The Influence of Instagram on Cosmetic Buying Behavior

Smartphones have become an indispensable part of our life. As a result, social networking services (SNS) have also increased their usage rate year by year, and have become as indispensable to our lives as well as smartphones. In this study, we focused on the 1.6-fold increase in the number of Instagram users in Japan from 2018 to 2019, and conducted a survey of women aged 19 to 70 or older to determine how the use of Instagram affects their buying behavior of cosmetics. In addition, we analyzed how the pandemic of coronavirus infection affected the buying behavior of cosmetics.