The increasing importance of self-care among men has led to growing demand for grooming products, prompting manufacturers to innovate rapidly. In response to these changes, social media marketing has emerged as a critical strategy to reach consumers through digital platforms.

This study explores consumer responses to men’s grooming products through social media marketing. A quantitative approach was employed using an online survey and purposive sampling to collect data. Data collected from 560 respondents were analysed using SEM-PLS.

The findings revealed that social media marketing significantly influences customer loyalty. Furthermore, marketing activities that impact brand image can enhance customer commitment. Nevertheless, generating brand exposure through electronic word of mouth is not straightforward. These findings provide valuable insights for marketers seeking to leverage social media marketing in the men’s grooming industry to enhance customer loyalty and brand commitment.

Keywords: Brand Image, Brand Awareness, Brand Equity, e-WOM, Consumer Behaviour.