Abstract

Purpose – The purpose of this research is to explore the impact of social media marketing, customer attitude, and engagement within the quality of review and review valence on customer purchase intention in the green cosmetic product in Chengdu,China.

Design/Methodology/Approach – This research is using secondary data analysis and an archival study approach to investigate the factors that impact on customer purchase intention on green cosmetic product in Chengdu, China. The data was gathered from 401 customers with an ordinary demand for cosmetic product and live in Chengdu, China. Moreover, to construct a new conceptual framework, this research adopted tow frameworks from previous research.

Findings – This research examined at the factors that influence customer attitude and purchase intention in green cosmetics product. The research's findings revealed that quality of review and review valence have impact on customer attitude. Moreover, customer purchase intention got affect by social media marketing, customer attitude and customer engagement.

Research Limitations/Implications – There are a number of limitations to researching the factors that influence customer attitude and purchase intention. This research is based on Chinese who live in Chnegdu, so this study may not be completely applicable to people from different cultural backgrounds in other nations.

Originality/value - This research is about the important influencing variables that customer attitude and purchase intention.