THE EFFECT OF SOCIAL MEDIA ADVERTISEMENT ON CUSTOMERS' ATTITUDE: - A SURVEY OF COSMOTICS INDUSTRY IN MEKELLE CITY

Abstract

The impact of social media advertising on customer attitudes in the cosmetics industry remains underexplored, particularly within the Ethiopian market. This study investigates how social media influences consumer attitudes in a survey in cosmetics industry and used both explanatory and descriptive research designs, data were collected through questionnaires distributed across three sub-cities. A five-point Likert scale was used, with 384 questionnaires distributed and 357 valid responses analyzed. Descriptive statistics were employed to present the demographic characteristics of the respondents, while multiple linear regression analysis examined the relationship between four independent variables—product reviews, influencer endorsements, interactive advertising capabilities, and customer expectations—and the dependent variable, customer attitude. Data analysis was conducted using STATA 14.0. The results revealed that social media advertising has a positive and significant impact on customer attitudes. Specifically, product reviews, influencer endorsements, interactive advertising capabilities, and customer expectations were found to significantly shape attitudes toward cosmetic products. These findings highlight the importance for advertisers to strategically leverage social media features to enhance customer engagement and purchase intentions. The study offers valuable insights for marketers seeking to harness the persuasive potential of social media in emerging markets such as Ethiopia.