The social media platform acts as a frontline in marketing goods and services in the business firms. Business industries can now access resources that were unavailable building worthiness and creating strategic relationships between the customers and suppliers through interaction. Understanding the social media is a rising necessity for business owners and marketers to significantly grow their businesses. Recent advancement in the technology sector has interlinked the world into a global village. The advancement in technology is generating a pop of new generation consumers, particularly females who resolutely utilize beauty contents advertised on social media, searching in deep the details of their product desire and try to integrate new brands to achieve greater scores (Dhar and Jha. 2014, P.795). Progressively, beauty brands have continually established customer loyalty by launching new products at speed, expanding trends, strengthening their social media relationships with popular artists, and dashing speed in their development efforts. Having the social media fuel the products desire, the social media inflicts a competitive environment in the beauty industry that can instantly restructure or kill the beauty market.
1.0 Introduction
The current business world is not immune to any arising aspect of growth. In today's world, inventions and innovations in technology are significant because they serve a variety of services and issues in the modern world. The increased engagement in online marketing platform in Social Media sites has increased opportunities for both small and large-scale enterprises (Bigne et al. 2016, p.17). These businesses can now utilize the online channel to develop their brands and promote their awareness. For instance, Face book, LinkedIn, Instagram, Twitter, and blogs can be used can be used as discussion forums in the social media industries where users can share their encounters, challenges, and their creativity. With the gradual change from traditional marketing, new Social Media serves as a form of new customer relation and engagement. Social media has continuously evolved and expanded its traditional uses and also its definition. Social media has developed into a friendlier interface that almost every individual or company can update information that can be transmitted to a broad audience immediately (Brown and Hayes. 2008, p.39). Alongside advertisement, some organizations incorporate social media with influencers to broadly advocate their brand.
1.1 Aims of the Study
Due to the increase in consumer engagement to social media sites, organizations must adopt factors of the social media as a marketing tool. Particularly in the beauty firms, small and medium enterprises have grasped on to the bandwagon of embracing influencers into their marketing strategies. It is significant to understand what attributes of the products are more suitable and how the viral market strategy works. These attributes will reduce any unnecessary attitudes that a customer can hold towards products due to inappropriate use of viral marketing (Adweek.com. 2015).
For the aim and objectives of this paper to be achieved, the subsequent questions have been suggested.
II. How does the social media influencers help advocate for beauty products?
III. Can social media influencers boost the sale of beauty products?
IV. Is social media marketing sufficient to sustain the beauty firms in their competitive market?
2.0 Literature Review
In this section, we will explore deeper into current research that has conducted in associated fields related to our study. The primary focus is to gather literature theoretically and form a reliable data while incorporating data collected during the research process. Research related to social media and consumer engagement has become a topic of significant interests to researchers for the past ten years. The main benefit of carrying this study is because;
I. Despite the inventions of social media in the early 90s, they have come to a flourish recently in about the last 10 years.
II. Brand marketers came into realization of how the social media sites are suitable to channel their communication with consumers over approximately the same period.
To begin, due to the high innovations in technology, social media is a boom and needs more research. To carry out my research, I have incorporated Google links, WebPages, and journals to come up with a more available study on SM marketing. A lot of research has been made some discrediting the usage of social sites as a business marketing instruments, and other investigations encourage the use of SM. During this conceptualized analysis, there exist individual notions and perception about the social media. After reading different studies by from other academicians, this topic seems to contradict. Depending on the field an academician is studying, they try to support entirely on either the negativity or the positivity of the social media. Therefore, compiling this study has been time-consuming because I had to carry more research on social media sites focusing on user's reviews and at times administering questionnaires with individuals of different age groups and gender. Conducting advanced study would ensure that I have compiled the best research based on facts and reality of most people using the social media.
Despite some challenges I could encounter in other studies, I felt the necessity to keep them handy so that I could improve on what seemed as false on the recent studies conducted. Other significant problems experienced were indulging in people's private lives so that more evidence would be arrived at. Those who were willing to participate in secret forums that required to privacy interactions were mostly welcomed. "Impact of online consumer reviews on sales: The moderating role of product and consumer characteristics." Represent a marketing journal that influenced my study and that I feel is more oriented on modern social media. The basic part is, if only one has access to consumer reviews, then you have a higher percentage of explaining whether marketing on social media is more considerable or not.
2.1 Development of social media sites
In the past, social media began as a form of internet. Social media partly evolved gaining smart backs with some sites like Friendster and LinkedIn giving social media life. These sites were more custom-tailored and friendlier giving automatic rise to face book which turned to be a global social site. Suddenly, social media sites rose to hundreds and counting more millions of users who had joined the platforms (Forbes. 2013, p.107). Presently, the way we shop or rather individual's mode of shopping has changed due to the advancement of technology from the traditional ways to modern ones. Consumers are now able to make purchasing decisions using the recent communication technologies in the social media platforms (Hoffman and Novak. 1996, p, 52). Through the Web services or the smart phone apps, consumers can directly purchase goods from sellers through the internet. In definition, SM is an interactive web medium that engages and authorizes users from different geographical locations to generate content, share their knowledge to others, and enhances creation and distribution of information (Kumar et al. 2016, p.16). The present media is so fast such that it has already been intertwined in our cultures. The news is updated on social media sites before they can be streamed on live TV shows. The nature of social media which includes efficiency and a platform holding hundred millions of users has made marketing more accessible and more reliable. From a marketing view, marketers should fully embrace the social media platform, by not only incorporating a small lot of social media but the whole system of their market brands should be an online platform (Gangadharbatla. 2008, p.9).
2.2 Impacts of SM in the Beauty Industry
The emergence of SM has brought a considerable change in the way individuals connect, marketing strategy businesses use to their customers, and how the businesses try reaching a great target audience. The beauty industries have incorporated the social media to promote their brands, buyer purchase behaviour, and consumer product demand on the SM sites (Buettner. 2016, p. 177). In 2014, a study was carried out to determine how the SM influences buyer decisions. 71% of consumers were likely to buy a product following SM referrals, and 79% of sample respondents agreed that company posts on SM influence their purchasing decisions. About the leading brands, such as urban decay and Benefit cosmetics, that encompassed the SM in the earlier years, much depend on this medium to update their customers. The SM has given rise to new brand breeds that often achieve greater followers that the already existing established brands. For instance, successful e-commerce Glossybox is a monthly global subscription that delivers beauty products at client's doorsteps; make use of the SM as the marketing tool, and a total of 80% acquisition from client's reviews and influence (Goldsmith and Horowitz. 2006, p 13).
In the beauty industry, it is now possible to quantify women thirst on certain products based on creativity of their minds. Products like bronzers that were not so popular have gained fame due to the incorporation of beauty influencers. SM has the opportunity to re-engage existing consumers and reach new audiences through blogging, micro contents, and social sites. Sephora is a beauty brand that is linked to more than one social site that addresses consumer concerns, give recommendations on beauty, and give consumers a head up notification of any upcoming graphic designed beauty product (Saleh, 2014, p.98).
SM Penetration on Beauty industry
Figure1: SM Penetration
Source: Hashmeta, 2015, retrieved from https://www.google.com/search?biw=1280&bih=704&tbm=isch&sa=1&ei=qm13WtK7GMOiUrG3rpgK&q=SM+Penetration+Source%3A+Hashmeta%2C+2015&oq=SM+Penetration+Source%3A+Hashmeta%2C+2015&gs_l=psy-ab.3...31969.32457.0.32871.2.2.0.0.0.0.0.0..0.0....0...1.1.64.psy-ab..2.0.0....0.ojXdHfeEO7g#imgrc=Qhgrte4B6IJuLM:
Figure 1illustrates that 70% of the U.S populace owns a Face book account, 50% having YouTube accounts, and the rest have link of association on other social sites. Therefore, it is certain Social sites can be used for advertising beauty products and marketing the products thus enabling small and medium enterprises to reach a broader customer group and create brand awareness (The Digital Marketing Bureau. 2014).
2.3 User-Generated Content (UGC)
Traditionally, adverts were generated by industries through media devices such as televisions, print publications, and radios. Thereafter the invention of web 2.0 tools and intergrating it with the social media, consumers have gradually shifted to online platforms.
Figure 2: Illustration of the traditional market model
Source: Donna L. Hoffman and Thomas P. Novak, 1996, retrieved from https://www.google.com/search?q=Illustration+of+the+traditional+market+model+Source:+Donna+L.+Hoffman+and+Thomas+P.+Novak,+1996&source=lnms&tbm=isch&sa=X&ved=0ahUKEwi0ppKUjo3ZAhUHORQKHbceA6gQ_AUICigB&biw=1280&bih=704
Figure 2 displays a sequential communication medium where the company transfers content to audiences through outdated media forms. Comparably, earlier internet generation allowed consumers access to search engines where the industries published their contents so that it was available to receivers. Traditionally, communication was a one-way process, and customer's feedback was not allowed. Following the technology advancements over the past decades, the SM platform has shifted to a more interactive and consumer friendlier media. Consumers can now receive timely information and receive convenient communication through their electronic devices. The rapid growth in social media has facilitated a platform where individuals can share their own experiences and opinions. Conversely, the consumers can now have a two-way interaction and even communicate. Despite UGC being a critical study in academics, there is no conceptualized definition (Hoffman and Novak. 1996, p.60). UGC alludes to the establishment of social media forums where individuals can share and broadcast individual opinions with each other. Users create their brand-related content, and hence firms do not have more control on the traditional media (Gilliland. 2016). Therefore, the firms can acquire potential benefits in case the contents are positive, and the inverse is also true.
3.0 Methodology and Research Design
The research methodology defines the methods used to conduct the study. Figure 3 illustrates the research onion that describes stages that research must pass to effectively formulate a methodology. The research ‘onion' designs effectively the research progression in the methodology. Therefore, in this research, we will track behind the research onion to establish and develop the methodology for the study. At first, we discuss the philosophy that was followed, next the data collection and method of collection, and lastly, the data analysis and sample procedure.
Figure 3 – The research ‘onion’
Source: Mark Saunders, Philip Lewis and Adrian Thornhill 2009, retrieved from https://www.google.com/search?q=The+research+%E2%80%98onion%E2%80%99+Source:+Mark+Saunders,+Philip+Lewis+and+Adrian+Thornhill+2009&source=lnms&tbm=isch&sa=X&ved=0ahUKEwia4_LCjo3ZAhUH1RQKHb0dASEQ_AUICigB&biw=1280&bih=704
3.1 Research Philosophy
The first layer on Figure 3 denotes the research philosophy. Therefore we should create a basis that is necessarily for our study so that we can adopt the second phase. A research philosophy in layman definition refers to the individual's beliefs on nature of reality concerning the research being investigated. In our study, we adopt the philosophy of positivity. Abiding by the next ‘Onion' layer, we establish a deductive approach through the implementation of hypothesis from existing theories (Chan. 2016). The hypotheses derived will be tested further leading to further theory development.
3.12Hypotheses
Hi: Individuals prefer using SM when making decisions to purchase beauty products compared to traditional marketing.
H2: Upcoming celebrities and artists are more reliable compared to the traditional artist in product reviewing.
H3: Influencer marketing is the most reliable and credible source consumers can use to purchase content or make informed decisions about a brand.
3.13 Data Used
Quantitative research is the most appealing method to catty out this research and explores the hypotheses deeply. It involves data collection through the use of numbers. To collect this data, random sampling and structured collective data that can fit this research can be used (Aschemann-Witzel et al. 2012, p.139)
3.2 Methods of Data Collection
To empirically generate data, a questionnaire was established marking the next stage on the research ‘Onion.' Primary data were collected from respondents in the U.S states randomly selected comprising of 15 closed-end questions in a total of five sections. Online, printed forms were used to compile and record the responses. The first section is about gender, age, and use of SM. Participants who did not access the social media sites were not allowed to proceed to the next stage. The second section entailed the usage of social media in hourly rates per week, most watched category, where the finding showed continued use of SM sites was to access beauty knowledge and products. Those who refrained from searching beauty products could not proceed to the next stages. This is because section three comprised consumer decision-making process about SM sites while searching for beauty products in comparison to the traditional marketing. Section four discovered influence level the participants faced when beauty products were advertised on SM sites. The last section revealed if customers (audiences) would purchase a non-established beauty product brand in case popular artists were used to advertising the product.
3.3 Sample procedure
About the rearmost two layers of the Research ‘Onion', adoption of the cross-sectional time horizon was sufficient in the collection of data. A total sample of 200 respondents who could conveniently participate in the questionnaire was selected, and the data was recorded. This question encompassed people of all age groups and distribution of Google form links through the social media sites such as Twitter, telegram and WhatsApp group chat was initiated (Statista. 2014, p.27). Despite the individual perceptions of the disability of convenient sampling in the establishment of research findings and a large sample error, convenient sampling was established to record sample data in a short time. Out of the 200 respondents, only 160 completed the questionnaire because 40 refrained from continuity to other stages.
3.4 Data Analysis
In this study, the main analysis method was the questionnaire. Data will be analyzed in table formats and categorical data collected on sheets to understand the probability of individual perceptions on SM as a marketing tool for beauty products. Appropriate data will be represented by the use of diagrams for easy analysis.
3.5 Statement of Research Ethics
The researched poses no ethical consideration because the research process in establishing the questionnaire was voluntary where only gender and age ware recorded as the primary personal details relating to the research. Before the survey was conducted, a briefing was done to the participants on the aims of the study hence the participant was well informed of their expectation. Participants were aware that survey would access their confidentiality though their consent (Paulo. 2014, p.12). No participant was forced to complete the survey because they could withdraw at any point or refuse to submit the forms. Lastly, due to the nature of the research, repulsion of males to participate in the questionnaire is evident. Despite questionnaire being one of the main research techniques, in our study, it poses desirability bias. Individual's interpretation of questions may be different hence the answers expected may bring great concerns to the reliability of the process (Gruen et al. 2005, p.37).
4.0 Discussion and Findings
AGEGROUP
Frequency
%
Valid %
Cumulative %
18 and below
1
.5
.5
.5
18-20
36
18.0
18.0
18.5
21-24
135
67.5
67.5
86.0
25-30
20
10.0
10.0
96.0
31-40
7
3.5
3.5
99.5
41-50
1
.5
.5
100.0
Total
200
100.0
100.0
Source: pew internet
Figure 4: Age of Participants
An approximate of more than half the total sample lies between the age 21-24. The data displays a total of 18% percent leis the second group of age groups of 18-20. It is evident that as individuals age, they take less concerns on beauty matters (Gillin. 2009, p.380). No data was recorded for individuals over 50 because they were less willing to participate and most did not use the SM platform.
GENDER
Frequency
Percent
Valid Percent
Cumulative Percent
Valid
Female
181
90.5
90.5
90.5
Male
19
9.5
9.5
100.0
Total
200
100.0
100.0
Source: Business Extension Bureau
Figure 5: Gender of Participants
Out of the 200 volunteer respondents, only 160 completed the survey and the 40 were excluded in the next sections due to failure to meet the requirements. In figure 5, gender is unevenly distributed where only 19 males participate and 181 females. Due to the nature of the survey, men are less willing to participate and additionally, the survey is voluntary (Brown. 2016, p.23).
Credibility of adverts artists and celebrities compared to traditional artist.
H2: Upcoming celebrities and artists are more reliable compared to traditional artist in product reviewing.
Source: Adam Sherk, 2012. Reliability of social media news- Cision Journalist Study
Figure 7: Credibility of modern artistry as compared to traditional celebrities.
Majority of respondents were positive on the aspect of the modern artist performing or advertising a product was more reliable than the traditional celebrities. 11% of respondents strongly agreed, 52% agreed, 28% were neutral on the aspect, and 9% encompassed the minority group that disagreed with the statement. This means that modern celebrity's adverts have impacts on products reviews and consumer recommendation than traditional forms. Consumers admire the art of modern celebrities and would purchase more to grow similar to the stars regardless of the new to the market brand (Zhu and Zhang. 2010, p.134). Therefore, most consumers will find these celebrities more credible and thus make this hypothesis a valid one.
Reliability and Credibility of SM
H3: Influencer marketing is the most reliable and credible source consumers can use to purchase content or make informed decisions about a brand.
Source: Crowdynews.com
Figure 6: Credibility and reliability based on the source
Sponsored and creative beauty adverts by the companies have a handful response to positivity and majority on neutrality. A minority of respondents responded negatively. Therefore an assumption can be made insinuating that beauty products advertisements sponsored by beauty companies have similar effects on consumer purchasing decisions (Aynsley. 2016). Conversely, the majority of the survey respondents concluded that non-sponsored adverts were a more reliable and credible source where 38.9% strongly agreed, 46.3 % agreed, 13.6% were neutral, and 1.2% disagreed. Since there was no substantial disagreement, then it was eluded that non-sponsored adverts had more impacts on consumer purchasing power than those sponsored by beauty companies. Indeed, H3 is a valid hypothesis.
5.0 Conclusion
Social media offers opportunities to meet new friends and discover new products. Individuals opt to share content they feel compelled to contributing to an online communication platform. Influencers attract a greater audience in marketing a brand than brand firms can facilitate. Most companies are exploiting artistry and celebrity's power in an attempt to advertise their brands. This is based on the perception that popular people can attract more consumer interests and bring more attention. Many consumers assume that, if a brand is good for a popular artist, then it too fits their use. Due to the increased consumer engagement in the SM platform, most companies ought to adopt social sites as a marketing tool in their firms. In the beauty industry, where small and medium enterprises have transformed to bandwagon for adopting social influencers, then their marketing strategy should be oriented to online SM marketing.
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