The Effect of Communication on Attitude toward Cosmetic Advertisement and Word-of-Mouth Intention in Adult Women

Abstract

This study attempted to analyze the effects of communication on attitude of acceptance toward cosmetic advertisement and word-of-mouth intention among adult women and examine. For this, a questionnaire survey was performed from October 10 to 30, 2019, a total of 278 copies were used. The results found the following: First, concerning attitude of acceptance toward cosmetic advertisement, sales promotion, physical environment, advertisement and relationship are critical factors in ‘advertising goodwill’. Second, regarding word-of-mouth intention, advertisement, physical environment, sales promotion were critical. Third, in word-of-mouth intention, ‘information trust’ and ‘advertising goodwill’ were important factors in attitude toward cosmetic advertisement. In modern society, as adult women are often exposed to advertisements their routine, product awareness increases. After garnering interest, it is able to save time and money needed to buy cosmetics. Taking communication with consumers seriously, information can be distributed in a natural way. As stated above, this study has implications that cosmetology industry’s competitiveness can be improved by confirming that diverse communications explained are most crucial factors in cosmetic marketing strategies. It is predict that the study effects would be available as basic data in developing marketing strategies.