A STUDY ON SOCIAL MEDIA AND ITS INFLUENCE ON WOMEN COSMETIC PRODUCTS WITH SPECIAL REFERENCE TO THE CITY OF COIMBATORE

Ms.SHENBAGAM KANNAPPAN

Volume : V, Issue : X, October - 2016

A STUDY ON SOCIAL MEDIA AND ITS INFLUENCE ON WOMEN COSMETIC PRODUCTS WITH SPECIAL REFERENCE TO THE CITY OF COIMBATORE

Ms. Shenbagam Kannappan

Abstract :

Social Media, today, is among the ‘best opportunities available‘ to a and for connecting with prospective consumers. Social media is the medium to socialize. These new media win the trust of consumers by connecting with them at a deeper level. Social media marketing is the new mantra for several ands since early last year. By creating advertisements with unrealistic images of beauty, it has resulted in anxiety, low self-esteem, and low self-con�dence in many women. Most of these negative emotions stems from unhappiness among body and appearance. Less research has been performed relating to cosmetics and how this can have an in�uence on women, and how women can use cosmetics to manipulate their appearance. The purpose of this paper is to study the effectiveness of social media on women consuming cosmetic products in Coimbatore city. The sample size for this study is 80 who are selected using convenient sampling method. The research clearly states the types of social media sites being used by the marketers to sell their products and the availability of an array of cosmetic products through social media. The demographic in�uence is studied with regard to the awareness level and satisfaction level. The reliability for the questionnaire has attained a Cronbach alpha value of .811. This research will be useful for the marketers to improve their cosmetic business through the valuable suggestions.