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 61
- Downloads 0
Academics' Work Life Balance During Pandemic
Some problems occur regarding work-life balance during the pandemic. This study tries to understand how lecturers face stressful situations related to job changes from traditional working in the office (before the pandem...
Unveiling the Nexus between Capital Structure Dynamics and Stock Performance: A Panel Data Approach of Listed Firms in Vietnam
This study investigates the dynamic relationship between capital structure and stock performance in Vietnamese firms, addressing a critical gap in emerging market finance literature. Utilizing a comprehensive dataset of...
Sustainability Report: The Role towards Stock Return of Banking Sector
The purpose of this study is to gather empirical evidence on the effect of sustainability report disclosure on stock returns in banking sector companies listed in the category of BUKU 3 and BUKU 4 on the IDX for the 2019...
Bridging Innovation and Finance: Evolving Ecosystems for Entrepreneurial Success
Investment in innovation significantly diverges from typical business expenditures due to the inherent characteristics of Research and Development (R&D), which include high upfront costs, specialized human resources, and...
Determinants of Economic Growth in Organization of Islamic Cooperation with Governance Index as a Moderating Variable
This study seeks to explore and investigate the influence of foreign direct investment, remittances, and trade openness on economic growth in the Organization of Islamic Cooperation with governance index as a moderating...