Influence of Social Media on Women Buying Behaviour towards the Cosmetic Products With Reference to Chennai City

The rapid growth of social media platforms has significantly changed
consumer purchasing patterns, especially in the beauty and cosmetic
industry. This study examines how social media influences women’s
buying behaviour towards cosmetic products in Chennai city. Today,
women are highly exposed to advertisements, influencers, reviews,
and peer opinions through platforms like Instagram, YouTube and
Facebook. These platforms not only create awareness but also shape
brand perception and trust. The study analyses how online
engagement, influencer credibility, product reviews and promotional
content affect purchase decisions. A structured questionnaire
method was used to collect responses from women consumers in
Chennai. The findings indicate that social media plays a major role
in product discovery, brand preference and impulse buying
behaviour. The study concludes that social media marketing hasbecome more powerful than traditional marketing in influencing
cosmetic purchase decisions among women.
Keywords : Social Media, Buying Behaviour, Cosmetic Products,
Influencers, Online Reviews, Brand Trust, Impulse Buying, Chennai
City.
1. Introduction