Exposure to Social Media Advertisements Regarding Cosmetics and Purchasing Behaviour of the Women

Abstract

Cosmetic products are very important for women. Nowadays women are very conscious while purchasing their products. Women use a vast variety of cosmetic products, such as soap, shampoo, perfume, skincare or make-up. In Pakistan nowadays many cosmetic product companies advertise their products as a need which eventually appeals to a vast majority of women. Many companies use different social applications for advertisements. The Facebook application was selected as a medium for advertisement. This research study includes an analysis of the exposure to social media advertisements regarding cosmetics and purchasing behaviour of women. Specifically, this investigation is based on this specific objective. The research reveals that women are affected by social media advertisements. The study was anchored on the hierarchy of effect model. The target population comprised women. A simple random sampling technique was used. The survey method was used in the research study. Data were analyzed descriptively. The study revealed that social media advertisements affected the attitude and beliefs of women.