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This study examines the impact of social media marketing (SMM) and conventional marketing on the purchase intention of cosmetic products, mediated by brand awareness and trust. Stimulus-Organism-Response (S-O-R) was employed to explain the research framework. Following that, the data was obtained via an online survey, gathering 82 usable responses. The data were then evaluated through the application of PLS-SEM. The findings from this study suggested a positive association between SMM and brand awareness and trust. Additionally, conventional media marketing was confirmed as a predictor of trust and purchase intention. Likewise, trust was advocated as one of the important determinants of purchase intention. In contrast, brand awareness found no support for purchase intention. Several suggestions were offered to LoveMe and cosmetic brand owners aimed at improving their marketing efforts. Furthermore, this research also contributed to the improvisation of the theoretical framework by investigating the impact of both SMM and conventional media marketing toward enhancing the intention to purchase cosmetic products.

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“Media Magic”: Unravelling the Effects of Social Media and Conventional Media Marketing on Purchase Intention of Cosmetic Brands, LoveMe

  • 章节

  • 发表日期：

    2025年

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  • Selvamalar Armathlingam,
  • Nur Zulaikha Mohamed Sadom,
  • Kauthami Sundresan,
  • Siti Haryani Mat Yusoff,
  • Lailatul Zuraidah Mohamad Kapili,
  • Kalaivani Ganasegaran,
  • Nur Atikah A. Rahman

摘要

This study examines the impact of social media marketing (SMM) and conventional marketing on the purchase intention of cosmetic products, mediated by brand awareness and trust. Stimulus-Organism-Response (S-O-R) was employed to explain the research framework. Following that, the data was obtained via an online survey, gathering 82 usable responses. The data were then evaluated through the application of PLS-SEM. The findings from this study suggested a positive association between SMM and brand awareness and trust. Additionally, conventional media marketing was confirmed as a predictor of trust and purchase intention. Likewise, trust was advocated as one of the important determinants of purchase intention. In contrast, brand awareness found no support for purchase intention. Several suggestions were offered to LoveMe and cosmetic brand owners aimed at improving their marketing efforts. Furthermore, this research also contributed to the improvisation of the theoretical framework by investigating the impact of both SMM and conventional media marketing toward enhancing the intention to purchase cosmetic products.