Effects of Facebook Advertising on Cosmetics Sales and Purchase by Women in Kenya

Abstract

Facebook advertising is the new mantra for several brands. This study sought to investigate the effect of Facebook advertising on cosmetic sales and purchase by women in Kenya.Specifically, this investigation was directed by the following specific objectives: to determine the extent to which Facebook is used to advertise cosmetics products in Kenya, to determine the effect of Facebook advertising of cosmetics on attitude and belief of Kenyan women about the product and finally examine the effect of Facebook advertising on the buying decision of Kenyan women on cosmetics product .The study was anchored on the hierarchy of effect model. A descriptive research design was employed with mixed qualitative and quantitative research methods. The target population comprised women who bought and sold cosmetics on Facebook in Kenya. Simple random sampling was used to arrive at a sample of 384. The study relied on data collected by way of structured questionnaires and interviews. Data was analysed descriptively. Correlation analysis was run to check for relationship among the factors. Finally, a multivariate regression analysis was also conducted. The study revealed that Facebook adverts affected attitude, behaviour, perception of women, which then affected the sales and purchase of cosmetics. The study recommended that growth of social media advertisement awareness to be created among women at all levels in order to increase their attitude of purchasing cosmetics through Facebook and improved the quality of advertisements on Facebook.