Prospect towards online advertising of cosmetics in Naga City

The rapid growth of the internet and digital marketing has transformed advertising, allowing businesses, organizations, and individuals to reach their target audiences in the digital space. This study examines customer perceptions of online advertising, the challenges faced by cosmetic business owners, the most commonly used platforms, and the factors influencing consumer trust and purchasing decisions. Utilizing a mixed-methods approach, the research gathers quantitative data from 120 cosmetic customers through online surveys and qualitative insights from face-to-face interviews with 30 local businesses. Statistical tools such as frequency counts, percentages, weighted means, rankings, Pearson’s correlation coefficient, and Chi-square were employed. The results reveal a growing preference for social media advertising, especially on platforms like Facebook, Instagram, and TikTok, due to their interactive features and precise demographic targeting. However, challenges remain, including digital literacy gaps and consumer skepticism regarding product authenticity. The findings of the study suggest that while cosmetic brands in Naga City have significant opportunities to benefit from online advertising, success depends on addressing information gaps and fostering consumer awareness through effective, ethical, and sustainable advertising practices. This research proposes an educational marketing campaign to enhance consumer awareness of cosmetic products.