THE ROLE OF DIGITAL MARKETING IN THE SALE OF PERFUMERY AND COSMETIC PRODUCTS: AN ANALYSIS FROM THE PERSPECTIVE OF QUALITY AND CONSUMER SATISFACTION

Abstract

The conducted study systematically examines how digital marketing affects consumer behavior, perceived product quality, and satisfaction in the perfumery and cosmetics sector. In the digital consumption environment, the decision-making process is no longer shaped in-store but on social media, making visual content, influencer recommendations, online reviews, and a brand’s digital reputation the primary sources of information for consumers. The research shows that while visual emotions created on social media form the initial impression, real user reviews have the strongest influence on purchase decisions. SPSS results revealed that positive reviews significantly increase purchase intention (β = 0.24; p = 0.003), whereas influencer credibility can sometimes have a negative effect. Although brand image creates an emotional impact, it has a weak effect on purchase intention.

The main scientific novelty of the study is the introduction of the Digital Quality Perception Model (DQPM). This model integrates individual influence factors—visual impact, influencer credibility, review ecosystem, digital transparency, and brand reputation—into a unified system, explaining how they affect consumer perception. At the same time, the study demonstrates that satisfaction in the cosmetics sector comprises functional, informational, and emotional components.

In conclusion, the research confirms that digital marketing is not merely an advertising tool but a multidimensional influence mechanism guiding consumer behavior at every stage. The most effective strategies for brands involve managing authentic reviews, maintaining transparent communication, collaborating with reliable influencers, and creating authentic visual content.