The Impact of Social Networks on the Beauty Sphere

In the second case, the marketing policy that appeared in Russia in 1997 is very different. Firstly, L'etual does not have a single official page on Instagram. Secondly, the advertising of perfumes and cosmetics is most often broadcast on television or on billboards. Thirdly, beauty bloggers are not invited to L'etual in order to increase the buyer's interest in their products.

Those respondents who chose this store, as a rule, justified their choice with prices. That is, the main factor that contributes to the purchase of a beauty product is the pricing policy. It's no secret to anyone that recently, in order to stay “afloat”, L'etual began to frequently launch an action of the type “1 + 1 = 1”. This means that when you buy one unit of goods, the second is a gift. Thus, as a result of choosing one of the two stores (Gold Apple, L'etual), which most often go (online or live), the surveyed revealed that 103 people (38.6%) chose L'etual, 164 (61.4%) - Gold Apple.66 people (64.1%) who chose L'etual chose it because of the company's marketing policy (PR in social networks, constant promotions and competitions, recommendations of bloggers), for this reason 125 people (76.2%) chose the Gold Apple.

Table 2

Crosstab of the choice of one of the two stores (Gold Apple, L'etual), due to the marketing policy of the company.

x	Marketingpolicy 1	Total
	0	1
Choose one of two stores 1	L'etual	Count	37	66	103
		% within Choose one of two stores 1	35,9%	64,1%	100,0%
	Goldapple	Count	39	125	164
		% within Choose one of two stores 1	23,8%	76,2%	100,0%
Total	Count	76	191	267
	% within Choose one of two stores 1	28,5%	71,5%	100,0%

According to the results of the data analysis, the Chi-square criterion = 4.581, p = 0.032, it was found that those who chose the Golden Apple store are statistically significantly more likely to choose it because of the company's marketing policy (PR in social networks, constant promotions and contests, recommendations of bloggers) (Table 3).

This conclusion shows us that the marketing policy in social networks plays a significant role for brand development and is the main mechanism for influencing consumer choice.

Table 3

Chi-square test results.

x	Value	df	Asymptotic Significance (2-sided)	Exact Sig. (2-sided)	Exact Sig. (1-sided)
Pearson Chi-Square	4,581a	1	,032	-	-
ContinuityCorrectionb	4,004	1	,045	-	-
LikelihoodRatio	4,519	1	,034	-	-
Fisher'sExactTest	-	-	-	,037	,023
Linear-by-LinearAssociation	4,563	1	,033	-	-
N ofValidCases	267	-	-	-	-
a. 0 cells (0,0%) have expected count less than 5. The minimum expected count is 29,32.
b. Computed only for a 2x2 table

26 people (61.9%) who chose Ile de Beaute chose it because of the company's marketing policy (PR in social networks, constant promotions and contests, recommendations of bloggers), for this reason 110 people (79.1%) chose Sephora, 45 people (52.3%) - RiveGauche.

Table 4

Crosstab of the choice of one of the three stores (Sephora, Ile de Beaute, RiveGauche), due to the marketing policy of the company.

x	Marketingpolicy 2	Total
	0	1
Choose one of three stores 2	IldeBeaute	Count	16	26	42
		% within Choose one of three stores 2	38,1%	61,9%	100,0%
	Sephora	Count	29	110	139
		% within Choose one of three stores 2	20,9%	79,1%	100,0%
	Rivegauche	Count	41	45	86
		% within Choose one of three stores 2	47,7%	52,3%	100,0%
Total	Count	86	181	267
	% within Choose one of three stores 2	32,2%	67,8%	100,0%

According to the results of the data analysis, the Chi-square criterion = 18.281, p = 0.000, it was found that the surveyed who chose the Sephora store are statistically significantly more likely to choose it because of the company's marketing policy (PR in social networks, constant promotions and contests, recommendations of bloggers) (Table 5). This example clearly shows that for brands in the cosmetics industry it is necessary to develop a marketing policy to attract more consumers.

Table 5

Chi-square test results.

x	Value	df	Asymptotic Significance (2-sided)
Pearson Chi-Square	18,281a	2	,000
Likelihood Ratio	18,357	2	,000
Linear-by-LinearAssociation	4,430	1	,035
N ofValidCases	267	-	-
a. 0 cells (0,0%) have expected count less than 5. The minimum expected count is 13,53.

10 people (55.6%) who chose Watsons chose him because of the company's marketing policy (PR in social networks, regular promotions and contests, recommendations of bloggers), for this reason 140 (71.4%) chose Podrugka, 28 (52, 8%) -Ulibka Radugi (Figure 20).



Table 6

Crosstab of the choice of one of the three stores (Podrugka, Ulibka Radugi, Watsons), due to the company's marketing policy.

x	Marketingpolicy 3	Total
	0	1
Choose one of three stores 3	Watsons	Count	8	10	18
		% within Choose one of three stores 3	44,4%	55,6%	100,0%
	Podrugka	Count	56	140	196
		% within Choose one of three stores 3	28,6%	71,4%	100,0%
	UlibkaRadugi	Count	25	28	53
		% within Choose one of three stores 3	47,2%	52,8%	100,0%
Total	Count	89	178	267
	% within Choose one of three stores 3	33,3%	66,7%	100,0%

According to the results of the data analysis, Chi-square criterion = 7.566, p = 0.023, it was found that those who chose the Podrugka store were statistically significantly more likely to choose it because of the company's marketing policy (PR in social networks, constant promotions and contests, recommendations of bloggers) (Table 7). The results of the analysis again showed the importance of marketing policy in social networks for successful promotion in the market.

Table 7

Chi-square test results.

x	Value	df	Asymptotic Significance (2-sided)
PearsonChi-Square	7,566a	2	,023
LikelihoodRatio	7,343	2	,025
Linear-by-LinearAssociation	1,920	1	,166
N ofValidCases	267	-	-
a. 0 cells (0,0%) have expected count less than 5. The minimum expected count is 6,00.

According to the results of the analysis, it was revealed that the majority of respondents considered the marketing policy of the brand to be the main criterion for choosing a company. Thus, in the question “Choose one of the two stores that you most often go to (online or live): L'etual or Gold Apple”, the marketing policy has become the choice of 191 people. The Gold Apple has become a leader in marketing policy, 125 people choose it for this reason. In the next question, “Choose one of the three stores you most often visit (online or live): RiveGauche, Ile de Beaute or Sephora,” 181 respondents out of 267 respondents chose the marketing policy. Most (110 people out of 267) choose a Sephora store due to its marketing policy in social networks. In the last question, “Choose one of the three stores that you go to most often (online or live): Watsons, Podrugka or Ulibka Radugi” 178 people chose one of the stores because of their marketing policy. The best among these three was the Podrugka store, thanks to its marketing policy, more than half of the respondents, 140 of 267 people prefer it.

In the following table we see the dependence of two variables. From the table it becomes clear that the majority of respondents, 141 people very often use social networks and also very often make online purchases of cosmetic products.

Table 8

How often do you use social networks? How often do you shop for beauty products online?

x	How often do you use social networks?
	Very rarely	Rarely	Sometimes	Often	Very often	Всего
How often do you shop for beauty products online? Total	Very rarely Rarely Sometimes Often Very often	0 0 0 1 5 6	0 2 1 6 8 17	2 0 2 10 20 34	3 1 3 18 44 69	4 0 2 46 89 141	9 3 8 81 166 267

Figure 3. How often do you use social networks? How often do you shop for beauty products online?

The diagram clearly shows the conclusion that people who often use social networks also often shop for beauty products on the Internet. Since in the 21st century the vast majority constantly use at least one social network, for the successful development and sale of their products, brands need to develop their profiles and ways of sale on social networks. Indeed, today online platforms are the main channel for the sale of goods.

After analyzing literary sources, a hypothesis was put forward that consumers today are the main authors of brand stories. With the advent of social networks, the role and opinion of consumers began to be taken into account in the first place, and with the help of reviews, reviews and word of mouth, ordinary people gained a huge power of influence on manufacturers. An analysis of the following hypothesis and the choice of whether SMM is the main channel that can influence the consumer choice of a beauty company revealed that 206 people (77.1%) answered that it was, 61 (22.9%) said no (Table 9).40 people (65.6%) who chose “Yes” said they were used to receiving feedback online, 7 people (11.5%) offline and 14 (23%) did not prefer to write reviews and receive feedback. Of those respondents who believe that SMM is able to influence customer choice, 194 (94.2%) prefer to receive feedback online, 4 people (1.9%) are offline and 8 respondents (3.9%) do not write reviews and Do not access brands (Table 10). Thus, we see that people who consider SMM to be the main channel of influence of brands, for the most part, conduct dialogue with the company online.

Table 9

Is social media marketing the main channel that can influence your demand for a company's beauty products? How do you get feedback? Crosstab

x	Total
Is social media marketing the main channel that can influence your demand for a company's beauty products?	No	Count	61
		% within Is social media marketing the main channel that can influence your demand for a company's beauty products?	100,0%
	Yes	Count	206
		% within Is social media marketing the main channel that can influence your demand for a company's beauty products?	100,0%
Total	Count	267
	% within Is social media marketing the main channel that can influence your demand for a company's beauty products?	100,0%

Table 10

Is social media marketing the main channel that can influence your demand for a company's beauty products? How do you get feedback? Crosstab
x	How do you get feedback?
	Online	Offline	Don't get
Is social media marketing the main channel that can influence your demand for a company's beauty products?	No	Count	40	7	14
		% within Is social media marketing the main channel that can influence your demand for a company's beauty products?	65,6%	11,5%	23,0%
	Yes	Count	194	4	8
		% within Is social media marketing the main channel that can influence your demand for a company's beauty products?	94,2%	1,9%	3,9%
Total	Count	234	11	22
	% within Is social media marketing the main channel that can influence your demand for a company's beauty products?	87,6%	4,1%	8,2%

According to the results of the data analysis, Chi-square criterion = 35.542, p = 0, it was found that for the majority of respondents who consider social media marketing to be the main channel influencing the consumer choice, 194 people (72.6%) prefer online feedback ( Table 10).

Table 11

Chi-Square tests.

x	Value	df	AsymptoticSignificance (2-sided)
PearsonChi-Square	35,542a	2	,000
LikelihoodRatio	29,666	2	,000
Linear-by-LinearAssociation	32,447	1	,000
N ofValidCases	267	-	-

a. 1 cells (16,7%) have expected count less than 5. The minimum expected count is 2,51.

Figure 4. Is social media marketing the main channel that can influence your demand for a company's beauty products? How do you get feedback?

The graph clearly shows that respondents who prefer online communication with the company consider SMM an important tool in the company's marketing policy. (Figure4).

The following table examines the relationship between whether respondents consider SMS as the main channel that can influence the consumer choice of a product and whether reviews on social networks can affect the brand's reputation. Of the respondents who replied that social networks are not the main tool for attracting to a brand, 3 (4.9%) believe that reviews on social networks do not affect the brand status, and 58 people (95.1%) say that Reviews have brand impact. Of those respondents who believe that social media marketing affects the consumer choice of a brand, 5 people (2.4%) disagree with the statement that reviews on social networks can influence the opinion of a brand, the majority is 201 (97 , 6%) say that reviews on social networks influence the brand image among the audience (Table 12).

Table 12

Is social media marketing the main channel that can influence your demand for a company's beauty products? Do you think that consumer reviews on social networks influence brand reputation? Crosstab.

x	Do you think that consumer reviews on social networks influence brand reputation?
	No	Yes
Is social media marketing the main channel that can influence your demand for a company's beauty products?	No	Count	3	58
		% within Is social media marketing the main channel that can influence your demand for a company's beauty products?	4,9%	95,1%
	Yes	Count	5	201
		% within Is social media marketing the main channel that can influence your demand for a company's beauty products?	2,4%	97,6%
Total	Count	8	259
	% within Is social media marketing the main channel that can influence your demand for a company's beauty products?	3,0%	97,0%

According to the results of the data analysis, the Chi-square criterion = 1.005, p = 0.316, it was found that those surveyed who consider SMM companies an important tool for influencing consumer choice, statistically more often believe that consumer opinion on social networks can affect the brand's position in the market, so as a value p> 0.05 (Table 13).



Table 13

Chi-SquareTests
x	Value	df	AsymptoticSignificance (2-sided)	ExactSig. (2-sided)	ExactSig. (1-sided)
PearsonChi-Square	1,005a	1	,316	-	-
ContinuityCorrectionb	,330	1	,565	-	-
LikelihoodRatio	,897	1	,344	-	-
Fisher'sExactTest	-	-	-	,389	,267
Linear-by-LinearAssociation	1,001	1	,317	-	-
N ofValidCases	267	-	-	-	-

a. 1 cells (25,0%) have expected count less than 5. The minimum expected count is 1,83.
b. Computed only for a 2x2 table

Figure 5. Is social media marketing the main channel that can influence your demand for a company's beauty products? Do you think that consumer reviews on social networks influence brand reputation?

The graph shows the connection with the hypothesis that consumers today are able to influence the value and status of the brand among the masses, as 259 people (97%) of the respondents say that social media reviews influence the brand rating and audience choice. (Figure 5)

Using the following optional test, you can check whether the real distribution of the variable corresponds to the normal (Gaus), uniform, exponential distribution, or Poisson distribution. Of course, the most common type of check is checking for a normal distribution.

Deviation from the normal distribution is considered significant when p <0.05. In this example (p = 0.000), that is, the probability of error is significant and nonparametric tests should be used. In our case, p = 0.000, which is why for further analysis the nonparametric Mann-Whitney test is used.

Table 14

One-Sample Kolmogorov-Smirnov Test.

x	Rate on a scale whether you agree that you can influence the quality of service from home	Evaluate on a scale how high the consumer's influence on the brand / product has become with the advent of online platforms
N	267	267
NormalParametersa,b	Mean	3,32	3,30
	Std. Deviation	1,084	1,040
MostExtremeDifferences	Absolute	,345	,324
	Positive	,266	,249
	Negative	-,345	-,324
TestStatistic	,345	,324
Asymp. Sig. (2-tailed)	,000c	,000c

a. Test distribution is Normal.
b. Calculatedfromdata.
b. LillieforsSignificanceCorrection.

Figure6. Rate on a scale whether you agree that you can influence the quality of service from home.

The graph shows that in the last column “totally agree” the largest number of answers. Respondents say that today, ordinary consumers are able to influence the quality of products from home using online platforms.

Figure7. Evaluate on a scale how high the consumer's influence on the brand/product has become with the advent of social platforms.

This graph confirms the hypothesis that today, with the advent of online platforms, consumers have become able to influence the brand and its products. As authors of brands, the target audience was able to develop and direct the brand in the right direction with the help of reviews in social networks, reviews, etc.

The following test for data analysis is the most famous and most common test for non-parametric comparison of two independent samples, Mann-Whitney Test. The first “Ranks” table shows the number of observations in each sample, the average rank of the sample, and the sum of the ranks. To count the ranks, the observations were combined into one variation series. Already at this stage, it can be seen from the average ranks that among the respondents about whether it is possible to influence the quality of products without leaving home and whether the impact of consumers on the brand has increased with the advent of social networks, respondents almost equally believe that SMM is the main channel, able to influence the consumer choice of products (Table 15).

Table 15. Ranks

	Is social media marketing the main channel that can influence your demand for a company's beauty products?	N	MeanRank	SumofRanks
Rate on a scale whether you agree that you can influence the quality of service from home	No	61	97,37	5939,50
	Yes	206	144,85	29838,50
	Total	267	-	-
Evaluate on a scale how high the consumer's influence on the brand / product has become with the advent of online platforms	No	61	76,30	4654,50
	Yes	206	151,08	31123,50
	Total	267	-	-

In the table "TestStatistics", the values of the Mann-Whitney and Wilcoxon statistics are calculated, as well as the standardized value of the Z statistics. At a significance level of 0,000, the assertion that the distribution of the two samples are homogeneous in both cases can be refuted.



Table 16

Test Statisticsa

x	Rate on a scale whether you agree that you can influence the quality of service from home	Evaluate on a scale how high the consumer's influence on the brand / product has become with the advent of online platforms
Mann-Whitney U	4048,500	2763,500
Wilcoxon W	5939,500	4654,500
Z	-4,842	-7,474
Asymp. Sig. (2-tailed)	,000	,000

a. Grouping Variable: Is social media marketing the main channel that can influence your demand for a company's beauty products?

In order to determine whether two samples belong to the same population, Student t-test is used for two independent samples. He checks two statements: on the equality of variances and the equality of mean values.The Group Statistics table provides some descriptive statistics.

Table 17

Group Statistics

	Is social media marketing the main channel that can influence your demand for a company's beauty products?	N	Mean	Std. Deviation	Std. ErrorMean
Rate on a scale whether you agree that you can influence the quality of service from home	No	61	2,84	1,172	,150 ,071
	Yes	206	3,47	1,015
Evaluate on a scale how high the consumer's influence on the brand / product has become with the advent of online platforms	No	61	2,31	1,348	,173 ,049
	Yes	206	3,59	,705

The following Independent Samples Test table can be divided into two parts: checking the equality of variances and checking the equality of means for two cases.

The Levene's test computes the value of statistics with Fisher's F-distribution. According to calculations, the statement about the equality of variances at a significance level of 0.045 can be rejected.

Table 18

Independent Samples Test

x	Levene's Test for Equality of Variances	t-test for Equality of Means
	F	Sig.	t
Rate on a scale whether you agree that you can influence the quality of service from home	Equalvariancesassumed	4,042	,045	-4,106
	Equalvariancesnotassumed			-3,798
Evaluate on a scale how high the consumer's influence on the brand / product has become with the advent of online platforms	Equalvariancesassumed	88,962	,000	-9,809
	Equalvariancesnotassumed			-7,108

Further, in the second part of the table, we will be interested in the row, which corresponds to the assumption of equality of variances. Based on the value of t-statistics and significance level p = 0,000, a decision is made to reject the second statement. The table contains an estimate of the average difference, as well as the upper and lower values of the confidence interval of this estimate.

Table 19

Independent Samples Test

x	t-test for Equality of Means
	df	Sig. (2-tailed)	MeanDifference
Rate on a scale whether you agree that you can influence the quality of service from home	Equalvariancesassumed	265	,000	-,630
	Equalvariancesnotassumed	88,365	,000	-,630
Evaluate on a scale how high the consumer's influence on the brand / product has become with the advent of online platforms	Equalvariancesassumed	265	,000	-1,276
	Equalvariancesnotassumed	69,977	,000	-1,276

Table 20

Independent Samples Test

x	t-test for Equality of Means
	Std. ErrorDifference	95% Confidence Interval of the Difference
		Lower	Upper
Rate on a scale whether you agree that you can influence the quality of service from home	Equalvariancesassumed	,153	-,932	-,328
	Equalvariancesnotassumed	,166	-,960	-,300
Evaluate on a scale how high the consumer's influence on the brand / product has become with the advent of online platforms	Equalvariancesassumed	,130	-1,532	-1,020
	Equalvariancesnotassumed	,179	-1,634	-,918

Has the emergence of social networks made it easier to express your opinion? To answer this question, look at the diagram and table below. Out of 267 respondents, 261 (97.8%) people think that it has become possible. With the help of social networks, today, ordinary people are able to raise the brand's reputation to the top, and in the same way underestimate it. Thus, today all the power to control the behavior and performance of the brand essentially lies with consumers. Their importance in brand building is immense. And today, in order to be popular, brands must first of all take into account the opinions of consumers.

Table 21

Do you think that today it has become much easier with social networks to express your opinion?

x	Frequency	Percentage	Allowed percentage	Accumulated percentage
Allowed	No Yes Total	6 261 267	2,2 97,8 100,0	2,2 97,8 100,0	2,2 100,0 -

The table shows the frequency of answers to this question.

Figure 8. Do you think that today it has become much easier with social networks to express your opinion?

The beginning of the next analysis was the assertion that today, in the era of prosperity of online platforms, it is bloggers who have become the main tool for influencing consumer choice. How often do consumers make a purchase after viewing a profile on social networks? The diagram and table below show the answers of 267 respondents, of which the vast majority make purchases often -- 179 people (67%), and 56 people (21%) very often. With the advent of online stores and purchase methods through the social network Instagram, brands have a greater influence over the consumer. Looking at the review on the desired product, on beautiful models with makeup applied, buyers have a great desire to look as quickly as possible and purchase the product. Thus, it can be argued that social networks contribute to the promotion and sale of goods in an online environment.



Table 22

How often do you make a purchase after viewing the brand page on social networks?

x	Frequency	Percentage	Allowed percentage	Accumulated percentage
Allowed	Very rarely Rarely Sometimes Often Very often Total	4 7 21 179 56 267	1,5 2,6 7,9 67,0 21,0 100,0	1,5 2,6 7,9 67,0 21,0 100,0	1,5 4,1 12,0 79,0 100,0

The diagram clearly shows that 88% of consumers like to make a purchase after viewing a page on social networks. Thus, it can be stated that bloggers today can really have a big impact on consumers using online platforms.

Figure 9. How often do you make a purchase after viewing the brand page on social networks?

The following table shows the frequency of online purchases from respondents using the Instagram social network.

Table 23

How often do you shop for beauty products? Instagram.

	How often do you shop for beauty products?
	Very rarely	Rarely	Sometimes	Often	Very often	Total
Instagram	9	3	8	76	160	256

The graph clearly shows that the majority of users of this social network make a purchase online “often” or “very often” (92%) of the respondents. Which suggests that Instagram really has an impact on consumers.

Figure 10. How often do you shop for beauty products? Instagram

The next method for testing the hypothesis was the student's T-test. In the selected values, the significance was> 0.05, and p> 0.05, there were no special differences between the groups.

Table 24

T-test

		Критерий равенства дисперсий Ливиня	t-критерий для равенства средних
		F	Знач.	т	ст.св.	Знач. (2-х сторонняя)	Разность средних	Средне квадратичная ошибка
How often do you make a purchase after viewing the brand page on social networks?	Предполагаются равные дисперсии	0,33	0,566	0,988	245	0,324	0,099	0,1
	Не предполагаются равные дисперсии	-	-	1,027	175,723	0,306	0,099	0,096
How many pages of beauty brands are you following on Instagram?	Предполагаются равные дисперсии	0,055	0,815	0,23	245	0,818	0,024	0,103
	Не предполагаются равные дисперсии	-	-	0,232	163,194	0,817	0,024	0,102

Next, a correlation was performed for the selected samples (Appendix 3) to find out how strong the relationship between the variables is. 2 correlation dependencies were identified:

between video lessons and product reviews:

1) In the process of correlation analysis, a strong positive relationship was found of a high degree of statistical significance between the causes of video lessons and product reviews that affect the blogger's consumer preferences - r-Pearson = 0.812 at p = 0,000. Therefore, the more often people choose bloggers for video tutorials, the more often they pay attention to product reviews, and vice versa.

2) In the process of correlation analysis, a weak positive relationship was found between the statistical strength of medium significance between product reviews and how many pages of beauty brands / bloggers you follow in social networks - r-Pearson = 0.172 at p = 0.0 5. The more consumers follow the pages, the more attention they pay to reviews and product reviews.

The following correlation analysis was performed for the samples (Appendix 4), which were related to what might push the buyer to buy. 4 dependencies between variables were found:

1) The correlation analysis revealed a weak positive relationship of a high degree of statistical significance between purchase after nice website / profile and purchase after blogger recommendation - r-Pearson = 0.220 at p = 0,000. Therefore, the more often people buy after the recommendations of bloggers, the more often they pay attention to the company's website.

2) The correlation analysis revealed a weak positive relationship of a high degree of statistical significance between how often do you shop online and purchase after blogger recommendation - r-Pearson = 0.212 at p = 0.001. Therefore, the more often people buy products after the recommendations of bloggers, the more often they make a purchase online.

3) The correlation analysis revealed a weak positive relationship of a high degree of statistical significance between purchase after pop up ads and purchase after blogger recommendation - r-Pearson = 0, 197 at p = 0.001. Therefore, the more often people buy products after the recommendations of bloggers, the more often they pay attention to the beauty advertisement pop-up on the Internet.

4) The correlation analysis revealed a weak positive relationship of the statistical significance of the average strength between purchase after nice website / profile and purchase after pop up ads - r-Pearson = 0, 182 at p = 0.003. Therefore, the more often people pay attention to pop-up ads on the Internet, the more often they pay attention to the company's website.

The following statement in this paper is related to the fact that today for consumers the “picture” is no less decisive than the quality of the purchase of goods. With the advent of social networks, a picture (product packaging, product advertising, application overview, etc.) can arouse a consumer's desire to buy a product without even knowing the composition of the product. The table below shows the frequency of purchases of beauty products from YouTube users.

Table 25

How often do you shop for beauty products? Youtube.

x	How often do you shop for beauty products?
	Very rarely	Rarely	Sometimes	Often	Very often	Total
YouTube	0	4	4	65	194	267

You can see in the chart that most YouTube users chose the answer “often” and “very often” (97%). This is almost the entire audience surveyed, therefore, we can conclude that visual content on the YouTube online platform affects the choice of consumers (Figure 11).

Figure 11. How often do you shop for beauty products? Youtube.

Next, a correlation analysis was performed for the samples (Table 26), which were related to what social networks consumers use and how often they make a purchase. 5 strong dependencies between variables were found:

1) A correlation analysis revealed a moderate negative relationship of a high degree of statistical significance between how often do you shop online? And Twitter - r-Pearson = -0.545 ** at p = 0,000. Consequently, people who use Twitter make purchases online the most rarely.

2) A correlation analysis revealed a weak negative relationship of a high degree of statistical significance between how often do you shop online and TikTok-r-Pearson = -0.234 ** at p = 0,000. Thus, people using TikTok also rarely make purchases online.

3) A correlation analysis revealed a weak positive relationship of a high degree of statistical significance between how often do you shop online and YouTube - r-Pearson = 0.148 ** at p = 0.001. The more users use YouTube, the more often they shop online.

4) In the process of correlation analysis, a moderate positive relationship of a high degree of statistical significance between Vk and YouTube - r-Pearson = 0.364 ** at p = 0.000 was revealed. The more often users use YouTube, the more often they use VK.

5) A correlation analysis revealed a weak positive relationship of a high degree of statistical significance between Instagram and YouTube - r-Pearson = 0.220 ** at p = 0,000. The more often users use YouTube, the more often they use Instagram.

Table 26

Correlation.

		Instagram	VK	YouTube	TikTok	Facebook	Twitter	how often do you shop online
Instagram	Корреляция Пирсона	1	0,111	,220**	-,152*	-0,046	0,045	-0,02
	Знач. (двухсторонняя)		0,07	0	0,013	0,454	0,464	0,768
	N	267	267	267	267	267	267	267
VK	Корреляция Пирсона	0,111	1	,364**	-0,113	-0,001	-,147*	,144*
	Знач. (двухсторонняя)	0,07		0	0,066	0,986	0,016	0,019
	N	267	267	267	267	267	267	267
YouTube	Корреляция Пирсона	,220**	,364**	1	-0,081	-0,083	-,121*	,148**
	Знач. (двухсторонняя)	0	0		0,186	0,178	0,048	0,001
	N	267	267	267	267	267	267	267
TikTok	Корреляция Пирсона	-,152*	-0,11	-0,08	1	-0,053	,185**	-,234**
	Знач. (двухсторонняя)	0,013	0,066	0,186		0,39	0,002	0
	N	267	267	267	267	267	267	267
Facebook	Корреляция Пирсона	-0,05	-0	-0,08	-0,053	1	0,04	-0,01
	Знач. (двухсторонняя)	0,454	0,986	0,178	0,39		0,513	0,837
	N	267	267	267	267	267	267	267
Twitter	Корреляция Пирсона	0,045	-,147*	-,121*	,185**	0,04	1	-,545**
	Знач. (двухсторонняя)	0,464	0,016	0,048	0,002	0,513		0
	N	267	267	267	267	267	267	267
how often do you shop online	Корреляция Пирсона	-0,02	,144*	,148**	-,234**	-0,013	-,545**	1
	Знач. (двухсторонняя)	0,768	0,019	0,001	0	0,837	0
	N	267	267	267	267	267	267	267
** Корреляция значима на уровне 0,01 (двухсторонняя).

Table 27 shows the frequency of response choices, how often do you buy a product after viewing a profile on social networks and what is more important quality or a picture: among the respondents, 81 people (30%) chose a picture and a frequent purchase, the picture and quality also became a popular answer with frequent purchases (23.9%), among all the answers, 101 people chose the quality and picture, but only the picture became important for 120, so 221 respondents said that the picture is important for him (82.7%). From which it follows that today for people, the picture really has become no less important than quality.

Table 27

Combination table. How often do you make purchase after viewing profile on social network. Quality or picture.

Quantity	x
x	x	Quality or picture	Всего
x	x	Quality	Picture and quality	Picture
how often do you make purchase after viewing profile on social network	Very rarely	2	0	2	4
	Rarely	0	4	3	7
	Sometimes	4	6	11	21
	Often	34	64	81	179
	Very often	6	27	23	56
Total		46	101	120	267

The following was performed another correlation analysis was performed for samples (Table 28), which were associated with factors affecting the purchase and picture of the product. 5 strong dependencies between variables were found:

1) In the process of correlation analysis, a moderate positive relationship of a high degree of statistical significance between factor advertising and Quality or picture- r-Pearson = 0.434 ** at p = 0,000 was revealed. The more often advertising pushes consumers to buy, the more often they pay attention to the picture.

2) In the process of correlation analysis, a moderate positive relationship of the statistical significance of the average strength between factor famous persons choice and Quality or picture - r-Pearson = 0.175 ** at p = 0.004 was revealed. The more often the choice of a famous person pushes consumers to buy, the more often they pay attention to the picture.

3) In the process of correlation analysis, a moderate negative relationship of a high degree of statistical significance between factor product use and Quality or picture- r-Pearson = -0.422 ** at p = 0,000 was revealed. The more often they use the product, the less often they pay attention to quality and picture.

4) A correlation analysis revealed a moderate negative relationship of a high degree of statistical significance between factor product use and factor advertising- r-Pearson = -0.463 ** at p = 0,000. The more often they use the product, the less often they pay attention to advertising.

5) A correlation analysis revealed a weak negative relationship between the statistical significance of the average strength between factor produc tuse and factor famous persons choice- r-Pearson = -0.176 ** at p = 0.004. The more often they use the product, the less often they pay attention to the choice of a famous person.



Table 28

Correlation.

X	x	Quality or picture	Factor advertising	Factor famouspersonschoice		Factor blogger recommendation	Factor productu se	Factor goodr eviews
Quality or picture	Корреляция Пирсона	1	,434**	,175**		-0,022	-,422**	-0,022
	Знач. (двухсторонняя)	-	0	0,004		0,717	0	0,723
	N	267	267	267		267	267	267
Factor advertising	Корреляция Пирсона	,434**	1	,129*		0,052	-,463**	0,091
	Знач. (двухсторонняя)	0	-	0,035		0,397	0	0,139
	N	267	267	267		267	267	267
Factor famous persons choice	Корреляция Пирсона	,175**	,129*	1		-0,004	-,176**	-0,049
	Знач. (двухсторонняя)	0,004	0,035	-		0,95	0,004	0,427
	N	267	267	267		267	267	267
Factor blogger recommendation	Корреляция Пирсона	-0,022	0,052	-0,004		1	0,05	-0,006
	Знач. (двухсторонняя)	0,717	0,397	0,95		-	0,417	0,924
	N	267	267	267		267	267	267
Factor product use	Корреляция Пирсона	-,422**	-,463**	-,176**	0,05	1	-0,113
	Знач. (двухсторонняя)	0	0	0,004		0,417	-	0,066
	N	267	267	267		267	267	267
Factor good reviews	Корреляция Пирсона	-0,022	0,091	-0,049		-0,006	-0,113	1
	Знач. (двухсторонняя)	0,723	0,139	0,427		0,924	0,066	-
	N	267	267	267		267	267	267
** Корреляция значима на уровне 0,01 (двухсторонняя).

Next, a correlation analysis was carried out, which was performed for samples (Appendix 5), which were associated with things influencing the purchase and the picture of the product. 6 strong dependencies between variables were found:

1) In the process of correlation analysis, a weak positive relationship of the statistical significance of the average strength between purchase after blogger recommendation and Quality or picture r-Pearson = 0.175 ** at p = 0.004 was revealed. The more often he buys after the advice of a blogger, the more often he pays attention to the picture.

2) In the process of correlation analysis, a weak positive relationship was found of a low degree of statistical significance between purchase after friend's recommendation and Quality or picture r-Pearson = 0.154 ** at p = 0.012. The more often he buys after a friend's advice, the more often he pays attention to the picture.

3) In the process of correlation analysis, a weak positive relationship was found between a high degree of statistical significance between purchase after pop up ads and Quality or picture- r-Pearson = 0.203 ** at p = 0.001. The more often he buys after pop-up ads, the more often he pays attention to the picture.

4) In the process of correlation analysis, a moderate positive relationship of a low degree of statistical significance between purchase after nice website / profile and Quality or picture r-Pearson = 0.348 ** at p = 0.012 was revealed. The more often he buys after the brand's website he likes, the more often he pays attention to the picture.

5) In the process of correlation analysis, a moderate positive relationship of a high degree of statistical significance between purchase after nice website / profile and purchase after blogger recommendation- r-Pearson = 0.220 ** at p = 0,000 was revealed. The more often they buy after the brand's website they like, the more often they buy after the advice of a blogger.

6) In the process of correlation analysis, a moderate positive relationship of the statistical significance of the average strength between purchase after nice website / profile and purchase after pop up ads- r-Pearson = 0.182 ** at p = 0.003 was revealed. The more often they buy after the brand's website they like, the more often they buy after pop-up ads.

The following diagram shows the response data of the respondents to the question: what is more important, quality or picture? The vast majority of respondents (55.6%) said that the picture or quality and picture. Thus, we can conclude that the picture really began to mean no less than quality when buying goods.

Figure 12. I quality or a picture of product more important for you?

4.2 Results of in-depth interviews

The next item of the research work is necessary to receive additional comments from representatives of cosmetic brands, therefore, five personal interviews were conducted by telephone using the “feedback” function. The problem that appeared at this stage is that all company representatives signed a document on the confidentiality of information, which does not provide an opportunity to give answers on some issues. Nevertheless, five full interviews were collected to give an overall picture of how cosmetic brands can influence consumer habits, and what they use to do this. A full description of the interview is presented in the Appendices.

After analyzing the results of in-depth interviews with 5 representatives of different beauty companies, we can draw the main conclusion: with the advent of social networks, it has become easier to get feedback and find a common language with the buyer, affecting the needs of the target audience, and also increase the growth in demand for products. On the one hand, everything became simpler: if you liked a product - there will be a lot of good reviews about it, beauty bloggers will review it (photo with a description of the product, which describes its advantages and also videos in which they will demonstrate how with such a product to do makeup). But on the other hand, if the quality of the product leaves much to be desired, if it is capable of causing allergies or if it is very poor in application (poorly stewed, unstable, poorly washed off) - thanks to social networks the whole world will instantly know about it. And then the reputation of such a product will be spoiled, the demand for it will fall and in the future it will have to be removed from production.

All modern companies that are heard and talk about understand that without social networks their popularity will quickly fall. In order for the demand for goods to grow, greater returns are needed: daily updating of content, communication of brand representatives with subscribers, invitation of beauty bloggers to open days with master classes. Today, it's not enough for each brand to have a “profile” in social networks. There are 11 time zones in our country, which means that if a question about a beauty product is asked by a brand subscriber from Yekaterinburg, and the head office is in Moscow, the answer will have to wait several hours. Therefore, many brands create profiles of their company in each city in which it is represented. The most popular and actively developing channels are Instagram and YouTube, they are almost all beauty brands that are popular today. If today you gather a large audience, there will be many likes, comments and views. And all this together gives customers loyalty, increased demand and therefore increased sales. To establish a more trusting relationship, brand representatives organize contests, sweepstakes and promotions, master classes in which it would be interesting to participate in a user of social networks. The main effective tool for communication with the target audience is video makeup tutorials and product advertising by beauty bloggers or brand ambassadors. Of course, all girls like to try on new images, and the advice from their favorite makeup artist / blogger / stylist in this context is perceived not as advertising, but as a recommendation, which in turn has a positive effect on engagement rates.

All companies recognize that with successful marketing strategies, the demand for the product, as well as good reviews and recommendations about it increase. The products of each company to one degree or another are aimed at meeting the needs of modern women, for whom keeping up with fashion is the same inalienable task of going to the grocery store, and daily use of online platforms is an ordinary daily routine. According to reviews, reviews and reactions, it has become possible to determine the level of audience interest in each product, which allows you to decide whether to change the direction vector and develop something new or whether this vector should be followed. Moreover, representatives of companies such as Nyx and Sephora admit that with low demand and poor product reviews, the entire line of this product is withdrawn from sale and is not further produced. With a quote from the SMM manager of L'oreal: “We try to take into account trends and meet the price-quality parameter. All errors that our customers pay attention to are corrected over time” all the representatives of cosmetic companies surveyed agreed with this statement. Consequently, with the advent of social networks, the opinion of the audience has come first. Every day, companies work on their reputation: they correct reported errors, develop popular channels on social networks, create ads that could interest a large audience, improve quality, increase the range of colors in accordance with fashion trends, and even stop the production of goods. In the modern world, buyers themselves began to set the growth path, the movement of trends, the development of the company among the masses and the assortment of brands that would satisfy all their needs.

In the hands of a simple layman today is an incredible power: he can either provide the brand with popularity or fall. Not only the assortment, but also the brand reputation depends on public opinion on the Internet. All representatives of the brands note that the opinion of the audience is very important for them and they try to quickly respond to problems in order to further eliminate the negative, because with a bad reputation, the company can suffer big losses, lose all customers, and even go bankrupt. They also believe that thanks to blogging they have the opportunity to increase demand for their products. This happens as follows: first, you need to find a beauty-blogger with at least 20 thousand subscribers (this figure does not have to reach the million mark, the main thing is that his account statistics show a high percentage of involvement (a large number of posts saved in which a blogger, for example, to share the secrets of evening make-up or a large number of “reposts”, that is, such actions when the user found the post (publication with text) very informative and decided to share it with a friend.) If all these factors are taken into account, then advertising such a leader of public opinion can bring increased interest in the brand and sales growth. “Product quality is an important aspect, but without proper advertising, even quality will remain unknown to the public”, said the MacCosmetics manager and was absolutely right. All companies today are trying to comply with the quality-price parameter and they succeed. But in order to introduce your quality product to the masses and get ahead of competitors, you need the right marketing approach in social networks. Not all advertisements remain memorable and for this company go to tricks: collaborations with celebrities, promotions, gift marathons.

Summing up, we can say that today the growth and development of a brand directly depends on consumer approval, brands follow all the feedback from the audience and try to please everyone. To achieve customer acceptance, companies follow fashion trends, develop online platforms, come up with content that can interest a large audience, organize contests and gifts, modify products and introduce new products based on the preferences of the target group. They also use the services of beauty bloggers and ambassadors, leaders of large audiences to introduce their product to large numbers and expand the number of regular customers. “Sephora has a very smart mobile application, it collects statistics about its customers, identifies their needs and offers relevant products. It was revealed that 70% of people make a purchase within 24 hours from the moment they put the product in the basket. During this time, the application will actively remind you of saved products. With its help, it has become easier to cater to the individual needs of each. ”- shared the manager of Sephora, in order to connect people to their services, some companies even develop special systems for the convenience of customers, facilitating long searches for the necessary goods. With the advent of social networks, scaling and influence has increased, both from the consumer side to the brand, and from the brand side to the consumer. With the help of modern communication methods, the ability to establish strong relations between the two parties has been strengthened and will only further develop.



5. CONCLUSION

Since its inception, social networks have become the strongest engine of progress on earth. No modern person can do without a phone at hand. In this regard, marketing on social platforms also began to progress, including in the beauty industry. Phone applications, enticing pop-up ads, beautiful Instagram posts, blogger ads. Cosmetic brands try to take into account the wishes of customers and keep in touch with them. But even well-known multibillion-dollar firms do not always succeed in properly conducting a marketing campaign and gaining customer confidence. What is the reason?

The task of this work is to understand whether advertising on social networks affects the choice and opinion of the client about the brand, or whether all these investments are in vain and the consumer easier to get by improving the quality of the product.

This problem was not previously studied by researchers actively. Most studies have been conducted to study social platforms for business in general. Relevant works on how to influence the consumer choice of cosmetic products through marketing on social networks do not exist today, not only in Russia but throughout the world.

The aim of this work is to study the use of marketing in social networks for successful business promotion in Russia. Using a combination of quantitative and qualitative data collection methods, we have obtained a number of conclusions.

Since there were two research questions - the first was focused on the attitude of the consumer, and the second the manufacturer, the conclusions will be divided into two parts. The first part will be devoted to conclusions about consumer behavior. SPSS analyzed the responses received from respondents. The null hypothesis that marketing in social networks is not the only way to advertise and develop a brand has not been refuted, it has been disclosed in more detail.

Thus, Н1 that successful social media marketing is a key mechanism that can influence brand perception by customers and is the main channel for demand growth was confirmed using the classical statistical method: X2 is also a “Pearson's consent criterion.” To confirm the first hypothesis in the survey, a number of interrelated questions were created, three of the same type of questions, in which it was necessary to choose only one of two or three stores that differ in marketing policy. After each of these three questions, questions were added about the choice of store. The analysis results are interpreted as follows: most respondents considered the brand's marketing policy to be the main criterion for choosing a company. The most popular answer that determines the reason for choosing a store in the first question was the marketing policy (for 191 people). The Gold Apple- cosmetics supermarket, which appeared in Russia in 2019 overtook the L'etual- perfume and cosmetics store in popularity, 125 people chose the “Gold Apple” precisely because of the “marketing policy” factor. For the same reason, twice the respondents selected the following Sephora stores (110 people) and Podrugka (140 people). An additional conclusion that can be drawn from the analysis. The second, no less significant factor that is key when choosing a store is price. Because of the three stores listed above, Podrugka has the most loyal prices, which is explained by the fact that this store places a bias not only on high-quality products, but also on a fairly budgetary basis. The second analysis, confirming the first hypothesis, was devoted to finding the relationship between people who regularly use social networks and those who shop online. Bar chart showed the relationship between the first and second categories of people. Those, who are regular users of online platforms buy cosmetics online more than those who do not. Adjusted marketing policy of beauty companies towards the active development of brands in social networks It contributes to increased demand for products and increased customer loyalty.