Yuling Wei, Attila Endre Simay, Irma Agárdi, Jhanghiz Syahrivar, Ágnes Hofmeister-Tóth
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Using Artificial Intelligence to Promote Branded Color Cosmetics: Evidence from Indonesia
Abstract Artificial Intelligence (AI) color cosmetics applications emerged as an innovative solution to promote branded color cosmetics and enhance consumer decision making, primarily as a trial function. This research aims to investigate factors influencing AI color cosmetics applications adoption in the lens of social comparison theory. The data was analyzed using Structural Equation Modeling (SEM) via SPSS and AMOS software. The results suggest that 1) the positive-view (versus negative-view) of body esteem increases price consciousness to a larger extent 2) the negative-view (versus positive-view) of body esteem increases AI color cosmetics applications adoption to a larger extent 3) price consciousness mediates the effect of body esteem on AI color cosmetics applications adoption 4) price consciousness moderates the effect of body esteem on AI color cosmetics applications adoption. Managerial implications of this research are provided for promotion managers of cosmetic retailers and AI color cosmetics applications developers seeking to promote and reach a larger segment.
期刊介绍：
The Journal of Promotion Management will keep you up-to-date on applied research and planning in promotion management. It is designed for practitioners in advertising, public relations, and personal selling, as well as academicians, researchers, and teachers in these areas. Every year, businesses in the United States budget approximately two-thirds of all marketing money into consumer and trade promotions designed to push products through the distribution chain. Any successful brand marketing plan relies on promotion, whether to stimulate immediate sales or ensure continued commerce.
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