The Impact of Social Media Advertisements on Working Women's intention to Purchase Beauty Products with reference to Madurai City

Abstract

Social media has become an integral aspect of life, encompassing a wide range of platforms, including professional networking sites like LinkedIn, video-sharing platforms like YouTube, multimedia messaging apps like Snapchat, and social networking sites like Facebook and Instagram. Individuals frequently share demographic information—such as age, gender, interests, passions, and hobbies—on these platforms, which enables advertisers to tailor products and create targeted campaigns. Social media offers various forms of advertising, including static image ads, video ads, and story ads. Macheka et al. (2023) Young consumers increasingly rely on online reviews and celebrity endorsements when deciding on a purchase. In this study, the Technology Acceptance Model (TAM) has been applied to examine the impact of social media advertisements on working women’s purchase intentions regarding beauty products, specifically within Madurai City.