Citation

Chan, Tak Jie and Somasundram, Kirttine and Tian, Yang and Adzharuddin, Nor Azura and Hashim, Nor Hazlina (2025) YouTube advertising appeals on generation Z’s purchase intention of beauty products: a predictive approach. Cogent Arts & Humanities, 12 (1). ISSN 2331-1983

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Abstract

he study investigates Generation Z’s purchase intentions in the beauty industry that are impacted by Youube advertising appeals. structured questionnaire and a quantitative approach were used to collect data from a total of 205 respondents who belonged to Generation Z. he study examined the impact of five types of advertising appeals, namely emotional, rational, aesthetic, celebrity endorsement, and inclusivity on purchase intention. he study utilized ristotle’s Rhetorical heory as the underpinning theoretical framework. Results from Partial east Square Structural quation odeling (PS-S) revealed that emotional appeal and celebrity endorsement significantly predicted purchase intention among Generation Z consumers, while rational, aesthetic, and inclusivity appeals did not. hese findings underscore the effectiveness of emotional and celebrity endorsement appeals in Youube advertising strategies targeting Generation Z within the beauty sector. he study contributes to both theoretical and practical implications for marketers aiming to enhance digital advertising strategies tailored to Generation Z’s unique consumer behaviors.

Item Type:	Article
Uncontrolled Keywords:	Advertising appeals
Subjects:	H Social Sciences > HF Commerce > HF5001-6182 Business > HF5410-5417.5 Marketing. Distribution of products
Divisions:	Faculty of Applied Communication (FAC)
Depositing User:	Ms Rosnani Abd Wahab
Date Deposited:	30 Apr 2025 07:09
Last Modified:	30 Apr 2025 07:09
URII:	http://shdl.mmu.edu.my/id/eprint/13755

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