Citation

Lim, Zhi Wei and Yong, Yeu Chin and Tan, Chi Hau and Chan, Man Seong (2024) Impact of Social Media Marketing on Gen Z's Cosmetic Brand Awareness. International Journal of Management, Finance and Accounting, 5 (1). pp. 64-84. ISSN 2735-1009

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Abstract

In this era of rapid technological advancement, the number of consumers browsing online information steadily increases. Social media platforms have emerged as a vital channel for communication and sharing information, making them the greatest option for conducting cosmetic business. Due to the scarcity of existing studies discussing the factors affecting brand awareness of cosmetic products, this research paper aims to examine the impact of social media marketing on brand awareness for cosmetic products among Gen Z in Kuala Lumpur. A total of 275 responses were collected using the snowball sampling technique. The data were analyzed through the utilization of multiple regression analysis. The results showed that three dimensions of social media marketing- customization, interaction, and electronic word-of-mouth significantly affect brand awareness. This study contributes to the present body of knowledge by confirming the stimulus-organism-response model. Our study also suggests effective social media marketing strategies can generate brand awareness.

Item Type:	Article
Uncontrolled Keywords:	Social Media Marketing, Brand Awareness, Cosmetic, Gen Z
Subjects:	H Social Sciences > HF Commerce > HF5001-6182 Business H Social Sciences > HF Commerce > HF5001-6182 Business > HF5410-5417.5 Marketing. Distribution of products
Divisions:	Others
Depositing User:	Mr. MUHAMMAD AZRUL MOSRI
Date Deposited:	02 Apr 2024 07:49
Last Modified:	02 Apr 2024 07:49
URII:	http://shdl.mmu.edu.my/id/eprint/12260

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