AEMPS

A Study of the Influence of Consumer Behavior on Big Data Marketing in the Cosmetics Industry

Author

Mingxi Tan * 1

1 University of Birmingham

Corresponding Author

Mingxi Tan

Keywords

Big data, Social media marketing, Consumer behavior, The beauty industry, The Stimulus-Organism-Response (S-O-R) model

Abstract

The convergence of big data and social media is having a profound impact on the marketing logic and consumer behavior within the cosmetics industry. For theoretical support in discussing these issues in a more organized fashion, a Stimulus-Organism-Response (S-O-R) framework approach is adopted in this paper.By analysis of relevant literature surveys, it has been revealed how big data-based marketing practices like UGC marketing, influencer marketing algorithms, and other forms of algorithmic recommendations work as "stimuli" in the context of S-O-R theory.To be precise, through intrinsic processes like Social Proof Theory and Signal Theories/Quasi-Social Relations, these practices affect consumers in a significantly great manner at the "organism" level of the theory, and hence lead to a "response" in terms of buying decisions and brand loyalty.This paper also identifies some of the ethical implications of this model in relation to Privacy Computing and Distributed Justice Theories.

Citation

Mingxi Tan. A Study of the Influence of Consumer Behavior on Big Data Marketing in the Cosmetics Industry. AEMPS (2026) Vol. 250: 152-158. DOI: 10.54254/2754-1169/2026.BJ31517.

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