PEER COMMUNICATIONS INFLUENCE ON PURCHASE INTENTION OF BEAUTY PRODUCTS
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...
| Main Authors: | , |
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| Format: | Article |
| Language: | English |
| Published: |
INTI International University
2023
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| Subjects: | |
| Online Access: | http://eprints.intimal.edu.my/1861/ http://eprints.intimal.edu.my/1861/1/jobss2023_26.pdf |
| _version_ | 1848766855176519680 |
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| author | Wong, Wen Chee Syriac, Nellikunnel |
| author_facet | Wong, Wen Chee Syriac, Nellikunnel |
| author_sort | Wong, Wen Chee |
| building | INTI Institutional Repository |
| collection | Online Access |
| description | 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 |
| first_indexed | 2025-11-14T11:57:46Z |
| format | Article |
| id | intimal-1861 |
| institution | INTI International University |
| institution_category | Local University |
| language | English |
| last_indexed | 2025-11-14T11:57:46Z |
| publishDate | 2023 |
| publisher | INTI International University |
| recordtype | eprints |
| repository_type | Digital Repository |
| spelling | intimal-18612023-12-06T08:10:00Z http://eprints.intimal.edu.my/1861/ PEER COMMUNICATIONS INFLUENCE ON PURCHASE INTENTION OF BEAUTY PRODUCTS Wong, Wen Chee Syriac, Nellikunnel H Social Sciences (General) HD28 Management. Industrial Management HF Commerce 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 INTI International University 2023-12 Article PeerReviewed text en cc_by_4 http://eprints.intimal.edu.my/1861/1/jobss2023_26.pdf 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 http://ipublishing.intimal.edu.my/jobss.html |
| spellingShingle | H Social Sciences (General) HD28 Management. Industrial Management HF Commerce Wong, Wen Chee Syriac, Nellikunnel PEER COMMUNICATIONS INFLUENCE ON PURCHASE INTENTION OF BEAUTY PRODUCTS |
| title | PEER COMMUNICATIONS INFLUENCE ON PURCHASE
INTENTION OF BEAUTY PRODUCTS |
| title_full | PEER COMMUNICATIONS INFLUENCE ON PURCHASE
INTENTION OF BEAUTY PRODUCTS |
| title_fullStr | PEER COMMUNICATIONS INFLUENCE ON PURCHASE
INTENTION OF BEAUTY PRODUCTS |
| title_full_unstemmed | PEER COMMUNICATIONS INFLUENCE ON PURCHASE
INTENTION OF BEAUTY PRODUCTS |
| title_short | PEER COMMUNICATIONS INFLUENCE ON PURCHASE
INTENTION OF BEAUTY PRODUCTS |
| title_sort | peer communications influence on purchase
intention of beauty products |
| topic | H Social Sciences (General) HD28 Management. Industrial Management HF Commerce |
| url | http://eprints.intimal.edu.my/1861/ http://eprints.intimal.edu.my/1861/ http://eprints.intimal.edu.my/1861/1/jobss2023_26.pdf |