YouTube advertising appeals on generation Z’s purchase intention of beauty products: a predictive approach
The study investigates Generation Z’s purchase intentions in the beauty industry that are impacted by YouTube advertising appeals. A structured questionnaire and a quantitative approach were used to collect data from a total of 205 respondents who belonged to Generation Z. The study examined the imp...
| Main Authors: | , , , , |
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| Format: | Article |
| Language: | English |
| Published: |
Cogent OA
2025
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| Online Access: | http://psasir.upm.edu.my/id/eprint/120893/ http://psasir.upm.edu.my/id/eprint/120893/1/120893.pdf |
| _version_ | 1848868239444017152 |
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| author | Chan, Tak Jie Somasundram, Kirttine Tian, Yang Adzharuddin, Nor Azura Hashim, Nor Hazlina |
| author_facet | Chan, Tak Jie Somasundram, Kirttine Tian, Yang Adzharuddin, Nor Azura Hashim, Nor Hazlina |
| author_sort | Chan, Tak Jie |
| building | UPM Institutional Repository |
| collection | Online Access |
| description | The study investigates Generation Z’s purchase intentions in the beauty industry that are impacted by YouTube advertising appeals. A structured questionnaire and a quantitative approach were used to collect data from a total of 205 respondents who belonged to Generation Z. The study examined the impact of five types of advertising appeals, namely emotional, rational, aesthetic, celebrity endorsement, and inclusivity on purchase intention. The study utilized Aristotle’s Rhetorical Theory as the underpinning theoretical framework. Results from Partial Least Square Structural Equation Modeling (PLS-SEM) revealed that emotional appeal and celebrity endorsement significantly predicted purchase intention among Generation Z consumers, while rational, aesthetic, and inclusivity appeals did not. These findings underscore the effectiveness of emotional and celebrity endorsement appeals in YouTube advertising strategies targeting Generation Z within the beauty sector. The study contributes to both theoretical and practical implications for marketers aiming to enhance digital advertising strategies tailored to Generation Z’s unique consumer behaviors. |
| first_indexed | 2025-11-15T14:49:14Z |
| format | Article |
| id | upm-120893 |
| institution | Universiti Putra Malaysia |
| institution_category | Local University |
| language | English |
| last_indexed | 2025-11-15T14:49:14Z |
| publishDate | 2025 |
| publisher | Cogent OA |
| recordtype | eprints |
| repository_type | Digital Repository |
| spelling | upm-1208932025-10-15T02:40:24Z http://psasir.upm.edu.my/id/eprint/120893/ YouTube advertising appeals on generation Z’s purchase intention of beauty products: a predictive approach Chan, Tak Jie Somasundram, Kirttine Tian, Yang Adzharuddin, Nor Azura Hashim, Nor Hazlina The study investigates Generation Z’s purchase intentions in the beauty industry that are impacted by YouTube advertising appeals. A structured questionnaire and a quantitative approach were used to collect data from a total of 205 respondents who belonged to Generation Z. The study examined the impact of five types of advertising appeals, namely emotional, rational, aesthetic, celebrity endorsement, and inclusivity on purchase intention. The study utilized Aristotle’s Rhetorical Theory as the underpinning theoretical framework. Results from Partial Least Square Structural Equation Modeling (PLS-SEM) revealed that emotional appeal and celebrity endorsement significantly predicted purchase intention among Generation Z consumers, while rational, aesthetic, and inclusivity appeals did not. These findings underscore the effectiveness of emotional and celebrity endorsement appeals in YouTube advertising strategies targeting Generation Z within the beauty sector. The study contributes to both theoretical and practical implications for marketers aiming to enhance digital advertising strategies tailored to Generation Z’s unique consumer behaviors. Cogent OA 2025 Article PeerReviewed text en cc_by_4 http://psasir.upm.edu.my/id/eprint/120893/1/120893.pdf Chan, Tak Jie and Somasundram, Kirttine and Tian, Yang and Adzharuddin, Nor Azura and Hashim, Nor Hazlina (2025) YouTube advertising appeals on generation Z’s purchase intention of beauty products: a predictive approach. Cogent Arts and Humanities, 12 (1). art. no. 2480878. pp. 1-15. ISSN 2331-1983 https://www.tandfonline.com/doi/full/10.1080/23311983.2025.2480878 10.1080/23311983.2025.2480878 |
| spellingShingle | Chan, Tak Jie Somasundram, Kirttine Tian, Yang Adzharuddin, Nor Azura Hashim, Nor Hazlina YouTube advertising appeals on generation Z’s purchase intention of beauty products: a predictive approach |
| title | YouTube advertising appeals on generation Z’s purchase intention of beauty products: a predictive approach |
| title_full | YouTube advertising appeals on generation Z’s purchase intention of beauty products: a predictive approach |
| title_fullStr | YouTube advertising appeals on generation Z’s purchase intention of beauty products: a predictive approach |
| title_full_unstemmed | YouTube advertising appeals on generation Z’s purchase intention of beauty products: a predictive approach |
| title_short | YouTube advertising appeals on generation Z’s purchase intention of beauty products: a predictive approach |
| title_sort | youtube advertising appeals on generation z’s purchase intention of beauty products: a predictive approach |
| url | http://psasir.upm.edu.my/id/eprint/120893/ http://psasir.upm.edu.my/id/eprint/120893/ http://psasir.upm.edu.my/id/eprint/120893/ http://psasir.upm.edu.my/id/eprint/120893/1/120893.pdf |