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Artificial Intelligence (AI) color cosmetics applications emerged as an innovative solution to promote branded color cosmetics and enhance consumer decision making, primarily as a trial function. This research aims to investigate factors influencing AI color cosmetics applications adoption in the lens of social comparison theory. The data was analyzed using Structural Equation Modeling (SEM) via SPSS and AMOS software. The results suggest that 1) the positive-view (versus negative-view) of body esteem increases price consciousness to a larger extent 2) the negative-view (versus positive-view) of body esteem increases AI color cosmetics applications adoption to a larger extent 3) price consciousness mediates the effect of body esteem on AI color cosmetics applications adoption 4) price consciousness moderates the effect of body esteem on AI color cosmetics applications adoption. Managerial implications of this research are provided for promotion managers of cosmetic retailers and AI color cosmetics applications developers seeking to promote and reach a larger segment.

Using Artificial Intelligence to Promote Branded Color Cosmetics: Evidence from Indonesia