Effect of social media influence on consumer’s purchase intention of organic beauty products: the role of customer’s engagement and generativity

ABSTRACT The growing consciousness among consumers regarding the toxic effects of traditional beauty products has developed consumer interest in organic beauty products as an alternative. This study investigates how social media and consumer engagement reinforce this interest and influence consumer purchase intention of organic beauty products. The results of 213 datasets collected through the online platform and analyzed by structural equation modeling suggest that both social media and consumer engagement positively and significantly affect the intention to purchase organic beauty products. The research also found a significant mediating role of consumer engagement between social media influence and purchase intention. While no moderating effect of generativity was found between consumer engagement and purchase intention. As consumers’ purchase decision of organic products is influenced by social media, this study suggests marketers allocate greater budgets to social media to increase consumer engagement. Additionally, it presents a fresh perspective on the organic beauty industry through the lenses of social influence theory and calls for further research into the new paradigm of social media influence on the consumption of organic beauty products.