Impact of Social Media Marketing on Buying Decisions and Career Choices of Generation Z in the Cosmetic Industry

Abstract

Introduction:
Generation Z is rapidly emerging as an influential segment of today’s global workforce. Across industries, including the cosmetic sector, this generation brings new perspectives, innovation, strong digital capabilities and digital awareness. The cosmetic industry, which is highly driven by trends, innovation and consumer engagement, increasingly seeks young talent who can understand the dynamic digital marketplace and evolving customer preferences.

Objectives:

This study explores the impact of social media marketing on the buying decisions and career perceptions of Generation Z in the cosmetic industry and highlights how Gen Z employees contribute to innovation, trend awareness and better understanding of younger consumer markets. It also examines digital marketing strategies such as influencer promotions and online brand campaigns used by cosmetic companies.

Methods:
The study is based on a review of existing academic literature related to Generation Z consumer behaviour, social media marketing, and digital engagement in the cosmetic industry.

Results:
The findings indicate that Generation Z contributes to innovation, trend awareness and better understanding of younger consumer markets. Social media platforms and influencer marketing significantly influence their purchasing decisions and career interests.

Conclusions:
While Generation Z offers advantages such as creativity and digital proficiency, organizations must address the growing role of digital platforms in shaping both consumer behaviour and career perceptions.