Effect of Multichannel Media Exposure on Cosmetics Purchase Intentions of Beauty and Cosmetics Products: A case of GNICE Solutions Company in Nyamagana District, Mwanza, Tanzania
This study examined the effect of multichannel media exposure on the purchase intentions of cosmetic products among customers of GNICE Solution in Mwanza, Tanzania. Specifically, the study assessed the effect of social media marketing, and determined the effect of television and radio advertisements on customers’ purchase intentions toward GNICE cosmetic products. The study was guided by the Theory of Planned Behaviour (TPB)The study adopted a positivist research philosophy and employed a quantitative research approach using a descriptive research design. The study was conducted in Mwanza City, targeting women aged 18 years and above in Nyamagana District. A sample size of 384 respondents was determined using the Krejcie and Morgan (1970) table, and respondents were selected using stratified and simple random sampling techniques. Data were collected using a structured questionnaire, while data analysis involved descriptive statistics, correlation analysis, and multiple regression analysis using Statistical Package for Social Sciences (SPSS). The findings revealed that social media marketing had a positive and statistically significant effect on customers’ purchase intentions (β = 0.297, p<0.001), indicating that increased exposure to social media marketing activities enhances consumers’ willingness to purchase GNICE cosmetic products. Outdoor advertising exhibited a positive but statistically insignificant effect on purchase intentions (β = 0.078, p = 0.080), suggesting that although outdoor advertising contributes to product awareness and attention, its independent influence on purchase decisions is limited. Furthermore, television and radio advertisements demonstrated the strongest positive and statistically significant effect on purchase intentions (β = 0.568, p<0.001), making them the most influential advertising channels among those examined in the study. The study concludes that multichannel media exposure significantly influences consumers’ purchase intentions, with television and radio advertising and social media marketing exerting the greatest effects. The study recommends that GNICE Solution strengthen its investment in social media and traditional media advertising while integrating outdoor advertising as a complementary promotional strategy to enhance customer awareness, engagement, and purchase intentions.
Key words: Multichannel Media Exposure; Social Media Marketing; Television and Radio Advertising; Outdoor Advertising; Purchase Intention; Cosmetic Products
