Digital marketing communication of skincare products to develop men's consumptive behaviour

Abstract

Having an attractive appearance is now not only for women but also for men. Taking care of the body, especially the face has become a new culture that has shifted the masculine side towards metrosexuals. To get an attractive appearance, a series of treatments are needed, one of which is skincare which requires much money. Such self-care behaviour, of course, also encourages men's consumerism. This study determines how digital marketing communication for skincare products builds men's consumptive behaviour on Instagram. Content analysis of Instagram posts related to the consumption of skincare products collected through the hashtag #scarlettlakilaki was used in this study. The results obtained that the element of dependence is 0.94 or 94 per cent. Then the result is considered credible because it exceeds the minimum threshold. This research concludes that Scarlett transforms masculinity into metrosexuality, blur a gender bias, and builds on the idea that the body of men who use Scarlett is depicted with a pure white body resembling a women's body.

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Paradigm Fitness Indonesia Digital Marketing Communication Through Instagram

“…Digital marketing communications in product categories with high levels of interaction may cause a craving for recognition. The results show that consumers are content with digital communication, are affected by feedback from other consumers, and express their opinions after making purchases through digital channels (Dahiya & Gayatri, 2018;Putranto et al, 2022). Social media marketing has had a significant impact on how customers perceive and trust companies.…”

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“…Digital marketing communications in product categories with high levels of involvement can even cause need recognition. According to the findings, consumers are happy with digital communication, are influenced by other customers' reviews, and communicate their thoughts after purchases through digital channels (Dahiya & Gayatri, 2018;Putranto et al, 2022). Social media marketing has dramatically impacted the image and trust of businesses.…”