Social media usage in Indian beauty and wellness industry: a qualitative study

Abstract

PurposeAdvancement in technology has increased the use of social media among Internet users. People are on social media all day and brands cannot miss this opportunity to turn these users into potential customers. The purpose of this research paper is to identify the prominent social media platforms in Indian beauty and wellness industry and to establish dimensions of social media activities.Design/methodology/approachThis is a qualitative study in which in-depth interviews were conducted with owners and managers of beauty and wellness centres, who use social media for promotion of their business.FindingsThis study establishes 5M's of social media activities (Motives, Media, Management, Merits and Metrics) that play a major role in social media promotion. It also identifies that Facebook and Instagram are prominent social media platforms for this industry, followed by Snapchat, YouTube and LinkedIn.Research limitations/implicationsBeing a qualitative study, it is exploratory in nature and confined to beauty and wellness centres only, thus, findings cannot be generalised. Research implication is that social media still preserves its popularity over traditional media for marketing purposes.Practical implicationsThe results of the study are useful for business owners, promoters and marketers, who are struggling to effectively use this low-cost marketing tool.Social implicationsThe result of the study are useful in providing awareness and the importance of social media in promoting benefits to the society.Originality/valueSocial media is extensively used for promotion of beauty services but there are very few theoretical studies on the same. This paper provides rich understanding about how to use social media effectively using 5M's.