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In today’s hyper-connected landscape, social media exceeds merely platform status; it represents the most dynamic marketplace ever established, with beauty brands that identify this reality poised to influence the future. Literature demonstrates that short films on sites like TikTok and Instagram Reels changed consumer perception about how to seek, assess, and purchase products (Leung et al., 2022). Algorithmic personalization completed on brand visibility is increasingly competitive and potent. Influencer partnerships and community-oriented interaction with brands on online platforms build consumer confidence in beauty brands (Sijing et al., 2025).
The widespread incorporation of social media in daily life has significantly changed, especially in the cosmetics industry, how both brands and consumers engage over time (Rana & Arora, 2022). Now the advertising techniques have been changed because the endorsement of an individual is moving from traditional one-way communication to collaborating and emotionally resonant engagement (Khwaja et al., 2025). In SNS and their advertising, cosmetic companies change the consumer perception about their product while understanding the new digital marketing technology (Alshurideh et al., 2023). Consumer evaluations and perceptions about brands are influenced by influencer endorsements, product demos, and user-generated content, which is the main leverage of cosmetic companies in social media marketing (Lashari, 2025; Umoren, 2025).
In modern digital communication, the transfer of information, interpersonal communication, and interaction of brands with consumers are the main components of social media and social networking sites (SNS) (Cagatin, 2024). Organizations utilize social networking advertising (SNA) to promote their products and services on online platforms. Therefore, the advertisement on these sites changes the user’s psychological reaction. So, the users’ attitude toward these advertising sites creates a communicative value that influences their tendency to engage with profitable marketing content.
A user’s attitude regarding SNS in the digital ecosystem reveals their evaluation of whether using these platforms is useful or harmful for communication (Hussein et al., 2022; Mukherjee & Banerjee, 2019). The critical requirement for the development of a favorable attitude towards SNA is the positive perception of users towards the platform (Gabriel & Park, 2024). For marketing communications, social networks are a useful and reliable medium for people. The effectiveness of these communication tools changes the user’s attitude.
Attitude is conceptualized as an individual’s learned predisposition or summary evaluation of an object, representing their consistently favorable or unfavorable response to a specific behavior (Hussein et al., 2022; Kumar et al., 2024).
According to the digital contexts, attitudes toward SNS and SNA significantly impact how users interact with platforms and how they respond to marketing messages. The real consequences of engaging with SNS and their advertising are evaluated by the positive overall evaluation of the users. Many studies show that positive attitudes toward SNS and SNA can drive user engagement, shape replies to branded content, and influence future behavioral intentions in online environments (Hussein et al., 2022; Kumar et al., 2024; Mukherjee & Banerjee, 2019).
TAM is a basic attitudinal assessment, which demonstrates how internal behavioral beliefs affect user attitudes and intentions (Du et al., 2024; Hussein et al., 2022). While the classic TAM focused on utilitarian beliefs like perceived usefulness and perceived ease of use, the voluntary and interactive characteristics of social media required the inclusion of hedonic factors (Allam et al., 2024; Hussein et al., 2022). Among these, perceived enjoyment, which is defined as the extent to which using technology is seen as enjoyable and interesting in and of itself, is one of the essential intrinsic motivators (Hussein et al., 2022; Ridanasti, 2024). Users who find social media platforms and their advertising material engaging and enjoyable are far more likely to develop the positive evaluative affect required to promote committed involvement (Allam et al., 2024; Hussein et al., 2022).
The marketing significance of fostering positive attitudes through useful and enjoyable advertising lies in the cultivation of marketing-related outcomes like satisfaction (Berlianto et al., 2024; Hussein et al., 2022), intention to use (Lorenzo‐Romero et al., 2011; Ridanasti, 2024), purchase intention (Kumar et al., 2024; Mukherjee & Banerjee, 2019; Zhao & Wang, 2020), actual use of Facebook (Allam et al., 2024), behavioral intention toward social networks (Carlos Martins Rodrigues Pinho & Soares, 2011), behavioral intention to use social media (Alismaiel et al., 2022), behavioral intention (Basuki et al., 2022; Geddam et al., 2024; Guo et al., 2025), consumer purchase intention (Arachchi & Samarasinghe, 2024), buying intention, buying, word of mouth (Kursan Milaković et al., 2020), intention to use (Keji, 2024), social media users’ affect (Setianto et al., 2025), attitude (Jami Pour et al., 2023).
The ultimate marketing significance of fostering positive attitudes through useful and enjoyable advertising lies in the cultivation of brand loyalty (Hussein et al., 2022; Tran et al., 2024). Brand loyalty is the consumer commitment to repurchase a specific brand, despite a competitive edge (Tran et al., 2024). In interactive social media and branded applications, both utilitarian and hedonic attributes show their role in driving personalization and value co-creation, which are important for sustained involvement. The SNA fosters the trust and emotional connection important for transforming initial purchase intents into lasting brand loyalty by engaging customers as active participants rather than passive advertising (Hussein et al., 2022; Tran et al., 2024).
Moreover, issues occur in the research that addresses the impact of social media advertising as compared to traditional advertising (Morra et al., 2018; Wiese & Akareem, 2020). So it is hard for the brands to recognize the whole impact of SNA and advertising (Schivinski & Dabrowski, 2015). That’s why it is difficult to evaluate advertising paradigms and consumers’ perceptions of advertising on social media compared with traditional media (Boateng & Okoe, 2015; Valos et al., 2015).
Similarly, TRA and TPB both posit a “chain of causality” in which an individual’s attitude itself is shaped by internal beliefs about an object that serves as the primary predictor of dedicated behavioral engagement (Du et al., 2024; Kumar et al., 2024; Tun et al., 2025). According to this framework, the first mediator, attitude toward using SNS, which represents a user’s subjective evaluation of whether using these platforms is beneficial or enjoyable, is determined by the independent variables of perceived usefulness, perceived ease of use, and the intrinsic motivator of perceived enjoyment (Alismaiel et al., 2022; Allam et al., 2024; Guo et al., 2025; Hussein et al., 2022). This evaluation of the platform medium then triggers a substantial “cascading effect” that favorably affects the second mediator, attitude towards using SNA; users are more likely to accept and value the commercial messages they come across in the SNS environment when they think it is useful and enjoyable (Kumar et al., 2024; Mukherjee & Banerjee, 2019). Finally, a favorable attitude toward these commercials, based on utilitarian and hedonic benefits, leads to the dependent variable, brand loyalty, defined as a deep-seated commitment and positive attachment to a specific brand (Tran et al., 2024). The change from advertisement acceptance to brand loyalty is enabled by personalization and value co-creation, in which beneficial and enjoyable digital interactions change consumers into active participants, which raises the trust and emotional associations that are important for long-lasting brand loyalty (Tran et al., 2024).
Previous research on perceived usefulness, perceived ease of use, and attitudes towards using SNS and SNA has focused on purchase intention, behavioral intention, and intention to use. This study extends the perceived usefulness and perceived ease of use by incorporating perceived enjoyment and examines the mediating roles of attitudes towards using SNS and attitudes towards using SNA in influencing brand loyalty within the beauty brand industry.
In the context of digital marketing and online consumer behavior, consumer attitudes have become an important factor in how individuals interact with brands and advertising on social networking platforms. Attitude is the fundamental psychological factor influencing user behavior, defined as an individual’s enduring favorable or unfavorable evaluative response to a particular object or action (Allam et al., 2024; Berlianto et al., 2024; Lorenzo‐Romero et al., 2011; Ridanasti, 2024). Users’ intentions and behaviors when interacting with brand contexts and advertisements are strongly influenced by favorable attitudes toward online platforms. In this context, a user’s attitude toward using social networking sites (SNS) reflects their personal assessment of the platforms’ utility, efficiency, or enjoyment in meeting their communication needs (Du et al., 2024; Hussein et al., 2022).
In particular, Attitudes toward using SNS and social networking advertising (SNA) have come under heightened scrutiny, as the majority of consumer–brand interactions now occur on these platforms. “Attitude refers to the degree to which a person has a favorable or unfavorable evaluation of a behavior.” (Ajzen, 1991). SNS has been characterized as a clear depiction of the connections among individual members from various groups within the networking community (Finin et al., 2005). Studies indicate that when users cultivate positive perceptions of SNS environments and the advertising messages contained therein, they are more inclined to interact with branded content, react favorably to advertisements, and engage in online brand communities (Dwivedi et al., 2021; Yadav & Rahman, 2022).
Attitude originates from perceived enjoyment, connectedness, trust, and perceived ease of use (Hussein et al., 2022), Perceived ease of use, Perceived usefulness, Trust, Perceived risk (Lorenzo‐Romero et al., 2011), Perceived usefulness, Perceived ease of use (Berlianto et al., 2024), Social interaction, intrusiveness, informativeness, relevance, Perceived ease of use (Zhao & Wang, 2020). Attitude towards using SNS is measured, Attitude towards AI-enabled SNA with Perceived Ease of Use, Perceived Usefulness, Perceived Entertainment, Perceived Trustworthiness (Kumar et al., 2024), PU, PEOU (Carlos Martins Rodrigues Pinho & Soares, 2011), Perceived ease of use, usefulness, enjoyment, curiosity, and connectedness, Social presence/influence (Allam et al., 2024). Du et al. (2024) explore the relationship between perceived usefulness and perceived ease of use on consumer attitudes towards Social Networking Sites (SNS) for travel destination selection. Guo et al. (2025) attitude toward using informational, entertainment, emotional, and authentic content has an outcome of behavioral intention. Geddam et al. (2024) state that the purpose of the study is to design a novel TAM-based model of determinants of customer attitudes toward advergames to enhance customer engagement and purchase intention. Mukherjee and Banerjee (2019) explore Attitude towards using SNS, Attitude towards SNA, Brand Attitude with Perceived Ease of Use, Perceived Usefulness outcome is purchase intention. Boateng and Okoe (2015) measured attitudes towards social network advertising with perceived trust, search for novelty, perceived usefulness, outcome buying intention, and Word-of-mouth (WOM). Setianto et al. (2025) investigated the influence of perceived usefulness, ease of use, informativeness, entertainment, peer influence, and duration of use on social media users’ attitudes toward sponsored advertising. Basuki et al. (2022) investigated the effects of perceived ease of use, usefulness, enjoyment, and intention to use online platforms on behavioral intention.
Arachchi and Samarasinghe (2024) evaluated attitudes towards AI by evaluating perceived usefulness, ease of use, and enjoyment as determinants of consumer purchase intention. Geddam et al. (2024) examine the determinants affecting the adoption of AI tools by analyzing the impact of Perceived Usefulness (PU) and Perceived Ease of Use (PEOU) on Behavioral Intention to Use (BIU), mediated by Attitude Towards Use (ATU). Tun et al. (2025) examine the effects of Social Influence, Word of Mouth (WOM), Perceived Ease of Use, Trust, and Perceived Enjoyment on purchase intention.
Prior studies on perceived usefulness have indicated an influence on attitude (Abdul Sathar et al., 2023; Berlianto et al., 2024; Safari et al., 2022), whereas other investigations Jamshidi and Hussin (2016); Zhong et al. (2022) have reported no such influence. Perceived ease of use was found to influence attitude (Abdul Sathar et al., 2023), however, studies by (Khor et al., 2023), (Mohammadi, 2015; Safari et al., 2022) indicated that perceived ease of use does not impact attitude. Furthermore, perceived ease of use does not influence satisfaction (Sumaedi et al., 2016; Tandon et al., 2017). Because the results of the research above were not clear, this study aims to look into how perceived ease of use and perceived usefulness affect customer satisfaction and attitude on Instagram, a social media platform.
This attitudinal challenge is based on the behavioral beliefs about technology acceptance. One of these beliefs is perceived usefulness, which is the degree to which a user believes the system will improve their performance or meet specific life needs (Du et al., 2024; Hussein et al., 2022; Mukherjee & Banerjee, 2019). This is further influenced by perceived ease of use, which means that people expect that using the advertising and the platform will be easy (Du et al., 2024; Hussein et al., 2022; Ridanasti, 2024). Utilitarian benefits are insufficient in the voluntary and dynamic world of social media; perceived enjoyment, which is explained as the degree to which using the technology is seen as joyful and satisfying in and of itself, is a critical intrinsic motivator (Hussein et al., 2022; Tran et al., 2024; Tun et al., 2025).
The main failure for brands happens when they fail to overcome this attitudinal path to achieve brand loyalty, characterized by an intrinsic positive attachment and unwavering commitment to repurchase a brand, regardless of competitor moves (Tran et al., 2024). Organizations are unable to change passive viewers into active participants without advertisements that individuals perceive as both beneficial and enjoyable. This suggests that they are unable to build a long-lasting brand loyalty, which is necessary for staying within the digital ecosystem (Tran et al., 2024).
Moreover, literature discusses the effectiveness of SNA as compared with traditional advertising (Morra et al., 2018; Wiese & Akareem, 2020). This challenges brands’ understanding of the relationship between SNA and overall advertising efficacy (Schivinski & Dabrowski, 2015). Recent studies, Afzal et al. (2024); Chen and Zhu (2022) reveal that customers now view SNS not only as tools, but as whole ecosystems, where perceived ease of use, usefulness, and enjoyment of the platform affect their psychological attachment to organizations and individuals. Brands are having a hard time keeping customers, even though they use a lot of social media marketing. Many users find SNS platforms easy to use and helpful for getting information (utilitarian value), but this doesn’t always mean that they will be loyal to a brand. The end variables are purchase intention, behavioral intention, satisfaction, attitude, and so on. Literature shows that there is a difference between how a user interacts with a platform as a whole and how they respond to the advertising on that platform. A lot of brands fail because they focus on making their platforms easy to use, but forget about the “Enjoyment” factor that makes people have positive attitudes toward SNS advertising (Ballı, 2024).
In the context of technology adoption (PU, PEOU, PE), users’ attitudes toward using a system significantly influence their behavioral responses and subsequent engagement with that technology. According to the Technology Acceptance Model (TAM), attitude is a key factor that connects how people feel about technology with how they act (Du et al., 2024). In the new technological era, the interaction of consumers has changed because of SNS. Through those sites, consumers get information and digital content about brands that they upload to sites. So, we can say that SNS is the place where people learn about brands. Literature shows that while interacting on SNS, people’s feelings significantly affect their interaction with digital platforms and services, i.e., advertising (Gabriel & Park, 2024). Brands use SNS to interact with customers. The brand needs to know the feelings of customers about the usage of SNS, and SNA experiences how customers react to online marketing. Past research shows that users’ cognitive and affective perceptions of SNS and SNA significantly impact their attitudes, mainly concerning PU, PEOU, and PE (Keji, 2024; Ridanasti, 2024). The above perceptions created by TAM affect the favorable attitude of users about the platform, which is beneficial, friendly, and enjoyable (Du et al., 2024). Many studies have worked in the area of e-learning, e-commerce, and emerging technologies. Yet, there has been relatively little investigation into how these PU, PEOU, and PE influence users’ attitudes toward both SNS usage and SNA simultaneously within modern digital marketing environments. It is necessary to work on how PU, PEOU, and PE affect users’ attitudes towards SNS and SNA, as advertising is now on these sites. By overcoming the gap, Marketers are seeking to promote consumer engagement on SNS-based advertising because it improves the user acceptance mechanism.
Therefore, it is critical to examine consumers’ views of advertising on social media and traditional media, as well as the effectiveness of different advertising formats (Boateng & Okoe, 2015; Valos et al., 2015). So, our research aims to investigate the impact of social media users’ favorable attitude towards the SNS on the development of a positive attitude using SNA. That favorable attitude, generated by SNA, fosters brand loyalty. Also, investigate perceived usefulness, perceived ease of use, and perceived enjoyment (hedonic variable) influence attitudes (consumer) towards using SNS and SNA. Our target industry is the beauty brand industry, with a primary focus on Pakistani beauty brands. The supporting theories are the theory of reasoned action and the theory of planned behavior. We can also check whether attitude changes with the changing of the SNS or whether it remains the same.
Our research significantly enhances theoretical contribution by expanding the Technology Acceptance Model, which is PU, PEOU, beyond its initial function of defining a technology adoption to encompass attitudes towards SNS, SNA, and consumer behavior outcomes. Traditional TAM, which is based on PU and PEOU, was developed to explain how users come to accept and use information systems. My model extends this framework to include perceived enjoyment as a third antecedent. Perceived enjoyment is a hedonic, intrinsic motivational factor that characterizes the satisfaction that consumers derive from utilizing SNS platforms. The literature validates this integration. Furthermore, literature increased by the TAM constructs to indicate that the PEOU and PU of social platforms significantly affect user attitudes and purchasing decisions (Sari, 2022), thereby supporting the relationship between independent variables and behavioral outcomes via attitudinal mediators.
Brand loyalty is one of the most strategically important outcomes for any business, yet the psychological mechanisms through which SNS-related perceptions create loyalty are still understudied. Our research fills this gap by mapping a clear causal pathway from users’ perceptions of SNS platforms to attitudinal mediators and to brand loyalty. Social media interactions enhance perceived brand trustworthiness through two-way communication and immediate feedback, and fostering emotional connections across brand presence on social media enables companies to develop more intimate relationships in which consumers perceive them as being more reliable. Ali et al. (2025) confirms that social media marketing activities are significant to enhance brand equity and purchase intention. Social media marketing is defined as the use of online social media applications and platforms for entertainment, customization, trendiness, purchase intentions, interaction, and word of mouth. Our research adds to the literature that is currently more concentrated on the outputs of marketing activities rather than the subjective perception of users of SNS platforms, with Abdulla H. Fetais (2023) who identified perceived usefulness, ease of use, and enjoyment as the root psychological antecedents of this process. The theories that support our model are TRA and TPB.
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