Proceedings of the 2025 6th International Conference on Management Science and Engineering Management (ICMSEM 2025)

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The Role of Neuroaesthetics in Enhancing Instagram Advertising Effectiveness for Beauty and Cosmetics Brands in India and the Middle East

Authors
Kamini Dhruva1, A. Dhanalakshmi2, *, Sana Naseem3, Roopini Radhakrishnan4, Xu Hui5
1Professor, ABBS School of Management, Bangalore, India
2Professor, Acharya Bangalore B School, Bangalore, India
3Assistant Professor, AI Yamamah University, Riyadh, Saudi Arabia
4Research Scholar, Jain University, Bangalore, India
5Associate Professor, Wenzhou University, Wenzhou, China
*Corresponding author. Email: dhanalakshmi555@gmail.com
Corresponding Author
A. Dhanalakshmi
Available Online 16 September 2025.
DOI
10.2991/978-94-6463-845-5_122How to use a DOI?
Keywords
Neuroaesthetics; Instagram Advertising; Beauty Brands; India; Middle East
Abstract

This study examines how neuroaesthetic principles and cultural economic variables influence the effectiveness of Instagram advertising in the beauty and cosmetics sector in India and the Middle East. A mixed-methods design—drawing on literature and a survey of 208 participants—explores how visual aesthetics, emotional response, cultural resonance, and trust-building mechanisms drive engagement and purchase intent. Key findings suggest that visual quality, especially color harmony and premium design, significantly impacts consumer trust and emotional engagement, while cultural localization enhances market resonance. Strategic recommendations are made for brands to integrate visual neuroscience and cultural cues into social media marketing.

Copyright
© 2025 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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Volume Title
Proceedings of the 2025 6th International Conference on Management Science and Engineering Management (ICMSEM 2025)
Series
Atlantis Highlights in Economics, Business and Management
Publication Date
16 September 2025
ISBN
978-94-6463-845-5
ISSN
2667-1271
DOI
10.2991/978-94-6463-845-5_122How to use a DOI?
Copyright
© 2025 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Cite this article

risenwbib
TY  - CONF
AU  - Kamini Dhruva
AU  - A. Dhanalakshmi
AU  - Sana Naseem
AU  - Roopini Radhakrishnan
AU  - Xu Hui
PY  - 2025
DA  - 2025/09/16
TI  - The Role of Neuroaesthetics in Enhancing Instagram Advertising Effectiveness for Beauty and Cosmetics Brands in India and the Middle East
BT  - Proceedings of the 2025 6th International Conference on Management Science and Engineering Management (ICMSEM 2025)
PB  - Atlantis Press
SP  - 1249
EP  - 1258
SN  - 2667-1271
UR  - https://doi.org/10.2991/978-94-6463-845-5_122
DO  - 10.2991/978-94-6463-845-5_122
ID  - Dhruva2025
ER  -