Social media has great influence on the way women perceive beauty, their lifestyles and buying habits. Beauty ideals and lifestyle trends on platforms like Instagram, YouTube, and Facebook influence consumer tastes and drive beauty and lifestyle products buying. Exposure to idealized images as well, could add to body dissatisfaction, anxiety and loss of self-confidence, especially in young women. This study explores the impact of beauty ideals of social media on consumerism of lifestyle products among the women of today. The descriptive quantitative research design was used, and data were obtained from 200 female respondents from the age of 18 to 45 years, aiming to represent the three different age groups, the three different income groups and the three different social media users group. Researchers believe the results will help inform the literature on the impact of social media on consumer behavior and aid in future studies, marketing efforts, and campaigns regarding beautiful presentations and consuming mindfully.
Keerthana, J. & Jagadeesan, P. (2026). Examining the Influence of Social Media on Women’s Buying Behaviour towards Personal Care Products in Metropolitan Cities. International Journal of Advanced Research in Commerce, Management & Social Science, 09(03(I)), 245–254. https://doi.org/10.62823/IJARCMSS/9.3(I).9437
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