• Dr.B.N.Suresh Kumar
• Ms.Vijaya Sumathi

The value of social media as a tool for businesses to advertise their products has increased. Particularly in the cosmetics industry, the social media posts have the potential to raise awareness and connect with a sizable global audience of potential customers. The research of how social media and digital marketing strategies might enhance brand equity, value equity, and relationship equity is specifically focused on Gen Z Cosmetic firms. In comparison to Kim and Ko's (2012) findings in the luxury market, the results of a sample of 201 cosmetics consumers in Tamil Nadu state (South India) demonstrated that social media and digital marketing activities have a different impact on consumers' perceptions of brand, value, and relationship equity with Gen Z Cosmetic brands. The study also demonstrates that connection equity and value equity play different roles in establishing brand equity and determining the extent to which cosmetic consumers want to buy Gen Z Cosmetic brands in the future.

Keywords: Social Media and Digital Marketing, Brand Equity, Value Equity, Relationship Equity, Purchase Intention, Gen Z Cosmetic Brands

"A STUDY ON IMPACT OF SOCIAL MEDIA AND DIGITAL MARKETING ON GEN Z COSMETIC BRANDS WITH REFERENCE TO TAMIL NADU STATE", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.10, Issue 6, page no.k551-k558, June-2023, Available :http://www.jetir.org/papers/JETIR2306A69.pdf

"A STUDY ON IMPACT OF SOCIAL MEDIA AND DIGITAL MARKETING ON GEN Z COSMETIC BRANDS WITH REFERENCE TO TAMIL NADU STATE", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.10, Issue 6, page no. ppk551-k558, June-2023, Available at : http://www.jetir.org/papers/JETIR2306A69.pdf