Assessment of the loyalty of beauty and health consumer in the social space

Abstract

The paper aims to explore how consumer loyalty to beauty and health products can be achieved and maintained through the prism of social networks. Although there is a lot of research on consumer loyalty however, the amount of research measuring consumer’s loyalty through the social networking space is very limited. The studied literature discusses that customer buying alone is not the best way to long-term success, it is also important to create value for consumers. This study presents the relationship between consumer loyalty to the company through the social networking space, and examines consumer behavior and the reasons for branding on the Internet. Peer review and TOPSIS methods were used for research. Active follow-up of the company research results on social networks stimulates consumer loyalty, trust, and revenue turnover. There are inevitable limitations to the study. Aggregated results may become irrelevant in the future due to changes in technology. Given that social networking sites are a new phenomenon, further research is possible.