Abstract
Social media is one of the most reasonable and accessible sources of advertising which caters to a wide variety of audience and gives better results. The aim of this study is to evaluate the impact of social media advertising on Gen Z social media users’ intention to purchase organic cosmetic products with the mediating role of brand awareness, brand image and brand loyalty. A sample of 310 units were collected from people born from 1997-2011. The proposed research model was tested using structural equation modeling on Smart PLS 4.0. The results of the study found that social media advertising had a significant positive impact on purchase intention and the mediating variables were partially mediating between social media advertising and purchase intention. The study will be helpful to organic cosmetic brands and marketing professionals who have an intention to use social media advertising as a marketing tool.
Recommended Citation
Nagvanshi, Sarita; Gupta, Neha; and Kumar, Vinod, "Gen Z Consumers’ Purchase Intention Towards Organic Cosmetic Brands Advertised on Social Media" (2023). ICEB 2023 Proceedings (Chiayi, Taiwan). 35.
https://aisel.aisnet.org/iceb2023/35