Abigail Chivandi, Thembelani Mlilo, Shingirirai Vafana



The Influence of Social Medial Innovation in Consumption of Hair Products

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This study explores impact social media has on the consumption of hair products and how social media can be used by hair companies as an effective marketing strategy. Social media seems to be causing some type of impact in how people view products and later choose to consume them. Social media also has some influence on both the consumer and the retailers/producers of these hair products and the new hair culture which seems to be taking over the new generation, thus the millenniums. Retailers/producers have noticed the rise in social media consumers; however, most of the business entities have not yet utilized social media to its fullest in their marketing activities. The study highlights the business risk of being left behind and gives a contemporary research gap, in how frequent businesses are engaging with social media. Hair has always been a symbol of beauty around the world however with the birth of the new millennium generation there is hype in the need for long and thick hair. This new wave has led to an increase of hair related information on social media as more women are increasing becoming engaged about their hair care. Quantitative method was used, and hypotheses were tested deductively. Data was collected from a sample of 268 African female respondents; the respondents were selected using convenience random sampling technique in a 5-point Likert research instrument scale. Data analyses were done using SPSS statistical software in conjunction with AMOS version 25. Findings revealed that there is a positive significant relationship between social media innovation and brand awareness. This implies that online retailers/producers realize increased brand awareness, high consumption rate and repeat purchases leading to customer loyalty through social media innovations.


Small Medium Enterprise, Granger Causality, Economic Growth, Time Series, Business Enterprise, Gross Domestic Product


Cite this paper

Abigail Chivandi, Thembelani Mlilo, Shingirirai Vafana. (2023) The Influence of Social Medial Innovation in Consumption of Hair Products. International Journal of Economics and Management Systems, 8, 21-42


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