An investigation of consumers’ purchase intentions towards cosmetic brands promoted on YouTube and Instagram

Abstract

This study focuses on purchase intention of consumers towards cosmetic brands promoted through sponsored content on social media platforms, namely Instagram and YouTube. Although marketers recognize the value of this form of social media advertising, limited number of research studies have been undertaken on sponsored content on Instagram and YouTube in the literature. This study analyzes how brand experience influences consumers’ purchase intention. Predicted mediating factors include attitudes toward sponsored content and brand attitude. The survey for this study applied in an online setting (n=160). As an outcome of the regression and mediation analyses, the study's findings indicated that brand experience had a favorable influence on purchase intention mediated by the attitude toward the sponsored content and brand attitude. This study's essential contributions include not only addressing the aforementioned gap in the literature but also providing substantial management implications.