The Impact of Social Media Advertising on Developing Brand Resonance : a Study on Cosmetics Industry

Lau, Wai Lin (2023) The Impact of Social Media Advertising on Developing Brand Resonance : a Study on Cosmetics Industry. Final Year Project (Bachelor), Tunku Abdul Rahman University of Management and Technology.

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Abstract

Recent technology developments have resulted in an increase in the use of social media as an interactive platform for effective marketing and advertising of many businesses, particularly in the cosmetics industry. Early adopters of social networking sites saw its primary value as a medium for maintaining personal relationships. Messages, sentiments, and emotions can be shared with many people at once because of the widespread availability of interactive communication provided by social media. Therefore, this study aims to fill the gaps in the literature by examining the relationship among social media advertising and the brand resonance variables which are rarely investigated. Further, this study also intends to identify the impact of social media advertising on developing brand resonance especially in the cosmetics industry. There are three objectives in this study, which include to investigate the impact of social media advertising on perceived quality, brand trust and brand experience, to examine the relationship of perceived quality, brand trust, and brand experience on brand satisfaction, and to study the relationship between brand satisfaction and brand loyalty. This research is conducted using the quantitative research method and online surveys distributed through social media platforms using Google Form. Purposive sampling is employed, with a sample size of 100 young Malaysian individuals between the ages of 18 and 30, with only those who use cosmetic items selected as the sample. The results from this study showed that social media advertising is positively related to perceived quality, brand trust, and brand experience. While perceived quality and brand experience positively influenced brand satisfaction. Meanwhile, brand satisfaction is positively related to brand loyalty. Only brand trust does not significantly influence brand satisfaction