Impact of Social Media Advertisement on Maquillage Consumer Behaviour

Abstract

Rapid growth of Social Media platforms has revolutionised Advertisement methods within the cosmetics business, significantly affecting the attitudes and purchase behaviour of Female young consumers. This study investigates the impact of Social Media Advertisement on Brand Image and Purchasing Behaviour among young consumers, specifically with Maquillage product. A quantitative research design was used, and primary data were collected from 400 consumers between the ages of 18 to 40 using a structured questionnaire based on a five-point Likert scale. The research utilised regression analysis via SPSS to examine the relationships between Social Media Advertisement, Brand Image, and Purchase Behaviour. The results show that Advertisement on Social-Media has a big, positive effect on Brand Image. This means that Advertisements that are Interactive, Educational, And Visually Appealing make people think better about the business. The findings also demonstrate that Social Media Advertisement directly impacts Purchase Behaviour and indirectly affects it through Brand Image, hence validating its mediating function. This study improves to the body of research by giving real-world proof from female young consumers who buy cosmetics and showing how important good Social Media Advertisement methods.