Research on the Evaluation of Beauty Market: From Traditional Media to Digital Platforms

University of Southampton, Southampton, United Kingdom

^* Corresponding author: jk1g22@soton.ac.uk

Abstract

The development of the internet allows digital social media platforms to increase their influence on daily life, and social media platforms also influence consumer behavior patterns. To cater to consumers, brands also need to make corresponding changes, but the direction of marketing and promotion to digital platforms does not mean that traditional media has been completely replaced. Social media is an opportunity as well as a change, and the advantages and risks coexist. Therefore, this study aims to explore the transition from traditional media to digital platforms, the synergistic effect between the two in the beauty market, and the impact on factors such as consumer purchase behavior. This study analyses the key findings of the past five years through a systematic literature review on factors such as the digital transformation of traditional media, the pros and cons of digital social media platforms, and their relationship to consumer purchasing behavior, and summarizes these studies. This study reveals the importance of using both digital social media and traditional media in the beauty market and suggests that brands should adopt multi-channel marketing strategies to reach a wider audience.