The Impact of Digitalization on the Cosmetics Industry: A Project

This project investigates the impact of digitalization on the cosmetics industry, focusing on how social media and influencers are changing marketing strategies and consumer behavior. The project utilizes SPSS to analyze data from a survey of 20 respondents, exploring themes such as the influence of bloggers, trust in product opinions, and the impact of direct communication with brands. The analysis reveals that the majority of respondents follow bloggers, trust their opinions, and believe that direct communication and influencer exposure increase customer engagement. The project also examines the relationship between the use of social media and brand-consumer interaction, as well as the credibility of influencers and the quality of feedback. The findings suggest a strong link between digitalization and the cosmetics industry's marketing success, highlighting the importance of social media and influencer marketing in reaching target consumers and improving product feedback. The study concludes that digitalization provides cosmetic companies with the opportunity to improve their interaction with consumers.

Digitalization in the cosmetics industry

Table of Contents
INTRODUCTION...........................................................................................................................1
Discussion and Result Analysis.......................................................................................................1
Thematic analysis ........................................................................................................................1
Discussion..................................................................................................................................11
CONCLUSION..............................................................................................................................14
REFERENCES..............................................................................................................................15

INTRODUCTION
The project is based upon the topic that is “Digitalization in cosmetic industry” and it
describe the result by using SPSS tool that clearly represent the views of respondents and show
the reliability and validity of hypothesis as well. Further, it describe the discussion that clearly
reflect that digitalization is helpful in cosmetic industry specially social media.
Discussion and Result Analysis
Thematic analysis
Statistics
Do you follow a lot
of such bloggers?
Do you trust their
opinions on the
quality of a
product?
Do you think the
ability to have
direct
communication
with brands and
exposure to
influencers has
increase
engagement
amongst
consumers?
Do you follow
brands on social
media as well or
just the
influencers?
Do you think the
ability to have
direct
communication
with brands and
exposure to
influencers has
increase
engagement
amongst
consumers?
do you
Cust
engagem
incre
feedba
influenc
which ha
improved
of produ
service
offered
N Valid 20 20 20 20 20
Missing 0 0 0 0 0
Theme 1: Majority of them follow bloggers
Do you follow a lot of such bloggers?
Frequency Percent Valid Percent Cumulative
Percent
Valid
Yes 13 65.0 65.0 65.0
No 7 35.0 35.0 100.0
Total 20 100.0 100.0
1

Interpretation: From the above interpretation, it has been interpreted that out of 20
respondents, 13 state that they follow a lot of such blogger and only 7 state that they did not
follow such blogger. Therefore, it clearly shows that most of the respondents follow the blogger
and it clearly shows that they have to there is a interaction between the social media and brand,
that is why, they follow influencer.
2

Theme 2: Majority of the responders have trust their opinion on the quality of products
Do you trust their opinions on the quality of a product?
Frequency Percent Valid Percent Cumulative
Percent
Valid
Yes 12 60.0 60.0 60
No 8 40.0 40.0 100
Total 20 100.0 100
3

Interpretation: As per above graph, it has been interpreted that majority of the respondents
are in favour that they trust their opinions on the quality of a product. Such that out of 20
respondents, 12 state that they trust, while only 8 said that they did not trust the influencer's
opinions on the quality of a products.
Theme 3: Most of them are in favour that they have an ability to have a direct
communication with brands exposure to influencers
Do you think the ability to have direct communication with brands and exposure
to influencers has increase engagement amongst consumers?
Frequency Percent Valid Percent Cumulative
Percent
Valid
Yes 13 65.0 65.0 65.0
No 7 35.0 35.0 100.0
Total 20 100.0 100.0
4

Interpretation: Yes, majority of the respondents are in favour that they have an ability to
have a direct communication with brands and exposure to influencers also increases the
engagement in customers. Such that out of 20, 13 are in favour, while 7 states they are not.
Therefore, it clearly shows that influencer is direct increases the engagement among the
consumer.
Theme 4 : Most of them state that thy follow influencers
Do you follow brands on social media as well or just the influencers?
Frequency Percent Valid Percent Cumulative
Percent
5

Valid
Influencer 12 60.0 60.0 60.0
Social media 8 40.0 40.0 100.0
Total 20 100.0 100.0
Interpretation: From the above graph, it has been interpreted that most of the respondents
are in favour that they follow the influencer. Such that out of 20 respondents, 12 of them state
that they follow influencer rather than brand on social media and only 8 states that they follow
brand's social media page. Therefore, it clearly shows that influencer helps the brand to have a
direct relationship between the customers and company.
6

Theme 5: Majority of them are in favour that customer engagement has increased feedback
from influencer side.
do you think Customer engagement has increased feedback from influencer side,
which has in turn improved the kind of products and services being offered to
you?
Frequency Percent Valid Percent Cumulative
Percent
Valid
Yes 13 65.0 65.0 65.0
No 7 35.0 35.0 100.0
Total 20 100.0 100
7

Interpretation: Majority of the respondents are in favour that the customer engagement also
increases the feedback from the influencer side and as a result, in turn it improve the kind of
product and services which are offered to their customers. Such that out of 20 respondents, 13
state that they actually think that taking feedback from influencer side also increases customer
engagement and as a result it also improve the kind of products. Thus, it clearly shows that, it
affect the incredibility of all influencer.
H0: There is no difference between increased use of social media and brand consumer
interaction.
H1: There is difference between increased use of social media and brand consumer
interaction.
Variables Entered/Removeda
Model Variables Entered Variables
Removed
Method
1 Do you follow a lot
of such bloggers?b . Enter
a. Dependent Variable: Do you think the ability to have direct
communication with brands and exposure to influencers has
increase engagement amongst consumers?
b. All requested variables entered.
Model Summary
Model R R Square Adjusted R
Square
Std. Error of the
Estimate
1 .560a .314 .276 .416
a. Predictors: (Constant), Do you follow a lot of such bloggers?
ANOVAa
Model Sum of Squares df Mean Square F Sig.
8

1
Regression 1.429 1 1.429 8.243 .010b
Residual 3.121 18 .173
Total 4.550 19
a. Dependent Variable: Do you think the ability to have direct communication with brands and exposure to
influencers has increase engagement amongst consumers?
b. Predictors: (Constant), Do you follow a lot of such bloggers?
Coefficientsa
Model Unstandardized Coefficients Standardized
Coefficients
t Sig.
B Std. Error Beta
1
(Constant) .593 .279 2.123 .048
Do you follow a lot of
such bloggers? .560 .195 .560 2.871 .010
a. Dependent Variable: Do you think the ability to have direct communication with brands and exposure to influencers has
increase engagement amongst consumers?
Interpretation: From the above, it has been interpreted from the model summary, R value
simply represent the simple relation, i.e. 560 and on the other side, R square value clearly
indicates how much of the total variation are explained by an independent variable. In addition to
this, it is also analysed through Anova Test that how well the regression equation is fits into a
data. In this situation, if p is less that 0.0005, then it clearly indicates from the study 0.010 is
greater than 0.0005 that overall regression model is statistically significant that it predicts the
outcome variable, which means that it is quite good fit for data. As, it is also interpreted that it is
having a significant value that shows if there is increased use of social media then the brand
customer interaction is also increased.
In addition to this, It is also interpreted that as if the customer increased the usage of
social media, that directly influenced the interaction of brand with customers. Therefore, it s also
proved through regression test that there is a closely link between the usage of social media and
increasing relation of customer with brand.
9

H0: There is no difference between credibility of an influencer and quality of feedback.
H1: There is difference between credibility of an influencer and quality of feedback.
Variables Entered/Removeda
Model Variables Entered Variables
Removed
Method
1
Do you follow
brands on social
media as well or
just the
influencers?b
. Enter
a. Dependent Variable: do you think Customer engagement has
increased feedback from influencer side, which has in turn
improved the kind of products and services being offered to
you?
b. All requested variables entered.
Model Summary
Model R R Square Adjusted R
Square
Std. Error of the
Estimate
1 .471a .222 .178 .444
a. Predictors: (Constant), Do you follow brands on social media as well or just
the influencers?
ANOVAa
Model Sum of Squares df Mean Square F Sig.
1
Regression 1.008 1 1.008 5.125 .036b
Residual 3.542 18 .197
Total 4.550 19
a. Dependent Variable: do you think Customer engagement has increased feedback from influencer side,
which has in turn improved the kind of products and services being offered to you?
b. Predictors: (Constant), Do you follow brands on social media as well or just the influencers?
10