Impact of Social Media Marketing on Gen Z's Cosmetic Brand Awareness

In this era of rapid technological advancement, the number of consumers browsing online information steadily increases. Social media platforms have emerged as a vital channel for communication and sharing information, making them the greatest option for conducting cosmetic business. Due to the scarcity of existing studies discussing the factors affecting brand awareness of cosmetic products, this research paper aims to examine the impact of social media marketing on brand awareness for cosmetic products among Gen Z in Kuala Lumpur. A total of 275 responses were collected using the snowball sampling technique. The data were analyzed through the utilization of multiple regression analysis. The results showed that three dimensions of social media marketing- customization, interaction, and electronic word-of-mouth significantly affect brand awareness. This study contributes to the present body of knowledge by confirming the stimulus-organism-response model. Our study also suggests effective social media marketing strategies can generate brand awareness.