Moderating Effect of Self-Esteem on Cosmetic Advertisement and Purchasing Behavior of Young Adolescents

Abstract

Globalization has transformed all spheres of life over the last few decades. Even though culture and lifestyle have been drastically affected, the beauty industry has seen numerous tendencies and variations. Research has been conducted on Moderating Effect of Self-Esteem on Cosmetic advertisements and Purchasing Behavior of Young Adolescents through survey questionnaires. The collected data went through Statistical Package for Social Sciences (SPSS) with various tests and techniques. Together, self–esteem and beauty advertisements resulted in 27% variance in the buying behavior of females. However, Self-esteem mitigates the adverse influence of beauty advertisements on purchasing behavior. Therefore, it recommends that beauty advertisements have a significant role as the interpreter in the context of self–esteem and buying behavior. Thus self-esteem is essential in endorsing females' purchasing performance in beauty commercials. Nevertheless, the research result will pave the way for future academia and policymaker to address the phenomenon adequately.