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@article{194170,
        author = {Manjari Singh and Sanya Yadav and Ayush Kumar Maurya and Vinitha Vincent},
        title = {A Study on How Seasonal Digital Marketing and Social Media Platforms Influence Beauty Product Buying in India},
        journal = {International Journal of Innovative Research in Technology},
        year = {2026},
        volume = {12},
        number = {10},
        pages = {2727-2740},
        issn = {2349-6002},
        url = {https://ijirt.org/article?manuscript=194170},
        abstract = {The rapid expansion of digital media and social networking platforms has significantly transformed consumer buying behavior in the Indian beauty and personal care industry. Seasonal and festival-driven consumption patterns, deeply rooted in India’s socio-cultural landscape, have encouraged beauty brands to increasingly rely on seasonal digital marketing strategies such as festival-themed content, limited-time discounts, and platform-specific promotional campaigns. Despite their widespread use, empirical research examining the combined influence of seasonal digital marketing and social media platforms on beauty product buying behavior in India remains limited.
This study aims to analyze how seasonal digital marketing campaigns and social media platforms influence consumer engagement and purchase behavior for beauty products in the Indian market. Using a descriptive and analytical research design, primary data was collected through a structured online survey administered to Indian consumers who actively engage with digital platforms and purchase beauty products during seasonal and festive periods. The study examines the impact of festival-themed content, discount sale offers, and social media platform effectiveness on key consumer outcomes, including engagement quality, purchase frequency, average order value, and sales conversion rates.
The findings of this research highlight that culturally aligned festival-themed digital content significantly enhances emotional engagement and positively influences consumer purchase decisions. Seasonal discount offers were found to increase purchase frequency and impulse buying behavior, particularly when combined with emotionally resonant promotional messaging. Additionally, the effectiveness of social media platforms in driving engagement and sales conversions varied across platforms, with visually driven and direct communication platforms demonstrating stronger performance during seasonal campaigns.
The study contributes to existing literature by addressing the research gap related to seasonality in digital marketing within the beauty industry, particularly in the Indian context. The insights derived from this research offer practical implications for beauty brands in designing effective seasonal digital marketing strategies and optimizing platform-specific campaigns to enhance consumer engagement and sales performance.},
        keywords = {Seasonal Digital Marketing; Social Media Platforms; Beauty Products; Consumer Buying Behavior; Festival-Based Promotions; Online Engagement; Purchase Intention; Indian Beauty Market},
        month = {March},
        }