| Summary: | Advertisements have evolved over time. In today’s progressive era, one can find a wide range of advertisements. More specifically, in recent years, digital media or new media has grown significantly, and has emerged as a critical mode of communication in marketing and advertising for brand sustainability. The consequences of beauty obsession through online advertising on women in Malaysia has garnered much attention in recent years, whereby the feeling of insecurity and obsession is very much likely to trigger the purchase of beauty products. The primary purpose of this research is to understand women’s perceptions of their self-conscious beauty obsessions through online advertising. The objectives of the research are (i) to identify the extent of public perception towards online advertising, (ii) to identify the extent of women’s beauty obsession towards online advertising, and (iii) to determine the relationship between perception and beauty obsession towards online advertising among women. This study employed a quantitative research design. The study sample was done using convenience sampling which is a form of non-probability sampling. The researchers chose this technique because the target population was mainly women aged 18 to 49, living in Taman Tun Dr Ismail (TTDI) Jaya, Shah Alam, Selangor and are active social media users. Results demonstrate that beauty obsession in women portrayed by online advertising influences women’s perception negatively and advertisers should incorporate more positive elements in the future. Despite transitioning into a modern digital era, women continue to be unfairly depicted in online advertisements. Advertisements continue to promote the stereotype that beauty leads to a happier existence with improved career prospects and domestic bliss. This detrimental stereotype has an adverse effect on the consumer’s self-esteem, leading to derogation. Instead, the advertisements must be practical and inspiring in a positive way, while still embracing authenticity. © SEARCH Journal 2022.
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