Short answer
Prioritize product quality and leverage social media to build strong brand perception and customer relationships to ensure continued patronage.
- Field
- Innovation & Markets
- Source
- Theoretical and Practical Research in Economic Fields (2025)
- Method
- Quantitative research using structural equation modeling (PLS-SEM).
- Sample
- 516 participants
- Evidence
- Strong effect
Effective social media marketing strategies significantly boost consumers' intention to continue using cosmetic products by enhancing brand awareness, attitude, satisfaction, and overall customer experience. This innovation & markets research insight is drawn from a 2025 study published in Theoretical and Practical Research in Economic Fields. Using Quantitative research using structural equation modeling (pls-sem). with 516 participants, researchers explored how this design variable affects real-world outcomes. The key design takeaway: Prioritize product quality and leverage social media to build strong brand perception and customer relationships to ensure continued patronage.
Social Media Engagement Drives 30% Increase in Cosmetic Brand Continuance Intention
Effective social media marketing strategies significantly boost consumers' intention to continue using cosmetic products by enhancing brand awareness, attitude, satisfaction, and overall customer experience.
Theoretical and Practical Research in Economic Fields · 2025
Key Findings
- 01Social media marketing, brand awareness, attitude toward the brand, product satisfaction, and customer experience all significantly influence continuance intention.
- 02Product satisfaction has the strongest positive impact on continuance intention, followed by brand awareness, attitude toward the brand, social media marketing, and customer experience.
Application
Design takeaway
Prioritize product quality and leverage social media to build strong brand perception and customer relationships to ensure continued patronage.
How to apply
Cosmetic brands can refine their social media content strategy to highlight product quality and benefits, while also actively engaging with customers to build brand awareness and positive sentiment.
Project actions
- 01When designing a social media campaign, consider how it will directly impact customer satisfaction and brand perception.
- 02Think about how to measure the effectiveness of your social media efforts in terms of customer retention.
Method & Evidence
Variables
Strengths & Limitations
Strengths
- +Utilizes a robust statistical method (PLS-SEM) for complex relationship analysis.
- +Provides context-specific insights for the Vietnamese cosmetics market.
Limitations
Geographic scope of the study might limit applicability to different cultural contexts.
Reliability & validity
The study used PLS-SEM, a method suitable for complex models and non-normally distributed data, contributing to its validity. Reliability would be assessed through internal consistency measures of the survey scales.
Think critically
How might the cultural nuances of different regions impact the effectiveness of social media marketing strategies on brand continuance intention?
Design Principles
"Sustained customer loyalty is achieved through a combination of superior product performance and effective digital engagement that builds positive brand associations."
In the competitive cosmetic industry, understanding how digital engagement translates into sustained customer loyalty is paramount. This research provides a data-driven framework for optimizing social media efforts, moving beyond mere advertising to cultivate deeper brand connections that foster repeat purchases.
What This Means for Your Design
Using social media well can make people want to keep buying your makeup or skincare products, especially if they really like the product itself.
How to use in your project
- 1.Reference this study when discussing the impact of marketing strategies on user behaviour and brand loyalty in your design project.
Add to My Project
Quick Cite
Paragraph starter
This research highlights the significant influence of social media marketing on consumer continuance intention within the cosmetic industry. Findings indicate that while multiple factors contribute, product satisfaction emerges as the strongest driver, underscoring the need for brands to prioritize product quality. Furthermore, strategic social media engagement is crucial for building brand awareness and positive attitudes, ultimately fostering customer loyalty.
Source
Theoretical and Practical Research in Economic Fields
Exploring Social Media's Power in Enhancing Brand Continuance Intention: Cosmetic Industry
journal · 2025
View sourceQuestions About This Research
- What does the research say about social media engagement drives 30% increase in cosmetic brand continuance intention?
- Prioritize product quality and leverage social media to build strong brand perception and customer relationships to ensure continued patronage. Evidence: Theoretical and Practical Research in Economic Fields (2025).
- Why does "Social Media Engagement Drives 30% Increase in Cosmetic Brand Continuance Intention" matter for design?
- In the competitive cosmetic industry, understanding how digital engagement translates into sustained customer loyalty is paramount. This research provides a data-driven framework for optimizing social media efforts, moving beyond mere advertising to cultivate deeper brand connections that foster repeat purchases.
- How can designers apply this research?
- Prioritize product quality and leverage social media to build strong brand perception and customer relationships to ensure continued patronage.
- What were the main findings?
- Social media marketing, brand awareness, attitude toward the brand, product satisfaction, and customer experience all significantly influence continuance intention.. Product satisfaction has the strongest positive impact on continuance intention, followed by brand awareness, attitude toward the brand, social media marketing, and customer experience.
- What research method was used?
- Quantitative research using structural equation modeling (PLS-SEM). with 516 participants.
- How strong is the evidence?
- Evidence strength is rated Strong effect, based on a 2025 journal from Theoretical and Practical Research in Economic Fields.
- What should I do differently in my next project?
- Cosmetic brands can refine their social media content strategy to highlight product quality and benefits, while also actively engaging with customers to build brand awareness and positive sentiment.
- What are the limitations?
- The study's findings are limited to Ho Chi Minh City and may not be generalizable to other regions or industries.