Effects of Social Media on Cosmetic Brands

Social media has become an increasingly important platform for brands in order to showcase their products. The social media posts can reach a wide range of potential customers from all over the world and generate buzz, particularly in the cosmetics industry. This study extends Kim and Ko's (2012) research by examining the role of social media marketing activities in enhancing brand equity, value equity and relationship equity, specifically among cosmetic users. Findings from 201 cosmetic users revealed that social media marketing activities influence users' perception on brand, value and relationship equity with the cosmetic brands differently as compared to Kim and Ko's (2012) findings in the luxury segment. This study also finds varying role of relationship equity and value equity in forming brand equity and influencing the degree towards cosmetic customers' future purchase intention