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

Barween Hikmat Al Kurdi, Muhammad Turki Alshurideh

Source Title: International Journal of Online Marketing (IJOM)11(2)

ISSN: 2156-1753|EISSN: 2156-1745|EISBN13: 9781799862376|DOI: 10.4018/IJOM.2021040104

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MLA

Al Kurdi, Barween Hikmat, and Muhammad Turki Alshurideh. "Facebook Advertising as a Marketing Tool: Examining the Influence on Female Cosmetic Purchasing Behaviour." IJOM vol.11, no.2 2021: pp.52-74. http://doi.org/10.4018/IJOM.2021040104

APA

Al Kurdi, B. H. & Alshurideh, M. T. (2021). Facebook Advertising as a Marketing Tool: Examining the Influence on Female Cosmetic Purchasing Behaviour. International Journal of Online Marketing (IJOM), 11(2), 52-74. http://doi.org/10.4018/IJOM.2021040104

Chicago

Al Kurdi, Barween Hikmat, and Muhammad Turki Alshurideh. "Facebook Advertising as a Marketing Tool: Examining the Influence on Female Cosmetic Purchasing Behaviour," International Journal of Online Marketing (IJOM) 11, no.2: 52-74. http://doi.org/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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Facebook Advertising as a Marketing Tool: Examining the Influence on Female Cosmetic Purchasing Behaviour

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