| Résumé : |
The advent of social media has induced a revolutionary transformation in the way consumers communicate and assimilate information, giving rise to a remarkable phenomenon known as social media virality. Viral content has the power to rapidly spread across online platforms, capturing the attention of millions and influencing consumer behavior. The recent platform Tik Tok has effectively taken advantage of this virality aspect through its advanced algorithms to create buzz. The cosmetic industry has been among the major beneficiaries of this platform, experiencing a significant transformation in the digital era. Social media platforms have becomeinfluential spaces for product discovery, recommendation, and review. The widespread sharing of cosmetic-related content, such as makeup tutorials, product reviews, and beauty tips, has propelled certain brands into the realm of virality. This has resulted in an unprecedented level of exposure, generating immense interest and curiosity among consumers. Hence, the objective of this research paper is to explore the influence of social media virality on consumer behavior within the cosmetic industry, shedding light on the implications for researchers and marketers. Moreover, this study seeks to investigate the various factors which can impact two behavioral intentions crucial to the the consumer’s decision-making process, namely brand attitudes and purchase intention. With the goal of measuring these relationships, a quantitative approach was used, and hypotheses were formulated. An online questionnaire was launched and reached a total of three hundred and thirty-two participants through convenience sampling, which allowed to draw generalizable findings to a certain extent. To assess the hypotheses, linear regression statistical tests were conducted. The findings revealed that participants pay particular attention to the recommendations of opinion leaders, or specifically beauty influencers when considering buying a viral cosmetic product. Most importantly, the results showed that the virality aspect itself has a significant impact on purchase intention, which could be further amplified with positive cosmetic brand attitudes. |
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