Cosmetic Advertisements: A Study on Self-Esteem and Buying Behaviour of Young Women in Kuala Lumpur, Malaysia
Vam Lock Kwan1, Rahilah Ahmad2, Rohizan Ahmad3
1Vam Lock Kwan, Asia Pacific University of Technology and Innovation, Kuala Lumpur, Malaysia.
2Rahilah Ahmad, Asia Pacific University of Technology and Innovation, Kuala Lumpur, Malaysia.
3Rohizan Ahmad, Asia Pacific University of Technology and Innovation, Kuala Lumpur, Malaysia.
Manuscript received on 06 February 2019 | Revised Manuscript received on 12 February 2019 | Manuscript Published on 19 February 2019 | PP: 261-267 | Volume-7 Issue-5S January 2019 | Retrieval Number: ES2154017519/19©BEIESP
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© The Authors. Blue Eyes Intelligence Engineering and Sciences Publication (BEIESP). This is an open access article under the CC-BY-NC-ND license (http://creativecommons.org/licenses/by-nc-nd/4.0/)
Abstract: The current trend among young women in this millennium era desire to have their looks as per their idols portrayed in the cosmetic advertisements. Young women play an important role in the market as they exert enormous influence over the spending power across a growing number of product categories including cosmetics. According to Scott (2007), beauty industry tends to reveal unrealistic beauty standards in cosmetic advertisements which some may lead to negative effects on young women such as feeling inadequate of self-esteem and lack of self-confidence. As a result of this negative effect of personal beauty evaluation, this study is conducted to investigate the impact of cosmetic advertisements on self-esteem and buying behaviour among young women in Kuala Lumpur, Malaysia. A primary research has been conducted via online data collection towards 216 young women in Kuala Lumpur. The findings indicated that there is a significance correlation between cosmetic advertisements, self-esteem, and buying behavior. Finally, this research is expected to benefit the young women to be cautious in believing the advertisements provided by cosmetic producers’ in-lieu with their intention to be beautiful as portrayed by the advertisers.
Keywords: Cosmetic Advertisement, Self-Esteem, Buying Behaviour, Young Women.
Scope of the Article: Social Sciences