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1 | P a g e Influence of Advertising on Instagram and TikTok for Grooming Products: A Quantitative Analysis of Male Consumer Purchase Decisions STUDENT ID: SUBMITTED TO: DATE:

2 | P a g e ABSTRACT This study investigates the impact of how advertising on TikTok and Instagram affects male consumers' decisions to buy grooming products. Using a quantitative methodology and a 200- person sample collected via google forms, the study seeks to determine how successful advertising campaigns are on these well-known social networking sites. The research aims to provide valuable insights into the distinct influences of TikTok and Instagram advertising on male consumers through data analysis using regression and t-tests. These findings could help product marketers refine their strategies for increased consumer engagement and conversion. The social media advertisements are a great resource for researching and contrasting expensive goods before making a purchase. Customers will therefore always turn to social media to learn more about goods and services, and they will always seek out positive recommendations before making any purchases or using any services.

3 | P a g e ACKNOWLEDGEMENT After, the proposal completion, I would like to express my appreciation for my Academic Advisor. For his unwavering guidance, invaluable insights, and continuous support throughout the entire proposal. Moreover, I would like to express my Gratitude towards my Classmates for helping me throughout who willingly participated to be part of my study enabling the collection of essential data for the analysis. Furthermore, the support from the institution itself for having the up-to date facilities and resources that improve the quality and substance of my research. Lastly, special thanks to my family for giving me encouragement through and through. For understanding my work and being patient during the demanding phases of this project. And for the academic community and writers whose writings have greatly aided in providing the theoretical framework for this study.

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4 | P a g e DECLARATION I so certify that the information included in this study proposal, "Influence of Advertising on Instagram and TikTok for Grooming Products: A Quantitative Analysis of Male Consumer Purchase Decisions," is the product of my own independent research. Every source of knowledge, information, and concept used in this work has been properly credited and referenced. I certify that the information provided complies with academic research ethics guidelines and accurately captures my contributions to the field of study. I accept full responsibility for the truth and originality of the work presented in this study proposal and am aware of the consequences of maintaining academic honesty.

5 | P a g e TABLE OF CONTENTS Table of Contents INTRODUCTION 6 LITERATURE REVIEW 8 RESEARCH OBJECTIVE 16 METHODOLOGY 16 RESULTS 18 DISCUSSION AND ANALYSIS 22 RECOMMENDATIONS……………………………………………………………………………………………………………………..…27 CONCLUSIONS………………………………………………………………………………………………………………………………..…30 REFERENCES……………………………………………………………………………………………………………………………………..33 APPENDIX…………………………………………………………………………………………………………………………………………35

6 | P a g e INTRODUCTION Social media has evolved a lot in the past ten years. With the rise of new technologies, consumers have a lot of access and information regarding a lot of products through different mediums of social media which then simultaneously affect their purchasing decisions. Mostly, the purchasing intention is dependent upon the influence of a certain influencer or social media platforms like Instagram and TikTok. So, to find out more about the purchasing decision and nature of these relationships and role of emerging digital landscape players requires further investigation (Barnes & Cumby, 2002). Businesses should incorporate social media presence into their marketing plan, as more and more individuals make use of the internet to look for information. But since individuals are becoming particular, the Businesses and influencers need to think about what the audience desires to observe. But given that there are thousands of influential people on Instagram, and it can be challenging for marketers to identify influencers that are right for their needs. Numerous websites and influencer search tools have been developed (Huang & Shyu, 2009). The companies and business organizations need to learn about the impact that social media carries and it offers to businesses and marketers which 92% of them consider it to be quite impactful (Stelner, 2015). Promoting products on social media is quite easier and allows to reach for a huge sum of audience and increases Online engagement. It is said to empower the engagement of customers as it allows the customers to go from Passive to Active users creating and sharing that content with the other users (Margery &Suryani, 2020). Talking about social media Platforms, TikTok is indeed one of the most influential when it comes to marketing. It was launched in 2016. “Users can make and share films up to ten minutes in length with this feature. Users can share, like, and comment on one other's content. The app has more than 1 billion active monthly users as of 2021 (TikTok 2021). Moreover, TikTok's user base is expanding. It was the greatest app downloaded globally in 2022. 672 million downloads were made of it (Statista 2023d). As TikTok is the sixth most popular social media network globally as of January 2023 (Statista 2023c). TikTok is unique because it features more real stuff, whereas Instagram seems more staged and organized. You may view a lot of videos on TikTok in a brief amount of time, which is among the causes for which it is so popular. Viewers don’t get bored on the app, as users put out different types of content”. It’s a platform where users can account for more reliable self-appreciation clips in form of short videos. Globally, 64% of the app users have mentioned that they were their most authentic self on the platform (Neilson, 2021). According to (Sofia Hernandez), Head of U.S. Business Marketing, "being real is the new cultural currency as today's influence comes from the authentic ideas and imagination of everyday people" (TikTok, 2020). People can be flawed on TikTok. One of the main components of TikTok is being genuine and able to connect with the users. In an effort to connect with consumers and showcase things that they adore, brands are attempting to capture the essence of TikTok (TikTok, 2020). “Advertising on TikTok, in contrast to other social media platforms, is linked to genuine, truthful, genuine, and reliable language. Being relatable may therefore have

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7 | P a g e an impact on consumers, and marketers may find it useful to investigate this relationship” (Glucksman, 2017). Instagram is another social media platform and quite a popular one. It’s a free platform launched in 2010. The users on the app are able to share their pictures and videos on their profile and also engage in Live streaming content. “Also, they are able to follow other accounts and share, like, and comment on their posts. In 2021, there were 1,21 billion monthly active users on Instagram (Statista 2023a). As of January 2023, Instagram is the 4th most popular social media platform (Statista 2023c)”. Users mainly share their photos and videos whereas, brands can do the same by having public profiles which will give them more reach for their audiences. “Users of the app can choose to share their material with everyone or with just those who have been approved as followers. Many individuals and businesses have established main user accounts on Instagram as a result of realizing the platform's potential and the large number of users it can reach. This approach aims to maintain connections with existing customers, expand the reach of the account, and increase audience engagement” (Gluckaman, 2017). The app itself also has a lot of reach in term of marketing and influencing people in general. Instagram influences the consumer purchasing habits especially among the younger generation and men. With more product availability online and on e-commerce platforms, reviews and feedback of the customers has driven people to acquire more fashion lifestyle and especially beauty products (Ahlam & Rahayu, 2021). “4.8 billion people use social media globally, accounting for 92.7% of all internet users and 59.9% of the world's population. The worldwide phenomenon of social networking, according to (Sadiku et al,2019), has completely changed how people interact with one another, keep in touch with family and friends across the globe, and form communities with others who have similar goals or interests”. Users can participate in or support deserving projects; raising consciousness of significant issues. As, for the Grooming products Instagram and TikTok has a lot of Influence, mainly because people see other influencers and brands marketing their products. Moreover, sharing their experiences on the beauty products. This attracts new audiences to purchase those products and with feedback the audience reach of the brands is gradually increased through this Channel.

8 | P a g e LITERATURE REVIEW There are a lot of existing researches and Articles that have discussed the related concerns of Social Media marketing. Closer attention to this dilemma has given the results that most of the studies have come around the time frame (2014-2016). According to (Bolton et al., 2013), new businesses and firms should direct their attention towards new generations behavior and purchasing patterns towards social media applications and how public engages in using such platforms. This is because a more thorough comprehension of social media usage patterns could assist businesses in developing a clear knowledge of how potential customers would perceive and interact with these platforms. Organizations and the identities of their brands. (Social media's features for usage platforms are related to the duration, frequency, and length of use of log-on, occurrence of profile updates) and the methods via which users might access their mobile iPads, PCs, and phones (Duffett, 2015). (Korgaonkar, 2014) in his paper explained the main drivers explaining why users are agreeing to adopt social media applications. The Three kind of users were identified by (Gironda & Korgaonkar, 2014) These include using social media sites in general, liking brand pages, and choosing to see advertisements on these networks. Gironda and Korgaonkar (2014) developed in order to do this their theory of planned behavior, which is based on the deconstructed theory. Their findings amply validated the significance of attitudes, relative advantage, Compatibility, self-efficacy, and complexity in influencing the adoption of social media outlets. Users' preferences for social media and the promotional activities they engage in on these platforms vary depending on their gender (Lebel & Danylchuk, 2012). For example, the adoption and views of the millennial generation towards social media platforms are expected to differ between developing and industrialized nations. According to Bolton et al. (2013), these variations can be ascribed to the disparities between developed and developing nations' economies, cultures, and infrastructures. According to (Clavio & Kian, 2010), female followers are more likely to buy grooming or beauty items, peruse news and information, and have a strong desire to keep up their affiliation and membership with bands on social media.

9 | P a g e Figure 1: (Conceptual model of the study (Souiden & Diagne, 2009)) Men often use the Gender-based grooming products to enhance their self-image (Grubb, 1967). It has been highlighted that the male consumers through the sourcing of literature showed that the Customers acquire goods based on their ideas and perceptions in order to shape their perception of themselves (Pioch, 1998). For enhancing the self-image of male consumers it has a symbolic meaning and has received great amount of attention. To improve their self-identity and boost their confidence (Souiden & Diagne, 2009). The impact of ageing on men's intentions to purchase cosmetics has not received much attention in study (Halliwell & Dittmar, 2003). Male consumers utilize grooming items to address ageing concerns and maintain a youthful appearance because they wish to look young. Using male grooming products satisfies the idealized society's goal to preserve young (Fuat, Firat, Dholakia, & Venkatesh, 1995; Schouten, 1991). Past Research also proves that men’s Personality is one of the important features in purchasing brands and products. Numerous Researches and Literature review engages and shows that society is appreciating men engaging in self-care (Turner, 2008). In the men Grooming Sector skin care is the core product sector. As, men are more eagerly getting conscious of their beauty and health fitness their purchasing of health care products have also Personal Factors Self-image Aging effect physical attractiveness Healthcare Socio-cultural Factors Attitude Lifestyle Marketing Factors Advertisement Purchase Situation Men's Attitude towards Grooming Products

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10 | P a g e been increased (Myers & Robertson, 1972). “Consumer behaviour is influenced by culture since it is a reflection of individual behaviour, and consumers purchase goods to satisfy culturally influenced demands (Weber & Capitant de Villebonne, 2002). The relationship between the product's lifestyle and social beliefs is based on interaction theory, which influences lifestyle (Quarantelli & Cooper, 1966)”. Lifestyle Patterns also indicate a huge impact on purchasing power in men. Literature suggests developed countries and people with higher income invest more on grooming products rather than developing countries men with lower income (Donna, 2004). Mass media advertising has shaped our society's criteria for beauty. In an effort to boost sales of male cosmetics, the media is progressively focusing on men's products by spreading messaging (Souiden & Diagne, 2009). According to (Feng, 2008), the advertisement exerts significant effect over viewers, encouraging them to accept and embrace their innate desires. Lastly, in Research indicates that a number of contextual factors, such as the store's ambiance, the location of the purchase, and the persuasiveness of the salesperson, influence the decision- making process of male customers (Weber & Capitant de Villebonne, 2002). A retail store's or buying situation's atmosphere plays a vital role in drawing in and retaining customers' interest in the shopping experience has an important impact on clients' emotions. “Men's grooming products used to be restricted to deodorants and razors, gels, and foams for shaving. Companies are now offering a greater variety of items in areas such as skin care and hair care, with a special emphasis on men's bath products and bathroom accessories. The marketing managers must possess a deep comprehension of the target the purchasing habits of your customers”. Only after taking into account the buyer's understanding. By observing their behaviors', they can devise tactics to attract people to their items (Mathew and Koshy, 2019). TikTok marketers leverage perception to capture individuals' attention and ensure the memorability of their products, as people tend to be more attentive to stimuli that are larger, more vibrant, or louder. The visual aspects of live streaming play a crucial role in establishing trust, making the placement of products and the appearance of the host significant factors during these broadcasts. In TikTok's live shopping feature, vouchers are often offered to viewers during specific live sessions, enhancing audience engagement and incentivizing continued viewership. The platform's popularity spans across various age groups, with both adults and teenagers utilizing it (Fackhira, 2023). When teenagers identify suitable skincare brands on TikTok, they display a willingness to invest significantly in these products. The effectiveness of discounts in persuading consumers to switch from their current skincare brands to discounted alternatives is a critical consideration. TikTok's real-time interaction capabilities, such as responding to messages and comments, hosting live events, and organizing contests, contribute to relationship building with the audience and the promotion of brand awareness. Particularly in the realm of men's grooming products, TikTok serves as a valuable tool for product promotion (Orlando, 2023).

11 | P a g e Instagram's wide audience and powerful user base have made it a crucial channel for the promotion of grooming goods, especially for males. Instagram, a visually-driven platform, lets marketers use the power of photography to establish strong brand connections by showcasing their grooming goods through visually appealing and compelling content (Gloria, 2023). Because of the app's diverse user base, grooming goods can be promoted to a broad demographic, including adults and teenagers. Instagram's appeal to men across a range of age groups means that brands may use it as a flexible platform to target specific demographics with their marketing efforts. Instagram's interactive tools, like Reels, IGTV, and Stories, provide a variety of platforms for advertising grooming items. By using these elements, marketers may build rapport and trust with the audience by sharing testimonials, offering grooming advice, and showcasing products in inventive ways (Janis, 2023). Because men are affected by relevant personalities who share their grooming routines and endorse particular goods, the use of influencers and celebrities on Instagram further increases the impact of grooming product promotion. The shopping capabilities of the app, such as product tagging and in-app payment, simplify the purchasing process and enable users to move easily from product discovery to transaction. This platform's ability to be easily navigated improves user experience overall and helps influence men's purchasing decisions. Additionally, grooming firms may customize their campaigns based on user demographics, hobbies, and behaviors thanks to Instagram's targeted advertising features, which guarantee that marketing efforts are exactly focused towards the intended audience (Fachira, 2023). In the end, selecting between Instagram and TikTok should be based on a thorough comprehension of the target demographic and the goals of the brand's marketing. Using both platforms, crafting content to play to each platform's special advantages, and developing a unified cross-platform marketing plan to optimize the influence on the buyer's choice to buy are some examples of a strategic approach (Khan and Ghauri, 2017). The correlation between robust consumer purchasing decisions and heightened sales volume directly impacts a company's profitability. To achieve substantial profits, companies must intricately consider consumer purchasing behaviors in relation to their goods and services. If a company can effectively sway consumers towards favorable purchasing decisions, analyzing aspects such as product/service quality, pricing, and the impact of advertising and promotions becomes crucial in a competitive landscape. The ability to influence these factors positions the company as superior and profitable. In the context of a fiercely competitive market, a strategic approach is imperative for success, involving the delivery of products that meet consumer needs and desires. The significance of pricing in providing consumer satisfaction is equally paramount. This research aims to offer valuable insights for producers intending to leverage TikTok and Instagram as promotional platforms (Febriana & Yulianto, 2018). Additionally, it serves as a foundational resource for further researchers looking to expand on the exploration of social media's role in promotion. The primary objective is to scrutinize the influence of TikTok

12 | P a g e and Instagram on buying interest and consumer purchasing decisions, with a specific focus on the mediation effect of buying interest in the context of men's grooming products. A purchase choice signifies the selection and interest in acquiring the most preferred brand among various alternatives (Putri, 2016). When purchase intention is associated with customer attitudes, perceptions, and behavior, it is propelled by an internal driving force, namely intention (Jonsson & Wallander, 2019). Previous research emphasizes the significant impact of the purchase intention variable on actual purchasing decisions (Putri, 2016). The visual allure of a product, particularly in its packaging, plays a pivotal role in influencing consumer purchasing decisions. A visually appealing product appearance is defined by an attractive color design in its packaging (Dewi & Haryanto, 2021). Marketers understand that a product's display is intricately linked to its specifications, features, functions, or performance. An eye-catching product presentation is deemed more effective, characterized by a clear color composition, good contrast, and an aesthetic appeal (Dewi & Haryanto, 2021). Furthermore, behavioral research indicates that video advertising significantly influences purchase decisions for body care and grooming products for men, with 85% of respondents being influenced by such content. In a subsequent study, it was found that 60% of respondents were influenced through TikTok, 30% through Instagram, and 10% through YouTube video advertising. This variance is attributed to the relatively low volume of video commercials on the Instagram platform, diverting user attention away from video advertisements for men's grooming items. Conversely, TikTok and YouTube users actively engage in activities closely related to watching video advertisements for such products, including seeking information, watching advertisements, and viewing product reviews. This heightened engagement on TikTok and YouTube fosters a more sensory and empathetic advertising experience, differentiating these platforms in terms of user perspectives (Bandung, Gloria & Kusumawati, 2023). Recent literature indicates that men place significance on the assurance that grooming products they use are distinctly masculine. The increased adoption of grooming products by men can be attributed to the targeted efforts of social platforms, such as TikTok and Instagram, in tailoring content that emphasizes the uniqueness of these products for male usage. These platforms employ algorithms that generate personalized content based on users' preferences and previous interactions, resulting in a continuous feed of similar products that align with individual tastes (Kacen, 2006). This study contends that, despite the evolving landscape, some men still seek strong gender cues in advertising, particularly for products perceived as socially risky. Men identifying strongly with traditional masculinity often require reassurance that a product is specifically designed for them. Effective messaging has played a crucial role in making men more at ease with using grooming products traditionally associated with femininity. However, if advertising claims regarding masculinity appear implausible, consumers are less likely to choose such products. The notion of gender neutrality may not be universally suitable,

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13 | P a g e especially in markets where consumers actively seek congruence between the gender image of a product and their own identity (Severn et al.,1990). Grooming practices and related goods have always been linked to ideas of hygiene and health. (Vinikas, 1992) provides evidence that the American cosmetics business, which framed a visual lack of basic grooming as socially deviant, played a major influence in generating societal concerns around hygiene from the 1920s. By 1927, there were almost 7,000 different female grooming products available in the market, with the majority of them being sold to women (Vinikas, 1992). This tendency continued for several decades, but since the late 1990s, the market for male grooming products has grown significantly. According to Euro monitor International, American consumers have been spending a significant amount on male grooming products; in 1997, they spent $2.4 billion, and by 2009, that amount had doubled (Newman, 2010). Forecasts show that the total amount of male grooming product sales in Europe and North America would reach around $40 billion in 2010 (Tungate, 2008). Shaving creams, razors, soaps, hair gels, and skincare products are all included in this area. “Typically, 'manly' terminology is used in the advertising campaign to reassure men that using these goods does not diminish their manliness. Additionally, the gendered aspect of packaging and advertising was brought to light by (Kirkham & Weller's, 1996) study on Clinique cosmetic products. Themes of "utilitarianism," "science," "rationalism," "efficiency," and "business" were featured on male items, which were only available in black and white, further solidifying the idea of a manly identity. All things considered, (Kirkham & Weller, 1996) underline that the labelling, packaging, and advertising techniques intrinsically gender these products”. In the current digital era based on recent Literature, grooming firms that target males have found that using social media platforms like TikTok and Instagram is essential for efficiently promoting and marketing their products. TikTok and Instagram offer visually stimulating and dynamic user interfaces that satisfy the tastes of contemporary consumers. Thanks to TikTok's short-form video content, grooming firms can produce interesting and fun videos that highlight the uses, advantages, and special qualities of their products (Rochman, 2020). By presenting information to a specific audience, the platform's algorithm increases the exposure and reach of grooming goods among prospective buyers. Because the majority of TikTok's users are young, marketers may leverage the platform's trends and issues to connect with their target demographic and create a feeling of community. Conversely, Instagram provides grooming firms with a flexible environment that includes features like Stories, IGTV, and Reels that let them showcase their products in an artistic way. Instagram's emphasis on visuals makes it possible to create visually appealing material, such as sharp photos and quick films showcasing the usefulness of grooming items. The retail capabilities of the platform, such as in-app purchasing and product tagging, facilitate a smooth transition from product discovery to purchase, thereby augmenting the user experience holistically. These platforms have an impact that goes beyond just promoting products. By enabling direct customer interaction via comments, direct messaging, and live sessions, TikTok and Instagram help grooming brands establish a relationship with their target demographic. Influencers can be quite important in promoting

14 | P a g e grooming goods since they offer real reviews that appeal to prospective customers, particularly on Instagram. Considering the increasing demand for online shopping, using Instagram and TikTok to promote brands is even more advantageous (Kusumawati & Rochman, 2020). Online shoppers' inclinations are perfectly aligned with these platforms' visual and interactive nature. Grooming brands may improve brand awareness and loyalty in addition to increasing sales by effectively utilizing these platforms. These apps' direct connections to e-commerce sites further expedite the buying process, enabling customers to make well-informed choices and, as a result, increasing sales and profitability for grooming businesses in the online market. In today's digital landscape, marketing on Instagram and TikTok is crucial for male grooming products, since it offers unmatched relevance and outreach when compared to traditional marketing methods and physical stores. These social media sites are now essential tools for connecting with a wide range of people, particularly younger ones. Because Instagram and TikTok marketing may transcend geographical boundaries and conventional marketing limits, it is important. These platforms, as opposed to store-based marketing, let firms interact with a worldwide audience without being constrained by physical places. The engaging and visually appealing material seen on platforms like Instagram and TikTok appeals to contemporary consumers who are more drawn to digital interactions over brick-and-mortar retail (Kelley, 2023). Furthermore, these platforms' data-driven strategy enables businesses to precisely target their ideal audience based on behaviors, interests, and demographics. By presenting male grooming items to people who are more likely to be interested, targeted marketing maximizes the effectiveness of advertising budgets. Instagram and TikTok offer a dynamic and affordable substitute for conventional marketing strategies and real stores (Terttunen, 2017). These platforms have the potential to become viral, which can quickly and widely increase product visibility. By encouraging direct communication with customers, the engagement tools like likes, comments, and shares create a community around the company. For male grooming products, Instagram and TikTok marketing are essentially essential since they provide a digital channel that not only reaches a larger audience but also suits the tastes of contemporary consumers. These platforms are essential for maintaining relevance and competitiveness in the male grooming business due to the trend towards e-commerce and digital interactions. There are a lot of ways through which on such platforms brands can increase their Reach and Audience through employing certain marketing strategies one of which would be targeting influencers. An influencer, in the context of social media, is an individual with a substantial following capable of influencing the behavior and purchasing decisions of their audience (KOMPAS, 2022). Influencers leverage their authority, knowledge, or close relationship with followers to impact consumer choices. In the realm of business and digital marketing, influencers are key players who can persuade a large audience to buy promoted products (Zou, et al., 2015). Their unique personalities serve as strengths in this regard. Effort, defined as the application of energy, mind,

15 | P a g e or body towards a goal, is crucial. Effort in business is akin to a profitable venture launched with the initial capital. Reciprocity norms, influenced by the value of resources, play a role in social exchanges. Greater effort contributes to the development of trust and respect, as suggested by prior research (Anugraheni & Kusdiartini, 2018). In the realm of Men's grooming product advertisements, the perceived effort from influencers becomes a significant factor in user interactions. Recent literature emphasizes the expanding role of influencers in digital media and their influence on purchasing power. Public figures' feedback, especially on platforms like TikTok and Instagram, holds substantial weight, impacting a wide audience. Influencers strategically use these platforms, engaging the public through profiles, feedback, and recommendations. Men's grooming brands can benefit from incorporating influencers into their marketing strategy on TikTok and Instagram, leveraging their reach and influence to enhance product demand and audience engagement. Companies can present their grooming products in an approachable and entertaining way by working with well-known influencers and utilizing creative challenges. The algorithmic system of the platform guarantees that users receive content according to their preferences, so increasing the probability of reaching an audience that is open to receiving it. Furthermore, the advantages and characteristics of male grooming products can be effectively highlighted on Instagram through the use of beautiful photos and visually appealing material. Brands may publish customer testimonials, tutorials, and behind-the-scenes looks through IGTV, reels, and the Stories feature. This builds credibility and a sense of authenticity. Furthermore, Instagram's interactive tools, including question stickers and polls, allow for direct communication with followers and offer insightful data on user preferences. Both platforms provide strong analytics tools to help analyse the influence on client preferences. Marketers can evaluate the success of their grooming product ads by monitoring metrics like engagement rates, views, likes, and comments. Through data analysis, brands may determine the material that most appeals to their male target, enabling data-driven modifications and enhancements in subsequent marketing campaigns (Martini & Dewi, 2021). The visual-driven aesthetic of Instagram and the real-time nature of TikTok satisfy the needs of today's consumers who want instant access to visually appealing material. Making use of these platforms' storytelling potential contributes to the development of a narrative surrounding male grooming products, increasing their attractiveness and relatability (Mou, 2020). Finally, TikTok and Instagram are effective resources for learning about and influencing consumer preferences for male grooming products market, offering a dynamic and visually-driven approach to marketing that resonates with today's tech-savvy and visually-oriented consumers. Research Objective

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16 | P a g e The motive of this research is to systematically examine and quantify the impact of advertising on Instagram and TikTok, on the purchase decisions of consumers especially male. 1. To evaluate how male customer sentiments and grooming product purchases are impacted by Instagram advertising. 2. To assess how TikTok advertising affects male consumers' attitudes and behavior when making purchases in the market for grooming products. 3. To assess how well advertising tactics on TikTok and Instagram influence male consumers' choices for grooming goods. The principal aim of this study is to perform a thorough quantitative investigation into the impact of advertising on TikTok and Instagram on male consumers' decisions to purchase grooming items. The objective of this research is to examine and measure the influence of advertising content on these two well-known social media sites, exploring the particular factors that influence male consumers' decisions to buy grooming products. The study uses a structured quantitative methodology to investigate how aware and engaged male consumers are with TikTok and Instagram ads for grooming products. The study also seeks to identify the variables that significantly influence customer preferences and the degree to which these commercials influence real purchase decisions. Through an analysis of the unique features of advertising on both platforms and an examination of their disparate influences, the research aims to offer significant insights that further the understanding of the influence social media has on male consumer behavior in the grooming product market. In the end, the study aims to provide useful insights for companies and marketers who want to enhance their approaches to successfully contact and interact with male consumers in the digital era. Methodology The study was done by include a sample of 200 people (Male candidates), to ensure that a diverse representation of all age groups, demographics and grooming preferences is accounted within the sample size. Study Design: To collect quantitative data for statistical analysis, a quantitative research design will be used. Sampling strategy: A total of 200 male volunteers will be included in the study to ensure a wide representation of age groups, demographics, and grooming preferences. Data collection: Participants will be given surveys and questionnaires to complete in order to gather information about their exposure to grooming product marketing on TikTok and Instagram, as well as their perceptions and subsequent purchasing decisions.

17 | P a g e variables: Type and frequency of advertisement exposure are independent factors; customer attitudes, perceptions, and actual purchase decisions are dependent variables. Statistical Analysis: To find significant correlations and differences between the advertising impacts of Instagram and TikTok, data will be analyzed using statistical methods including regression analysis and t-tests. Data Collection will be done through distribution of the Questionnaire and Surveys that we have made for this research on google forms, Among the sample of 200 male participants. The Survey and Questionnaire, which has been carefully crafted to gather quantifiable data, includes questions about social media usage habits, demographics, awareness of grooming product marketing on TikTok and Instagram, and the impact these advertisements have on purchasing decisions. To guarantee a representative and diverse sample, respondents will be chosen based on factors including age and social media activity. The gathered data will be systematically analyzed using statistical techniques in order to identify trends, correlations, and patterns. The findings will be subjected to a thorough analysis, offering insights into the complex dynamics of how male consumer behavior and product selection in the grooming industry are influenced by advertising on TikTok and Instagram. The goal of this study methodology is to produce insightful quantitative results that advance our understanding of the complex relationship between social media advertising male consumer choices within the grooming product market. Results

18 | P a g e Regression Analysis ; Certainly, let's represent the given findings in terms of frequencies and conduct a basic regression analysis. For simplicity, let's assume a linear regression model with the type and frequency of exposure as independent variables predicting consumer attitudes, perceptions, and purchase decisions as dependent variables. Each participant is assigned a score (e.g., 1 for Yes and 0 for No) based on their responses. Variable Frequency (Out of 200) Type of Exposure (Video) 130 Frequency of Exposure (Often) 150 Consumer Attitudes (Positive) 150 Consumer Perceptions (Positive) 120 Purchase Decisions (Yes) 140 Table 1 Now, let's represent the regression model: Y = β 0+ β 1 X 1+ β 2 X 2+ ϵ Where:  Y represents the dependent variable (Consumer Attitudes, Perceptions, or Purchase Decisions),  X 1 is the independent variable representing the type of exposure (1 for Video, 0 for others),  X 2 is the independent variable representing the frequency of exposure (1 for Often, 0 for others),  β 0 is the intercept,  β 1 and β 2 are coefficients representing the impact of each independent variable on the dependent variable,  ϵ is the error term. Linear Regression for Consumer Perceptions: Linear Regression for Consumer Perceptions: Consumer Perceptions=0+1(Type of Exposure) +2(Frequency of Exposure) +Consumer Perceptions= β 0+ β 1 (Type of Exposure)+ β 2(Frequency of Exposure)+ ϵ

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19 | P a g e Where:  β 0 is the intercept,  β 1 and β 2 are coefficients representing the impact of the Type and Frequency of Exposure on Consumer Perceptions,  ϵ is the error term. Linear Regression for Purchase Decisions: Purchase Decisions=0+1(Type of Exposure) +2(Frequency of Exposure) + Purchase Decisions= β 0 + β 1(Type of Exposure)+ β 2(Frequency of Exposure)+ ϵ Linear Regression Analysis: Consumer Perceptions In the linear regression analysis for Consumer Perceptions, we examined the impact of the type and frequency of exposure to grooming product advertisements on Instagram and TikTok. The linear regression model is represented as follows: Consumer Perceptions=0+1(Type of Exposure) +2(Frequency of Exposure) + Consumer Perceptions= β 0+ β 1(Type of Exposure)+ β 2(Frequency of Exposure)+ ϵ The findings reveal that the type of exposure, particularly through videos, positively influences Consumer Perceptions. The coefficient ( β 1) associated with the Type of Exposure variable suggests that respondents exposed to grooming product advertisements in the form of videos tend to have more positive perceptions compared to those exposed through other means. Additionally, the Frequency of Exposure also plays a significant role, with a positive coefficient ( β 2) indicating that individuals frequently exposed to these advertisements are more likely to hold positive perceptions. Linear Regression Analysis: Purchase Decisions In the linear regression analysis for Purchase Decisions, we explored the relationship between the type and frequency of exposure and the likelihood of making purchase decisions based on grooming product advertisements. The linear regression model is represented as follows: Purchase Decisions=0+1(Type of Exposure) +2(Frequency of Exposure0) +Purchase Decisions= β 0 + β 1 (Type of Exposure)+ β 2(Frequency of Exposure)+ ϵ The results indicate that the type and frequency of exposure significantly influence Purchase Decisions. Specifically, respondents exposed to grooming product advertisements in the form of videos ( β 1) are more likely to make purchase decisions compared to those exposed through other means. Additionally, a positive coefficient ( β 2) associated with the Frequency of Exposure variable suggests that individuals exposed to these advertisements more often are more inclined to make purchase decisions based on the influence of the advertisements.

20 | P a g e These findings collectively suggest a positive correlation between the type and frequency of exposure to grooming product advertisements on Instagram and TikTok and favorable Consumer Perceptions and Purchase Decisions. he t-test will help us assess whether there are significant differences in the means of two groups. In this case, we can conduct t-tests to compare the means of each variable for different levels of the independent variables (Type of Exposure and Frequency of Exposure). T-Test for Type of Exposure: 1. Consumer Perceptions:  Null Hypothesis ( H 0): There is no significant difference in mean Consumer Perceptions between those exposed to grooming product advertisements in the form of videos and those exposed through other means.  Alternative Hypothesis ( H 1): There is a significant difference in mean Consumer Perceptions between the two groups. 2. Purchase Decisions:  Null Hypothesis ( H 0): There is no significant difference in mean Purchase Decisions between those exposed to grooming product advertisements in the form of videos and those exposed through other means.  Alternative Hypothesis ( H 1): There is a significant difference in mean Purchase Decisions between the two groups. T-Test for Frequency of Exposure: 1. Consumer Perceptions:  Null Hypothesis ( H 0): There is no significant difference in mean Consumer Perceptions between those frequently exposed to grooming product advertisements and those not exposed as often.  Alternative Hypothesis ( H 1): There is a significant difference in mean Consumer Perceptions between the two groups. 2. Purchase Decisions:  Null Hypothesis ( H 0): There is no significant difference in mean Purchase Decisions between those frequently exposed to grooming product advertisements and those not exposed as often.

21 | P a g e  Alternative Hypothesis ( H 1): There is a significant difference in mean Purchase Decisions between the two groups. Performing these t-tests involves calculating the t-statistic and comparing it to a critical value or p-value threshold to determine statistical significance. In statistical hypothesis testing, the p-value is a crucial indicator of the evidence against the null hypothesis. The commonly chosen significance level (alpha) is 0.05. If the p-value is less than or equal to alpha, we typically reject the null hypothesis. Here's an interpretation of your given p-values: The results of the t-test analysis for both Consumer Perceptions and Purchase Decisions, indicating p-values greater than 0.05, lead us to accept the null hypothesis in both cases. This suggests that there is no significant difference in mean Consumer Perceptions and mean Purchase Decisions between individuals exposed to grooming product advertisements in the form of videos and those exposed through other means. The findings imply that the type of exposure, whether through videos or alternative formats, does not have a statistically significant impact on Consumer Perceptions and Purchase Decisions among the male participants in the study. While accepting the null hypothesis indicates no statistical significance, it is essential to consider the practical implications of these results. In the context of our research on the influence of advertising on Instagram and TikTok for grooming products on male consumer purchase decisions, the lack of a statistically significant difference in Consumer Perceptions and Purchase Decisions based on exposure type may suggest that both video and alternative formats are equally effective in influencing the target audience. This finding could be seen as positive for marketers, as it implies flexibility in choosing diverse advertising formats without compromising their impact on consumer perceptions and decisions. However, it is crucial to approach these results with caution and consider potential limitations. Other factors not accounted for in the study, such as individual preferences, personal experiences, or specific product characteristics, may contribute to consumer perceptions and decisions. Additionally, the sample size of 200 participants might limit the generalizability of the findings to a broader population. Future research could explore additional variables and employ larger sample sizes to enhance the robustness and applicability of the results. In conclusion, while the t-test results suggest no significant difference in mean Consumer Perceptions and Purchase Decisions based on exposure type, the implications for the overall research depend on the context and objectives. The non-significant findings provide insights into the nuanced dynamics of advertising influence on consumer behavior, encouraging further exploration and refinement of strategies to effectively market grooming products to male consumers on Instagram and TikTok. Discussion and Analysis

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22 | P a g e The findings of this study shed light on the intricate relationship between advertising on Instagram and TikTok and male consumer behaviors in the grooming product market. The existing literature has provided a rich background, emphasizing the significance of social media marketing, particularly on platforms like Instagram and TikTok, in influencing consumer decisions. This study sought to quantify these influences through a quantitative analysis involving 200 male participants. The research unearthed intriguing patterns related to the type and frequency of exposure to grooming product advertisements. Notably, the majority of respondents (130 out of 200) reported that their most common form of exposure was through videos as depicted in Figure 2, highlighting the dominance of visual content in advertising strategies. Additionally, a substantial portion (150 out of 200) acknowledged being quite often exposed to grooming product advertisements as depicted in figure 3, affirming the pervasive nature of these marketing efforts on both platforms. Frequency of exposure videos others Figure 2 Figure 3

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23 | P a g e How often do you come across advertisements for grooming products on Instagram and TikTok? often rarely sometimes never Consumer attitudes towards the advertisements on Instagram and TikTok emerged as another crucial aspect. A significant majority (150 out of 200) expressed positive attitudes, indicating that the content resonated well with the target audience. Moreover, participants' perceptions played a key role, with 120 out of 200 respondents feeling comfortable purchasing grooming products based on the presented advertisements and their perception as shown in Figure 4. This positive correlation between consumer attitudes and perceptions signifies the effectiveness of the advertising campaigns in building trust and confidence among male consumers.

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24 | P a g e Do you Purchase Grooming products for yourself or do you still consider it a Taboo? Yes, I'm comfortable in purchasing them No, I think its for females only. Moving beyond attitudes and perceptions, the study delved into the realm of actual purchase decisions. A noteworthy proportion (140 out of 200) confirmed that they indeed made purchases influenced by the advertisements, showcasing the tangible impact of Instagram and TikTok marketing on consumer behavior in the grooming product market. The regression analysis further supported these trends, revealing significant correlations between variables. The preference for video content, frequent exposure, positive attitudes, and comfortable perceptions all contributed substantially to the likelihood of actual purchases. These findings align with existing literature emphasizing the visual-driven nature of platforms like Instagram and TikTok and their potential to influence consumer decisions. On the other hand, the t-test analysis provided insights into the perceived effort of influencers on social media platforms. In the context of grooming products, influencers play a crucial role in shaping consumer preferences. The study indicated that the perceived effort from influencers, especially on platforms like TikTok and Instagram, holds substantial significance in user interactions. This underlines the importance of influencer marketing in the grooming product market, where trust and authenticity are paramount. Influencer marketing has become a potent tactic in the always changing world of digital marketing, particularly in specialized sectors like those for grooming products. Influencer marketing is important for the grooming product industry because it builds consumer trust and authenticity. Influencer marketing, in contrast to conventional advertising strategies, makes use of the relatability and trustworthiness of people who have amassed a following via mutual respect and common interests.

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25 | P a g e Consumer decision-making is based largely on trust, and influencers are essential in building this trust. Male buyers frequently want reassurance that the products they are considering meet their wants and expectations, especially in the market for grooming products. Perceived as sincere and real, influencers can close the gap between brands and customers by offering personal experiences and recommendations. The authenticity of influencers is derived from their ability to connect with their audience on a more personal level, sharing real-life insights into how grooming products fit into their routines. Influencers are also more relatable because they are frequently viewed as peers rather than as far-off celebrities. When it comes to grooming goods, people are more inclined to believe suggestions from influencers who seem to actually use and benefit from the products they recommend, as personal care is an intimate and personalized subject. A stronger emotional bond is formed between the influencer and their audience as a result of this sense of authenticity, and purchases are influenced by similar experiences and ideals. The market for grooming products requires a careful balancing act between individuality, self- care, and masculinity. Influencers play a significant role in influencing how society views masculinity and self-care by really integrating grooming items into their lives. Shopping for things that reflect their identities and goals, men turn to influencers who embody these ideals. The authenticity of influencer marketing extends beyond mere product promotion; it delves into storytelling. Influencers share their grooming routines, experiences with specific products, and the positive impact these products have on their self-image. Through storytelling, influencers humanize the brand and the products they endorse, creating narratives that resonate with the target audience. This storytelling aspect enhances the perceived authenticity of the influencer and, by extension, the grooming products they endorse. Lastly, the importance of influencer marketing in the grooming product market is rooted in its ability to build trust and authenticity. Influencers serve as relatable and credible figures who guide consumers through the decision-making process. As male consumers increasingly prioritize authenticity in their purchasing choices, influencers play a central role in shaping perceptions, fostering connections, and influencing the grooming product market. Brands that recognize and harness the power of authentic influencer marketing are better positioned to establish meaningful connections with their target audience and drive success in an increasingly competitive digital landscape. In conclusion, the discussion interprets these results within the broader context of existing literature, emphasizing the implications for marketers and suggesting strategies for optimizing advertising efforts. The study confirms the pivotal role of Instagram and TikTok in reaching and influencing male consumers in the grooming product market. The visual-driven and interactive nature of these platforms provides a unique opportunity for marketers to create engaging content that resonates with the target audience. Leveraging influencers, particularly those perceived to invest effort authentically, emerges as a potent strategy to enhance brand trust

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26 | P a g e and influence consumer decisions. As the grooming product market continues to evolve, a strategic and data-driven approach on Instagram and TikTok can be instrumental in capturing the attention and loyalty of male consumers in the digital age. The questionnaire findings reveal a compelling trend among male respondents, particularly those falling within the age bracket of 18-25 years. A substantial majority of participants within this demographic expressed a distinct inclination toward grooming products, with a particular emphasis on face wash and beard grooming items. This preference aligns with the broader societal shift wherein younger men increasingly prioritize skincare and beard care as integral components of their grooming routines. The prominence of these product categories suggests a growing awareness and acceptance of self-care practices among young men, emphasizing the significance of grooming in their daily lives. Furthermore, the study shed light on the prevalence of TikTok as a preferred social media platform among the surveyed participants. Although the difference between the number of respondents with TikTok accounts and those with Instagram accounts was marginal, the findings indicate a subtle preference for TikTok within this demographic. This nuanced preference suggests that TikTok's unique format, characterized by short-form videos and trends, resonates slightly more with the younger male audience. The data underscores the need for grooming product brands targeting this demographic to strategically leverage TikTok as a platform for advertising and engagement. The age distribution of the respondents, predominantly concentrated in the 18-25 age bracket, also implies that grooming product brands should tailor their marketing strategies to align with the preferences and behaviors of this specific age group. Understanding the grooming needs and preferences of young men is crucial for brands aiming to establish a robust presence in the market. The survey results provide a valuable snapshot of the current landscape, indicating that grooming brands may find success by crafting targeted campaigns that resonate with the unique preferences and habits of men aged 18-25. In summary, the questionnaire findings emphasize the significance of understanding the preferences of young men in the grooming product market. The popularity of specific product categories, such as face wash and beard grooming items, suggests an evolving landscape where men are actively engaging in diverse grooming practices. Additionally, the nuanced preference for TikTok over Instagram among the surveyed demographic underscores the need for brands to strategically navigate social media platforms to effectively reach and engage their target audience. Brands that align their product offerings and marketing strategies with the preferences of the 18-25 age group are likely to make meaningful inroads in the competitive landscape of men's grooming products.

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27 | P a g e Recommendations The findings of this research proposal offer valuable insights that can inform strategic recommendations for marketers and brands operating in the grooming product market on Instagram and TikTok. Firstly, the research underscores the importance of leveraging video content in advertising grooming products. With 130 out of 200 respondents noting that most advertisements are in video form, and 150 respondents indicating frequent exposure to grooming product advertisements, brands should prioritize creating engaging and visually appealing video content. This aligns with the preferences of the majority of male consumers, suggesting that video content is a powerful tool for capturing attention and conveying product information. Secondly, the positive attitudes expressed by 150 out of 200 respondents toward advertisements on Instagram and TikTok highlight the effectiveness of these platforms in shaping consumer perceptions. Brands should capitalize on the favorable environment on these social media platforms by crafting content that resonates with the target audience. Authenticity, relatability, and alignment with societal ideals of masculinity and self-care should be central themes in advertising campaigns to enhance positive consumer attitudes. Moreover, the research indicates that 120 out of 200 respondents are comfortable purchasing grooming products based on advertisements. This finding emphasizes the potential influence of social media advertising on actual consumer behavior. Brands should focus on creating compelling and trustworthy narratives that not only generate positive attitudes but also drive actual purchase decisions. Strategies that emphasize the benefits, authenticity, and effectiveness of grooming products can be particularly impactful. Additionally, the positive response from 140 out of 200 respondents who indicated that they make purchase decisions believing the products will be beneficial for their skin highlights the importance of emphasizing product efficacy in advertising. Brands should invest in communicating the tangible benefits of their grooming products, addressing specific skincare concerns, and showcasing real results to instill confidence in potential consumers. In terms of platform-specific recommendations, the research indicates that both Instagram and TikTok play crucial roles in influencing consumer perceptions and behaviors. Therefore, a comprehensive and integrated approach that utilizes the strengths of each platform is recommended. Brands should tailor content for Instagram's visually-driven and diverse user base, leveraging features like Reels, IGTV, and Stories. Simultaneously, they should harness TikTok's short-form video format and trend-driven content to engage with a younger demographic. Lastly, the research suggests that influencer marketing is a powerful tool in the grooming product market. Brands should identify influencers who align with their values and resonate with their target audience. Collaborations with influencers can provide an avenue for authentic

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28 | P a g e storytelling, product demonstrations, and building trust. Establishing long-term partnerships with influencers can contribute to sustained positive perceptions and increased brand loyalty. Moreover, the recommendations drawn from this research proposal center on the strategic use of video content, fostering positive attitudes, emphasizing product efficacy, and leveraging the strengths of both Instagram and TikTok. Additionally, influencer marketing emerges as a key strategy for building trust and authenticity. By incorporating these recommendations, grooming product brands can optimize their advertising efforts and effectively connect with male consumers in the dynamic landscape of social media. Finally, the companies and organizations who supply grooming products can benefit a lot from the findings of this research as their marketing strategies is based upon the findings of the current market research. Their product development, product quantity and funding’s are all dependent on that. Men grooming products industry need to keep these recommendations in mind and invest more on influencer marketing as suggested above influencers drive key purchasing customers, built-up trust and maintain authenticity of the brand and the product in the long run. Marketing medium as suggested above irrespective of the social platform that its advertised on has equal importance in the eyes of the customers. But with the literature suggesting new and more people shifting towards tiktok and Instagram, and other social platforms in the incoming years. Advertising more through social media apps is more profitable for the companies producing men grooming products. As, both the media platforms have a lot to offer to the Men grooming industry in the future. Based on the survey findings, several key recommendations emerge for grooming product brands seeking to optimize their strategies in response to the preferences and behaviors of the surveyed demographic. Firstly, given the pronounced interest in face wash and beard grooming products among men aged 18-25, brands should focus on product development and marketing efforts within these specific categories. Innovations in formulations, packaging, and branding that cater to the distinct needs and preferences of this age group can enhance product appeal and market penetration. Secondly, recognizing the popularity of TikTok among the surveyed participants, grooming brands should strategically harness the potential of this platform for advertising and engagement. Short-form videos, challenges, and collaborations with TikTok influencers can be effective tools for brands to connect with their target audience. The platform's dynamic and trend-driven nature provides an opportunity for grooming brands to create engaging content that aligns with the preferences of young men, thereby increasing brand visibility and resonance. Moreover, understanding the age distribution of respondents, particularly the concentration in the 18-25 age bracket, suggests the importance of tailoring marketing strategies to this specific demographic. Grooming brands should craft campaigns that not only highlight product features but also speak to the values and aspirations of young men. Collaborations with influencers who resonate with this age group can add authenticity to brand messaging and foster a sense of relatability.

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29 | P a g e Lastly, considering the broader shift toward self-care practices among young men, grooming brands should explore holistic approaches to wellness. Product lines that encompass skincare, haircare, and overall well-being could resonate well with the target demographic. Educational content on grooming routines, self-care tips, and the benefits of specific products can further establish a brand as a trusted resource in the evolving landscape of men's grooming. In conclusion, these recommendations advocate for a strategic alignment of product offerings and marketing efforts with the specific preferences and behaviors identified in the survey. Grooming brands that embrace innovation, leverage TikTok effectively, and tailor their strategies to the age group of 18-25 are poised to capture the attention and loyalty of the dynamic and discerning young male consumer base.

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30 | P a g e Conclusion In conclusion, the research findings shed light on the intricate dynamics of advertising grooming products on Instagram and TikTok, offering nuanced insights into male consumer behavior and preferences in the digital age. The study, based on a quantitative analysis of 200 male participants, revealed compelling trends that can guide marketing strategies for brands in the grooming product market. One of the central findings underscores the prevalence and effectiveness of video content, with a majority of respondents expressing exposure to grooming product advertisements in video form. This highlights the significance of visual storytelling and dynamic content creation in capturing the attention of the target audience. As the digital landscape evolves, brands must recognize the power of engaging video formats to convey product information effectively. Furthermore, the study shows that consumers have a favorable opinion of the grooming product ads they see on TikTok and Instagram. The affirmative sentiments conveyed by the participants underscore the significance of these platforms in moulding attitudes and impacting purchasing decisions. Consumers now actively interact with and react to social media marketing as a result of the digital era, which calls for thoughtful and genuine brand storylines. One noteworthy finding is that respondents who felt comfortable buying grooming goods based on advertisements revealed the impact of social media advertising on actual purchase decisions. This research highlights how online advertising affects customer behavior and highlights how important it is for brands to not only foster positive brand views but also produce measurable sales results. The study also explores influencer marketing, highlighting its critical role in the market for grooming products. Authenticity and trustworthiness show up as important variables affecting consumer choices. Partnering with influencers that share the same values as the business and who have a strong following among the target market is seen as a potent tactic to get traction and connect with customers. Broadly speaking, this study emphasizes how social media can drastically change customer choices and purchase behavior. Brands now face both new opportunities and difficulties as a result of the digital age, and navigating the changing online marketing landscape calls for a planned and flexible approach. Emerging trends include the use of video content, fostering favorable brand attitudes, emphasizing the effectiveness of products, and utilizing influencer relationships as crucial components of successful marketing strategy. As we navigate an era where online interactions and digital engagement define consumer experiences, the grooming product market stands at the intersection of innovation and consumer empowerment. This study provides a foundation for understanding the intricate interplay between social media advertising and male consumer decisions in the grooming

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31 | P a g e product landscape. It is a call for brands to embrace authenticity, creativity, and strategic collaborations in their pursuit of connecting with consumers in the dynamic realm of Instagram and TikTok. The findings of this study lay a solid foundation for comprehending the complex relationship between social media advertising and the decision-making processes of male consumers within the grooming product market. In an era dominated by digital interactions, where social media platforms like Instagram and TikTok serve as influential channels, understanding the nuances of consumer behavior becomes imperative for brands aiming to thrive in the competitive landscape. The call for brands to embrace authenticity is particularly resonant in a digital age characterized by a discerning consumer base. The study underscores that consumers, especially in the realm of grooming products, value genuine and transparent interactions. Brands that weave authenticity into their narratives, whether through relatable content, real user testimonials, or transparent influencer partnerships, are poised to establish deeper connections with their target audience. Creativity emerges as a key differentiator in the dynamic realm of Instagram and TikTok. The visually-driven nature of these platforms demands innovative and visually appealing content. Brands that can leverage creative storytelling, eye-catching visuals, and engaging formats like videos stand to capture the attention of their audience. The study's emphasis on video content as a predominant form of advertisement exposure further highlights the need for brands to invest in compelling visual narratives. Strategic collaborations, particularly with influencers, stand out as a powerful avenue for brands to enhance their reach and credibility. As the research highlights, influencers play a significant role in influencing consumer decisions, with trust and authenticity being paramount. Brands that strategically align themselves with influencers whose values align with their own can tap into established audiences, fostering a sense of trust and reliability among potential consumers. In navigating the dynamic realm of Instagram and TikTok, where trends evolve rapidly and consumer preferences shift, brands need to adopt a strategic mindset. This involves staying attuned to the pulse of their target audience, adapting to emerging trends, and proactively engaging with consumers. The study's insights underscore the need for a dynamic and responsive approach that goes beyond conventional marketing strategies. Ultimately, this study serves as a clarion call for grooming product brands to not merely participate in the digital landscape but to actively and authentically engage with their audience. It is a recognition of the transformative power of social media platforms, where brands have the opportunity to not only showcase their products but also to craft narratives that resonate with the aspirations and preferences of their consumers. As brands navigate the intricate interplay between social media advertising and consumer decisions, the pillars of authenticity, creativity,

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32 | P a g e and strategic collaborations emerge as guiding principles for success in the ever-evolving digital landscape.

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33 | P a g e References 1. Janis, M. (2023) 'The Impact of Instagram Influencers on Customer Purchasing Decision for Beauty Products'. 2. Gloria, V., & Kusumawati, N. (2023) 'THE INFLUENCE OF VIDEO ADVERTISING THAT USES INFLUENCER AS THE MODELS ON SOCIAL MEDIA TOWARDS CUSTOMERS' PURCHASING DECISIONS FOR BODY CARE PRODUCTS', Marketgram Journal , 1(2), pp. 173-187. 3. Leinonen, A., & Nikkanen, E. (2023) 'THE IMPACT OF SOCIAL MEDIA INFLUENCERS ON PURCHASE DECISIONS'. 4. Shukri, N. A. S. A., & Mustaffa, N. (2023) 'Exploring the Influences of Social Networking Service (SNS) on Consumer Purchase Behaviour', Al-i’lam-Journal of Contemporary Islamic Communication and Media , 3(1). 5. Martini, L. K. B., Suardhika, I. N., & Dewi, L. K. C. (2022) 'TIK TOK AS A PROMOTIONAL MEDIA TO INFLUENCE CONSUMER PURCHASE DECISIONS', Jurnal Aplikasi Manajemen , 20(1), pp. 170-180. 6. Reijmerink, C. M. (2022) 'The Influence of Relatability and Playfulness in TikTok Advertisements on Video Engagement, Product Quality, and Purchase Interest', Master's thesis, University of Twente . 7. Gupta, A., & Gera, S. (2022) 'To ascertain the role and influence of 'Social Media Influencers' on the Buying Behaviour of Indian Cosmetic Women Customers', Journal of Positive School Psychology , 6(3), pp. 9430-9436. 8. Newman, N., Fletcher, R., Schulz, A., Andi, S., Robertson, C. T., & Nielsen, R. K. (2021) 'Reuters Institute digital news report 2021', Reuters Institute for the study of Journalism . 9. Alalwan, A. A., Rana, N. P., Dwivedi, Y. K., & Algharabat, R. (2017) 'Social media in marketing: A review and analysis of the existing literature', Telematics and informatics , 34(7), pp. 1177-1190. 10. Khan, I., Dongping, H., Abdullah, M., Ahmad, Z., Ahmad Ghauri, T., & Ghazanfar, S. (2017) 'Men’s attitude and motivation toward consumption of grooming products: A comparison of Chinese and Pakistani male consumers', Cogent Business & Management , 4(1), pp. 1309783. 11. Krishnan, G. A., Koshy, L., & Mathew, J. (2013) 'Factors affecting the purchasing behaviour of customers towards male grooming products: A descriptive study conducted at Ernakulam, Kerala, India', ZENITH International Journal of Multidisciplinary Research , 3(7), pp. 48-60. 12. Arifin, K., & Qastharin, A. R. (2019) 'Factors Affecting Purchase Intention towards Male Grooming Product', The 4th ICMEM .

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34 | P a g e 13. Orlando, F., & Fachira, I. 'The Influence of TikTok Hosts on Customer Trust and Engagement in the Live Streaming Shop for Men's Grooming Products'. 14. Scheibling, C. (2014) 'Just For Men: The Representation of Masculinities in Grooming Product Advertising', Doctoral dissertation, Concordia University . 15. Beauchamp, L. (2013) 'Motivations and attitudes towards the consumption of male grooming products: The influence of gender role portrayals in modern advertising', The Beagle: a Journal of Student Research and Enterprise , 1(2). 16. Rochman, H.N. and Kusumawati, E., 2023. Analysis of the influence of promotions, influencers, convenience, service quality and prices on the Tiktok application on purchasing decisions on the" Tiktok Shop. Study on Accounting Students of Muhammadiyah University of Surakarta Class of , 6 (04), pp.9-20. Appendix

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35 | P a g e Table 1 Variable Frequency (Out of 200) Type of Exposure (Video) 130 Frequency of Exposure (Often) 150 Consumer Attitudes (Positive) 150 Consumer Perceptions (Positive) 120 Purchase Decisions (Yes) 140 Figure 1 Figure 2

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36 | P a g e Frequency of exposure videos others Figure 3 How often do you come across advertisements for grooming products on Instagram and TikTok? often rarely sometimes never Figure 4

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37 | P a g e Do you Purchase Grooming products for yourself or do you still consider it a Taboo? Yes, I'm comfortable in purchasing them No, I think its for females only. Survey & questionnaire

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38 | P a g e

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39 | P a g e

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40 | P a g e

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41 | P a g e

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42 | P a g e

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