The Impact of Social Media Advertisement Attributes and Platform Effectiveness on Purchase Decisions for Maquillage Products

Abstract

Social Media users continue to grow; organizations increasingly rely on Social Media advertising to engage with and speak to consumers. Over the past several years, online video advertisements have been instrumental in enhancing brand awareness. The increasing prevalence of Social Media has encouraged companies, entrepreneurs, and marketers to actively use these platforms in order to establish a connection with their intended audience. The impact of customers' perceptions of the efficacy of social media advertising on their purchase intentions has not been well studied, despite this growth. Accordingly, the current research aims to investigate the effects of advertising attributes namely entertainment, informativeness, customization, and irritation on buy intention and buy decision, and assess the effectiveness of different Social Media platforms in influencing purchasing decisions for maquillage products. One hundred Eighty participants aged 18 to 60 participated in this extensive quantitative research. The findings indicate that entertaining and informative content significantly strengthens social media’s effectiveness in advertising. However, the anticipated effects of irritation and customization on advertising value were not supported by the results.