Impact of online advertising and the use of cosmetic products: a study on the influence of online advertisements and change in the purchasing behaviour of women in Kerala

(1) * Ashiqha Sultana Mail (Indian Institute Of Mass Communication, India)
*corresponding author

Abstract


Online advertisements have created a great impact among the common people and their purchasing habits with the substantial rise of internet usage. The online retailing particularly in India is in a transition stage where most of the brands are leaving the traditional store format. Online advertising has different parameters that contributes to the consumer buying behaviour. The online retailing in India grows bigger each day with the emergence of new brands and online shopping sites, women consumers play an important role and their buying behaviour is significant with regard to the growth of online shopping through various platforms and applications. In that respect, Online advertising through social media is on a fast-developing pace and advertisements through various platforms like Instagram, Facebook, YouTube and other shopping apps like Nykaa, Sephora, Amazon, Myntra etc gives innumerable shopping opportunities for women with different national and international cosmetic brands.  Online advertising influenced the women in Kerala to come out of the shell and thus created a need on their minds. The basic question is how online advertising attract female consumers to online/ social media platforms. This study aims to determine various factors affecting preference of female consumers for different cosmetic brands and majorly focused on the influence of online advertisements among women in Kerala and the changes in their purchasing behaviour.  The major findings of the study indicate the huge effect of online advertising on choosing cosmetic brands by women through online platforms. The research method used for this particular study is analytical survey. This particular analytical survey attempts to describe and explain the influence of online advertisements and change in the purchasing behaviour of Women in Kerala with regard to the cosmetic products. The result of this particular study allows to examine the interrelationships among variables and to develop explanatory inferences. Findings of the study makes it clear that women in Kerala are receptive to the forms of online ads of cosmetic products on social media platforms and various mobile applications or shopping sites.

Keywords


Advertising; Social Media; Brands; Consumers; Behaviour

   

DOI

https://doi.org/10.31763/ijcs.v3i2.214
      

Article metrics

10.31763/ijcs.v3i2.214 Abstract views : 5957 | PDF views : 1479

   

Cite

   

Full Text

Download

References


A. Ampofo, “Effects of Advertising on Consumer Buying Behaviour: With Reference to Demand for Cosmetic Products in Bangalore, India,” SSRN Electron. J., vol. 27, pp. 48–68, 2014, doi: 10.2139/ssrn.2500915.

A. C. M. Coile, “Effectiveness of Online Evaluations,” Education, vol. 7, no. 1, pp. 1–6, 2007.

V. Bui, “Gender language in modern advertising: An investigation,” Curr. Res. Behav. Sci., vol. 2, p. 100008, Nov. 2021, doi: 10.1016/j.crbeha.2020.100008.

T. T. N. Nguyen, “Developing and validating five-construct model of customer satisfaction in beauty and cosmetic E-commerce,” Heliyon, vol. 6, no. 9, p. e04887, Sep. 2020, doi: 10.1016/j.heliyon.2020.e04887.

R. R. Ahmed, D. Streimikiene, G. Berchtold, J. Vveinhardt, Z. A. Channar, and R. H. Soomro, “sustainability E ff ectiveness of Online Digital Media Advertising as A Strategic Tool for Building Brand Sustainability : Evidence from FMCGs and Services Sectors of Pakistan.”

T. K. Rábová, “Marketing Communication of SMEs Specialized in Cosmetic Industry in Magazines for Women,” Procedia - Soc. Behav. Sci., vol. 175, pp. 48–57, Feb. 2015, doi: 10.1016/j.sbspro.2015.01.1173.

V. Suresh, M. Chitra, and K. Maran, “A study on factors determining social media on cosmetic product,” J. Pharm. Sci. Res., vol. 8, no. 1, pp. 1–5, 2016.

U. Pradesh, “HEB Impact of Cosmetic Advertisements on Women,” vol. 3, no. 40934, pp. 305–330.

L. Castillan et al., “Online luxury: The code breakers of a traditional sector,” in Procedia Computer Science, 2017, vol. 122, pp. 579–586, doi: 10.1016/j.procs.2017.11.409.

N. S. Ramli, “Immigrant Entrepreneurs on the World’s Successful Global Brands in the Cosmetic Industry,” Procedia - Soc. Behav. Sci., vol. 195, pp. 113–122, Jul. 2015, doi: 10.1016/j.sbspro.2015.06.417.

D. Uri, H. Paquette, and H. Paquette, “Social Media as a Marketing Tool : A Literature Review,” 2013.

K. Forbes, “Examining the Beauty Industry ’ s Use of Social Influencers,” vol. 7, no. 2, pp. 78–87, 2016.

K. Lee, “TRACE : Tennessee Research and Creative Exchange The Influence of Beauty-Related YouTube content on Consumers ’ Purchase Intention,” 2018.

W. R. Fitriani, A. B. Mulyono, A. N. Hidayanto, and Q. Munajat, “Reviewer’s communication style in YouTube product-review videos: does it affect channel loyalty?,” Heliyon, vol. 6, no. 9, p. e04880, Sep. 2020, doi: 10.1016/j.heliyon.2020.e04880.

M. Genç and B. Öksüz, “An Analysis on Collaborations between Turkish Beauty YouTubers and Cosmetic Brands,” in Procedia Computer Science, 2019, vol. 158, pp. 745–750, doi: 10.1016/j.procs.2019.09.110.

L. Nafees, J. E. Stoddard, C. Cook, and A. N. Nikolov, “CAN SOCIAL MEDIA INFLUENCER (SMI) POWER INFLUENCE CONSUMER BRAND ATTITUDES? THE MEDIATING ROLE OF PERCEIVED SMI CREDIBILITY.,” Digit. Bus., p. 100008, Mar. 2021, doi: 10.1016/j.digbus.2021.100008.

J. Wielki, “Analysis of the Role of Digital Influencers and Their Impact on the Functioning of the Contemporary On-Line Promotional System and Its Sustainable Development,” 2020.

N. S. Apriliana, “The Influence Of Cosmetics Advertisement On Instagram Towards Teenage Girls ’ Attitude And Consumtive Behavior In Yogyakarta,” no. April, pp. 14–16, 2019.

“УДК 304.2 E. Likhareva, S. Kulpin SOCIAL MEDIA INFLURNCE ON CONSUMPTION IN BEAUTY INDUSTRY: MODERN STUDIES 1,” pp. 256–261, 2018.

V. Menon, “MSc in Marketing CUSTOMER ENGAGEMENT ON INSTAGRAM BRAND PAGES IN THE MAKE-UP COSMETICS INDUSTRY Declaration of Research Work Integrity.”

K. Tamizhjyothi, “USERS ’ PERSPECTIVES ABOUT COSMETIC PRODUCTS – AN ANALYTICAL STUDY,” vol. 4, no. 9, pp. 592–598, 2017.

S. Durianto, A. W. Widjaja, and H. Supratikno, “Inovasi Pasar Dengan Iklan Yang Efektif,” Jakarta: Erlangga, 2003.

O. Duralia, “Integrated marketing communication and its impact on consumer behavior,” Stud. Bus. Econ., 2018, doi: 10.2478/sbe-2018-0022.

R. G. Duffett, “Influence of social media marketing communications on young consumers’ attitudes,” Young Consum., vol. 18, no. 1, pp. 19–39, Apr. 2017, doi: 10.1108/YC-07-2016-00622.

H. Kang and M. P. McAllister, “Selling You and Your Clicks: Examining the Audience Commodification of Google,” tripleC Commun. Capital. Crit. Open Access J. a Glob. Sustain. Inf. Soc., vol. 9, no. 2, pp. 141–153, Jun. 2011, doi: 10.31269/triplec.v9i2.255.

I. Akhyani, “Integrated marketing communication ‘Gadis modis’ sebagai usaha mikro kecil dan menengah dalam meningkatkan loyalitas konsumen,” COMMICAST, vol. 1, no. 1, p. 10, Jul. 2020, doi: 10.12928/commicast.v1i1.2411.

H. I. Faradies, “Strategi komunikasi city branding pemerintah kota Pekalongan dalam mempromosikan world’s city of Batik,” COMMICAST, vol. 1, no. 1, p. 20, Jul. 2020, doi: 10.12928/commicast.v1i1.2413.

B. P. Kushwaha, R. K. Singh, N. Varghese, and V. N. Singh, “INTEGRATING SOCIAL MEDIA AND DIGITAL MEDIA AS NEW ELEMENTS OF INTEGRATED MARKETING COMMUNICATION FOR CREATING BRAND EQUITY,” J. Content, Community Commun., vol. 11, no. 10, pp. 52–64, Jun. 2020, doi: 10.31620/JCCC.06.20/05.

M. Communication, “Journalism and Mass Communication ( JMC ) Block -01 Introduction to Communication Research.”

N. Senam and U. Akpan, “The Survey Communication Research,” Int. J. Educ. Res., vol. 2, no. 10, pp. 461–478, 2014.


Refbacks

  • There are currently no refbacks.


Copyright (c) 2021 Ashiqha Sultana

Creative Commons License
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.

International Journal of Communication and Society  
ISSN 2684-9267
Published by Association for Scientific Computing Electronics and Engineering (ASCEE)
W : http://pubs2.ascee.org/index.php/ijcs
E : dani@ascee.org

Creative Commons License
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.

View My Stats