Beyond the Brand: The Influence of Brands and Social Media

SSI explores how social media shapes consumer spending habits and style choices within the MCHC hair care space. We examine whether brand awareness alone drives consumer selection—or if social media engagement has evolved into a true catalyst for purchase decisions. Finally, we dive into consumer perspectives on brand leadership, uncovering their expectations of Black-founded brands and the role authenticity plays in building trust.

While many consumers still enjoy the in-store browsing experience, the convenience and variety of online shopping continue to draw significant attention. Social media further fuels this shift—shoppable posts, instant ads, and personalized feeds have made purchasing directly from platforms easier than ever. The takeaway? Brands must prioritize a strong, authentic social presence. By engaging meaningfully with consumers and showing up consistently across platforms, brands can seamlessly guide followers from “like” to “buy”—whether that means clicking the button online or picking up products in-store.

For MCHC consumers, connection goes beyond how a brand shows up—it extends to the founder. Shoppers are far more likely to purchase from, and remain loyal to, brands when they feel a genuine bond with the person behind them. Whether through a founder’s story, aesthetic, values, community involvement, or simple likability, that personal connection often becomes the deciding factor in driving both trust and long-term loyalty.