HOW SOCIAL MEDIA AFFECTS THE PURCHASE INTENTIONS OF FEMALE CONSUMERS IN MACAO - WATCHING BEAUTY AND COSMETICS PRODUCT EXPERIENCE VIDEOS ON YOUTUBE
YouTube has become increasingly popular for marketing purposes. As corporate and user-generated content is widely available on this platform, beauty-related professionals need to understand how to create videos that make their products more appealing and stand out from the clutter. In this study, we...
| Main Authors: | , , |
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| Format: | Article |
| Language: | Portuguese |
| Published: |
Centro Universitário Christus
2022-09-01
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| Series: | Revista Gestão em Análise |
| Subjects: | |
| Online Access: | https://periodicos.unichristus.edu.br/gestao/article/view/3947 |
| _version_ | 1797895780870127616 |
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| author | Velda Chan Susana C. Silva Alessandro Lampo |
| author_facet | Velda Chan Susana C. Silva Alessandro Lampo |
| author_sort | Velda Chan |
| collection | DOAJ |
| description | YouTube has become increasingly popular for marketing purposes. As corporate and user-generated content is widely available on this platform, beauty-related professionals need to understand how to create videos that make their products more appealing and stand out from the clutter. In this study, we examine four factors (i.e., perceived usefulness of the information, perceived credibility of the information, attitude toward the purchase, and perceived video characteristics) that affect the purchase intentions of female consumers. After viewing beauty-related videos, a sample of 204 female consumers was analyzed by structural equation modeling. The findings showed that videos with more views, likes, and comments tend to have a greater effect on the respondents' intentions to purchase. Also, the factors of perceived usefulness of the information, perceived credibility of the information, and attitude toward the purchase exhibited a significant effect on the intention to buy beauty-related products. The result showed that perceived video characteristics (such as quality and visuals) did not significantly influence the purchase intention, however, there is evidence that this factor should not be ignored by content creators. Finally, our research provides insights, strategies, and future directions for industry practitioners and marketers. |
| first_indexed | 2024-04-10T07:31:05Z |
| format | Article |
| id | doaj.art-923b8ddc900b48ebb74c174e81052980 |
| institution | Directory Open Access Journal |
| issn | 1984-7297 2359-618X |
| language | Portuguese |
| last_indexed | 2024-04-10T07:31:05Z |
| publishDate | 2022-09-01 |
| publisher | Centro Universitário Christus |
| record_format | Article |
| series | Revista Gestão em Análise |
| spelling | doaj.art-923b8ddc900b48ebb74c174e810529802023-02-23T16:55:43ZporCentro Universitário ChristusRevista Gestão em Análise1984-72972359-618X2022-09-0111310711810.12662/2359-618xregea.v11i3.p107-118.20221264HOW SOCIAL MEDIA AFFECTS THE PURCHASE INTENTIONS OF FEMALE CONSUMERS IN MACAO - WATCHING BEAUTY AND COSMETICS PRODUCT EXPERIENCE VIDEOS ON YOUTUBEVelda Chan0Susana C. Silva1Alessandro Lampo2University of Saint Joseph - Macau, SARCatólica Porto Business School - Universidade Católica PortuguesaUniversity of Saint Joseph - Macau, SARYouTube has become increasingly popular for marketing purposes. As corporate and user-generated content is widely available on this platform, beauty-related professionals need to understand how to create videos that make their products more appealing and stand out from the clutter. In this study, we examine four factors (i.e., perceived usefulness of the information, perceived credibility of the information, attitude toward the purchase, and perceived video characteristics) that affect the purchase intentions of female consumers. After viewing beauty-related videos, a sample of 204 female consumers was analyzed by structural equation modeling. The findings showed that videos with more views, likes, and comments tend to have a greater effect on the respondents' intentions to purchase. Also, the factors of perceived usefulness of the information, perceived credibility of the information, and attitude toward the purchase exhibited a significant effect on the intention to buy beauty-related products. The result showed that perceived video characteristics (such as quality and visuals) did not significantly influence the purchase intention, however, there is evidence that this factor should not be ignored by content creators. Finally, our research provides insights, strategies, and future directions for industry practitioners and marketers.https://periodicos.unichristus.edu.br/gestao/article/view/3947youtube marketingyoutube beauty productsbeauty and cosmetics marketingpurchase intention |
| spellingShingle | Velda Chan Susana C. Silva Alessandro Lampo HOW SOCIAL MEDIA AFFECTS THE PURCHASE INTENTIONS OF FEMALE CONSUMERS IN MACAO - WATCHING BEAUTY AND COSMETICS PRODUCT EXPERIENCE VIDEOS ON YOUTUBE Revista Gestão em Análise youtube marketing youtube beauty products beauty and cosmetics marketing purchase intention |
| title | HOW SOCIAL MEDIA AFFECTS THE PURCHASE INTENTIONS OF FEMALE CONSUMERS IN MACAO - WATCHING BEAUTY AND COSMETICS PRODUCT EXPERIENCE VIDEOS ON YOUTUBE |
| title_full | HOW SOCIAL MEDIA AFFECTS THE PURCHASE INTENTIONS OF FEMALE CONSUMERS IN MACAO - WATCHING BEAUTY AND COSMETICS PRODUCT EXPERIENCE VIDEOS ON YOUTUBE |
| title_fullStr | HOW SOCIAL MEDIA AFFECTS THE PURCHASE INTENTIONS OF FEMALE CONSUMERS IN MACAO - WATCHING BEAUTY AND COSMETICS PRODUCT EXPERIENCE VIDEOS ON YOUTUBE |
| title_full_unstemmed | HOW SOCIAL MEDIA AFFECTS THE PURCHASE INTENTIONS OF FEMALE CONSUMERS IN MACAO - WATCHING BEAUTY AND COSMETICS PRODUCT EXPERIENCE VIDEOS ON YOUTUBE |
| title_short | HOW SOCIAL MEDIA AFFECTS THE PURCHASE INTENTIONS OF FEMALE CONSUMERS IN MACAO - WATCHING BEAUTY AND COSMETICS PRODUCT EXPERIENCE VIDEOS ON YOUTUBE |
| title_sort | how social media affects the purchase intentions of female consumers in macao watching beauty and cosmetics product experience videos on youtube |
| topic | youtube marketing youtube beauty products beauty and cosmetics marketing purchase intention |
| url | https://periodicos.unichristus.edu.br/gestao/article/view/3947 |
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