The Impact of Social Media Marketing on the Indian Skincare Industry with Special Reference to the Ahmedabad (Gujarat) Region

Abstract

Social media has become a key transformative marketing tool in the Indian skincare industry, directly influencing consumer behavior and shaping beauty routines. With the sector rapidly growing along with an increasing demand for sustainable skincare, skincare brands are adapting to the preferences of younger and tech-savvy audiences. This study further explores the impact of social media platforms on the skincare product purchasing decisions in Ahmedabad, Gujarat, while also focusing on different demographic groups. The research methodology is based on an empirical quantitative approach. The data gathered is done through electronic surveys to examine how platforms like YouTube and Instagram influence consumer interactions and purchasing behaviors. This study aims to explore the influence of various social media platforms on consumer behavior towards skincare brands and products in the Ahmedabad region of Gujarat, India. The study further seeks to understand how different demographic segments engage with skincare brands on online platforms. This study addresses the void in understanding how social media affects skincare purchases across demographic segments in Ahmedabad, Gujarat. The study concludes that diverse social media platforms, especially through influencers and user-generated content, significantly impact consumer behavior. Younger consumers are more influenced by YouTube. It is seen that brands that engage through the means of personalized content hold stronger loyalty in the market.