• Arigela sindhuja
• Dr.MadhuLatha Veerapaneni

Beauty e-commerce platforms in India increasingly rely on tutorials, reviews, short videos, influencer collaborations and interactive posts, rather than price promotions alone, to attract and retain young customers. This pilot study examines how such content marketing influences customer engagement among female students of private universities in Guntur district, Andhra Pradesh. Primary data were gathered through a structured questionnaire of five profile questions and twenty-five five-point Likert statements, answered by 40 respondents between August and October 2026 and analysed alongside secondary evidence from industry reports and published scholarship. The scale showed high internal consistency (Cronbach’s alpha = 0.97). Respondents agreed with the statements on average (grand mean = 3.99 out of 5), and 90.8 per cent of all ratings were Agree or Strongly Agree. Engagement behaviour (mean = 3.96) was significantly above the neutral point (t = 9.96, p < 0.001) and correlated strongly with interactive and creative content (r = 0.96), personalization (r = 0.89), content attraction (r = 0.88) and informational value (r = 0.77). Engagement differed by frequency of platform use (F = 4.30, p = 0.021), with daily and weekly users reporting higher engagement than occasional users. Product tutorials, short videos and product reviews were the most preferred formats. Because the sample is small and was chosen by convenience, the findings are indicative rather than conclusive and are intended to guide a larger, probability-based main study.

content marketing, customer engagement, beauty e-commerce, female students, Guntur district, social media, pilot study

"The Influence of Content Marketing by Beauty E-Commerce Platforms on Customer Engagement among Female Students at Private Universities in Guntur District: A Pilot Study", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.13, Issue 10, page no.c481-c494, October-2026, Available :http://www.jetir.org/papers/JETIR2610252.pdf

"The Influence of Content Marketing by Beauty E-Commerce Platforms on Customer Engagement among Female Students at Private Universities in Guntur District: A Pilot Study", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.13, Issue 10, page no. ppc481-c494, October-2026, Available at : http://www.jetir.org/papers/JETIR2610252.pdf