ABSTRACT

Background: Social media, especially through sites such as Instagram, have assumed the role of key drivers of consumer behavior, particularly among the youth. Cosmetic companies are increasingly using these sites to market their products and shape perceptions of good looks and lifestyles. Understanding this influence is crucial in analyzing marketing ethics and youth behavioral patterns. Objective: The study investigates whether advertisement through Instagram influences the use of cosmetic products amongst the youth.Methods: We administered a cross-sectional survey to 180 young participants, 58.3% of whom were female, using a structured questionnaire to assess cosmetic usage patterns and exposure to advertisements on Instagram. Descriptive statistics and correlation analyses were applied to assess the relationship between the extent of social media exposure and cosmetic product use. Results: 75% of the total respondents reported using cosmetics that were influenced by social media ads, especially on Instagram. There existed a strong relationship between gender, time spent on Instagram, from 2 to 5 hours daily, and the likelihood of purchasing cosmetics due to online ads. Conclusion: The study finds that cosmetic consumption among youth is significantly influenced by Instagram advertisements. Most affected are females and those who spend more time on Instagram. These findings point to the increasing impact of digital media on consumer behavior among the young population. Keywords: Cosmetics, social media, Instagram, youth behavior, beauty marketing
Publication date: 2026/10/01

https://www.ijbpas.com/pdf/2026/October/MS_IJBPAS_2026_10506.pdf

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doi.org/10.31032/IJBPAS/2026/15.10.10506