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The Influence of Advertising Strategies on Purchase Intention of Beauty Products on RED

Author

Listed:
  • Kehan Lin
  • Shizhen Liang
  • Haowei Wen
  • Mengfan Yang

Abstract

With the popularity of social media platforms in China, research on social media advertising is increasing. Prior research has shown that the value perception given to consumers by social media advertising affects the purchase intention of consumers. However, its internal logic and behavioral mechanism have not been well investigated. In view of this, this research is designed to examine the direct effects of interactivity and aesthetic appeal of beauty product advertisements on perceived advertising value on RED and to explore the influence of perceived advertising value on consumers' purchase intentions. Based on questionnaire analysis, bivariate regression analysis, and univariate regression analysis, we found the significant influence of interactivity and aesthetic appeal on advertising value as well as the influence of advertising value on consumers' purchase intention. The chain behavior generation mechanism of consumers' purchase decisions was also elaborated. This paper provides enlightenment for theoretical research, especially in enriching the SOR model. Also, the result has practical implications for enterprise practice, pointing out important directions for enterprises to design their advertisements.

Suggested Citation

  • Kehan Lin & Shizhen Liang & Haowei Wen & Mengfan Yang, 2024. "The Influence of Advertising Strategies on Purchase Intention of Beauty Products on RED," Business and Management Studies, Redfame publishing, vol. 10(2), pages 1-33, December.
    • Handle: RePEc:rfa:bmsjnl:v:10:y:2024:i:2:p:33
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    References listed on IDEAS

    as
    1. de Vries, Lisette & Gensler, Sonja & Leeflang, Peter S.H., 2012. "Popularity of Brand Posts on Brand Fan Pages: An Investigation of the Effects of Social Media Marketing," Journal of Interactive Marketing, Elsevier, vol. 26(2), pages 83-91.
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    More about this item

    JEL classification:

    • R00 - Urban, Rural, Regional, Real Estate, and Transportation Economics - - General - - - General
    • Z0 - Other Special Topics - - General

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