An Assessment of the Effects of Social Media Marketing on the Marketing Performance of Firms in the Cosmetic Industry in Zambia: A Case of Naddies Beauty Salon

Abstract

This research evaluates the impact of social media marketing on the marketing performance of companies within Zambia's cosmetic sector, specifically examining Naddies Beauty Salon. The study examines the impact of platforms such as Facebook, Instagram, and WhatsApp on consumer interaction, brand recognition, and sales expansion. A mixed-methods approach was used, including surveys and interviews with salon clientele and personnel. Research indicates that social media markedly improves marketing efficacy by augmenting exposure, recruiting new clientele, and cultivating consumer loyalty. Nonetheless, issues such as content uniformity and insufficient digital proficiency were observed. The research indicates that judicious use of social media may stimulate growth in the beauty industry and advocates for augmented digital training and continuous content creation to get better results.