The Impact of Women’s Representation in Advertising for ‎Cosmetics on Purchase Decision Making in Mansoura City: A Cultural Perspective
Elnazer, A., Mohamed, A., Abdelrahman, A., Bahrez, A. (2024). The Impact of Women’s Representation in Advertising for ‎Cosmetics on Purchase Decision Making in Mansoura City: A Cultural Perspective. EKB Journal Management System, 44(2), 263-280. doi: 10.21608/aja.2024.247821.1553
Alaa Elnazer; Abd Elazeem Mohamed; Amira Abdelrahman; Ahmed Bahrez. "The Impact of Women’s Representation in Advertising for ‎Cosmetics on Purchase Decision Making in Mansoura City: A Cultural Perspective". EKB Journal Management System, 44, 2, 2024, 263-280. doi: 10.21608/aja.2024.247821.1553
Elnazer, A., Mohamed, A., Abdelrahman, A., Bahrez, A. (2024). 'The Impact of Women’s Representation in Advertising for ‎Cosmetics on Purchase Decision Making in Mansoura City: A Cultural Perspective', EKB Journal Management System, 44(2), pp. 263-280. doi: 10.21608/aja.2024.247821.1553
Elnazer, A., Mohamed, A., Abdelrahman, A., Bahrez, A. The Impact of Women’s Representation in Advertising for ‎Cosmetics on Purchase Decision Making in Mansoura City: A Cultural Perspective. EKB Journal Management System, 2024; 44(2): 263-280. doi: 10.21608/aja.2024.247821.1553

The Impact of Women’s Representation in Advertising for ‎Cosmetics on Purchase Decision Making in Mansoura City: A Cultural Perspective

المجلة العربية للإدارة
Article 16, Volume 44, Issue 2, March and April 2024, Page 263-280  XML PDF (415.99 K)
Document Type: بحوث باللغة الإنجلیزیة
DOI: 10.21608/aja.2024.247821.1553
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Authors
Alaa Elnazer1; Abd Elazeem Mohamed2; Amira Abdelrahman3; Ahmed Bahrez email 4
1Faculty of Business Administration, Delta University for Science & Technology, Gamasa, Daqahliyah, Egypt
2Osim Higher Institute of Administrative Sciences, Giza, Egypt
3Higher Institute of Commercial Sciences, El-Mahalla, Egypt
4Faculty of Business Administration, Horus University, New Damietta, Egypt
Abstract
The main objective of this study is to analyze the Mediating role of culture in the relationship between ‎Women’s Representation ‎in the advertising message in Mansoura city and making a Purchasing Decision (PurchDec). The ‎descriptive approach was used by depending on a ‎questionnaire to achieve the main objective of this paper. Whereas, three hundred seventy-four individuals were the used sample size from the population of all the ‎cosmetics customers in Mansoura city. The path analysis method was used to study the direct and indirect relationships between the independent and the dependent variables. The study found that there is a strong positive significant correlation between the independent ‎variable (Women’s Representation in ‎‎the advertising ‎‎message) and the dependent variable (Purchase ‎‎Decision). Moreover, there is a strong positive significant correlation ‎between the dependent ‎variable (PurchDec)‎, and the mediating variable (Culture). ‎ To further understand the links studied in the current study, researchers are encouraged to investigate potential mediators and moderators in their future work. ‎
Keywords
Purchasing Decision; Culture‎; Women’s Representation; Advertising message; Path Analysis
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