Impact of Social Media Advertising on Consumer Buying Behaviour towards Cosmetic Products among Female Students in Asia Pacific University, Malaysia

Authors

  • Mamoona Hamid
  • Ihtisham Ullah
  • Ravindra Kumar Perumal
  • Benjamin Chan

Abstract

Technology development has changed the preference and way of life of people globally. Modern technologies and the internet are intensely using by marketers as a tool of communication to attract and engage the world population towards the brand. However recent development and use of social networking sites switched the marketers from traditional to digital marketing. Therefore, to determine the relationship among social media advertising and consumer buying behavior towards the cosmetic goods as well as to examine the popularity of cosmetic goods among female of diverse age group through various social media channels in Malaysia is the main objective of this study. Moreover, as a market analyst to predict the best social media channel of advertising for the different age group of females was also concerned with this research. Quantitative research approach was conducted with the sample size of 220 female target groups. Further, non-probability sampling (convenience) is used to gather the data and for the analysis of data, SPSS and Rapid miner software were used. To check the hypothesis acceptance, analysis of multivariate was conducted as well as decision tree is applied to predict the best social media channel for marketers. Key outcomes of multiple regression displayed that there is a significant association amomg customer loyalty, customer engagement and EWOM with consumer buying behaviour as well customer loyalty was found as a more influential variable in social media advertising. Decision tree results showed that Facebook and Instagram can be the best platform for cosmetic promotion. To support the findings, gratification and planned behaviour theories were used.

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Published

2020-01-06

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Section

Articles