Using Artificial Intelligence to Promote Branded Color Cosmetics: Evidence from Indonesia

Q2 Business, Management and Accounting

Journal of Promotion Management Pub Date : 2023-01-01 DOI:10.1080/10496491.2022.2163036

Yuling Wei, Attila Endre Simay, Irma Agárdi, Jhanghiz Syahrivar, Ágnes Hofmeister-Tóth

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引用次数: 1

Abstract

Abstract Artificial Intelligence (AI) color cosmetics applications emerged as an innovative solution to promote branded color cosmetics and enhance consumer decision making, primarily as a trial function. This research aims to investigate factors influencing AI color cosmetics applications adoption in the lens of social comparison theory. The data was analyzed using Structural Equation Modeling (SEM) via SPSS and AMOS software. The results suggest that 1) the positive-view (versus negative-view) of body esteem increases price consciousness to a larger extent 2) the negative-view (versus positive-view) of body esteem increases AI color cosmetics applications adoption to a larger extent 3) price consciousness mediates the effect of body esteem on AI color cosmetics applications adoption 4) price consciousness moderates the effect of body esteem on AI color cosmetics applications adoption. Managerial implications of this research are provided for promotion managers of cosmetic retailers and AI color cosmetics applications developers seeking to promote and reach a larger segment.

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利用人工智能推广品牌彩妆：来自印度尼西亚的证据

摘要人工智能（AI）彩妆应用是一种创新的解决方案，主要作为一种试验功能，用于推广品牌彩妆和增强消费者决策。本研究旨在从社会比较理论的角度研究影响人工智能彩妆应用采用的因素。通过SPSS和AMOS软件使用结构方程建模（SEM）对数据进行分析。结果表明：（1）身体自尊的积极观点（与消极观点相比）在更大程度上增加了价格意识身体自尊对人工智能彩妆应用采用的影响。这项研究的管理含义为化妆品零售商的促销经理和AI彩色化妆品应用程序开发人员提供了帮助，他们希望推广和接触更大的细分市场。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

Journal of Promotion Management Business, Management and Accounting-Marketing

CiteScore

6.10

自引率

0.00%

发文量

期刊介绍： The Journal of Promotion Management will keep you up-to-date on applied research and planning in promotion management. It is designed for practitioners in advertising, public relations, and personal selling, as well as academicians, researchers, and teachers in these areas. Every year, businesses in the United States budget approximately two-thirds of all marketing money into consumer and trade promotions designed to push products through the distribution chain. Any successful brand marketing plan relies on promotion, whether to stimulate immediate sales or ensure continued commerce.