Project Topic

“How Digital Trifecta Influence Consumer’s Online Cosmetics

Purchasing Decisions”
Project paper
Course code: BUS 498

Prepared For

Ms. Kohinoor Biswas

Assistant Professor

Department of Business Administration

East West University

Prepared by

Tasmim Hossain Mim

ID: 2018-2-10-022

Major in Marketing

Department of Business Administration

East West University

Date of submission: 13/9/2023

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 Letter of Transmittal

7th September, 2023

Ms. Kohinoor Biswas

Assistant Professor

Department of Business Administration

East West University

Aftabnagar, Dhaka

Subject: Submission of research paper on How Digital Trifecta Influence Consumer’s Online
Cosmetics Purchasing Decisions.

Dear Ma'am,

As a requirement for the completion of a Research Paper under the BBA program of East West
University, this is my pleasure to submit this research paper proposal on the topic “How Digital
Trifecta Influence Consumer’s Online Cosmetics Purchasing Decision” which I have prepared
to fulfill the requirement of course bus498. I have successfully finished my project which started
on 7th September, 2023.

It was undoubtedly an exciting opportunity for me to work on this assigned topic to enhance my
knowledge. I would like to thank you for allowing me to do the study. I tried my best to go deep
into the topic and make full use of my capabilities in completing the report meaningful, though;
there may be some mistakes. I will be pleased to answer any kind of query you think necessary.

I sincerely hope that you will appreciate my effort and for any further queries, I would be at your
disposal at your convenience.

Sincerely yours,

Tasmim Hossain Mim

2018-2-10-022

Department of Business Administration

East West University

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Acknowledgment
At the very beginning, I would like to convey my sincere appreciation to almighty Allah for giving
me the strength and the ability to finish this task within the planned time.

I would like to express my utmost gratitude and wholehearted appreciation to all those who helped
me and provided me with the opportunity to complete and present this report. Appreciation from
different people has helped me to present a satisfactory report. In addition, I would like to thank
my honorable faculty supervisor, Ms. Kohinoor Biswas, Assistant Professor, Department of
Business Administration, East West University for providing me with the opportunity to observe
and analyze such an interesting topic and for her supervision, relentless guidance, and invaluable
advice whenever needed while preparing this report on “How Digital Trifecta Influence
Consumer’s Online Cosmetics Purchasing Decisions”. Without her instruction, this report
would not be possible to prepare.

At the event of the report submission, I sincerely remember all of them.

East West University, Dhaka.

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Table of Contents
Executive Summary....................................................................................................................................... 6
Chapter 1 ....................................................................................................................................................... 9
1. Introduction ............................................................................................................................................... 9
1.1Background of the study: ..................................................................................................................... 9
1.2Objective of the study: ......................................................................................................................... 9
1.3Methodology of the study: .................................................................................................................. 10
1.4Scope of the study: ............................................................................................................................. 10
Chapter 2 ..................................................................................................................................................... 11
2. Literature Review.................................................................................................................................... 11
2.1Introduction: ...................................................................................................................................... 11
2.2Hypothesis: ........................................................................................................................................ 12
Chapter 3..................................................................................................................................................... 16
Online Market Overview: ........................................................................................................................... 16
3.1Process of online cosmetics purchasing: ............................................................................................... 16
3.2Supply chain of online cosmetics markets: ............................................................................................ 17
3.3Benefits of online cosmetics purchasing: ............................................................................................... 18
Chapter 4..................................................................................................................................................... 20
Digital Trifecta & Challenges: .................................................................................................................... 20
4.1Social Media Marketing of cosmetics: ................................................................................................... 20
4.2Trifecta (owned, paid, earned media) influence cosmetics purchasing decision on social media: ....... 22
4.3Consumer behavior on purchasing cosmetics on online: ...................................................................... 24
4.4Digital marketing for beauty products: ................................................................................................. 25
4.5Resources & Competitors: ..................................................................................................................... 26
4.6The powerful tool of digital word-of-mouth: ......................................................................................... 27
4.7Advantages of online cosmetics purchasing: ......................................................................................... 27
4.8Influencing, promoting codes and giveaways: ....................................................................................... 28
Chapter 5..................................................................................................................................................... 30
5.1Data Collection: ................................................................................................................................. 30
Primary Data: ..................................................................................................................................... 30
Secondary Data: ................................................................................................................................. 30
Chapter 6 ..................................................................................................................................................... 40

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Findings: ..................................................................................................................................................... 40
Chapter 7 ..................................................................................................................................................... 41
7.1Conclusion: ............................................................................................................................................ 41
7.2Recommendation: ................................................................................................................................. 42
Chapter 8..................................................................................................................................................... 43
References:.................................................................................................................................................. 43
Chapter 9 ..................................................................................................................................................... 45
Appendix ..................................................................................................................................................... 45
“How Digital Trifecta Influence Consumer’s Online Cosmetics Purchasing Decision” ........................... 45

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Executive Summary:

The online cosmetics market is rapidly evolving, with consumers increasingly relying on social
media and online presence to make informed decisions. A cosmetics brand must prioritize
transparency, adapt to consumers' digital preferences, and embrace influencer partnerships to
maintain its competitiveness. Consumers evaluate brands based on their online presence, which
includes connections made after interacting with the brand, such as beliefs, goods, and ideas. There
are three types of media: owned media, earned media, and paid media. Owned media includes
channels like websites, mobile sites, blogs, Twitter, Facebook, Instagram, and service pages, while
earned media includes communication from outside sources like influencers or customers. Paid
media includes display advertisements, pay-per-click campaigns, endorsements from paid
influencers, retargeting, and social media ads. Online research is becoming more common among
consumers looking to buy cosmetics, making a good online presence essential for conveying a
brand's message accurately and succinctly. Direct communication between a brand and its
customers is made possible by its internet presence, allowing for one-on-one discussions with both
happy and unhappy customers. Online shopping offers advantages such as ease of use, a large
selection of products, price comparison, access to reviews and information, research ease, time
savings, personalization, simple price comparison, exclusive products, no regional restrictions,
safe payment options, practical delivery options, and the absence of crowds and lines. However,
customers must use secure websites, adopt safe online purchasing practices, and exercise caution
when disclosing personal or financial information. The supply chain of online cosmetics markets
involves distributors, wholesalers, online retailers, effective inventory management systems, and
social media influencer marketing. With the rise of social media and the internet, consumers can
now easily obtain information and make better choices about what to buy. The marketing trifecta
positively influences consumers' purchase decisions by educating them about new products and
companies. Buying cosmetics online includes performing your homework, looking through
options, choosing a reliable seller, setting up an account, looking through and adding items to your
cart, checking out, placing your order, processing and shipping, delivery, receiving and inspecting,

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returning and exchanging, and giving feedback. Manufacturers, distributors, wholesalers, online
retailers, inventory management, order fulfilment, shipping and logistics, customer experience,
customer feedback and reviews, returns and reverse logistics, and technology such as online
payment gateways, inventory management software, and tracking systems are all part of the online
cosmetics market's supply chain. Producers of cosmetics, skincare, perfumes, and haircare goods
are known as manufacturers; distributors and wholesalers serve as a middleman between retailers
and manufacturers. Online retailers run digital platforms or websites where customers can peruse,
choose, and buy things. For the purpose of maintaining stock levels, keeping an eye on product
popularity, and guaranteeing availability, inventory management systems are crucial. Order
fulfilment include selecting, packaging, and getting goods ready for delivery, with the logistics
being handled by shipping firms or carriers. The user experience is very important when buying
cosmetics online. This includes having an easy-to-navigate website, clear order tracking, and
effective customer service. Reviews and comments give other customers useful information for
decision-making and offer insightful commentary for improved products. Reverse logistics and
returns comprise processing returns for disposal or restocking merchandise, evaluating product
condition, and handling returns. Technology is essential for satisfying consumer expectations,
keeping inventories under control, and preserving product quality. All things considered, buying
cosmetics online has several advantages, such as ease of use, affordability, and a satisfying
shopping experience. Online shopping has many advantages, such as ease of use, a large selection
of products, quick price comparison, access to reviews and information, research ease, time
savings, personalization, exclusive products, no regional restrictions, safe payment options,
practical delivery options, and the absence of crowds and lines. Customers no longer need to visit
physical stores because they can browse and shop around-the-clock from any location with internet
connectivity. In order to help customers to make educated judgements, online retailers offer
comprehensive product descriptions, specifications, and user reviews. By using algorithms and
data analysis, personalization is made possible, resulting in a more customized purchasing
experience. Access to unique products is made possible through online buying, which also removes
geographical restrictions. Customers' financial information is protected by secure payment
choices, and they have flexibility with a range of delivery options, such as same-day, home, and
express shipment. Customers must, however, use secure websites, adopt safe online purchasing
practices, and exercise caution when disclosing personal or financial information. Digital

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marketing has significantly impacted the beauty industry, with businesses investing in campaigns
to increase traffic and sales. While some argue that a physical store is necessary for an online
presence, it's possible to run an online business without a physical store. Cosmetic brand names
can reach more clients than physical businesses. Pricing and product positioning are crucial factors
when selling makeup online. High-end cosmetics cater to premium customers, while mid-tier
cosmetics offer value for those who can afford premium items at a lower cost. online shopping
offers numerous savings and convenience for purchasing goods, including skin care products.
Online shopping allows individuals to shop from the comfort of their homes, avoiding the traffic
and crowds of physical stores. To avoid heavy traffic and crowds, it is recommended to purchase
from reputable and trusted sites. The wide selection of products available online is a key advantage,
and past customer reviews can provide valuable insights into the product's quality and
effectiveness. Overall, online shopping offers numerous unstated advantages for cosmetics
purchases.

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 Chapter 1

1. Introduction

1.1Background of the study:

Modern advancements in innovation, for example, the high-shear blender have encouraged the
production of cosmetics that are progressively natural looking and have a more prominent
backbone in wear than their forerunners. Cosmetics was first invented in 1888, by an obscure
creator from Philadelphia and was trademarked under the name of MUM (antiperspirant). Besides
only internet-based petty entrepreneurs, big departmental stores including conventional beauty
product dealers have been putting more effort into setting up their own online stores as well which
has made cosmetics easily accessible to users of all ages. Back in the 1970s, beauty care products
were separated depending on the hour of their usage and were thought of as bringing out the
'refreshing glow' and more 'attractive physical appearance' before and after sunset respectively.
Even brightening the genetically possessed body color has been thought of as a representation of
a 'beauty sign' in Asia to date.

1.2Objective of the study:

The general objective of this research paper is to understand consumer purchasing intention and
patterns and consumer behaviors. And how it changes with time and situation or other factors. The
objective of this research is to develop knowledge Research about how consumers respond to
cosmetic products bought online as well as to elaborate on our thinking. The focus of this study is
to understand how marketing trifecta influences the online market scenario of online in purchasing
cosmetic products. The actual objective of this research paper is to quantify the consumer online
buying behavior and digital marketing trifecta effects on online purchasing decisions. This
research will focus – on whether the trifecta owned, paid and earned media influences consumer
to buy cosmetics from online shopping.

 To quantify the factors that significantly effect on cosmetics purchasing decisions.

 To identify the purchasing system of online cosmetic products.
 To analyze the purchasing behavior of online cosmetics purchasing over physical
cosmetics shop.
 To analyze product advertising effect on purchasing behavior.
 To identify the digital trifecta which influences consumers.

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1.3Methodology of the study:
People are using cosmetics in every day for their skincare. They want to look clean, fresh and
beautiful. That is the basic reason of using cosmetics in every day. After waking up at morning to
going to the bed at night people need to keep them clean and fresh.

This study is a quantitative study in nature. For interpreting the findings both exploratory and
confirmatory analysis has been conducted. I selected 100 random females to conduct the survey.
And the survey used random sampling technique.

From this survey questionnaire I have found out the factors like The Trifecta Influences, Product
Attributes, Psychological Influence, Conveniences and External Influences has effect on the
purchasing behavior of online cosmetics.

1.4Scope of the study:

The objective of this paper is to develop the knowledge Research about how to consumer respond
of online cosmetic product buy situation as well as to elaborate our thinking. Through this paper,
anyone will able to make themselves at any situation when they got any sort of assignment or task
or making any report regarding Research area. It also helps them for fulfillment their knowledge.
The objective of this study is to quantify the consumer purchasing behavior on influencing by
digital marketing trifecta. This research will focus –How digital trifecta influences which is
(owned, paid and earned) consumer behaviors to purchase cosmetics from online.

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 Chapter 2

2. Literature Review

2.1Introduction:
The perception of beauty differs from person to person, especially to females. However, most of
the females consider beauty as a fresh bright look. Companies introduce several cosmetics and
beauty products which allure people to select on their own choice on considering several facts. It
is believed that people use cosmetics such as makeup just to alternate their physical outlook.
Cosmetic products are a combination of various natural and synthetic chemical compounds.
Women are the conventional user of make-up, however, nowadays men are being interested to use
cosmetics as well just to change or hide their facial expressions A thorough analysis of the term
trifecta is essential since this research paper will have a specific focus on the cosmetics purchasing
in online using of trifecta-owned, paid, and earned media on customers' purchasing intentions in
social media. The term "social media" is defined as "forms of media that allow people to
communicate and share information using the internet or mobile phones" in the Cambridge
Business English Dictionary (Cambridge Dictionary, 2021b). This paper only focuses on the use
of the trifecta for online cosmetics purchases under social media like Instagram, Facebook, and
Twitter, though some of the most popular networks include Facebook, Twitter, Instagram,
Youtube, Snapchat, and TikTok where using of owned paid and earned media is concerned
(Statista, 2021e). Customers' daily life and how business is done have been completely transformed
by this online communication tool (Dollarhide & Drury, 2021). According to Venkateswaran et
al. (2019), the majority of social networks encourage members to like, comment on, and share
content that interests them. This is because they believe that participation and opinions are
important (Venkateswaran et al., 2019).

This literature review is creating according to the demand of the topics. A review of literature is a
critical analysis of a particular topic of published sources including peer-reviewed journals,
conference proceedings, articles, books, etc. It establishes a strong theoretical background for a
topic and helps to gather more knowledge on that particular topic as it was analyzed before by the
researchers. In this literature review chapter, I tried to show the researchers 'point of view and their
thoughts regarding the online cosmetics purchasing.

A thorough analysis of the term trifecta is essential since this research paper will have a specific
focus on the cosmetics purchasing in online using of trifecta-owned, paid, and earned media on
customers' purchasing intentions in social media. The term "social media" is defined as "forms of
media that allow in people to communicate and share information using the internet or mobile
phones" in the Cambridge Business English Dictionary (Cambridge Dictionary, 2021b). This
paper only focuses on the use of the trifecta for online cosmetics purchases under social media like
Instagram, Facebook, and Twitter, though some of the most popular networks include

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Facebook,Twitter, Instagram, Youtube, Snapchat, and TikTok where using of owned paid and
earned media is concerned (Statista, 2021e). Customers' daily life and how business is done have
been completely transformed by this online communication tool (Dollarhide & Drury, 2021).
According to Venkateswaran et al. (2019), the majority of social networks encourage members to
like, comment on, and share content that interests them. This is because they believe that
participation and opinions are important (Venkateswaran et al., 2019).

The three types of online media—paid, owned, and earned—are discussed in the term of digital
marketing trifecta. According to an old proverb, trios are the magic number. According to the "rule
of three," items that are arranged in groups of three function more effectively and harmoniously
than things that are arranged in groups of any other size. Digital marketing is subject to this
restriction. Because the components of a plan depend on numerous internal and external elements,
no two digital marketing strategies will ever be the same. But a full digital marketing trifecta
typically includes the following. Any business professional trying to expand their influence and
visibility through digital marketing should be aware of the differences between paid, earned, and
owned media. The three elements of this digital marketing trifecta are crucial, but they also interact
with one another in a number of ways. We have outlined definitions, explanations, and examples
of paid, earned, and owned media as well as how one relates to the other in order for our clients to
become the best digital marketing trifecta.

To ensure that brand advertising reaches the greatest number of potential customers, current
customers, and devoted customers, a company must have a comprehensive digital marketing plan.
The diversity of your digital media is essential for achieving this level of search campaign success.
By utilizing all three forms of digital media—paid, owned, and earned—you can increase the
number of clients and consumers you reach while also changing how they interact with your
business. Together, the Big Three are a potent instrument for raising brand recognition and
boosting sales.

2.2Hypothesis:
A hypothesis is a logical prognostication of certain events made without the backing of empirical
confirmation or other supporting data. It is a testable hypothesis concerning the association
between two or more variables—an independent variable and a dependent variable—in scientific
parlance.

A research hypothesis guarantees the validity and science of all research procedures. Assuming
the likelihood of both study success and failure is helpful. It aids in establishing a connection to
the underlying theory and particular research subject. It aids in measurement and data analysis.
The research's reliability and validity. It offers proof that the study's findings are reliable. Concrete
terminology is preferable to theoretical terminology for describing research studies. A research
hypothesis offered a theory that could be practically tested. It creates a connection between ideas

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and reality. The basis for expanding knowledge in a particular area of interest is laid through
tentative explanations.

The hypothesis's ability to focus a researcher's attention on important factors also contributes to
speeding up the process. Finally, I defined three relevant hypotheses, which are stated below:

H1: Paid media have a significant impact on customers ́ purchasing decisions in the cosmetics
industry.

According to Jain et al. (2018), positive and negative online paid ads, display ads are correlated
with a customer ́s purchasing decision. The relationship between those variables in relation to the
cosmetics industry have not been thoroughly researched yet. For this reasons the researcher aims
to give more insight into this matter.

H2: Owned media has a significant impact on customers ́ purchasing decisions in the
cosmetics industry.

Prior research has shown that there is a correlation between websites, mobile sites, blogging, social
media infographics, e-books influences a customer ́s purchasing decision, the linkage to the
cosmetics industry, however, has not yet been studied far enough (Finisterra do Paço & Oliveira,
2017). Therefore, the researcher investigates the relationship between the said variables in relation
to the cosmetics industry.

H3: Earned media have a greater influence on customers ́ purchasing decisions than
influencer marketing in the cosmetics industry.

Several studies have already investigated the impact of influencer marketing and online reviews
on the purchasing intention, however, it would be interesting to know which of these variables has
a greater influence on consumer buying behavior in relation to the cosmetics industry (De Veirman
et al., 2016; Jalilvand et al., 2011).

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 Conceptual Model (with Hypothesis):

h
Online Media Marketing Purchasing Decision

H1 Paid Media

Online Cosmetics
H2 Owned Media Purchasing

H3
Earned Media

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Summery:
The distinctions between paid, earned, and owned media should be understood by any cosmetics
business professional attempting to increase their visibility and impact through digital marketing.
The three components of this digital marketing trifecta are essential, but they also interact with
one another directly in various ways. Owned media refers to all kinds of cosmetic business
platforms that a business or brand controls, such as its website, mobile site, blog, Twitter,
Facebook, LinkedIn, service pages, etc. Earned media includes the cosmetics brand-related content
that is distributed by third parties, such as influencers or customers. Shares, mentions, responses,
and reviews go under this category. One can produce this kind of content by using high-quality
owned (Blog, Instagram) and paid (Influencers, Ads) media. An organization's marketing and
advertising efforts are all paid media. This includes display ads, pay-per-click promotions,
sponsored influencer endorsements, retargeting, social media ads, of the cosmetics products etc.
This type of media encourages customers to interact with and visit the cosmetics brand's online
shops by increasing online exposure and purchasing power of buyers.

Understanding how the three different types of media interact with one another and developing a
cosmetics business in online and the digital marketing plan that integrates them all into a single,
synergistic stream will help people to enhance the online cosmetics brands presence and improve
brand awareness and this three trifecta help equally to grow up cosmetics online purchasing.

Literature Gap:
Consumers never purchase cosmetics conducting online research:

Before making a wise choice and a decent purchase, consumers may now get all the information
they may require and compare products. Information regarding a product is crucial when a
consumer is trying to determine which cosmetics item to purchase. As a result, brands and
companies must have a strong online presence because this is how consumers evaluate them. The
brand's internet presence can communicate its message more precisely and clearly because the
company controls what is posted online. Customers' associations with a brand's beliefs, goods, and
ideals after doing business with it now determine how that brand is perceived, which has an impact
on consumer behavior. A presence online enables direct communication with customers. This
implies that the company can have one-on-one conversations with both satisfied and dissatisfied
customers. These days, print advertising is declining quickly. From an anticipated $25.20 billion
in 2012, print advertising income for newspapers is predicted to fall to $5.30 billion by 2024. A
brand's online presence is crucial since it is the sole way for a brand to respond to both praise and
criticism since this is the first point of contact between a brand and a customer. This makes an
online presence for a brand crucial to its existence.

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 Chapter 3

Online Market Overview:

3.1Process of online cosmetics purchasing:

Purchasing cosmetics online can be a convenient way to shop for your favorite beauty products
from the comfort of your home. Here's a general outline of the process:

Research about the cosmetics: Start by researching the cosmetics you want to buy. Visit the
websites of reputable online retailers, brand websites, or even third-party review sites to gather
information about the products you are interested in.

Find retailer: Choose a trustworthy and reputable online retailer or brand website to make your
purchase. Look for retailers with a good reputation, secure payment options, and positive customer
reviews.

Creating new social account: If you're a new customer, you might need to create an account on
the retailer's website. This typically involves providing your email address, creating a password,
and filling in your basic information.

Maintaining cart: Browse the website's categories or use the search function to find the specific
cosmetics you want to purchase. Once you find a product you want, add it to your shopping
cart.Before proceeding to checkout, review the items in your cart to ensure you've selected the
correct products and quantities. You can also remove or adjust quantities at this stage.

Checkout: Click on the "Checkout" or "Proceed to Checkout" button. You'll be guided through
the checkout process, which typically involves the following steps. Enter your shipping address.
Make sure it's accurate and up-to-date. Choose a shipping option based on your preference for
speed and cost.

Payment information: Provide your payment details. Most websites accept credit/debit cards,
PayPal, and other secure payment methods.

Promo codes or discounts: If you have any applicable promo codes or discounts, enter them
during checkout.

Review Order: Carefully review your order, including items, quantities, prices, shipping details, and total
cost. Once you're satisfied with your order, confirm the purchase. You might receive an order
confirmation email with a summary of your order and an order number.

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Order processing and shipment: The retailer will process your order, prepare the items for
shipment, and provide you with tracking information. You'll receive updates on the status of your
order.

Delivery: Wait for your package to be delivered to your shipping address. The delivery time can
vary based on the shipping method you selected and your location. When your package arrives,
inspect the items to ensure they are in good condition and match your order.

Returns and exchanges: If you're not satisfied with your purchase or if there's an issue with the
products, review the retailer's return and exchange policy. Many online cosmetics retailers have a
return window during which you can request returns or exchanges.

Feedback: After receiving and trying the products, you might want to leave reviews or ratings on
the retailer's website to help other customers make informed decisions.

3.2Supply chain of online cosmetics markets:

The supply chain of the online cosmetics market involves various stages and participants that work
together to bring cosmetics products from manufacturers to consumers. Here's an overview of the
supply chain process:

Manufacturers and suppliers: The supply chain begins with cosmetics manufacturers that
produce beauty products such as makeup, skincare, fragrances, and haircare items. These
manufacturers may range from large multinational corporations to smaller boutique brands. They
create and package the products, ensuring quality, safety, and compliance with regulations.

Distributors and wholesalers: Distributors and wholesalers act as intermediaries between

manufacturers and retailers. They buy cosmetics products in bulk and store them in warehouses.
These products are then supplied to various retailers, including both brick-and-mortar stores and
online retailers.

Online retailers: Online cosmetics retailers operate websites or digital platforms where
consumers can browse, select, and purchase products. These retailers can be brand websites, multi-
brand online marketplaces, or specialty online stores focused solely on cosmetics and beauty
products. They manage product listings, customer orders, and the overall online shopping
experience.

Inventory management: Online retailers need efficient inventory management systems to track
stock levels, monitor product popularity, and ensure products are readily available for customers.
This involves coordination between retailers and distributors to maintain optimal stock levels and
avoid stock out.

Order fulfillment: When customers place orders on the retailer's website, the retailer's system
processes the order and sends the information to the distribution center. The ordered products are

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picked, packed, and prepared for shipment. Some online retailers use their own warehouses for
order fulfillment, while others might partner with third-party logistics providers.

Shipping and logistics: Once the products are packed, they are handed over to shipping companies
or carriers for delivery to the customer's address. The logistics process involves selecting
appropriate shipping methods, tracking shipments, and ensuring timely and secure delivery.

Customer experience: Online cosmetics retailers aim to provide a positive customer experience,
from the ease of website navigation to transparent order tracking and efficient customer service.
This includes handling customer inquiries, addressing concerns, and managing returns or
exchanges.

Customer feedback and reviews: After receiving their orders, customers may leave feedback and
reviews on the retailer's website. This feedback helps other shoppers make informed decisions and
also provides valuable insights to the retailer and manufacturers for product improvement.

Returns and reverse logistics: In case customers wish to return products due to issues such as
dissatisfaction or damaged items, the retailer manages the return process. This involves handling
returns, assessing product condition, and restocking items for resale or processing returns for
disposal.

Throughout this supply chain, various technologies, such as inventory management software,
online payment gateways, and tracking systems, play a crucial role in ensuring efficient operations
and a seamless customer experience. It's important for all participants in the supply chain to work
collaboratively to maintain product quality, manage inventory effectively, and meet customer
expectations.

3.3Benefits of online cosmetics purchasing:

Online purchasing offers numerous benefits that have contributed to its popularity and growth.
Here are some of the key advantages:

Convenience: One of the primary benefits of online purchasing is convenience. Customers can
browse and shop for products 24/7 from the comfort of their homes or any location with internet
access. This eliminates the need to travel to physical stores and allows for shopping at any time
that suits the customer.

Product selection: Online retailers can offer a vast array of products compared to physical stores
with limited shelf space. Customers can access a diverse range of products, brands, and variations
without needing to visit multiple stores.

Price comparison: Online shopping enables easy comparison of prices across different retailers
with just a few clicks. This empowers consumers to find the best deals, discounts, and offers
available for the products they're interested in.

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Access information: Online platforms often provide detailed product descriptions, specifications,
and customer reviews. This information assists buyers in making informed decisions about product
quality, features, and suitability for their needs.

Ease of research: Shoppers can conduct research before making a purchase. They can read
product reviews, watch demonstrations, and gather information about the products they're
interested in, which is especially beneficial for cosmetics and beauty products.

Time-saving: Online shopping eliminates the time spent traveling to and from physical stores,
finding parking, waiting in lines, and navigating through crowded shops. This time-saving aspect
is particularly valuable for busy individuals.

Personalization: Many online retailers use algorithms and data analysis to personalize
recommendations based on a shopper's browsing and purchase history. This can lead to a more
tailored shopping experience and the discovery of new products that match the shopper's interests.

Easy price comparison: Online shoppers can easily compare prices from various retailers,
enabling them to find the best deals and discounts. This promotes cost savings and allows shoppers
to make more budget-conscious decisions.

Access to exclusive products: Some online retailers offer exclusive products that may not be
available in physical stores. This gives shoppers access to unique or niche items that align with
their preferences.

No geographical limitations: Online shopping allows consumers to access products from retailers
around the world, breaking down geographical barriers and enabling them to purchase items that
might not be available locally.

Secure payment options: Reputable online retailers offer secure payment gateways that protect
customers' financial information. This ensures safe transactions, reducing the risk of credit card
fraud.

Convenient delivery options: Online retailers provide various delivery options, including home
delivery, express shipping, and even same-day delivery in some cases. This flexibility allows
customers to choose the delivery method that suits their schedule.

No crowed and lines: Online shopping eliminates the need to deal with crowded stores, long lines
at the checkout counter, and other inconveniences associated with in-store shopping, especially
during peak shopping seasons.

While online purchasing offers numerous benefits, it's important for consumers to practice safe
online shopping habits, use secure websites, and be cautious about sharing personal and financial
information.

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 Chapter 4

Digital Trifecta & Challenges:

4.1Social Media Marketing of cosmetics:

Based on the increasing popularity of technology, many businesses are now focusing on
integrating social media into their marketing strategies. As a result, social media influencer
marketing is a subcategory of online marketing and refers to a blend of traditional and
contemporary marketing tools, fusing the idea of celebrity endorsement with social networking
services (Jin et al., 2019). Influencers are described as "people who built a large network of
followers, and are regarded as trusted tastemakers in one or several niches" by De Veirman et al.
(2016). The market for global influencer marketing was valued at $6.5 billion in 2019 and is
expected to double to $13.8 billion over the next three years (Statista, 2021g). As companies
became more aware of the value of this new kind of marketing, they rapidly began to collaborate
with well-known online personalities who matched their target market to advertise their goods and
services and disseminate their messages (Saima & Khan, 2020). Sponsored post or branded
placement are terms used to describe the content that these creators share (Statista, 2019).

Finding influential people whose followers match the company's target market and finally
persuading them to effectively promote the company's product to their audience is a huge challenge
for businesses (Wong, 2016). The quantity of their followers, which represents their impact and
popularity and indicates a higher ability to successfully deliver messages through WOM, is one of
the characteristics that aid businesses in identifying appropriate influencers (De Veirman et al.,
2016). According to De Veirman et al. (2016), attributes including likeability, degree of trust,
enthusiasm, engagement, and authenticity are also very important to businesses.

Companies must ensure that the influencer fits their brand image in order to be effective and
successful (Statista, 2019). As opposed to businesses that simply disclose the facts that best
promote their product, consumers frequently respond better to opinions, information, and
suggestions from individuals they know (Shim, 2012). On social media platforms like Instagram,
many people who follow influencers put almost as much trust in them as they would a buddy
(Shim, 2012). Numerous businesses have recognized the benefits of working with influential

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individuals to enhance their brand recognition, increase exposure and traffic, earn the trust of their
target audience, and ultimately boost sales conversion and customer loyalty (Shim, 2012; Jin et
al., 2019). For the most part, influencers are present on social networks like Instagram, Youtube,
and Facebook, as noted by Statista (2019). Businesses employ influential creators for a variety of
purposes, some of which include content development and marketing or product launches (Shim,
2012). Discount coupons and coupon codes are the most popular Instagram advertising, promoted
by influencers, according to Statista (2019).

Influencer marketing offers a number of advantages for firms, as was already mentioned. First and
foremost, it helps businesses reach the right audience, establish credibility, and increase their reach
(Jin et al., 2019). In comparison to other marketing strategies, it is also very cost-effective and
very cheap, which makes it even more appealing, especially for start-up companies with tight
budgets (Shim, 2012; Silvia, 2019). Influencers are frequently regarded as subject matter experts
in their industry and are knowledgeable about current social media trends, which helps them
establish a strong basis for developing appropriate and innovative ideas for content development
and product promotion (De Veirman et al., 2016).

Working with the incorrect influencers can seriously harm a business's reputation, and errors made
by them can result in significant financial losses (Saima & Khan, 2020). The chosen influencer
will create a negative brand image for the specific company being promoted, and any money paid
will have been in vain if they do not post the appropriate material to appeal to their audience and
transmit the brand message in a believable manner (Silvia, 2019).

Influencer marketing's effects on customers in the beauty sector have already been the subject of
a growing corpus of research (Finisterra do Paço & Oliveira, 2017). However, there hasn't been
much debate on which WOM method has the biggest influence on consumer purchasing behavior
in the cosmetics sector. Influencer marketing and online reviews are the two tactics covered in this
essay. This study will concentrate on the aforementioned comparison to add to the body of
knowledge because of the complexity of these events.

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4.2Trifecta (owned, paid, earned media) influence cosmetics purchasing decision on
social media:
Facebook: The first social network this research study will look into is Facebook, where
consumers purchase their cosmetics and media collaborate to promote, influence, and advertise
one another's brands of cosmetics. Mark Zuckerberg, Eduardo Saverin, Andrew McCollum, Dustin
Moskovitz, and Chris Hughes launched Facebook in 2004 (Agnew & Sindhav, 2009). The
platform was initially designed to promote networking among Harvard students, but as soon as its
developers realized the potential of their product, they decided to make it available to the general
public in 2006 (Tankovska, 2021). Facebook is the largest social media platform in the world, with
an unparalleled total of 2.8 billion monthly active users (Tankovska, 2021). Facebook has
purchased a number of businesses over the years, including Instagram and WhatsApp, which
together have 3.3 billion users (Tankovska, 2021). Customers can build a profile on the social
media site and then exchange personal details, pictures, videos, and updates about their lives with
other users they follow (Agnew & Sindhav, 2009). Because Facebook depends so heavily on user
interactions, it offers a variety of tools for users to engage in conversation via likes, comments, or
shares. These tools include stories, livestreams, private messages, group chats, and a news feed
(Facebook, 2021e).

Marketing professionals frequently use the social networking service to promote their goods and
services (Agnew & Sindhav, 2009). Facebook is able to successfully distribute tailored advertising
space to marketers thanks to the user data it stores (Tankovska, 2021). Facebook encourages the
use of tailored adverts since they help businesses reach a wider global audience (Facebook, 2021e).
Facebook's tailored ad capabilities are used by more than 10 million advertisers, and Tankovska
(2021) predicts that the social network's advertising revenue will grow significantly (Facebook,
2021e). Because Facebook built tools to personalize a user's experience on their platform based on
pages that they and their friends like, profile information, sites visited, interactions with businesses,
location, and activities on other websites, users have the option to discover new businesses and
products that are of interest to them. The social media platform offers businesses a variety of
alternatives to help them succeed and expand, such as free tools to achieve business goals, a
customized plan to sell on their channel, and virtual seminars to boost a firm's performance
(Facebook, 2021c). Similar to Instagram, Facebook has a storefront set up on its platform where
businesses may promote their goods and brand identities (Facebook, 2021d). Additionally, the

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social networking service offers businesses an appointment tool that they can set up on their
business profile. This tool makes it easier for customers to make reservations and enables brands
to send confirmations and reminders to their clients (Facebook, 2021d). For businesses to monitor
their performance and subsequently improve it, Facebook provides a number of analytical tools
and metrics, such as reach, engagement, impressions, referral traffic, page likes and follows, video
retention and engagement, click-through rates, cost-per-click and cost-per-action, as well as ad
frequency (Facebook, 2016).

Facebook business segments use earned media from users to spread the word about your cosmetics
brand, such as shares, mentions, comments, and reviews that are posted by third parties, such as
influencers or clients, to encourage brand purchases. Owned media create their own brand
websites, blogs, and naturally occurring social media posts. They advertise the cosmetics brands
on social media rather than the paid media social media ads.

Instagram: A number of reasons, including its potential to reach a wide audience, Instagram is a
well-liked marketing tool for businesses and other entities (Jin et al., 2019). Companies can run
paid advertisements on the social media platform in a variety of formats, including "stories ads,"
"photo ads," "video ads," "collection ads," "carousel ads," and "ads in explore" (Facebook, 2021f).
The platform has seen an increase in beauty influencers over the past several years, who use their
following to promote products and businesses, share personal stories, and offer advice (Jin et al.,
2019). When it comes to distributing messages and creating new trends, these producers are
incredibly successful (Jin et al., 2019). Numerous businesses have worked with influencers who
fit their brand image in recognition of the enormous potential for improving sales (Jin et al., 2019).
This has increased brand awareness and reach.

Instagram provides insights about individuals, advertisements, and industries to help businesses
increase their success rate (Facebook, 2021f). Additionally, it offers a variety of analytical tools
for businesses to assess and enhance their performance as well as learn more about their target
market and strategy (Facebook, 2021f). These metrics assist businesses examine and improve their
business and brand image by providing them with a better knowledge of their reach, impressions,
likes, profile visits, interactions, and popular posts (Facebook, 2021f) . Instagram ads promote
cosmetics brands with just one click, influence users to post reviews and comments after using the
brands' products, and share benefits to inform users and persuade them to buy. Earned media also

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frequently uses my cosmetics brand to promote its goods. Using it, consumers may learn
influencing opinions as well as real reviews of the products before making an online buy.

Twitter: Twitter is the third platform that this study article takes into account. In order to have a
beneficial impact on society, users of this social network can communicate with one another, share
links, and write "tweets" that are limited to 140 characters (Reiff, 2020). Jack Dorsey, Biz Stone,
Evan Williams, and Noah Glass launched the channel in 2006, and as of 2020, it has more than
200 million active monthly users (Statista, 2021b). The social networking site aspires to foster
healthy discourse on timely and important subjects among users worldwide, forming online
communities and influencing how people interact in the modern period (Twitter, 2021a; Walck,
2013). Businesses can optimize their ad campaigns by using the tools Twitter offers to analyze
their effectiveness in terms of impressions, cost-per-click outcomes, and engagements (Twitter,
2021a). Twitter provides businesses with data and metrics of their posts, including the number of
retweets, likes, and responses, retention, as well as view- and completion rates, through the Tweet-
and Video Activity Dashboards (Twitter, 2021b). In addition, Twitter offers conversion tracking
and data-driven insights on its sponsored promotional campaigns (Twitter, 2021b). Additionally,
the microblogging platform links businesses with influencers that appeal to their target market,
which has many advantages like increased brand awareness (Twitter, 2021a).

4.3Consumer behavior on purchasing cosmetics on online:

The emergence of social media and the internet has made it simpler for consumers to access a
wealth of information, which has helped them make better purchasing decisions (Aksoy & Cooil,
2006). The trio is jam-packed with consumer reviews, recommendations, and opinions, giving
buyers the chance to read frank product reviews and affecting all phases of the decision-making
processes of customers (Smith, 2009). According to Jepsen's (2007) observation, people will use
the internet more frequently for product information searches and buying decision-making the
more time they spend online. The marketing trifecta helps consumers learn about new brands and
goods that interest them, which has a beneficial impact on their purchasing decisions (Powers et
al., 2012). As social networks create online communities, link people with shared interests, and
encourage interactions between them, customers share more information and opinions about
products, which helps them make better purchasing decisions (Ashman et al., 2015).

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4.4Digital marketing for beauty products:
Digital marketing has caused a significant shift in the beauty business in recent years. This is partly
a result of the development of the internet and the ensuing surge in popularity of cosmetics. A lot
of businesses have made significant investments in digital marketing campaigns after realizing the
potential of the internet as a tool for marketing. Because of this, traffic to beauty websites has
significantly increased, and sales have followed suit. Digital marketing professionals frequently
assert that a physical store cannot exist without an online presence. But you don't need to build a
physical store to run an internet business. With regard to cosmetic brand names, this assertion is
accurate. Today, you will notice a ton of firms and influencers making a killing by selling cheap
cosmetics online. You have the ability to reach more clients than a physical business by marketing
your beauty products online. But there are a few things to think about first. You may get all the
information you need from this article to launch your own beauty brand from beginning. Pricing
and product positioning are crucial factors to take into account when selling makeup online. When
it comes to market placement, makeup items fall into various categories. These levels reflect the
clients' purchasing power. Customers who are willing to shell out more money for a premium
product will be catered to by high-end cosmetics. For people who want to obtain the best value for
their money and can afford premium items at a low cost, mid-tier cosmetics are available.

Finally, low-quality goods are priced affordably so that the general public can readily afford them.
Great items are still available at this price range. Products with higher prices should generate
greater profit than those with lower prices. However, profitability is also determined by how many
things you can reliably make and sell over a specific time frame. In order to effectively meet
advertisers' demands for brand marketing, short video/live platforms are becoming more popular.
Many new brands have quickly emerged as underdogs in the market by connecting with consumers
through word-of-mouth recommendations. Video content co-creation is popular with consumers
and can effectively meet advertisers' demands for brand marketing by fusing brand advertising
with video content around user demand characteristics of KOLs. The most common video content
co-creation techniques for beauty and skin care are as follows in order to achieve the maxim
"where there are users, there is marketing" The following categories are the most frequently used
video content co-creation techniques in the beauty and skincare industry: creative videos, unboxing
reviews, good grass, product reviews, content insertion, etc.

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4.5Resources & Competitors:
Resources:

E-commerce platforms: Leading e-commerce platforms like Shopify, Woo Commerce

(WordPress), and Big Commerce provide tools for businesses to create and manage their online
stores.

Social media platforms: Social media platforms such as Instagram, Facebook, TikTok, and
Pinterest are essential for cosmetics brands to showcase their products through images, videos, and
influencer collaborations.

Beauty influencers and bloggers: Online cosmetics brands often collaborate with beauty
influencers and bloggers who have a large and engaged following. These influencers can promote
products and provide honest reviews.

Online marketplaces: Online marketplaces like Amazon, eBay, and Walmart offer cosmetics
brands the opportunity to reach a broader audience and benefit from their established customer
base.

Cosmetics trade shows: Industry-specific trade shows and expos provide opportunities for
cosmetics brands to showcase their products, connect with potential buyers, and stay updated on
industry trends.

Digital marketing tools: Tools like Google Ads, social media advertising, email marketing
platforms, and search engine optimization (SEO) help cosmetics brands reach their target audience
effectively.

Competitors:
Daraz: Daraz is one of the largest online marketplaces in Bangladesh, offering a wide range of
products, including cosmetics and beauty products. It provides a platform for various sellers and
brands to reach a vast customer base.

Pickaboo: Pickaboo is a Bangladeshi online retailer that offers a variety of products, including
cosmetics. It focuses on providing genuine products with reliable customer service.

PriyoShop: PriyoShop is another popular online platform in Bangladesh that sells cosmetics and
beauty products. They emphasize offering quality products and convenient delivery options.

Bagdoom: Bagdoom is an e-commerce platform that offers various products, including cosmetics,
fashion items, and accessories.

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Othoba: Othoba is an online shopping platform that offers a wide array of products, including
cosmetics and personal care items.

Shop Up: Shop Up is a platform that supports small businesses and entrepreneurs in Bangladesh.
It offers a range of products, and some sellers may offer cosmetics and beauty items.

Ajker Deal: Ajker Deal is a popular online marketplace in Bangladesh offering various products,
including cosmetics and personal care items.

E orange Shop: E orange Shop is an online retailer that offers cosmetics, skincare, and beauty
products to customers in Bangladesh.

Facebook pages: There are so many pages where we can buy cosmetics from so many online
pages where we can purchase many kind of cosmetics.

Remember that the online market is dynamic, and new competitors may have emerged since my
last update. It's important to research and assess the current landscape to determine your specific
competitors and their offerings.

4.6The powerful tool of digital word-of-mouth:

A dependable way to get recommendations is through digital word-of-mouth, also called
influencer marketing, which can be implemented through the trifecta. People look for
recommendations from their peers or endorsements from people they look up to. Other types of
recommendations, like customer reviews, influencer marketing, testimonials, and comments, can
also help brands build trust with consumers. Customers are more likely to trust a brand if it has a
good digital word of mouth. Through this, businesses have also been able to keep a presence
online. Word-of-mouth can have a huge effect on the sales of any brand. Also, it seems likely that
digital marketing has put customers in charge.

4.7Advantages of online cosmetics purchasing:

We live in a technological age now when it is quite simple for us to evaluate anything on the
Internet with no hassle. We have access to a variety of online stores where we can purchase goods
at fantastic savings. Additionally, there are numerous online stores where we may quickly get skin
care goods. The nicest and most fascinating aspect of online buying is that I can conduct it while
we are in home. I don't have to prepare myself or deal with a large throng to go to the skincare
market. Every time we go outside shopping, there is a lot of traffic, which is the problem. You
should acquire skin care products online from any reputable and dependable retailer for this reason.
The only thing you have to do is use your search bar to choose the greatest beauty supplies store
nearby. After then, you can visit a number of websites to purchase the things you require at

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fantastic prices. There are also many choices and a wide variety of things available. The purchase
of cosmetics online has some additional unstated advantages. The following are a few of these
undiscovered advantages.

To escape heavy traffic and crowds outside, it is wise for you to purchase your skin care goods
online from any reputable and trusted site. To purchase the authentic items, all you need to do is
look for the top beauty retailer in your area. The wide selection of products available while buying
online is one of its best features. There is also the possibility to read reviews of every product on
a number of websites that are accessible via the Internet. You can read these reviews left by past
customers to learn more about the product's quality and effectiveness.

4.8Influencing, promoting codes and giveaways:

In the online cosmetics purchase sector, promotional codes and gifts are successful methods of
attracting customers and increasing sales. Here's how you can apply these strategies to persuade
and interest clients. Customers might receive a discounted price or a special offer when they use
promotional codes, also called discount codes or coupon coupons.

Limited-Time Offers: By providing promotional coupons with expiration dates, you can instill a
sense of urgency. "Use code BEAUTY20 for 20% off this weekend only!" is an illustration.

Promotions for holidays and events: To make your coupons more applicable, link them to
industry events, holidays, or special occasions. Consider the phrase, "Get a free gift with every
purchase during our Summer Glow Sale."

Tiered discounts: Provide larger purchases with greater discounts. "Spend $100 and get 20% off,"
for instance, or "Spend $50 and get 10% off."

Exclusive codes: As a means to encourage engagement and loyalty, give exclusive codes to
regular customers, email subscribers, or social media followers.

Cross-Promotion: Create special codes for followers of influencers, beauty bloggers, or other
pertinent brands in collaboration with them. By doing so, you may increase your reach and reach
their audiences.

Giveaways can increase interest and engagement, bringing in new clients while keeping old ones.
Here's how to run giveaways successfully. Make admission requirements simple to understand and
easy to follow. This could entail doing things like subscribing to your newsletter, following your
social media pages, or tagging friends.

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High-Value Prizes: Provide prizes that appeal to your target market, such as a collection of well-
liked cosmetics items or an opulent skincare collection. User-Generated Content (UGC):
Encourage users to produce UGC using your items, such as beauty looks, and share it online with
a particular hashtag. This increases participation and raises awareness. Giveaways conducted in
collaboration with other cosmetics firms or influencers. By doing this, you may reach each other's
audiences and promote the event. Publicly Announce the Winners: Following the offer, make a
public announcement of the winners on your social media pages and other marketing platforms.
This increases openness and intrigue.

Gather Information for Future Marketing: As a requirement for entrance, ask participants for their
email addresses or ask them to opt-in to receiving marketing communications. You can use this to
grow your consumer database for upcoming promotions.

Keep in mind that giveaways and promotional codes should complement each other and your
brand's core principles. Be open and honest in your communications, and make sure that
participants can easily understand and access the promotion's terms and conditions. Additionally,
to continuously improve your strategy, track the success of these tactics using metrics like
increased website traffic, conversion rates, and social media engagement.

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 Chapter 5

5.1Data Collection:
In marketing research, Data collection is the foremost task to do. Here in my research I have
collected my data by using two methods. They are

1. Primary data

2. Secondary data

I have considered the following factors regarding primary data and secondary data:

Primary Data:
Primary data is data obtained from first-hand sources by a researcher using techniques such as
surveys, interviews, or experiments. It is obtained directly from primary sources with the research
project in mind (Google.com). In my research I have collected my primary data through a survey
that includes a questionnaire. Here in my research primary data have been collected throughout a
survey of questionnaire. I have done my survey of 100 people. From these I will divide my
segments.

Secondary Data:
Secondary data collection means to collect data by someone other than the user. Mostly used
sources of secondary social science data include censuses, government departmentally collected
information, organizational records, and data originally collected for other research purposes.
Secondary data is cheaper and faster than the primary data and may also be accessible if primary
data cannot be accessed at all (Google.com). In my research, I have collected our secondary data
from:

Google Scholar
Website
Journals
Articles
Project Paper
Other relevant research paper

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Research Design: Descriptive research (Multiple cross sectional Design)

Research Method: Survey method

Research Instrument: Structured questionnaire

Sample size: 100

In my research I have done my survey of 100 people. From these I will divide my segments

Sample area: Bangladesh

The following pie chart shows that in the survey of 100% respondent where 64% female sometimes
direct purchase cosmetics from online and 32% female purchase most of the time from online.2%
never purchase from cosmetics from online.

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The following pie chart shows that in the survey of 100% respondent here all age below female
purchase from online most around 37%. People of 18-25 age are occupying 35% portion of the
chart. 26% belongs to 26-35years age.

The following pie chart shows that in the survey of 100% of respondents, most of the females who
purchase cosmetics online large people are students 65%. Then 22% of people are homemakers
9% of people who is service holder purchase from online.

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The following pie chart shows that in the survey of 100% respondent here 61% female prefer
quality of product .29% female prefer quality of information .9% female prefer quality of delivery.

The following pie chart shows that in the survey of 100% respondent 53% female take the service
of e-commerce cosmetics shopping service 2 or 3 times in a month another side 23% ,once a
months 22% female 2 or 3 times a week take the service.

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The following pie chart shows that in the survey of 100% respondent 71% female most of the
times visit coemtices brand website for the information. 23% visit sometimes for information.6%
didn’t visit for information.

The following pie chart shows that in the survey of 100% respondent 77% engaged with cosmetics
brands on social media platfroms .

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The following pie chart shows that in the survey of 100% respondent 65% female browsing
website or social media platforms on clicked on advertisements. 22% did it sometimes.

The following pie chart shows that in the survey of 100% respondent here 40% female found
sponsored posts or influencing collaborations impact the purchasing decisions.38% found it
sometimes. 12% found it most of the times.

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The following pie chart shows that in the survey of 100% respondent where 41% female used
promotional codes and discounts. 28% female never used it.20% used promo code sometimes.11%
used it most of the times.

This pie chart shows that 53% female every time read online reviews and tester. 43% female
sometimes read reviews and tester.

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In this chart shows that 51% female depends on the products. 43% female believe in positive
reviews and recommendations from friends, influencers, or experts influencers.

The following pie chart shows that in the survey of 100% respondent 52% female had positive
experiences with cosmetics sometimes .39% female had always positive experiences social media
platforms.

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The bar graphs show that females are neutral about attract with the website increase cosmetics
brand image. Females are more agree about the attractive, social media pages where online
cosmetics are selling. Blogging and customer engagements are necessary for the brand image here
females are neutral and agree both equally. Forms are helpful to connect here consumers are
neutral.

The bar graphs show that google ad where females are neutral can easily increase cosmetics brand
image. Most females are agreed with social media can help to increase brand image. More than

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50% female neutral about that television can influences people. Paid influencers are not good for
cosmetics females also neutral about that. Paid content are beneficial for cosmetics business here
female are neutral.

The bar graphs show that females neutral about earn media. Agree about shares are important for
a better cosmetics selling. Also agree about reviews affect cosmetics selling a lot on online.

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 Chapter 6

Findings:
This study has been able to provide significant insight into the how digital trifecta influence
cosmetics purchasing of consumers from online. First, All the age group of female is the largest
segment who purchases cosmetic products from online. It can be observed that consumer
purchasing decision depends on some factors. After analyzing the data that there are four factors
that influences consumer to purchase cosmetics from online mostly three factors. The first factor
(beliefs in products attributes) indicates that customer looks for some attributes in the particular
product for taking the decision to purchase are quality, reviews, promotional codes, packaging and
features & designs. The second factor (psychological influences) includes self-image, looking
beautiful, easily purchasing, attraction of easily getting products and social acceptance which
influences consumer to purchase cosmetics products psychologically. The third factor
(conveniences) includes product availability, variation and online purchasing which indicates the
conveniences of products for taking the decision to purchase cosmetics from online shops .And
the last factor (external influences) includes promotion or advertising and normative influences by
which consumer get attracted by the products to purchase cosmetics from online shops and
websites .Therefore, cosmetic companies should emphasize more on psychological factors to
influence the consumer to purchase foreign products. As from the research, it shows that customers
are not yet fully influenced psychologically to purchase cosmetics from online shops. Marketers
also need to give more attention on external influences to attract the customer throughout
advertising their product in many ways. They should research more on psychological influence,
conveniences and external influences of consumers to understand them in a better way so they can
predict the future purchasing behavior of online cosmetics selling.

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 Chapter 7

7.1Conclusion:
In conclusion, the digital trifecta of social media, online reviews, and influencer marketing has
revolutionized the online cosmetics purchasing journey. Consumers are exposed to visually
appealing content, authentic reviews, and relatable influencer endorsements, all of which
significantly impact their decisions. This interplay between digital elements highlights the
importance of brands embracing transparency, authenticity, and active engagement to succeed in
the dynamic online cosmetics market. consumers' online cosmetics purchasing decisions are
shaped by a combination of convenience, information availability, social influence,
personalization, and emotional factors. Brands that leverage these factors effectively through their
online presence, marketing strategies, and customer engagement can establish strong connections
with their target audience and drive successful online sales. Social media platforms serve as
dynamic spaces for cosmetics brands to showcase their products through visually compelling
content, such as images, videos, and stories. By establishing a strong social media presence, brands
can create a sense of aspiration and desire among consumers. Engaging posts, giveaways, and
behind-the-scenes glimpses can foster a loyal community around the brand. Digital marketing
profoundly shapes consumers' online cosmetics purchasing decisions by creating awareness,
fostering engagement, building trust, and providing personalized experiences. Brands that
effectively utilize various digital marketing strategies can establish strong connections with their
audience and guide them toward making confident and informed cosmetic purchases.

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7.2Recommendation:
In digital platforms online cosmetics shopping from online shops and websites they should
maintain some strategies and follow it –

 Give some free new cosmetics products tester or samples with their deliveries of products.
 Maintaining a reviews of cosmetics which will help consumers to choose their products.
 Hire some cosmetics specialist for their pages and websites to help consumers and give
them proper knowledge about the cosmetic products.
 Avoid fake reviews, paid promotion and fake cosmetic products.
 Give occasionally offers, promotion codes and discounts.
 Maintain a return policy where consumer can easily return wrong delivering products.

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 Chapter 8

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Owned, earned, and paid content: The Digital Marketing Trifecta (2022). Available at:
https://www.cupocontent.com/single-post/owned-earned-and-paid-content-the-digital-marketing-trifecta.

Wikipedia contributors (2023) “Cosmetic industry,” Wikipedia [Preprint]. Available at:

https://en.wikipedia.org/wiki/Cosmetic_industry.

Taking a good look at the beauty industry (2021). Available at:

https://www.mckinsey.com/industries/retail/our-insights/taking-a-good-look-at-the-beauty-industry.

Launchmetrics (2020) Digital Marketing Trends Overtaking The Beauty Industry - Launchmetrics.
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industry.

PageFly (2023) “Selling makeup Online: The Ultimate guide to start your cosmetic brand,” PageFly
[Preprint]. Available at: https://pagefly.io/blogs/shopify/selling-makeup-online.

Lavey, L. (2023) “Social Media Advertising For Cosmetics: Instagram, Facebook, or Pinterest?,” Intuitive
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instagram-facebook-or-pinterest/.

Social media shopping on Instagram & Twitter | Informatics (no date). Available at:
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features?fbclid=IwAR32fRtAEN2JpXEF4Zm2ljEDC1jyrI29avPeY89TiVSzQwkKl4Z4nQAN5Mw.

Liu, Y., Qi, C. and Tong, S. (2015) “Empirical study of eWOM’s influence on consumers’ purchase
decisions,” in Elsevier eBooks, pp. 123–135. Available at: https://doi.org/10.1016/b978-0-08-100274-
2.00008-x.

Development of the research hypothesis and types of hypothesis (2020). Available at:
https://theintactone.com/2018/02/26/br-u1-topic-3-development-of-the-research-hypothesis-and-types-of-
hypothesis/.

Brook, C. (2023) 2019 cosmetics eCommerce trends: How women buy cosmetics online. Available at:
https://getflowbox.com/blog/ecommerce-trends-beauty-cosmetics-report/.

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date). Available at: https://repository.uel.ac.uk/item/8561w.

Chikina, A. (2022) “Features for online shops selling cosmetics,” IntexSoft [Preprint]. Available at:
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12 Best Beauty eCommerce Websites: Inspiring Examples & tips (no date). Available at:
https://www.nopcommerce.com/en/blog/12-best-beauty-ecommerce-websites-inspiring-examples-tips.

Autofulfil (2021) “The Impact Of E-Commerce On The Cosmetics Industry - Autofulfil - Medium,”
Medium, 10 December. Available at: https://medium.com/@pmyers_23784/the-impact-of-e-commerce-
on-the-cosmetics-industry-f1c9f7fff4f3.

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 Chapter 9

Appendix

“How Digital Trifecta Influence Consumer’s Online Cosmetics Purchasing

Decision”

Dear Valued Respondents,

I am the student of East West University and conducting a survey in my research study entitled
“How Digital Trifecta Influence Consumer’s Online Cosmetics Purchasing Decision".

In the regard, I am asking for your precious time and effort to answer all the questions in
the questionnaire that are important and helpful for the completion of the study.

Rest assure that all the data gathered from you will be kept in the highest level of confidentiality.
Your positive response in this request will be valuable contribution for the success of the study.

Thank you very much for your cooperation.

Tasmim Hossain Mim

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Respondent’s Demography
1. Have you ever made a direct purchase from a cosmetics brand's website or other owned digital
channels?

o Yes, I do sometimes o Yes, I do most of the times o Never

2. Age:

o Below o 26-35 o Above 45

o 18-25 o 36-45

3. Occupation:

o Student o Homemaker o Service holder

o Businessman o Other

4. Which types of factors affects you the most when you do purchase cosmetics from online shops?

o Quality of product o Quality of delivery

o Quality of information o Quality of return policy

5. How often do you use e-commerce cosmetics shopping services?

o 2 or 3 times in a month o Once a month

o Once a week o 2 or 3 times a week

6. Do you frequently visit cosmetics brand websites or blogs to gather information about their
products?

o Yes, I do o No, I don’t o Sometime

7. Do you engage with cosmetics brands on social media platforms, such as following their pages or
interacting with their content?

o Yes, I do o No, I don’t o Most of the time I engaged

8. Have you clicked on online advertisements related to cosmetics products while browsing websites
or social media platforms?

o Yes, I do o No, I don’t o Sometime

9. Do you find sponsored posts or influencer collaborations impactful in influencing your cosmetics
purchasing decisions?

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o Yes, I do o No, I don’t o Sometime o Most of the times

10. Have you ever used promotional codes or discounts provided in paid advertisements to make a
purchase?

o Yes, I do o No, I don’t o Sometime o Most of the times

11. Have you ever read or come across online reviews or testimonials about cosmetics products
before making a purchase?

o Yes, every time o Sometimes o Never

12. Do you believe that positive reviews or recommendations from friends, influencers, or experts
influence your decision to buy cosmetics online?

o Yes, I believe it. o Depends on products o No, I prefer using tester of products

13. Have you ever shared your positive experience with a cosmetics brand or product on social
media platforms?

o Yes, I do always o Sometimes, I do o No, I don’t

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 14. Please carefully consider the statements below and indicate how much you agree or disagree
with each one. Using the scale below, please choose and circle the relative items to indicate your
answer on top management support of the brand, ranging from 1= Strongly Disagree to 5=
Strongly Agree.

Is attractive website increase 1 2 3 4 5

cosmetics brand image
01

Attractive, social media pages are 1 2 3 4 5

important for online cosmetics
02
selling

Blogging and customer 1 2 3 4 5

engagement are necessary for
03 brand image.

Forums are helpful to connect 1 2 3 4 5

04 Customers and increase cosmetics

brand image

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 15.Please carefully consider the statements below and indicate how much you agree or disagree
with each one. Using the scale below, please choose and circle the relative items to indicate your
answer on top management support of the brand, ranging from = Strongly Disagree to5= Strongly
Agree.

No. Statement Strongly Disagree Neutral Agree Strongly

Disagree Agree

Do you think google ads can 1 2 3 4 5

increase cosmetics brand image
01

Social media ads help to increase 1 2 3 4 5

cosmetics online purchasing
02

Television commercial influence me 1 2 3 4 5

to purchase a good cosmetics brand
03 from online

Paid influencers are not good for 1 2 3 4 5

cosmetics brand Image
04

Paid content promotion is 1 2 3 4 5

beneficial for cosmetics brand
05 image.

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 16.Please carefully consider the statements below and indicate how much you agree or disagree
with each one. Using the scale below, please choose and circle the relative items to indicate your
answer on top management support of the brand, ranging from 1= Strongly Disagree to 5=
Strongly Agree.

No. Statement Strongly Disagree Neutral Agree Strongly

Disagree Agree

I prefer earned media-related direct 1 2 3 4 5

01 mentions influence for better
cosmetics online purchasing

Shares are important for a better 1 2 3 4 5

02 cosmetics online selling

Reviews affect cosmetics selling a 1 2 3 4 5

03 lot on online

I think good recommendations create 1 2 3 4 5

04 good effect on online purchasing

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