Facebook Advertising as a Marketing Tool: Examining the Influence on Female Cosmetic Purchasing Behaviour

Facebook Advertising as a Marketing Tool: Examining the Influence on Female Cosmetic Purchasing Behaviour

Barween Hikmat Al Kurdi, Muhammad Turki Alshurideh
Copyright: © 2021 |Pages: 23
DOI: 10.4018/IJOM.2021040104
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Abstract

Social media platforms are widely used these days for the advertising and marketing of products. Facebook is considered one of the main social media platforms used by users these days. Currently, there are limited studies investigating the use of Facebook as an advertising communication platform, especially for the purchase of cosmetic products. This study targeted female consumers to ascertain to what extent Facebook advertising influenced their cosmetic buying behaviour through using a set of factors that were selected, namely, advertisement quality, advertisement design, message strength, advertisement repetitiveness, and message content. Smart PLS was used to assess the study model and to test the study's hypotheses. The study found that the main factors affecting consumer behaviour were advertisement quality and advertisement repetitiveness. The paper discusses the study's findings by presenting a set of implications and making recommendations.
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2. Research Problem And Importance

This study aims to reveal the effect of Facebook cosmetic advertisements on consumer behaviour and to determine what factors shape their responces to buy the advertised products. These factors are the general quality of the advertisement, advertisement design, strength of the message posted by the advertisement, and advertisement repetitiveness. The goal and objectives of this study are to determine whether these factors arouse customer attention and influence their buying behaviour. Therefore, this research investigated the online behaviour of customers buying cosmetic products as a result of social media advertising. In particular, the study attempted to identify what influenced the cosmetic purchasing behaviour of consumers on social media platforms. The study also attempted to determine the extent to which consumer behaviour contributed to product awareness through social media advertising.

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