A study of clean beauty product digital marketing: user-generated content in Thailand

Social media has become an important component in business marketing, with more business retailers adopting its use, as is demonstrated by increasing numbers of online transactions and purchases made in the past few years as a result of extensive social media marketing. In Thailand, one of the most successful online industries is the beauty and cosmetics industry, where new types of product like ‘Clean Beauty’ are gaining more popularity due to the upswell in interest in health and wellness. In order to get more accurate information on such products, consumers are often most likely to rely on finding comments and feedback from user-generated contents marketing strategies.This research investigates consumers’ perceptions and the potential key factors of user-generated content that impact consumers’ decisions to purchase Clean Beauty products. The analysis of secondary data, along with the findings of quantitative online questionnaires undertaken for this research on Product, Place, and Promotion from Marketing, and the Attention, Interest, Desire, and Action Model on social media marketing strategies have been used to determine what the main possible factors are that may influence consumer purchasing decisions during online shopping. The results from this work will be used to create strategy guidelines to further develop user-generated contents marketing for promoting Clean Beauty products in Thailand.