THE INFLUENCE DIFFERENCE BETWEEN WORD OF MOUTH AND GENERATIONAL CHARACTERISTICS ON BEAUTY COSMETICS BRAND AWARENESS

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.