The Effect of Creative Advertising on Online Impulsive buying behavior " An Applied Study on the Egyptian Female Consumers of Cosmetics Products"

نوع المستند : المقالة الأصلية

المؤلفون

1 Marketing professor, Business administration faculty of commerce - Mansoura University

2 Researcher at Mansoura University

3 Lecturer of business administration faculty of commerce- Mansoura University

المستخلص

       This study seeks to examine the direct impact of creative advertising on online impulsive impulse buying among female consumers of cosmetic items in Egypt.
The investigation implemented a quantitative research methodology and a deductive approach. A digital survey was employed to gather data from 412 female consumers of cosmetic items. Path analysis has been used to demonstrate the causal links among research variables employing Smart PLS4. The research results indicated that creative advertising has a substantial positive impact on online impulsive purchasing behavior. Moreover, the research offers substantial practical implications for cosmetic companies, potentially enhancing the efficacy of their advertising strategies.

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