No Mission Impossible in Founding Factors to Spread the Beauty Product Video Content in Social Commerce

This study examines the factors driving the spread of beauty product video content on social commerce platforms and how it influences consumer attention and purchase decisions. Using a quantitative approach, data was collected through questionnaires posted online via Google Forms to active social media users who engage with beauty-related content. The research examines how different characteristics of the content, the social dynamics of the content creators, and interactive digital engagement contribute to capturing the attention of consumers and promoting the wider distribution of video content. In addition, the study examines how user attention mediates the relationship between content exposure and purchase intention. The findings highlight the importance of creating engaging, relatable, and shareable video content and show that certain content strategies have a significant impact on consumer behavior. The study concludes that video-based beauty content in social commerce not only increases brand engagement, but also plays a critical role in shaping purchase behavior in the digital beauty industry. The research offers practical implications for beauty brands to refine their content strategies in response to the dynamic nature of consumer interaction on online platforms. Keywords— Social commerce, Video content, Beauty Products