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With findings from analyzing over 15,000 businesses and 1,200 consumers, youll learn:
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-Tricks to spot technical review signals that influence SEO, for better or worse
-Strategies to package these new strategies as a new local SEO offering.
Watch M辿l Attia, Sr. Marketing Manager at GatherUp, as she shows how consumer trust and AI updates are reshaping Local SEO, and how agencies can lead the way.
From AI Overviews to local SERP features, now is your chance to get expert, actionable insights you can bring to clients now to get ahead in 2025.
The Power of Compound Creativity - Consistency drives business outcomes
The Power of Compound Creativity - Consistency drives business outcomesvikram sood
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How to unleash the power of consistent creativity and other tools for brand establishment, RoI and sales.
Consistency drives business outcomes for UK and US brands, can is drive the same for Indian brands?
Are Indian ad agencies unable to bring consistency to the game?
Also, if you keep your agency and fire your CMO, you gain more as the agencies chances of bringing freshness is higher than someone focussed solely on keeping their job!!!Impact of Social Media on Consumer Buying Behaviour of Personal Care Products
Impact of Social Media on Consumer Buying Behaviour of Personal Care ProductsKARTIKTHANTH1
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This research project investigates the impact of social media on consumer buying behaviour in the personal care industry, with a particular focus on how platforms such as Instagram, YouTube, Facebook, and WhatsApp influence purchasing decisions. Conducted by students at the SAL Institute of Management under the guidance of Dr. Falguni Prajapati, the study centers on complex buying behavior, which involves high-involvement, infrequent, and potentially high-risk purchasesspecifically within the context of personal care products like skincare, haircare, hygiene, and cosmetics.
The research employed a mixed-method approach, using primary data from 60 respondents collected through structured questionnaires. The sample primarily included young adults aged 2130, with a majority being students. Convenience sampling was applied, and tools like Microsoft Excel and Google Sheets were used for data analysis. Respondents were assessed on their engagement with social media content, reliance on influencer recommendations, product reviews, advertisements, and overall trust in online promotional materials.
Findings show that platforms such as Instagram (88.3%), WhatsApp (78.3%), and YouTube (70%) dominate user activity among the surveyed participants. The majority of users (86.7%) spend over one hour daily on social media, creating a highly engaged and digitally active audience. Approximately 91.6% encounter personal care-related content at least occasionally, and over half rely on social media to compare brands before purchasing. Product reviews emerged as the most helpful form of user-generated content, followed by how-to-use tutorials and unboxing videos. Authentic reviews that include both pros and cons were found to be the most trustworthy, highlighting a consumer preference for transparency.
The study concludes that social media exerts a moderate but meaningful influence on consumers decisions. While digital influence is significant, it does not completely replace independent judgment, suggesting the need for hybrid marketing strategies that combine digital engagement with traditional advertising. Trust in influencers, clear product information, and visually engaging content were noted as strong motivators for purchases. Visual-first formats like reels and short videos were especially effective in capturing attention.
Recommendations include diversifying the range of social media platforms studied, expanding sample diversity across age groups and regions, analyzing long-term effects, and incorporating mobile-friendly strategies given the high mobile usage. This research is valuable for marketers, advertisers, and brand managers aiming to enhance consumer engagement and brand loyalty in the digital age, particularly within the growing personal care market.
Transform the Student Journey: From First Click to First Day with Our Stude...
Transform the Student Journey: From First Click to First Day with Our Stude...Higher Education Marketing
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Unsticking Marketing with Smart, Strategic AI Master Class - Scott Fenstermak...
Unsticking Marketing with Smart, Strategic AI Master Class - Scott Fenstermak...DigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions
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The Brand Clarity Framework: The Stories We Tell - Chirag Nijjer, Chirag Speaks
The Brand Clarity Framework: The Stories We Tell - Chirag Nijjer, Chirag SpeaksDigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions
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