The Digital Marketing Practices of Cosmetic Brands in Enhancing the Self-Esteem of College Students in Cebu City
Keywords:
Digital Marketing Practices, Cosmetics Brands, Self-esteem, College Students, Cebu City
Abstract
This research examines the relationship between digital marketing practices—Advertising, Content Marketing, Influencer Marketing, Inclusive Marketing, and Social Media Marketing—employed by cosmetic brands and the self-esteem of college students. It aims to identify which practices are most effective in enhancing self-esteem. Utilizing quantitative research methods and validated questionnaires in data analysis with weighted mean and Multiple Linear Regression Analysis as statistical tools, the outcome displayed a significant influence of digital marketing practices on self-esteem through the lens of college students. It was also found that Content Marketing as a domain of Digital Marketing best affects self-esteem. The findings contribute to existing literature by providing recommendations for cosmetic brands to identify their digital marketing strategies in a way that promotes positive self-esteem among consumers.
References
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Belanche, D., Casaló, L. V., Flavián, M., & Ibáñez-Sánchez, S. (2021). Understanding influencer marketing: The role of congruence between influencers, products and consumers. Journal of Business Research, 132, 186-195. https://doi.org/10.1016/j.jbusres.2021.03.067
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Cheung, M. L., Pires, G. D., Rosenberger III, P. J., & De Oliveira, M. J. (2021). Driving COBRAs: The power of social media marketing. Marketing Intelligence & Planning, 39(3), 361-376. https://doi.org/10.1108/MIP-11-2019-0583
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Hassan, S. H., Teo, S. Z., Ramayah, T., & Al-Kumaim, N. H. (2021). The credibility of social media beauty gurus in young millennials’ cosmetic product choice. PLOS ONE, 16(3), e0249286. https://doi.org/10.1371/journal.pone.0249286
Hefner, D., Knobloch-Westerwick, S., Alter, S., & Rose, K. (2020). Seeking self-enhancement? Predictors of Instagram users’ self-presentation and associations with psychological well-being. Journal of Social Media Studies, 1(1), 22-40.
Kosmala, A., Wilk, I., & Kassolik, K. (2019). Influence of makeup on the well-being and self-esteem of women. Pielęgniarstwo i Zdrowie Publiczne Nursing and Public Health, 9(3), 215-220. http://doi.org/10.17219/pzp/105811
Nata, S. D., & Sudarwanto, T. (2022). Effectiveness of Brand Image, Content Marketing, and Quality Product on Purchase Decision of J-GLOW Products. Journal of Economics and Business Aseanomics, 7(1), 078-091. https://doi.org/10.33476/jeba.v7i1.2448
Palade, A. (2011). Analysis of marketing mix on cosmetics products case study: Avon Company. Annals of the University of Petroşani. Economics, 11(4), 233-244. https://www.upet.ro/annals/economics/pdf/annals-2011-part4.pdf#page=233
Perloff, R. M. (2014). The dynamics of persuasion: Communication and attitudes in the 21st century. Routledge. https://doi.org/10.4324/9781315657714
Plotkina, D., Dinsmore, J., & Racat, M. (2022). Improving service brand personality with augmented reality marketing. Journal of Services Marketing, 36(6), 781-799. https://doi.org/10.1108/JSM-12-2020-0519
Pop, R.-A., Săplăcan, Z., & Alt, M.-A. (2020). Social media goes green—The impact of social media on green cosmetics purchase motivation and intention. Information, 11(9), 447. https://doi.org/10.3390/info11090447
Rehman, A., & Rahman, A. U. (2023). Moderating Effect of Self-Esteem on Cosmetic Advertisement and Purchasing Behavior of Young Adolescents. Journal of Development and Social Sciences, 4(1), 124-131. https://doi.org/10.47205/jdss.2023(4-I)11
Townsend, C., & Sood, S. (2012). Self-affirmation through the choice of highly aesthetic products. Journal of Consumer Research, 39(2), 415-428. https://doi.org/10.1086/663775
Verbytska, A., Lysenko, I., Babachenko, L., & Kraskivska, N. (2023). Inclusive Social Marketing: Representation and Diversity in Brand Campaigns. Marketing and Branding Research, 10(1), 45-58. https://doi.org/10.32038/mbr.2023.10.01.04
Vyas, R., & Parmar, G. (2019). A Study on Role of Television Advertisement on Cosmetic Purchase among Youth. Global Journal of Research in Management, 9(1), 29 http://www.utu.ac.in/DManagement/download/June%202019/3.pdf
Baek, E., Lee, H., & Oh, G.-E. (2023). Understanding East Asian consumers’ responses to inclusive beauty products in advertising. International Journal of Advertising, 42(5), 868-889. https://doi.org/10.1080/02650487.2022.2123141
Belanche, D., Casaló, L. V., Flavián, M., & Ibáñez-Sánchez, S. (2021). Understanding influencer marketing: The role of congruence between influencers, products and consumers. Journal of Business Research, 132, 186-195. https://doi.org/10.1016/j.jbusres.2021.03.067
Brown, Z., & Tiggemann, M. (2016). Attractive celebrity and peer images on Instagram: Effect on women's mood and body image. Body Image, 19, 37-43. https://doi.org/10.1016/j.bodyim.2016.08.007
Cheung, M. L., Pires, G. D., Rosenberger III, P. J., & De Oliveira, M. J. (2021). Driving COBRAs: The power of social media marketing. Marketing Intelligence & Planning, 39(3), 361-376. https://doi.org/10.1108/MIP-11-2019-0583
Etcoff, N., Orbach, S., Scott, J., & D'Agostino, H. (2011). The real truth about beauty: A global report. Dove. https://www.clubofamsterdam.com/contentarticles/52%20Beauty/dove_white_paper_final.pdf
Hassan, S. H., Teo, S. Z., Ramayah, T., & Al-Kumaim, N. H. (2021). The credibility of social media beauty gurus in young millennials’ cosmetic product choice. PLOS ONE, 16(3), e0249286. https://doi.org/10.1371/journal.pone.0249286
Hefner, D., Knobloch-Westerwick, S., Alter, S., & Rose, K. (2020). Seeking self-enhancement? Predictors of Instagram users’ self-presentation and associations with psychological well-being. Journal of Social Media Studies, 1(1), 22-40.
Kosmala, A., Wilk, I., & Kassolik, K. (2019). Influence of makeup on the well-being and self-esteem of women. Pielęgniarstwo i Zdrowie Publiczne Nursing and Public Health, 9(3), 215-220. http://doi.org/10.17219/pzp/105811
Nata, S. D., & Sudarwanto, T. (2022). Effectiveness of Brand Image, Content Marketing, and Quality Product on Purchase Decision of J-GLOW Products. Journal of Economics and Business Aseanomics, 7(1), 078-091. https://doi.org/10.33476/jeba.v7i1.2448
Palade, A. (2011). Analysis of marketing mix on cosmetics products case study: Avon Company. Annals of the University of Petroşani. Economics, 11(4), 233-244. https://www.upet.ro/annals/economics/pdf/annals-2011-part4.pdf#page=233
Perloff, R. M. (2014). The dynamics of persuasion: Communication and attitudes in the 21st century. Routledge. https://doi.org/10.4324/9781315657714
Plotkina, D., Dinsmore, J., & Racat, M. (2022). Improving service brand personality with augmented reality marketing. Journal of Services Marketing, 36(6), 781-799. https://doi.org/10.1108/JSM-12-2020-0519
Pop, R.-A., Săplăcan, Z., & Alt, M.-A. (2020). Social media goes green—The impact of social media on green cosmetics purchase motivation and intention. Information, 11(9), 447. https://doi.org/10.3390/info11090447
Rehman, A., & Rahman, A. U. (2023). Moderating Effect of Self-Esteem on Cosmetic Advertisement and Purchasing Behavior of Young Adolescents. Journal of Development and Social Sciences, 4(1), 124-131. https://doi.org/10.47205/jdss.2023(4-I)11
Townsend, C., & Sood, S. (2012). Self-affirmation through the choice of highly aesthetic products. Journal of Consumer Research, 39(2), 415-428. https://doi.org/10.1086/663775
Verbytska, A., Lysenko, I., Babachenko, L., & Kraskivska, N. (2023). Inclusive Social Marketing: Representation and Diversity in Brand Campaigns. Marketing and Branding Research, 10(1), 45-58. https://doi.org/10.32038/mbr.2023.10.01.04
Vyas, R., & Parmar, G. (2019). A Study on Role of Television Advertisement on Cosmetic Purchase among Youth. Global Journal of Research in Management, 9(1), 29 http://www.utu.ac.in/DManagement/download/June%202019/3.pdf
Published
2024-12-02
How to Cite
Campaner, J., Dichos, J. D., Ibarola, P. Y., Vallejos, C. J., & Ybañez, C. H. (2024). The Digital Marketing Practices of Cosmetic Brands in Enhancing the Self-Esteem of College Students in Cebu City. European Journal of Science, Innovation and Technology, 4(5), 282-293. Retrieved from https://ejsit-journal.com/index.php/ejsit/article/view/558
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Copyright (c) 2024 Jonnicko Campaner, Jill Doreen Dichos, Precious Yllana Ibarola, Christine Jane Vallejos, Candace Han Ybañez
This work is licensed under a Creative Commons Attribution 4.0 International License.
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