Journal of Advertising and Sales Management

Journal of Advertising and Sales Management

Investigating the impact of psychological factors on the willingness to use artificial intelligence-based makeup software in cosmetics marketing

Authors
Behzad Sanjari Nader 1
Hossain Balochi 2
Mehrdad Maleki Verki 3
1 MSc in Marketing Management. Faculty of Medical Sciences, Asadabad, Asadabad. Iran
2 Assistant Prof, Department of Management, Faculty of Humanities and Social Sciences, Golestan University, Gorgan. Iran
3 MSc in Marketing Management, Faculty of Humanities, Malayer University, Hamadan, Iran
10.22034/asm.2025.2049478.3331
Abstract
The purpose of this study is to analyze and investigate the effect of psychological factors on the willingness to use artificial intelligence makeup software, electronic word-of-mouth advertising by strengthening real purchases in cosmetics marketing among social media users. This research is based on the structural equation model in terms of its applied purpose and in terms of the method of collecting descriptive and correlational data. To achieve the research goal, a conceptual model based on the psychological characteristics of individuals is presented. The statistical population of the research is all social media users who use artificial intelligence makeup software. Based on the Morgan table, a minimum sample size of 384 people was determined for the aforementioned unlimited population and was selected using the convenience sampling method. The research data was also collected through a questionnaire. The questionnaire was distributed among 400 people from the statistical population and finally, 384 questionnaires were received without defects and their reliability was confirmed with composite reliability, homogenous reliability, and Cronbach's alpha indices. The convergent validity of the questionnaire was also confirmed through variance extraction and divergent validity using the Fornell and Locker criteria. The construct validity was also confirmed by confirmatory factor analysis. The conceptual model of the research was measured using path analysis in the structural part of the structural equation model and SmartPLS software.
Keywords
Actual Purchase
Addiction to Social Media
Electronic Word-of-Mouth Advertising
Negative Body Emage
Price Sensitivity
Subjects
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