مجلة دفاتر اقتصادية
Volume 17, Numéro 1, Pages 363-385
2026-06-02
The Impact Of Digital Make-up Applied To Advertising Faces On Young Algerian Female Consumers’ Intention To Purchase Beauty Products : A Field Study
Authors : Lakhdari Hasna . Abbes Ferhat . Bennoui Radhia .
Abstract
This study aims to examine the impact of digital make-up applied to advertising faces on young Algerian female consumers’ intention to purchase cosmetic products, particularly in light of the rapid transformations shaping the digital advertising landscape and the increasing reliance of brands on influencers who employ visual enhancement technologies and beauty filters to produce more appealing images. The study adopts a descriptive-analytical approach and uses an online questionnaire administered to a sample of young Algerian female consumers to assess their perceptions of digitally modified advertising faces and the extent to which these images shape their purchasing decisions. The findings reveal that digital make-up in advertising faces exerts a direct and statistically significant positive effect on purchase intention. The results further indicate that dimensions related to enhanced digital attractiveness, perceived realism, and visual immersion significantly strengthen consumers’ willingness to try and purchase beauty products. Conversely, the “modified identity” dimension showed a weaker and statistically insignificant influence. The study also found that ease of use and repeated exposure have a limited effect, with excessive exposure potentially leading to a slight decline in purchase intention. Overall, the hierarchical model employed in the study accounted for approximately 43% of the variance in purchase intention, with the remaining proportion attributed to additional factors beyond the scope of the current analysis
Keywords
digital make-up, ; advertising faces ; purchase intention ; young female consumers
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