The Influence of Social Media Marketing on Consumers’ Intention to Purchase Beauty and Personal Care Products

1. SUMMARY OF PROPOSED PROJECT

The past decade has seen the meteoric rise of social media.This has resulted in the emergence of new online communities, improved forums for exchanging ideas and opinions, and a wealth of original content produced by regular Internet users (Młodkowska, 2019; Tankovska, 2021). As a result of this trend, social media platforms like Instagram, Facebook, and Twitter have amassed over 4 billion combined monthly active users (Statista, 2021b). Via these mediums, users can meet and make friends with other people from all over the world, as well as learn about and discuss current events, solve problems, and promote their own products and services (Chen & Dermawan, 2020). Social media content spreads rapidly and widely (Simi et al., 2019). Marketers may reach a far wider audience and spread the word about their brands, products, and services thanks to this viral quality, which creates the optimal situation for doing so in a number of active communities (Voramontri & Klieb, 2019).

Additionally, social media enables consumers to access product information, reviews, and recommendations, which can also influence their purchasing decisions (Chin et al., 2018). Utilizing social media for marketing can greatly impact the intention of consumers to purchase beauty and personal care products through increased brand awareness, trust, and access to product information (El-zoghby, Elsamadicy, & Negm, 2021). This proposed research can help marketing firms and beauty and self-care care product companies to understand the impact of social media marketing on consumer purchasing behaviour and help them to develop more effective marketing strategies to increase consumer purchase intentions.

2. BACKGROUND

Social media has changed consumer behaviour in recent years. Consumers use Facebook, Instagram, and Twitter to research items, read reviews, and interact with brands (Bhatnagar, 2016). More information and control over the buying process have empowered customers. Recent study shows that social media affects consumer behaviour in numerous ways:

• Purchase Decision: Consumers' final buying decisions are now heavily impacted by consumers' use of social media (Murphy & Kilgour, 2018). GlobalWebIndex revealed that 54% of social media users research products and 71% are more likely to buy after seeing positive reviews (Barysevich, 2020).
• Brand awareness: The ability of a consumer to identify and recall a particular brand within a certain market is known as "brand awareness." For a consumer to believe that a product is unique within a category, they must be under the constant delusion that they are learning about the brand for the first time. There are four levels of brand awareness: oblivious, familiar, recalled, and prominent. The most basic degree of brand awareness is brand recognition (aided recall). Unaided brand recall is the next level, in which consumers can recall the brand without any prompting. Measuring brand awareness without outside help is more challenging. Brand recognition can be aided by the use of posters, videos, advertising, banners, and social media. Top-of-mind refers to a newly introduced brand in organic brand awareness (conscious top of mind). Popular brands are the ones that consumers think of first (Tritama & Tarigan, 2016).
• Customer interaction: Businesses may use social media to quickly respond to client inquiries, which boosts customer satisfaction and loyalty. Businesses can utilise social media to provide help, respond to inquiries, and handle complaints from customers (Liu, Bao, & Zheng, 2019).
• Influencer marketing: The importance of advertising through influential users has increased in recent years. Businesses may reach more people and establish more trust in their products by forming partnerships with influential users on social media (Hsu, & Lu, 2018). Overall, social media has had a significant impact on consumer behaviour, and it is now widely regarded as an essential tool for businesses to learn about the wants and requirements of their ideal clients and approach them more directly.

The fields of cosmetics and personal hygiene are in a state of continuous development, with new practises, products, and fashions appearing on a regular basis. Because of the wide and varied audience that can be reached through social media advertising and content, it has become an increasingly crucial marketing strategy for businesses in this sector in recent years (Gani et al., 2022). Despite this, knowledge of social media's impact on customers' decisions in the beauty and personal care industries is limited. The purpose of this study is to examine the impact of cosmetics and toiletry advertisements on consumers' propensity to make purchases online. To further understand what motivates consumers to buy these products, this study will use the TPB as its guiding theory (Ajzen, 1991). According to the TPB, three factors—attitude one's towards the conduct in question, the normative norms surrounding the activity, and one's impression of their own control over the behavior—influence one's actual behaviour. The topic at hand is the shopper's propensity to spend money on cosmetics and toiletries (Liu, Bao & Zheng, 2019).

2.1 RESEARCH QUESTIONS

1. What is the impact of social media marketing on consumers' attitude towards beauty and personal care products?
2. What role does perceive societal expectations play in shaping consumers' desire to buy beauty and personal care products via social media marketing?
3. To what extent does perceive behavioural control influence consumers' decision to buy beauty and personal care products through social media marketing?

2.2 SIGNIFICANCE OF THE RESEARCH

In today's tech-driven world, understanding how social media advertising affects consumers' propensity to buy cosmetics and toiletries is crucial. Companies in the beauty and personal care business must grasp how social media marketing affects customer decision-making as social media platforms become more influential. First, this study will illuminate beauty and personal care consumer behaviour (Majumder, Giri, & Gangopadhyay, 2023). This study will provide light on how social media marketing influences customers' decisions to purchase cosmetics and personal care items. This insight will help beauty and personal care companies understand consumer preferences, motivations, and behaviours and customise their marketing efforts (Lakmal et al., 2019). Second, this research will help beauty and personal care companies use social media marketing to impact consumer behaviour. Beauty and personal care companies can gain a competitive edge by using social media to engage consumers and influence their purchase decisions (Henriques & Patnaik, 2021). This data can help marketers create more targeted and effective social media marketing strategies, increasing customer engagement, brand awareness, and sales.

2.3 SCOPE AND LIMITATIONS

The purpose of this study is to investigate how advertising, promotions, and brand presence across social media channels affect consumers' propensity to buy cosmetics and personal care items. The study's scope also includes investigating the moderating or mediating effects of demographic variables such as age, gender, ethnic background, and use of social media patterns on the relation between social media advertising and consumers' propensity to buy cosmetics and toiletries (Binwani & Ho, 2019). Primary data, in the form of surveys or interviews, will be gathered from the study's intended demographic of beauty and personal care industry consumers. Self-reporting biases, small sample sizes, geographical restrictions, and the ever-changing social media landscape and business climate are all potential obstacles that could reduce the generalizability of the results (Zhouyan, Yingpei, & Lu, 2020). Despite these limitations, the study will add to the field's body of knowledge and offer valuable insights for the beauty and personal care industries (Hassan et al., 2021).

2.4 CONCEPTUAL DEFINITIONS

3. RESEARCH GAPS

Through numerous research efforts were carried out in studying influence of personal care associated with social media marketing to purchase intentions, there were significant limitations as listed above such as poor study design, limited sample size and geographical region, and limitations in the scope of the study as well as poor sample selection techniques, limited population segment (Nguyen et al., 2021). Many studies also were limited to certain specific regions like India, Spain, Italy, Indonesia, Thailand and Egypt, it will be beneficial to conduct further research on a global scale to generalize the results (Kartawinata, n.a.). Some studies also focus on certain aspects like sustainability concerns, and ignored the core marketing themes (Malik & Kaur, 2022). Brand related context also has been highly ignored in the previous studies. The focus of using TPB model was very exclusive in existing literature. The TPB model can be enhanced by combining the theories of other related models and improved (Ma et al., 2020).

There is a lack of studies examining how social media marketing affects consumers' intentions to buy cosmetics and other personal care items, despite the expanding literature on the topic. Despite studies on social media marketing's effects on brand awareness, attitude, and purchase intention, there is little study on how it affects customers' intention to buy beauty and personal care items (Murphy, & Kilgour, 2018). Furthermore, the beauty and personal care product category has received very little attention in the current literature; instead, more attention has been paid to more broad categories of consumer products (Nguyen et al., 2021). Therefore, there is a need for more investigation to address this research vacuum and provide significant insights into the influence of social media marketing on consumers' desire to purchase beauty and personal care products.

4. OBJECTIVES

1. The goal of this research is to assess the value of using social media to promote beauty and hygiene products.

1. Evaluating the effect of social media marketing on consumers' attitudes towards these products.
2. Analyzing the role that subjective norms play in shaping consumers' intention to buy through social media marketing.
3. Determining the extent to which perceived behavioral control affects consumers' purchasing decisions through social media marketing.
4. To determine the most impactful elements of social media marketing on consumers' desire to buy beauty and self-care products.
5. To study the impact of demographic and socio-economic factors, such as age, gender, income, education, culture, occupation, and location, on consumers' intention to purchase beauty and self-care products, as shaped by social media marketing.
6. To develop recommendations for beauty and personal care firms on how to leverage social media marketing to increase consumers' likelihood of buying their products.

5. METHODOLOGY

5.1 THEORETICAL FRAMEWORK

Ajzen's (1991), Theory of Planned action (TPB) is a social cognitive model employed in social psychology to provide an explanation for the seeming complexities of human action in terms of deliberate choice. This theory proposes that intention is the best candidate for the role of predictive variable. The goal, which reflects the reasons and cognitive planning behind the conduct, is defined by three fundamental cognitive elements: subjective norm, attitude, and perceived behavioural control. One's capacity for deliberate control over perceptual actions is typically directly related to one's subjective norm and attitude towards conduct.

TPB investigates ideas related to consumer behaviour. TPB investigates the interplay between social context, attitude, and sense of agency. It examines the effect that these variables have on a person's decision to engage in a certain behaviour and their subsequent behaviour. In the context of social media marketing, TPB can be used to investigate the effects of consumers' preexisting beliefs and attitudes towards a brand or product, as well as their perceptions of the brand's social norms and the perceived ease or difficulty of obtaining the product, on their intentions to engage with the brand on social media and make a purchase. This theory can help us understand how customers decide what they think of a brand, how much social pressure they feel to conform, and how simple or complicated they think it is to get their hands on that brand (Ma et al., 2020). 

The Theory of Planned Behavior, sometimes known as TPB, is a well-known theoretical model in the field of social psychology that analyses people's intentions towards their behaviour. It has found several uses in many aspects of human existence (Bashir et al., 2019). Attitude towards the activity, subjective norms associated to the behavior, and the impression of behavioural control are all factors that the TPB says impact an individual's intention towards a certain behaviour. Numerous studies have expanded and refined the TPB idea, and it has even found a home in the beauty and personal care sector.

According to the TPB, a consumer's actions are influenced by their perspective on the action, the social norms around the action, and the degree to which they feel in control of the action (Rameez & Kulathunga, 2019). The desired behaviour in this case is the purchase of cosmetics and personal care items, and the factors that influence this behaviour are the consumer's attitude towards the products, the consumer's sense of social pressure to purchase, and the consumer's sense of agency in making the purchase decision (Olsson, Huck & Friman, 2018). During the past few decades, social psychologists have presented a variety of models in an effort to better anticipate and understand human behaviours (Zhang et al., 2015). The TPB is a popular model because its predictions about human behaviour are commonly acknowledged as being accurate.

5.2 CONCEPTUAL FRAMEWORK

Three factors—subjective norms, perceived behavioural control, and attitudes towards the behaviour in question—combine to generate behavioural intents, as proposed by the TPB (Ajzen, 1991). The hypothesis is illustrated conceptually in Figure 1. To have a "attitude" towards a certain action is to have a "opinion or appraisal of the action that is either positive or negative." Attitudes consist of three primary parts: feelings, thoughts, and deeds. Affect is the first part. The customer's emotional reaction to the goods is at the heart of this factor. Cognition is the second part. This part is the consumer's preconceived notions or information about the product. The final part is made up of actions. The propensity to choose a particular course of action in relation to one's perspective on the product is the focus of this factor. The "perceived peer pressure to perform or not carry out the behaviour" is an example of a subjective standard. In the end, we look at people's "perceived behavioural control," or how much they think they can influence their own actions. So, a person's obvious intent to engage in a behaviour is more likely if they have a high level of confidence in their capacity to manage their behaviour. On the other hand, the concept of "behavioural intention" describes an individual's preparedness to do the behaviour in question, with the underlying premise that this preparedness must exist prior to the action being taken (Ajzen, 1991).

5.3 PROPOSED RESEARCH METHOD

According to the TPB empirical study model, consumer behaviour is influenced by three factors: the consumer's attitude towards the behaviour, the social norms around the behaviour, and the consumer's impression of control over the behaviour (Ajzen, 1991). Numerous academic fields—from psychology and sociology to business and advertising—can benefit from the TPB's theoretical framework.

The TPB model's predictions are often checked through quantitative research methods. Most quantitative studies rely on surveys and experiments to acquire data (Apuke, 2017). Attitudes, social norms, and perceived control over behaviour are gathered through surveys, and their effects on behaviour are tested through studies. The purpose of this survey-based study is to learn how clients feel about a new cosmetics and personal care product, if they feel social pressure to acquire the product, and how much control they believe they have over their purchasing decision (Ponto, 2015).

Data Collection

Audiences: Women and men who are exposed to advertisements for cosmetics and personal care items on social media.

Sampling technique: Participants are drawn at random from the target population in simple random sampling. When dealing with a big and varied population, this tactic proves effective.

Data Analysis

• Data from a Theory of Planned Behavior (TPB)-based study that investigates the influence of social media marketing on consumers' intentions to purchase cosmetics and personal care products can be analysed using a variety of statistical tests. The following are examples of popular statistical methods:
• Social media advertising and customers' inclination to buy are two examples of pairs of categorical variables that can be tested with the Chi-Square test (Franke et al., 2011).
• To test for statistical significance between two groups, such as comparing the purchase intent of consumers who were and were not exposed to social media marketing, the T-test is employed.
• Analysis of variance (ANOVA): This test can be used to assess if there is a significant difference between three or more groups, such as the difference in consumers' buy intent between those exposed to different forms of social media marketing.
• Regression analysis: This type of analysis allows you to evaluate multiple independent variables, such as attitude, social media marketing, subjective norms, and perceived behavioural control, against a single dependent variable, in this case, customers' intention to purchase.
• Structural equation modelling (SEM) allows us to examine how variables like attitude, subjective norms, and perceived behavioural control relate to customers' intent to buy.

6. EXPECTED OUTCOME

To better understand the elements influencing consumer behaviour in the beauty and personal care industry, a study was conducted using the Theory of Planned Behaviour to investigate the impact of social media marketing on customers' desire to buy beauty and self-care items. Among the findings that this investigation could produce are:

• A positive relationship between beauty and self-care product advertising on social media and the attitudes of the target audience (Ramkumar & Woo, 2018).
• The existence indicating a favourable correlation between the social norms and consumers' aim to show beauty and personal care items via social media marketing (Sanny et al., 2020).
• A favorable correlation between the perceived control over behaviour and consumers' choice to buy beauty and personal care products through social media advertising (Gupta & Gera, 2022).
• Increased knowledge on how to utilise social media to persuade customers to buy cosmetics and toiletrie (Cooley & Parks-Yancy, 2019).

Based on these findings, the study would make recommendations for beauty and personal care companies on social media marketing strategies efficiently to influence consumers' intention to purchase their products. Potential effects of social media marketing on consumers' purchasing decisions could potentially be shown in the research. Therefore, it is hoped that this study will provide both businesses and consumers in the beauty and personal care industries with useful insights into the ways in which social media marketing influences consumer behaviour.

References

Ajzen, I. (1991). The theory of planned behaviour. Organizational Behaviour and Human Decision Processes, 50(2), 179–211. https://doi.org/10.1016/0749-5978(91)90020-T

Apuke, O. (2017). Quantitative Research Methods: A Synopsis Approach. Arabian Journal of Business and Management Review, 6, 40-47. 10.12816/0040336.

Barysevich, A. (2020). How social media influence 71% consumer buying decisions. Retrieved from: https://www.searchenginewatch.com/2020/11/20/how-social-media-influence-71-consumer-buying-decisions/

Bashir, S., Khwaja, M. G., Turi, J. A., & Toheed, H. (2019). Extension of planned behavioral theory to consumer behaviors in green hotel. Heliyon, 5(12), e02974. https://doi.org/10.1016/j.heliyon.2019.e02974

Bhatnagar, R. (2016). Social media and consumer behaviour: An analysis of the impact of social media on consumer buying behaviour. International Journal of Research in Marketing and Management, 4(1), 1-12.

Binwani, K., & Ho, J. S-Y. (2019). Effects of social media on Cosmetic Brands. Research Gate, 1, 1-10.

Bhuvaneswari, B.V. (2022). A study on consumer behaviour towards digital marketing in Ramanathapuram district. Journal of Positive School Psychology, 6(3), 7384 – 7390

Castillo, R. A., Jaramillo, C. Z., & Sy, L. (2022). The Effectiveness of Social Media Influencers in the Cosmetic and Skincare Industry to the Purchase Intention of the Generation Z Filipinos. Journal of Business and Management Studies, 4(2), 180–191. https://doi.org/10.32996/jbms.2022.4.2.14

Chiu, C.L., Wang, Q., Ho, H-C., Zhang, J., & Zhao, F. (2019). Metrosexual trend in facial care products: Analysis of factors that influence young Chinese men purchasing intention. Journal of Global Fashion Marketing, 10(4), 377-397, DOI: 10.1080/20932685.2019.1639527

Echchad, M., & Ghaith, A. (2022). Purchasing Intention of Green Cosmetics Using the Theory of Planned Behavior: The Role of Perceived. Quality and Environmental Consciousness. Expert Journal of Marketing,10(1),62-71, 2022

Gani, M.O., Roy, H., Rahman, M.S., Faroque, A.R., Gupta, V., & Prova, H.T. (2023). Effect of social media influence on consumer’s purchase intention of organic beauty products: the role of customer’s engagement and generativity. International Journal of Spa and Wellness, 6(1), 54-77, DOI: 10.1080/24721735.2022.2096292

Grădinaru, C., Obadă, D-R., Grădinaru, I-A., & Dabija, D-C. (2022). Enhancing Sustainable Cosmetics Brand Purchase: A Comprehensive Approach Based on the SOR Model and the Triple Bottom Line. Sustainability, 14, 14118. https://doi.org/10.3390/ su142114118

Gujrati, R., & Uygun, H. (2021). Digital marketing: changing consumer behaviour. International Journal of Forensic Engineering, 4(4), 323-331. https://doi.org/10.1504/IJFE.2020.115033

Kim, A. J., & Ko, E. (2012). Do social media marketing activities enhance customer equity? An empirical study of luxury fashion brand. Journal of Business Research, 65(10), 1480-1486. https://doi.org/10.1016/j.jbusres.2011.10.014

Lavuri, R., Chiappetta, J.C.J., Grebinevych, O., & Roubaud, D. (2022). Green factors stimulating the purchase intention of innovative luxury organic beauty products: Implications for sustainable development. Journal Environment Management,1;301:113899. doi: 10.1016/j.jenvman.2021.113899.

Mainardes, E.W., Portelada, P.H.M., & Damasceno, F.C. (2023) The Influence on Cosmetics Purchase Intention of Electronic Word of Mouth on Instagram. Journal of Promotion Management, DOI: 10.1080/10496491.2023.2167897

Tandon, N., & Kaur, S. (2018). Impact of Digital Market on Consumer Buying Behaviour. Research Gate.

Varghese, S., & Agrawal, M. (2021). Impact of social media on Consumer Buying Behavior. Saudi Journal of Business and Management Studies, 6(3), 51-55. DOI: 10.36348/sjbms.2021.v06i03.001

Chen, J. L., & Dermawan, A. (2020). The influence of YouTube beauty vloggers on Indonesian consumers’ purchase intention of local cosmetic products. International Journal of Business and Management, 15(5), 100-116.

Chin, J., Jiang, B. C., Mufidah, I., Persada, S. F., & Noer, B. A. (2018). The investigation of consumers’ behaviour intention in using green skincare products: a pro-environmental behaviour model approach. Sustainability, 10(11), 3922.

Durga Varma, M., & Subha, K. (2023). Impact of Social Media Influencers on the Purchase Intention of Indian Youth for Cosmetic Products. Research Gate.

El-zoghby, N., Elsamadicy, A., & Negm, E. (2021). Measuring the Impact of Social Media Advertising Content on Consumers’ Purchasing Intention towards Health and Beauty Products Online. Journal of Alexandria University for Administrative Sciences, 58(2), 159-192.

Franke, T. M., Ho, T., & Christie, C. A. (2011). The Chi-Square Test. American Journal of Evaluation. https://doi.org/10.1177/1098214011426594

Gani, M. O., Roy, H., Rahman, M. S., Faroque, A. R., Gupta, V., & Prova, H. T. (2022). Effect of social media influence on consumer’s purchase intention of organic beauty products: the role of customer’s engagement and generativity. International Journal of Spa and Wellness, 1-24.

Gupta, A., & Gera, S. (2022). To ascertain the role and influence of “Social Media Influencers” on the Buying Behaviour of Indian Cosmetic Women Customers. In Journal of Positive School Psychology, (3). http://journalppw.com

Hassan, Siti & Teo, Shao & T., Ramayah & Al-kumaim, Nabil. (2021). The credibility of social media beauty gurus in young millennials’ cosmetic product choice. PLOS ONE. 16. 10.1371/journal.pone.0249286.

Henriques, M., & Patnaik, D. (2021). Social Media and Its Effects on Beauty. IntechOpen. doi: 10.5772/intechopen.93322

Hsu, M.H., & Lu, Y. (2018). The effectiveness of social media influencer marketing: A literature review. Journal of Business Research, 98, 28-40. doi: 10.1016/j.jbusres.2018.08.012

Kahraman, A., & Kazançoğlu, İ. (2019). Understanding consumers’ purchase intentions toward natural-claimed products: A qualitative research in personal care products. Business Strategy and the Environment, 28(6), 1218–1233. https://doi.org/10.1002/bse.2312

Kartawinata, B. R., Maharani, D., Maulana, S., Banten, Y., Pradana, M., & Amani, H. M. (n.d.). The Role of Customer Attitude in Mediating the Effect of Green Marketing Mix on Green Product Purchase Intention in Love Beauty and Planet Products in Indonesia.

Liu, C., Bao, Z., & Zheng, C. (2019). Exploring consumers’ purchase intention in social commerce: An empirical study based on trust, argument quality, and social presence. Asia Pacific Journal of Marketing and Logistics.

Ma, Lin & Lan, Zhuangzhuang & Tan, Ru. (2020). Influencing Factors of Innovation and Entrepreneurship Education Based on the Theory of Planned Behavior. International Journal of Emerging Technologies in Learning (iJET), 15. 190. 10.3991/ijet.v15i13.15345.

Majumder, J., Giri, A., & Gangopadhyay, S. (2023). Investigating the Impact of Social Media Marketing on Business Performance of Different Brands in Indian Cosmetics Market: An Empirical Study. In Engineering Mathematics and Computing, 285-295. Springer, Singapore.

Malik, S., & Kaur, S. (2022). Impact of Social Media Marketing on Consumer Buying Behaviour Towards Cosmetic Products. Specialusis Ugdymas, 1(43), 5897-5910.

Młodkowska, B. (2019). Influencers on Instagram and YouTube and Their Impact on Consumer Behaviour. Journal of Marketing and Consumer Behaviour in Emerging Markets, (1), 4–13. https://doi.org/10.7172/2449-6634.jmcbem.2019.1.1

Murphy, J. A., & Kilgour, M. D. (2018). The role of social media in consumer purchase decisionmaking: A study of Facebook and Twitter. Journal of Business Research, 96, 229-237.

Nguyen, L., Le, H. C., & Nguyen, T. T. (2021). Critical Factors Influencing Consume Online Purchase Intention for Cosmetics and Personal Care Products in Vietnam. The Journal of Asian Finance, Economics and Business, 8(9), 131-141.

Olsson, L.E., Huck, J., & Friman, M. (2018). Intention for Car Use Reduction: Applying a Stage-Based Model. International Journal of Environmental Resource & Public Health, 15, 216. doi: 10.3390/ijerph15020216.

Ponto, J. (2015). Understanding and Evaluating Survey Research. Journal of the Advanced Practitioner in Oncology, 6(2), 168-171. https://www.ncbi.nlm.nih.gov/pmc/articles/PMC4601897/

Rameez, M., & Kulathunga, D. (2019). Customers' Online Purchase Intention: Applying Extended Theory of Planned Behaviour (TPB) Model. Research Gate, 9, 23-36. 10.7176/IKM/9-10-04.

Ramkumar, B., & Woo, H. (2018). Modeling consumers’ intention to use fashion and beauty subscription-based online services (SOS). Fashion and Textiles, 5(1). https://doi.org/10.1186/s40691-018-0137-1

Sanny, L., Arina, A. N., Maulidya, R. T., & Pertiwi, R. P. (2020). Purchase intention on Indonesia male’s skin care by social media marketing effect towards brand image and brand trust. Management Science Letters, 2139–2146. https://doi.org/10.5267/j.msl.2020.3.023

Statista. (2021b, January 27). Twitter: number of monthly active users 2010–2019. Retrieved from: https://www.statista.com/statistics/282087/number-of-monthly-active-twitterusers /

Takaya, R. (2018). The effect of consumer value and perspective of value to intention to buy through attitude on organic personal are products in Jakarta. Business and Entrepreneurial Review, 18(1).

Tankovska, H. (2021). Facebook - Statistics & Facts. Statista. Retrieved from: https://www.statista.com/topics/751/facebook/

Tritama, H., & Tarigan, R. (2016). The Effect of social media to the Brand Awareness of A Product of A Company. CommIT (Communication and Information Technology) Journal. 10. 9. 10.21512/commit.v10i1.1667.

Voramontri, D., & Klieb, L. (2019). Impact of social media on consumer behaviour. International Journal of Information and Decision Sciences, 11(3), 209– 233. https://www.inderscienceonline.com/doi/pdf/10.1504/IJIDS.2019.101994

Zhang, D., Huang, G., Yin, X., & Gong, Q. (2015). Residents’ Waste Separation Behaviors at the Source: Using SEM with the Theory of Planned Behavior in Guangzhou, China. International Journal of Environmental Research and Public Health, 12, 9475–9491. doi: 10.3390/ijerph120809475.

Zhouyan, L., Yingpei, Y., & Lu, Z. (2020). The influence of social media marketing on the behavior of consumers purchasing cosmetic product -A comparative study of China and Sweden. Research Gate.

You Might ALso Like:-

Management Assignment Help

What are the Four Steps of Effective Process Mapping?

Strategic Human Resource Management Assessment Answer