Wong, Wen Chee and Syriac, Nellikunnel (2023) PEER COMMUNICATIONS INFLUENCE ON PURCHASE INTENTION OF BEAUTY PRODUCTS. Journal of Business and Social Sciences, 2023 (26). pp. 1-12. ISSN 2805-5187

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One of the fast-growing industries identified is beauty-care industry. Different factors are influencing beauty enthusiasts on purchasing intention. Nowadays, peer communication has become important in marketing process as it is a multi-dimensional two-way activity. However, there are limited research conducted in the context of beauty products. Therefore, the findings of this research are useful to tighten the gap of knowledge to academe, and to be a reference for marketing plan in beauty industry. Questionnaire is distributed randomly and is done with various analysis tools in SPSS, such as Correlation Analysis, Reliability Analysis, Multiple Regression Analysis. From the findings of this research, we found that social media dependency and public-organization engagement have significantly influenced the purchase intention of beauty products, while tie-strength has not significantly influenced the purchase intention. Therefore, brands should have a consistent image across social media platforms and influence the followers with helpful information and entertaining videos. Public-organization engagement should be improved and maintained to increase the purchase intention among consumers

Item Type: Article
Uncontrolled Keywords: Peer Communication, Social Media Dependency, Tie Strength, Public-Organization Engagement, Purchase Intention
Subjects: H Social Sciences > H Social Sciences (General)
H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
H Social Sciences > HF Commerce
Depositing User: Unnamed user with email
Date Deposited: 06 Dec 2023 08:10
Last Modified: 06 Dec 2023 08:10

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