Advanced International Journal for Research

E-ISSN: 3048-7641   •   Impact Factor: 9.11

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Volume 7 Issue 1
January-February 2026

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A Study on the Effectiveness of Social Media Advertising on Women’s Cosmetic Products in Madhavaram Town, Chennai

Author(s) Dr.V.Vijayasarathy
Country India
Abstract Social media advertising has emerged as a powerful promotional tool in the cosmetics industry, particularly among women consumers. With the increasing penetration of smartphones and internet usage, women are exposed to cosmetic advertisements through platforms such as Instagram, Facebook, YouTube, and WhatsApp. This study aims to analyse the effectiveness of social media advertising on women’s cosmetic products in Madhavaram Town, Chennai. The research focuses on understanding consumer awareness, attitude, purchase intention, and the influence of social media compared to conventional advertising media. Primary data were collected from women respondents using a structured questionnaire. The study adopts a descriptive research design and uses statistical tools such as percentage analysis and multiple regression analysis. The findings reveal that social media advertising has a significant impact on purchase decisions of women consumers, especially among younger age groups. Visual appeal, influencer endorsements, and online reviews play a major role in shaping consumer perceptions. The study highlights the growing importance of digital marketing strategies for cosmetic brands and provides useful suggestions to marketers for improving their social media campaigns. The research concludes that social media advertising is more effective than conventional media in influencing women’s cosmetic buying behaviour in urban localities like Madhavaram.
like Madhavaram.
Keywords Facebook, Instagram, YouTube, Twitter, WhatsApp, and Snapchat.
Published In Volume 7, Issue 1, January-February 2026
Published On 2026-02-06
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E-ISSN 3048-7641
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