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Original Research

USING BASS AND TALARZAKY MODEL TO MEASURE THE ROLE OF SOCIAL MEDIA MEANS ON IRAQI WOMEN ATTITUDE TOWARD USING HERBAL COSMETIC

MAHMOUD JASIM AL-SAMYDAI 1, DIMA DAJANI 2, MAHA N. ABU HAJLEH 3, ALI AL-SAMYDAI 4, and FATIMAH OTHMAN AKRAM 5.

Vol 18, No 03 ( 2023 )   |  DOI: 10.17605/OSF.IO/FQ327   |   Author Affiliation: Department of Marketing, the Faculty of Business, Al-Zaytoonah University, Jordan 1,2; Department of Cosmetic Science, Pharmacological and Diagnostic Research Centre, Faculty of Allied Medical Sciences, Al-Ahliyya Amman University, Zip code (19328), Amman, Jordan 3; Pharmacological and Diagnostic Research Centre, Faculty of Pharmacy, Al-Ahliyya Amman University, Zip code (19328), Amman, Jordan 4; Faculty of Educational Sciences Middle East University, Amman, Jordan 5.   |   Licensing: CC 4.0   |   Pg no: 245-253   |   Published on: 13-03-2023

Abstract

The current study aims to identify the role of social media means on woman’s attitudes toward using herbal cosmetics. The study uses the Bass and Talarzaky model in measuring women's attitudes on sent messages through social media means. An analytical description style was used to achieve this goal, as this method was appropriate for the nature of the study. A questionnaire was designed as a tool to collect data. The Study Population Consisted of women who used herbal cosmetics in Baghdad- Iraq. The Study sample consisted (350) women who received the paper questionnaire and (334) responses were returned and deemed suitable for analysis. The study showed that social media had a statically significant role in woman’s attitudes towards herbal cosmetics. The Facebook showed the greatest effect on the cognitive dimension, whereas mobile phones showed the greatest on the behavioral dimension whereas Twitter showed the greatest effect on affective. Therefore, application of the Bass & Talarzaky model clarifies the ability of this model to measure the role of social media means on women's attitudes towards using herbal cosmetics.


Keywords

Herbal cosmetics, social media means, woman’s attitudes, Bass model, Talarzaky model.