The impact of cosmetics industry social media marketing on brand loyalty: Evidence from Chinese college students

Abstract

The main aim of this study was to identify the effects of Social Media Marketing on brand loyalty from cosmetics customers. The participants in the study were college student cosmetics customers in China, and the data were collected through Chinese social media platforms such as QQ and WeChat. The hypothesized relationships were tested using stepwise multiple regression analyses. The responses to a structured questionnaire from a sample of 145 college students indicated that advantageous campaigns, relevant content, updated information, popular content, and variety of applications or platforms are all positively related to cosmetic brand loyalty among college students. These results suggest that to survive in today’s competitive market, cosmetics companies should prioritize marketing through social media to establish strong relationships with college student customers.