Measuring the Impact of Social Media Advertising Content on Consumers’ Purchasing Intention towards Health and Beauty Products Online

Abstract

This study seeks to measure the impact of various social media advertising contents on consumers' intentions to purchase health and beauty products online. After reviewing the literature, the researcher found that prior studies considered visual content, user generated content, interactivity content, text-persuasive content, and text-informative content to be significant substance to be placed in social media ads. These substances make consumers attentive to the viewed advertising. Accordingly, the researcher developed a proposed conceptual Model that consist of two phases: phase one focuses on the substance of social media content that creates attentive advertising; phase two focuses on the ad attentiveness impact on consumers purchase intention. Six hypotheses emerged according to the model to be tested through a quantitative research approach. This study is considered conclusive research, with a cross-sectional design and a descriptive purpose. Distribution of online questionnaires is conducted to collect the needed data. Each of the variables is measured using a 5-point Likert scale (the number of the items varied in each scale). A non-probability sampling technique is applied. The studied population in this research is youth and young 1 Received in 22/1/2021, accepeted in 25/2/2021.