11

Fig 4.2.11
Interpretation :

40 % people says that social media ads catch their attention easily while 35.7 % says
they are neutral
4.2.12 Do you think social media influencers and celebrities impact
your purchasing decisions

Cumulative
Frequency Percent Valid Percent Percent
Valid Agree 34 48.6 48.6 48.6
Disagree 9 12.9 12.9 61.4
Neutral 13 18.6 18.6 80.0
Strongly Agree 11 15.7 15.7 95.7
Strongly Disagree 3 4.3 4.3 100.0
Total 70 100.0 100.0

Table 4.2.12

Fig 4.2.12

Interpretation :

48.6 % respondents are agreed that social media influencers impact their purchasing
and buying decisions
4.2.13 I trust the recommendations and reviews of personal care
products shared on social media

Cumulative
Frequency Percent Valid Percent Percent
Valid Agree 35 50.0 50.0 50.0
Disagree 4 5.7 5.7 55.7
Neutral 18 25.7 25.7 81.4
Strongly Agree 12 17.1 17.1 98.6
Strongly Disagree 1 1.4 1.4 100.0
Total 70 100.0 100.0

Table 4.2.13

Fig 4.2.13

Interpretation :

Around 50 % of respondents trust recommendations and reviews on social media

4.2.14 Social media marketing has influenced me to try new personal
care products

Cumulative
Frequency Percent Valid Percent Percent
Valid Agree 33 47.1 47.1 47.1
Disagree 7 10.0 10.0 57.1
Neutral 21 30.0 30.0 87.1
Strongly Agree 8 11.4 11.4 98.6
Strongly Disagree 1 1.4 1.4 100.0
Total 70 100.0 100.0

Table 4.2.14

Fig 4.2.14

Interpretation :

47.1 % of respondents are influenced by social media marketing to try new personal
care products while 30 % of respondents are neutral
4.2.15 I feel compelled or forced to buy personal care products after
seeing them advertised on social media

Cumulative
Frequency Percent Valid Percent Percent
Valid Agree 18 25.7 25.7 25.7
Disagree 14 20.0 20.0 45.7
Neutral 24 34.3 34.3 80.0
Strongly Agree 9 12.9 12.9 92.9
Strongly Disagree 5 7.1 7.1 100.0
Total 70 100.0 100.0

Table 4.2.15

Fig 4.2.15
Interpretation :

34.3 % are neutral they don’t agree not disagree that they forced to buy products after
see on social media while 25.7 % of respondents are agreed on this.
4.2.16 Do you think E-Commerce platforms like Amazon, Flipkart,
Meesho, Myntra led me to impulse buying

Cumulative
Frequency Percent Valid Percent Percent
Valid Agree 25 35.7 35.7 35.7
Disagree 11 15.7 15.7 51.4
Neutral 17 24.3 24.3 75.7
Strongly Agree 12 17.1 17.1 92.9
Strongly Disagree 5 7.1 7.1 100.0
Total 70 100.0 100.0

Table 4.2.16

Fig 4.2.16

Interpretation :

35.7 % of respondents feels that E-Commerce platforms led them to impulse buying
some products and 24.3 % people are neutral on this.
4.2.17 The integration of social media and e-commerce enhances
my overall shopping experiences for personal care products

Cumulative
Frequency Percent Valid Percent Percent
Valid Agree 31 44.3 44.3 44.3
Disagree 4 5.7 5.7 50.0
Neutral 23 32.9 32.9 82.9
Strongly Agree 12 17.1 17.1 100.0
Total 70 100.0 100.0

Table 4.2.17

Fig 4.2.17

Interpretation :

44.3 % respondents believed that integration of social media and E-Commerec

platforms enhance their overall shopping experiences and 32.9 % of people are
neutral on this.
4.2.18 Social media platforms with e-commerce integration provide
valuable information about personal care products that influence
my perception positively

Cumulative
Frequency Percent Valid Percent Percent
Valid Agree 32 45.7 45.7 45.7
Disagree 3 4.3 4.3 50.0
Neutral 19 27.1 27.1 77.1
Strongly Agree 16 22.9 22.9 100.0
Total 70 100.0 100.0

Table 4.2.18

Fig 4.2.18

Interpretation :

45.7 % of respondents believed that integration of social media and E-Commerce

provide valuable information about personal care products and also influence their
perception
4.2.19 I am more likely to trust personal care products
recommendations and ads on social media platforms withy e-
commerce integration

Cumulative
Frequency Percent Valid Percent Percent
Valid Agree 27 38.6 38.6 38.6
Disagree 6 8.6 8.6 47.1
Neutral 22 31.4 31.4 78.6
Strongly Agree 14 20.0 20.0 98.6
Strongly Disagree 1 1.4 1.4 100.0
Total 70 100.0 100.0

Table 4.2.19

Fig 4.2.19

Interpretation :

38.6 % of respondents trust on personal care products recommendations and ads on

social media and E-Commerce.
4.2.20 I perceive personal care brands with a strong presence on
social media platforms integrated with e-commerce as more innovate
and customer-centric

Cumulative
Frequency Percent Valid Percent Percent
Valid Agree 38 54.3 54.3 54.3
Disagree 2 2.9 2.9 57.1
Neutral 17 24.3 24.3 81.4
Strongly Agree 12 17.1 17.1 98.6
Strongly Disagree 1 1.4 1.4 100.0
Total 70 100.0 100.0

Table 4.2.20

Fig 4.2.20

Interpretation :

54.2 % of respondents perceive that integration of social media and e-commerce are
more customer centric.
 CHAPTER - V
RESEARCH FINDINGS
 RESEARCH FINDINGS

 The majority of respondents are of age group 18 to 24 years

 Maximum of respondents are students
 Maximum respondents are males i.e. 81.4 percent
 Maximum number of respondents has no income they depends upon their
parents for their monetary needs

 Instagram is most preferred and used social media application

 Maximum number of respondents trust the recommendations and
advertisements on social media and also discover new personal care products
 A significant number of respondents say they find social media Ads relevant
to their needs
 Amazon and Flipkart are the most preferred E-Commerce Platforms by the
respondents.
 Most number of respondents trust the quality of products received by E-
Commerce Platforms and they find convenient to purchase products from E-
Commerce platforms
 A significant number of respondents choose E-Commerce platforms over
traditional or conventional stores and shops.
 Maximum numbers of respondents influenced by social media advertisements
easily.
 Social media influencers and celebrities play a significant role in purchasing
decisions of respondents and respondents are impacted by these influencers.
 Maximum number of respondents has influenced by social media to try new
personal care products and social media impacted their personal care needs.
 Most of respondents does not found that they are forced or compelled to buy
products they see on social media.
 A significant number of respondents feels that E-Commerce platforms led
them to impulse buying some products
 44.3 % respondents believed that integration of social media and E-Commerce
platforms enhance their overall shopping experiences
 45.7 % of respondents believed that integration of social media and E-
Commerce provide valuable information about personal care products and
also influence their perception regarding products related to their personal
care needs.
 A significant number of respondents trust on personal care products
recommendations and advertisements they see on social media and E-
Commerce platforms.
 54.2 % of respondents perceive that integration of social media and e-
commerce are more customer centric.
 LIMITATIONS

 During the collection of data, there is insufficient time, So, It is hard to

collect the enough data for the research

 Respondents does not give honest answers there is some misrepresentation of

some information given by respondents
CONCLUSION
 CONCLUSION

In conclusion, this research underscores the profound influence of social media

marketing and e-commerce on consumer buying behavior within the personal care
industry. Through an in-depth exploration of various facets including consumer
preferences, trends, and purchasing patterns, it becomes evident that these digital
platforms have revolutionized the way consumers engage with and purchase personal
care products. As businesses continue to adapt and capitalize on these technological
advancements, understanding and leveraging the dynamics of social media marketing
and e-commerce are paramount for sustained success in meeting consumer demands
and driving growth within the personal care sector.

Firstly, social media marketing has emerged as a powerful avenue for brands to
establish and nurture relationships with consumers, fostering engagement, trust, and
loyalty. The interactive nature of platforms like Instagram, Facebook, and YouTube
enables brands to showcase their products, share authentic user-generated content, and
solicit feedback directly from their target audience. Moreover, the viral potential of
social media campaigns can exponentially amplify brand visibility and influence
consumer perceptions.

Secondly, the proliferation of e-commerce platforms has democratized access to

personal care products, offering consumers unparalleled convenience, variety, and
flexibility in their purchasing journey. The ease of browsing, comparing prices, and
reading reviews online empowers consumers to make informed decisions tailored to
their individual needs and preferences. Furthermore, the advent of mobile shopping
and seamless payment gateways has facilitated impulse purchases and accelerated the
conversion process.

the profound impact of social media marketing and e-commerce on consumer buying
behavior in the personal care industry is undeniable. As technological advancements
continue to reshape the dynamics of consumer-brand interactions, businesses must
remain agile and proactive in harnessing the potential of these digital platforms to not
only drive sales but also foster meaningful connections and deliver values.
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APPENDIX
1. Name

2. Age
 Below 18
 18 to 24
 25 to 30
 30 or above

3. Gender
 Male
 Female

4. Educational Qualification
 High School
 Intermediate
 Bachelor’s Degree
 Post Graduate

5. Occupation
 Student
 Unemployed
 Employed
 Self – employed

6. Monthly Income
 Nil
 Below 10000
 10000 to 50000
 50000 to 100000
 1000000 or above

7. Which social media application you uses the most

 Facebook
 Instagram
 Whatsapp
 Telegram

8. I frequently discover new personal care products through social media

platforms like Facebook, Instagram, Whatsapp.
 Strongly Disagree
 Disagree
 Neutral
 Agree
 Strongly Agree
9. I trust personal care product recommendations and advertisements I see on
social media platforms.
 Strongly Disagree
 Disagree
 Neutral
 Agree
 Strongly Agree
10. I find personal care product advertisements on social media platforms
relevant to my interests and needs.
 Strongly Disagree
 Disagree
 Neutral
 Agree
 Strongly Agree

11. Social media platforms play a significant role in shaping my preferences for
personal care brands or Products
 Strongly Disagree
 Disagree
 Neutral
 Agree
 Strongly Agree

12. Which E-Commerce Platforms You Uses the most?

 Amazon
 Flipkart
 Meesho
 Myntra
 Ajio
 Snapdeal

13. I find it convenient to purchase personal care products from e-commerce

platforms like Amazon, Flipkart, Myntra, Meesho.
 Strongly Disagree
 Disagree
 Neutral
 Agree
 Strongly Agree

14. I trust the quality of personal care products sold on e-commerce platforms
like Meesho, Flipkart, Amazon
 Strongly Disagree
 Disagree
 Neutral
 Agree
 Strongly Agree
15. I often explore new personal care products on e-commerce platforms like
Amazon or Flipkart.
 Strongly Disagree
 Disagree
 Neutral
 Agree
 Strongly Agree

16. E-commerce platforms have become my preferred method for buying

personal care products over traditional brick-and-mortar stores
 Strongly Disagree
 Disagree
 Neutral
 Agree
 Strongly Agree

17. Social media advertisements for personal care products catch my attention
easily.
 Strongly Disagree
 Disagree
 Neutral
 Agree
 Strongly Agree

18. Do You Think Social Media Influencers and Celebrities impact your
purchasing decisions
 Strongly Disagree
 Disagree
 Neutral
 Agree
 Strongly Agree

19. I trust the recommendations and reviews of personal care products shared on
social media.
 Strongly Disagree
 Disagree
 Neutral
 Agree
 Strongly Agree

20. Social media marketing has influenced me to try new personal care products.
 Strongly Disagree
 Disagree
 Neutral
 Agree
 Strongly Agree
21. I feel compelled or forced to buy personal care products after seeing them
advertised on social media.
 Strongly Disagree
 Disagree
 Neutral
 Agree
 Strongly Agree

22. Do You Think E-Commerce Platforms like Amazon, Flipkart, Meesho,

Myntra etc. led me to impulse buying( purchasing products without planning
or buying products at a moment)
 Strongly Disagree
 Disagree
 Neutral
 Agree
 Strongly Agree

23. The integration of social media and e-commerce enhances my overall

shopping experience for personal care products.
 Strongly Disagree
 Disagree
 Neutral
 Agree
 Strongly Agree

24. Social media platforms with e-commerce integration provide valuable

information about personal care products (e.g., reviews, product details) that
influence my perception positively.
 Strongly Disagree
 Disagree
 Neutral
 Agree
 Strongly Agree

25. I am more likely to trust personal care product recommendations and

advertisements on social media platforms with e-commerce integration.
 Strongly Disagree
 Disagree
 Neutral
 Agree
 Strongly Agree
26. I perceive personal care brands with a strong presence on social media
platforms integrated with e-commerce as more innovative and customer-
centric.
 Strongly Disagree
 Disagree
 Neutral
 Agree
 Strongly Agree
PROJECT GUIDE COMMENTS
WITH SIGNATURE
 PROJECT GUIDE COMMENTS WITH
SIGNATURE

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DATE: (Name & Signature of

Guide)