The demand for cosmetic products is generally declining globally, but growing among female Generation Y (Gen Y). Gen Y (18-34 years) are large in size and disposable income and are high users of various social media platforms. Thus, cosmetic companies are competing to capture this market segment. However, the type of social media platforms, which can best attract and induce cosmetic products interest among this fickle and notoriously disloyal market segment is unknown. This study therefore employed the AIDA model to examine the effectiveness of YouTube, Instagram and Facebook in igniting female Gen Y South Africans‟ interest in cosmetic products. Data was collected from 220 respondents. Structural equation modeling results revealed that the cosmetic products interest is ignited by YouTube and Instagram ads and not Facebook ads. Implications are provided.

ABSTRACT
 1 Introduction
 2 Theoretical background
  2.1 Definition and role of social media marketing
  2.2 Social media platforms
 3 Research methods and results
  3.1 Sample and measures
  3.2 Data analyses and results
  3.3 SEM path model for hypothesis testing
 4 Discussion
 References

• Helen Inseng Duh(University of the Witwatersrand, South Africa)
• Ashley Biack(University of Witwatersrand, South Africa)