The influence of the online word of mouth on consumers during their purchase decision-making process in the cosmetic industry (Hair care products)

Abstract

Over the last decade, Social Media has altered the consumers’ behaviour in their daily life as a consequence the marketers as well. The Internet has not only changed the interactions between the businesses and the consumers but also the interactions between the customers themselves. The aim of this study is to understand the influence of the online word of mouth on consumers during their purchase decision-making process in the cosmetics industry, hair care products? To narrow down the topic, this investigation focuses on the “nappy movement” or “natural curly hair movement”. To achieve the thesis, twelve interviews were conducted as sources of primary research. The respondents were contacted via Facebook groups, and they were all women from 24 years to 33 years old, involved in the “nappy movement”. The study found that different Internet channels are used to get information about a product or a range of product. As a result, it is the combination of the information available, which influences the consumers in the purchase decision. This study sheds light on how the users are affected by the impact of online word of mouth. KEYWORDS: Social Media Marketing, Social Media Influence, Consumer Behaviour, Consumer Decision Making Process, Word of Mouth, Hair care products, beauty industry, cosmetics industry. Author keywords: Social media marketing, social media influence, consumer behaviour, consumer decision making process, word of mouth, hair care products, beauty industry, cosmetics industry