The Impact of Marketing through Social Media on Brand Attitudes: A Study of Cosmetics Products in Female Generation Z
Journal Title: Journal of Economics, Finance and Management Studies - Year 2023, Vol 6, Issue 08
Abstract
Marketing through social media has become a marketing strategy widely used by the cosmetics industry, especially with the number of consumers that continues to grow as generations increase. Female generation z is a potential market in this industry where they are new entrant consumers and have a relatively large number compared to other generations. This study aimed to investigate the effect of implementing marketing strategies through social media on the attitude of gen z towards cosmetic products in Makassar City, Indonesia. The study was conducted by distributing questionnaires to 288 sample respondents. The primary data was then processed by linear regression using SPSS 23 software. The results showed that marketing through social media has a significant influence on positive attitudes toward cosmetic products. The results of this study have implications that cosmetic companies with a female gen z target market in Makassar City should pay attention to the right social media marketing strategy to get a positive attitude from their consumers.
Authors and Affiliations
Muhammad Ashdaq, Syamsu Alam, Valentino Aris, Nur Fitriayu Mandasari
Keywords
Related Articles
- EP ID EP727281
- DOI 10.47191/jefms/v6-i8-19
- Views 36
- Downloads 0
The Impact of Smart Phone Applications on Improving Marketing Performance of Banking Services in Jordanian Commercial Banks
This study aimed to identify the impact of smart phone applications in its dimensions (ease of use, ease of access to customers, speed of information handling, and response) in improving the marketing performance of bank...
Electronic Payment Systems and Money Deposit Banks’ Deposits Mobilisations in Nigeria
This study examined the effect of electronic payment systems on money deposits banks’ deposits mobilizations in Nigeria. The study modelled deposits mobilizations of banks in Nigeria as a function of two key variables; m...
Detection of Fraudulent Financial Reporting Using the Perspective of the Fraud Triangle Factors on Financial Statement
The research objective is to determine the effect that occurs on the financial statements by using the fraud triangle. The population in this research is a food and beverage sector company that has been listed on the Ind...
Comparative Analysis of the Reduced form Model and the Structural Model in Credit Risk Modelling
Credit risk models are statistical tools to infer the future default probabilities and loss distribution of values of a portfolio of debts. Credit risk modelling is prevalent in today’s financial decision-making process....
Taxpayer Compliance of Individuals Working in the Tourism Sector in the KPP Pratama South Badung Area
Taxpayer (WP) compliance has always been a concern for governments in many countries. The very important role of taxes in a country's development has been given rise to special attention for governments and researchers....