Examining The Role Of Social Media In Shaping The Consumer Behaviour Patterns Of Men’s Grooming Products

Abstract

Consumer behaviour in the men’s grooming industry has been largely shaped by the dominating penetration of social media channels. Pulsating with influencer marketing, targeted adverts, and peer-to-peer recommendations, digital platforms like Instagram, YouTube, and Facebook have become the new battleground for deciding your next purchase. Today, consumers have a much more susceptible eye when it comes to changing beauty and grooming standards as it's often dictated by online aesthetic fads, celebrity partnerships, and influencer lifestyles. Such exposure generates brand awareness, product diversity and loyalty especially among the younger generations which are more in touch with digital content. Using personalized algorithms, social media platforms pepper advertisements of grooming solutions as per individual interests and search history, thus prompting impulse buying as well. Additionally, social media is an interactive platform that enables the consumer to share experiences, compare products, and shape their peer networks to instigate a cycle of digital word-of-mouth marketing. On the other hand, these platforms also create problems; from setting impossible ideals of beauty, to over shopping, and being more vulnerable to tricks and tips of persuasive marketing strategies. Grasping these dynamics is important for brands, which want to make a name for themselves in the competitive men’s grooming market. The following study investigates the implications of social media in driving consumer behaviour patterns, identifying key insights for how digital engagement can influence attitudes, preferences and purchase intent in the men’s grooming products space.