Abstract
ABSTRACT The growing consciousness among consumers regarding the toxic effects of traditional beauty products has developed consumer interest in organic beauty products as an alternative. This study investigates how social media and consumer engagement reinforce this interest and influence consumer purchase intention of organic beauty products. The results of 213 datasets collected through the online platform and analyzed by structural equation modeling suggest that both social media and consumer engagement positively and significantly affect the intention to purchase organic beauty products. The research also found a significant mediating role of consumer engagement between social media influence and purchase intention. While no moderating effect of generativity was found between consumer engagement and purchase intention. As consumers’ purchase decision of organic products is influenced by social media, this study suggests marketers allocate greater budgets to social media to increase consumer engagement. Additionally, it presents a fresh perspective on the organic beauty industry through the lenses of social influence theory and calls for further research into the new paradigm of social media influence on the consumption of organic beauty products.
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callDisclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
