THE EFFECT OF SOCIAL MEDIA ADVERTISEMENT ON CUSTOMERS' ATTITUDE : IN THE CASE OF COSMETICS INDUSTRY ADDIS ABABA

Abstract

Social media advertising's impact on customer attitudes in the cosmetics industry remains understudied, particularly within the Ethiopian market. This paper examines how social media influences consumer attitude in Addis Ababa's cosmetics sector. Using explanatory and descriptive research designs, the study collected data through questionnaires within three sub-cities. A five scale LIKERT scale questionnaire was distributed to 384 respondents and 357questionnaires were used for analysis. A descriptive research method was conducted to present the demographic characteristics of the respondents. whereas multiple linear regression analysis was used to investigate the relationship between the four independent variables such as (product reviews, influencer endorsements , interactive advertisement capabilities, customer expectations) and the dependent variable (customer’s attitude ). STATA 14.0 was used in order to generate the actual results that confirmed social media advertisement has a positive and significant relationship with the dependent variable (attitude).The study used linear regression model to analyze the collected data. These corresponding data were analyzed for answers that were collected from research questions. The findings reveal that product reviews, influencer endorsements, interactive advertisement capabilities, and customer expectations significantly shape attitudes towards cosmetics products. These insights emphasize the need for advertisers to leverage social media features effectively to enhance customer engagement and purchase intentions. The study's implications are particularly beneficial for marketers aiming to capitalize on social media's persuasive power in emerging markets like Ethiopia.