The Effect of Creative Advertising on Online Impulsive buying behavior " An Applied Study on the Egyptian Female Consumers of Cosmetics Products" | ||
| مجلة راية الدولية للعلوم التجارية | ||
| Volume 4, Issue 14, July 2025, Pages 1867-1898 PDF (681.68 K) | ||
| Document Type: المقالة الأصلية | ||
| DOI: 10.21608/rijcs.2025.356069.1258 | ||
| Authors | ||
| Prof/Dr. Talaat Asaad Abd El Hamid* 1; Samaa Othman Abdel Razzak Othman* 2; Dr. Ahmed Mohamed Mahmoud Elsayed* 3 | ||
| 1Marketing professor, Business administration faculty of commerce - Mansoura University | ||
| 2Researcher at Mansoura University | ||
| 3Lecturer of business administration faculty of commerce- Mansoura University | ||
| Abstract | ||
| 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. | ||
| Keywords | ||
| Creative advertising; Online Impulsive buying behavior; Cosmetic products | ||
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