Content marketing and purchase decision of cosmetics on TikTok and Instagram

Abstract

Introduction: Digital social networks such as TikTok and Instagram have become key spaces in the daily lives of female university students, who are active consumers of beauty products. Content marketing emerges in the context, with its main players: influencers and user-generated content. Objective: This research aims to determine if there is a correlation between content marketing and cosmetic purchasing decisions among female students at the Technical University of Ambato. Methodology: The study was developed using a quantitave, descriptive, and correlational approach with a non-experimental, cross-sectional design. A survey was used to directly measure perceptions, attitudes, and behaviors. Results: The results showed a strong proportional relation between both studied variables, as determined by Spearman´s Rho. Furthermore, descriptive analysis identified positive general trends in content marketing and purchasing decisions. Conclusion: This study contributes to the understanding of consumer behavior on social media and highlights the need for Ecuadorian cosmetic companies to strengthen their digital strategies to create close experiences with their audiences. General Area of Study: Administrative Sciences. Specific area of study: Digital marketing and consumer behavior. Type of study: Original.