The paper “ The Positive Impact of Social Media on Cosmetic Industry“ is a provoking variant of a research proposal on marketing. Social media sites are defined as internet-based services that allow people to create a profile that is public or partly public in a delimited framework, converse with other users whom are virtually-connected acquaintances and observe or skim through their connection lists and those updated by others in the same framework (De Vries, Gensler & Leeflang, 2012). Social media sites vary from one another in terms of their nature and arrangement.
In this research proposal, all social media sites’ mentions represent Twitter, Instagram, Facebook, Pinterest, and LinkedIn, among other social web blogs (Sivesan et al. , 2013). Research evidence shows that many people around the globe are spending a lot of time on the internet; this is connected to the ever-increasing rate of socialization via diverse networks of social sites. The initial purpose of social sites’ networking centered on the notion of establishing online friendships. Online friendships continued to conceptualize through consistent sharing of information, video clips, and photographs publicly (Kim & Ko, 2012).
Over time, online friendships have emerged as key influencers of modern-day decision making process, especially in purchasing products. Nowadays, they are part of the so-called ‘ reference groups. ’ Reference groups are real or virtual interactive groups that can influence an individual’ s perceptions and behaviors. They are currently widespread across the network system of social media sites. Since many people spend most of their time on social media sites, online-based reference groups are likely to impact their decision-making approach (Gopaldas, 2015). Alternatively, social networking sites have evolved into spaces that allow broad dissemination of information.
Consumers nowadays depend on social networking sites to acquire new information about certain products. This implies that social media sites have forged a trustworthy platform where virtual friends freely exchange information concerning different products’ value (Okazaki & Taylor, 2013). It is like social networking sites have transformed into online reference groups. New findings show that information displayed on social media sites is meant to communicate one’ s personality. Personality communications via the internet are destined to reach a wide audience beyond geographic constraints. That kind of communication is termed as virtual Word of Mouth (VWM) (Lee, Noh & Kim, 2013).
Basing on definitional studies, VWM denotes an unpaid promotion method where contented consumers tell others about the positive values of a particular product. It is necessary to note that VWM can spread negative information due to consumer dissatisfaction with a given product (De Vries, Gensler & Leeflang, 2012). In recent times, VWM has grown exceedingly because; consumers rely on information provided by their kind in order to make the right purchasing decisions. In fact, empirical testing of VWM reveals that it is a powerful persuasive tool as opposed to the customary media outlets. VWM persuasiveness is attributed to its ability to overcome geographic restrictions that characterize customary media outlets, specifically traditional Word of Mouth (TWM) approaches (Okazaki & Taylor, 2013).
Internet proliferation has taken networking to a global level where VWM is effective in the passage of information across the world. As a matter of fact, WVM's networking capabilities have rendered traditional marketing strategies less significant. That is why many industries are opting to use VWM as a new marketing strategy.
The cosmetic industry is among the industries that have embraced social media networking (Gopaldas, 2015). Many cosmetic companies own extensive fan pages in various platforms of social media (with specific interest on Facebook). Fan pages allow cosmetic companies and consumers alike to share information about different cosmetic products. In this context, cosmetic products or rather cosmetics refer to various skincare (facial and body) commodities, make-ups, deodorants, and body soaps or washes, among other personal care products.
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