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The impact of impression construction consumption on social identity: a study on Chinese female professionals

Dan Wang (School of Business, Chizhou University, Chizhou, China)
Sigen Song (School of Economics and Management, Shanghai Institute of Technology, Shanghai, China)
Fanny Fong Yee Chan (Department of Marketing, The Hang Seng University of Hong Kong, New Territories, Hong Kong)
Linyan Feng (School of Business Administration, Anhui University of Finance and Economics, Bengbu, China)

Journal of Social Marketing

ISSN: 2042-6763

Article publication date: 31 January 2023

Issue publication date: 7 March 2023

529

Abstract

Purpose

Expenditures on beauty, fitness and body shaping by females have increased significantly in recent years. Most previous studies examined this from the psychological perspective of self-acceptance and self-liking. However, this phenomenon may also have social implications. This study aims to provide a profound understanding of the social environment for female professionals as well as actionable insights for the government and social institutions.

Design/methodology/approach

A research model was developed based on impression management and social identity theories incorporating impression management motives, impression construction consumption and social identity. A survey study of 419 Chinese female professionals was conducted to test the research model.

Findings

This study surveyed 419 Chinese female professionals and found that impression management motives significantly drove female professionals to spend on their faces and bodies for impression construction, which in turn contributed to the enhancement of their social identities in three dimensions: relational identity, public identity and collective identity.

Originality/value

In a male-dominated society, it has become a norm that females should be cautious about their facial appearance and body shape. Females are often forced to consume to attain physical attractiveness and to construct a favorable social image. This study shows that consumption for impression construction has become a frequently used strategy for impression management and identifies key areas of societal concern.

Keywords

Acknowledgements

The work presented in this paper was supported by a grant from the National Philosophy and Social Science Funds of China (Reference number: 21BXW082) and the Provincial Philosophy and Social Science Funds of Anhui (Reference number: AHSKQ2021D26).

Citation

Wang, D., Song, S., Chan, F.F.Y. and Feng, L. (2023), "The impact of impression construction consumption on social identity: a study on Chinese female professionals", Journal of Social Marketing, Vol. 13 No. 2, pp. 194-217. https://doi.org/10.1108/JSOCM-03-2022-0066

Publisher

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Emerald Publishing Limited

Copyright © 2023, Emerald Publishing Limited

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