Author(s): Zouaoui Imen and Souad Maghraoui
This research is part of studies of consumer behavior in the digital age. It deals with the effect of advertising via Instagram on the attitude of consumers of cosmetic products, through its three components: cognitive, affective and conative. The structural equations method has shown that advertising on Instagram for Tunisian branded cosmetic products has a positive effect on the cognitive and affective components of the consumer's attitude. However, their impact on the conative component has not been verified.