Social Media–Based Customer Relationship Management in the Cosmetics Industry: A Qualitative Study of Consumers
DOI:
https://doi.org/10.59971/jumawa.v3i1.386Keywords:
Customer engagement, Customer trust, Cosmetics industry, Digital empathy, Social CRM, Social media marketingAbstract
This study examines how social media–based Customer Relationship Management (Social CRM) shapes consumer experiences, trust, and loyalty within the cosmetics industry. The research addresses a key issue faced by online cosmetic consumers, which is the difficulty of selecting accurate product shades due to limited visual and sensory information. Using a qualitative descriptive design, in-depth interviews were conducted with ten female consumers aged 18–35 who actively interact with cosmetic brands on platforms such as Instagram and TikTok. Thematic analysis identified three core dimensions of Social CRM: interactive consultation, educational and visual content, and digital empathy and responsiveness. The findings reveal that real-time consultations via direct messages reduce uncertainty in shade selection, while authentic educational content fosters cognitive trust by improving informational clarity. Additionally, empathetic and timely responses strengthen affective trust and emotional connection, contributing to long-term loyalty. The integrative discussion highlights that effective Social CRM functions as a hybrid mechanism combining service, education, and emotional engagement. This study expands existing CRM literature by demonstrating that social media serves not only as a promotional channel but also as a digital service environment where trust and satisfaction are co-created. Practical implications emphasize the need for empathetic communication, visually inclusive content, and responsive engagement systems to enhance consumer confidence and loyalty.
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