A study of the impact of social networking communities on the consumption of beauty luxury products

Lynsey Macdonald, Irene Garcia Medina, Zahaira González Romo

    Research output: Chapter in Book/Report/Conference proceedingChapter (peer-reviewed)peer-review


    The advances in internet technology over the past decade have irrevocably altered the ways in which people communicate – this, in turn, has had an undeniable impact on consumer behaviour. The following chapter set out to explore the phenomenon of blogging and social media communities, and the impact these communities have had on reference group culture, social identity and the buying behaviour of a target group of consumers – women, aged 18-30, who participate in the online beauty community. This research has examined the impact participation in this community has had on the amount of money these consumers spend on beauty and skincare products, and the extent to which it has influenced their attitude towards luxury products. The study confirmed findings from existing literature, in that a connection between purchasing habits and the desire to be considered a member of the community was established. The data collected revealed that participation in the beauty community has an impact not only on the amount of money consumers spend on beauty and skincare items, but that this frequent online communication makes them increasingly more willing to purchase a wider variety of products, both at a high end/luxury and High Street/drugstore level. The study also revealed that regular participation in the community increases consumer knowledge of products, and can eventually lead to their expertise surpassing that of sales staff. The study concludes by outlining recommendations for marketers working with beauty brands, highlighting key considerations to make when approaching the marketing of products via the online community, based on the findings on this study.
    Original languageEnglish
    Title of host publicationGlobal Marketing Strategies for the Promotion of Luxury Goods, Advances in Marketing, Customer Relationship Management, and E-Services (AMCRMES)
    PublisherIGI Global
    Number of pages26
    ISBN (Print)9781466699595
    Publication statusPublished - 2016


    • social networking communities
    • beauty luxury products
    • consumption
    • impact
    • beauty community


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