YouTube advertising appeals on generation Z’s purchase intention of beauty products: a predictive approach

QR Code

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...

Full description

Bibliographic Details
Main Authors:	Chan, Tak Jie, Somasundram, Kirttine, Tian, Yang, Adzharuddin, Nor Azura, Hashim, Nor Hazlina
Format:	Article
Language:	English
Published:	Cogent OA 2025
Online Access:	http://psasir.upm.edu.my/id/eprint/120893/ http://psasir.upm.edu.my/id/eprint/120893/1/120893.pdf

Similar Items

A content analysis of exploring beauty ideals transformation, advertising values and product images in YouTube video advertisements of beauty and personal care brands
by: Wang, JW
Published: (2020)

The power of YouTube
by: Moriarty, Philip
Published: (2015)

Playing YouTube: How the Nancy YouTuber doll and app position children as aspiring YouTube influencers.
by: Ruiz-Gomez, Alexandra, et al.
Published: (2021)

Yahoo! answer to YouTube
Published: (2008)

The impact of social media (YouTube) towards the behavioral change of Generation Z
by: Hang, Wan Shin, et al.
Published: (2018)

YouTube unveils roadshow for videomakers
by: The Star
Published: (2016)

Learning ecology: YouTubing and content creation
by: Shereen Kularajasingam, *, et al.
Published: (2015)

Selling an Australian Cinderella? YouTube stories
by: Leaver, Tama
Published: (2013)

Strengthening patriotism through YouTube platform
by: Ku Samsu, Ku Hasnita, et al.
Published: (2017)

A survey of current YouTube video characteristics
by: Che, Xianhui, et al.
Published: (2015)

Resources: YouTube videos and the JELCKC website and archive
by: Hume, P., et al.
Published: (2017)

The influence of YouTube advertising on the attitude towards fruits and vegetable consumption among university students in Malaysia
by: Nur Shahafiqah Nadiah Jaffery,, et al.
Published: (2020)

Factors influencing satisfaction on YouTube usage among students
by: Nazari, Nur Syahirah, et al.
Published: (2018)

YouTube-ing Islam to the world in the 21st century
by: Sedu, Nerawi
Published: (2018)

Factors influencing satisfaction on YouTube usage among students
by: Nazari, Nur Syahirah, et al.
Published: (2018)

Fracking on YouTube: exploring risks, benefits and human values
by: Jaspal, Rusi, et al.
Published: (2014)

An observation of communication techniques on the illustrated explanation YouTube video
by: Umar, Ronaldi Saleh, et al.
Published: (2014)

YouTube: a learning tool in Education 4.0
by: Tham, Jia Hao, et al.
Published: (2019)

A study in identifying factors in YouTube advertisements that influence consumer purchasing behaviour among people in Malaysia
by: Ho, Sing Yee, et al.
Published: (2020)

Adolescents' exposure to tobacco and alcohol content in YouTube music videos
by: Cranwell, Jo, et al.
Published: (2015)

The turn to the self: From “Big Character Posters” to YouTube videos
by: Li, Henry
Published: (2009)

Comments on fire! Classifying flaming comments on YouTube videos in Malaysia
by: Revathy Amadera Lingam,, et al.
Published: (2017)

Factors of gratification contributing in continuance intention to watch movies on YouTube
by: Abu Bakar, Mohd Syuhaidi, et al.
Published: (2014)

Motivations and satisfaction: a study on YouTube use among children
by: Lien, Kim Yean, et al.
Published: (2019)

Generation Z’s awareness towards halal restaurants in Selangor
by: Misri, Syamim Mahirah
Published: (2018)

Generation Z’s awareness of eating at halal certified restaurants
by: Kamarulzaman, Nitty Hirawaty, et al.
Published: (2020)

#GlockeAktiv: gender and ethnicity differences in German-language YouTube comments
by: Cotgrove, Louis
Published: (2018)

Knowledge Management and Technology Management: The Use of YouTube among Preschool Teachers
by: Zuraina, Ali, et al.
Published: (2022)

Beyond the digital diaspora: YouTube methodologies, online networking, and the Hmong Music Festival
by: Ó Briain, Lonán
Published: (2015)

Online Social Networking among students and its impact on Marketing - The Case of YouTube
by: Sahgal, Shaira
Published: (2008)

#GlockeAktiv: A corpus linguistic study of German youth language on YouTube
by: Cotgrove, Louis A
Published: (2022)

Multiple-identity performance practice and the self: All MySelves on YouTube and I
by: Godley, Meredith
Published: (2014)

Malaysian English discourse particles and their meanings in Covid-19 themed YouTube videos
by: Tew, Jacqueline Hui Ee
Published: (2022)

What are the most successful working practices behind student YouTubers within the fashion, beauty and lifestyle community?
by: Adrian, Elizabeth
Published: (2018)

Digital economy: The influence of generation Z’s experience on e-commerce platform
by: Wong, Kah Kit, et al.
Published: (2024)

Preschool childrens level of semantic acquisition through childrens songs, stories and animated films on YouTube
by: Kamarudin, Kamariah, et al.
Published: (2023)

Mediating role of gratification on the relationship between expectation and continuance intention to watch movies on YouTube
by: Abu Bakar, Mohd Syuhaidi
Published: (2017)

The Advertising Appeal of Genuinuity
by: ‘t Hart, Brian
Published: (2021)

Impact of employer branding on Malaysian gen Z’s intention to apply to local SMES
by: Lum, Yat Kwai, et al.
Published: (2023)

Examining the determinants of Gen Z’s intention to use AR in Malaysia’s tourism industry
by: Teh, Yi Ming, et al.
Published: (2024)