IMPACT OF SOCIAL MEDIA ON COSMETIC BUYING BEHAVIOUR OF FEMALE CONSUMERS IN COIMBATORE IN THE AI DIGITAL MARKETING ERA

Abstract

The rapid development of digital technologies and artificial intelligence (AI) has significantly transformed marketing strategies across industries, particularly in the cosmetics sector. Social media platforms have emerged as powerful marketing channels where brands interact with consumers through targeted advertisements, influencer collaborations, and AI-driven recommendation systems. This study examines the impact of social media on the cosmetic buying behaviour of female consumers in Coimbatore in the context of the AI-driven digital marketing era. The research explores how social media platforms influence awareness, product evaluation, brand perception, and purchasing decisions. A quantitative research approach was adopted using a structured questionnaire distributed among female consumers in Coimbatore who actively use social media platforms such as Instagram, YouTube, Facebook, and WhatsApp. The findings indicate that social media plays a significant role in shaping consumer preferences, with beauty influencers, product reviews, and AI-based personalized advertisements strongly influencing purchase decisions. The study also reveals that younger consumers show higher responsiveness to social media promotions compared to older age groups. Furthermore, trust in influencer recommendations and online reviews significantly affects brand loyalty and repeat purchases. The research highlights the growing importance of AI-based digital marketing strategies in the cosmetics industry and suggests that companies should strategically integrate social media analytics, influencer marketing, and personalized AI tools to enhance consumer engagement. The study contributes to the understanding of digital consumer behaviour and provides practical insights for cosmetic brands targeting female consumers in emerging urban markets like Coimbatore.