The Impact of Beauty Instagram Advertising Types on Engagement and Behavioral Intention among Women in Their 20s and 30s

This study aimed to empirically analyze the impact of beauty advertising types on engagement and behavioral intention, focusing on Instagram, a social media platform. To this end, an online and offline survey was conducted from June 2 to June 20, 2025, targeting women in their 20s and 30s residing in Daegu and North Gyeongsang Province. A total of 207 responses were used for final analysis. The collected data were subjected to frequency analysis, factor analysis, reliability analysis, correlation analysis, and multiple regression analysis using SPSS 27.0 statistical software. The results showed that, first, native advertising generated the highest response, with moderate engagement and relatively high behavioral intention. Second, retargeting and influencer advertising had a significant positive effect on engagement and behavioral intention. Therefore, this study suggests the importance of strategically utilizing advertising types that encourage consumer engagement, and can serve as a practical baseline for the effective design of SNS-based beauty advertising.