Abstract:
The highly competitive beauty industry makes brand awareness crucial in influencing consumer choices. This study analyses
the differences in the influence of two types of Word of Mouth (WOM), organic and amplified, and generational characteristics
on brand awareness of beauty cosmetics products. The quantitative research method surveyed 180 female respondents who
actively use cosmetics from three generational groups: Generation X, Generation Y, and Generation Z. The data were analysed
using Two-Way ANOVA. The findings show that amplified WOM has a greater influence on brand awareness than organic
WOM, namely among Generation Z with the highest influence, then Generation Y, and Generation X. In addition, there are
significant differences in brand awareness levels between generations, with Generation Z showing the highest level, followed
by Generation Y and Generation X. These differences are related to their media consumption habits: Generation Z is most
influenced by amplified WOM from influencers on social media, Generation Y balances both, and Generation X relies more on
organic WOM from their personal social circles. This study explains the results and integrates the Theory of Innovation
Diffusion, the Theory of Use and Satisfaction, and the Theory of Social Penetration. This research provides important insights
into tailoring marketing strategies based on generational characteristics to optimize WOM communication in enhancing brand
awareness for cosmetic products. These implications can assist cosmetic industry players in developing effective marketing
strategies aligned with consumer segmentation.
