The impact of social media on the purchasing tendency: Cosmetic sector

Advertising sector which had started since old ages with papers engraved on the wall, has developed over the years. Social media, which started with the e-mail in 1971, has become the most popular platform for advertising today. Cosmetic industry which has 390 billion euro market share around the world and 26,4 billion euro in Turkey is a new and gorgeous sector. Lots of content are shared about cosmetic products in social media. Cosmetic factories and advertisement providers mostly prefer sharing their products to introduce with social media. In the thesis, advertising, the development process of social media, the datas of social media users, the effect of social media on the purchasing process of consumers, cosmetic sector and marketing practices in the sector are explained. For the purpose of the research, 250 people who are consumers of cosmetic products over 18 years old, living in İzmir and who are in contact with social media were surveyed In conclusion, we found a positive effect of social media advertisements on sells.