THE EFFECTS OF SOCIAL MEDIA ADVERTISING ON CONSUMERS AYURVEDIC BEAUTY PRODUCTS PURCHASING DECISION OF GENERATION ‘Y’: SPECIAL REFERENCE TO KURUNEGALA DISTRICT IN SRI LANKA

Abstract

Technology enables consumers to examine product labeling and express critiques, among other capabilities. As a result, many businesses today have pages on social media networks to supplement the information held about products and services, which is held by consumer feedback about products and tends to relate more to a business after reading various reviews. There has been a noticeable increase in demand for cosmetics made with organic and natural components on a global basis. As a result, an increasing number of marketers are focusing on the Ayurvedic market sector, highlighting the importance of the cosmetic business as an essential and important part that demands serious attention in the modern environment. This study proposed the effects of social media advertising on consumer purchasing decisions of generation Y reference to Ayurvedic beauty products in Sri Lanka. The study is quantitative and descriptive in nature. The sample counted 384 respondents from generation Y using the purposive sampling technique. The results show that all the independent variables, credibility, entertainment, informativeness, and interactivity, have significant positive value and strong relationship with the dependent variable (consumer purchasing decision). This study provides a number of theoretical and practical guidelines on how ayurvedic beauty product manufacturers can effectively plan and implement their advertising campaigns over social media.