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1 – 10 of 502Riane Cherylise Dalziel and Natasha De Klerk
The purpose of this paper is to examine the influence of two potentially important antecedents of female Generation Y consumers’ attitudes towards beauty products. In particular…
Abstract
Purpose
The purpose of this paper is to examine the influence of two potentially important antecedents of female Generation Y consumers’ attitudes towards beauty products. In particular, the impact of the media and groups is analysed through their influence on subjective norms.
Design/methodology/approach
Structural equation modelling analysis of moment structures was used to propose and test a research model by means of data from a substantial size of female Generation Y consumers.
Findings
The study’s results confirm that female Generation Y consumers have a favourable attitude towards beauty products and that this attitude is influenced by their subjective norms. Furthermore, the findings suggest that group influence, which includes the opinions of friends, family and peers and media influence both predict female Generation Y consumers’ favourable attitude towards beauty products via their influence on this segment’s subjective norms.
Practical implications
These results emphasise the strategic importance of incorporating subjective norms, together with media and group influence into beauty product marketing communication campaigns targeting female Generation Y consumers. Given that this generation is known to be prevalent users of social media and often consult online peer product reviews, such strategies should also be extended beyond traditional media platforms to include social media, particularly social media influencers and online product review platforms, thereby tapping into subjective norms and group influence.
Originality/value
This study contributes to understanding female Generation Y consumers’ attitudes towards beauty products, especially the combined influence of subjective norms and media and group influence on such attitudes.
Propósito
El propósito de este trabajo es examinar la influencia de dos antecedentes potencialmente importantes de las actitudes de las consumidoras de la Generación Y hacia los productos de belleza. En concreto, se estudia la influencia de los medios de comunicación y de los grupos a través de su influencia en las normas subjetivas.
Diseño/metodología/enfoque
Se empleó el análisis de modelos de ecuaciones estructurales de estructuras de momento para proponer y probar un modelo de investigación mediante datos de un tamaño considerable de consumidoras de la Generación Y.
Resultados
Los resultados del estudio confirman que las consumidoras de la Generación Y tienen una actitud favorable hacia los productos de belleza y que esta actitud está influenciada por sus normas subjetivas. Además, los resultados sugieren que la influencia del grupo, que incluye las opiniones de amigos, familiares y compañeros, y la influencia de los medios de comunicación predicen la actitud favorable de las consumidoras de la Generación Y hacia los productos de belleza a través de su influencia en las normas subjetivas de este segmento.
Implicaciones prácticas
Estos resultados enfatizan la importancia estratégica de incorporar las normas subjetivas, junto con la influencia de los medios de comunicación y del grupo, en las campañas de comunicación de la comercialización de productos de belleza dirigidas a las consumidoras de la Generación Y. Dado que se sabe que esta generación es la usuaria habitual de los medios sociales y suele consultar en línea las revisiones de los productos, esas estrategias también deberían ampliarse más allá de las plataformas de los medios de comunicación tradicionales para incluir los medios sociales, en particular las personas que ejercen influencia en los medios sociales, y las plataformas de revisión de productos en línea, aprovechando así las normas subjetivas y la influencia del grupo.
Originalidad/valor
Este estudio contribuye a comprender las actitudes de las consumidoras de la Generación Y respecto de los productos de belleza, especialmente la influencia combinada de las normas subjetivas y la influencia de los medios de comunicación y los grupos en esas actitudes.
研究目的
摘要
本文旨在研究两个重要的潜在因素,对Y世代女性消费者对美容产品态度的影响。具体来说,是通过媒体和群体对主观规范的影响来进行分析。
研究方法
本研究采用结构方程模型分析力矩结构,结合相当规模的Y世代女性消费者的数据,提出并检验研究模型。
研究结果
研究结果证实,Y世代女性消费者对美容产品持积极态度,而且这种态度受到她们主观规范的影响。此外,研究结果表明,群体影响(包括朋友、家人和同伴的意见)和媒体影响都能通过对Y世代女性消费者主观规范的影响来预测她们对美容产品的好感度。
实际意义
本文的研究结果强调了将主观规范和媒体、群体影响纳入针对Y世代女性消费者的美容产品营销传播活动的战略重要性。由于Y世代是社交媒体的普遍用户,并且经常查看其他用户评价,因此这种策略应该超越传统媒体平台,将社交媒体,特别是社交媒体网络红人和在线产品评论平台纳入其中,利用他们对消费者主观规范和群体的影响力。
研究价值
本研究有助于了解Y世代女性消费者对美容产品的态度,特别是主观规范和媒体、群体对这种态度的综合影响。
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Theresa Macheka, Emmanuel Silva Quaye and Neo Ligaraba
Young consumers are increasingly using online reviews and celebrity influence to make purchase decisions. The purpose of this study is to ascertain the influence of online…
Abstract
Purpose
Young consumers are increasingly using online reviews and celebrity influence to make purchase decisions. The purpose of this study is to ascertain the influence of online customer reviews, celebrity influencer’s attractiveness, celebrity influencer’s credibility on female millennials’ purchase intention of beauty products.
Design/methodology/approach
To validate the research questions and hypotheses, data were obtained from young female consumers using an electronic self-administered survey questionnaire that was close ended. A total of 203 valid responses were obtained from which data were analysed by making use of structural equation modelling Mplus and the Statistical Package for the Social Sciences version 28.
Findings
The obtained results showed that the seven hypotheses of the study were positive. However, two hypotheses were negative, namely, celebrity influencer attractiveness did not have a significant influence on the attitude of consumers; and brand loyalty was not significantly correlating with young female consumers’ purchase intention of beauty products.
Practical implications
Given that millennials are known to be active users of social media and often consult online peer product reviews, marketers and practitioners of beauty industry should improve the effectiveness and usability of beauty influencers and online reviews to attract female millennial consumers.
Originality/value
This research contributes to understanding young female consumers’ attitudes towards purchasing beauty products, especially the combined influence of group influence (online reviews) and media influence (celebrity beauty influencers) on such attitudes.
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Md. Tarek Chowdhury, Aditi Sarkar, Pronab Kumer Saha and Rakib Hasan Anik
The COVID-19 pandemic interrupts the supply chain of products around the world. The supply chains of beauty and personal care products in Bangladesh are also heavily interrupted…
Abstract
Purpose
The COVID-19 pandemic interrupts the supply chain of products around the world. The supply chains of beauty and personal care products in Bangladesh are also heavily interrupted during this pandemic. While these products are perceived as essential by mass people, retailers are struggling to get the supply of the products and maintain a smooth delivery to the people. Considering such facts, the purposes of the study are to identify how the supply of retailers of these products is interrupted and how they can overcome the interruptions to ensure supply resilience.
Design/methodology/approach
A case study method has been used in this study. The data has been collected through interviews from 16 retailers of beauty and personal care products.
Findings
The results show that the supply of retailers of beauty and personal care products is interrupted in several ways. These include product shortage, limited delivery service, interruption of supplier payment, limited credit facility and irregularity in product delivery. To minimize the impacts of the interruptions and enhance supply resilience, retailers can undertake several strategies including intensive interactions and developing cooperation with the distributors and manufacturers, ordering bulk quantity, formulating an adjusted credit ratio and focusing on product availability over brand preference.
Research limitations/implications
The context of this study is limited to the beauty and personal care products of Bangladesh. Further study can be conducted in other countries and also supply chains of other products to enhance the generalizability of the findings of this study.
Practical implications
Supply interruptions are identified, and strategies are suggested to ensure the supply resilience of retailers of beauty and personal care products. If proposed strategies are implemented by retailers of these products, supply interruptions can be minimized.
Originality/value
The study contributes to the knowledge of the retail supply chain during a pandemic. It also contributes to the supply management and resilience of retailers. As the context is a developing country, the study also contributes to the literature on developing countries.
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This paper aims to challenge the assumption that brands of everyday products have only used lifestyle marketing in the past 30 years by conducting the first case study of the…
Abstract
Purpose
This paper aims to challenge the assumption that brands of everyday products have only used lifestyle marketing in the past 30 years by conducting the first case study of the marketing practices of the Swedish toothpaste brand Stomatol (1910–1940). Through visual social semiotic analysis, it explores how the brand was a pioneer in lifestyle marketing, using discourses of modernity, beauty and the Swedish “way of life” to sell its toothpaste.
Design/methodology/approach
Two hundred Stomatol advertisements were collected from the Swedish Historical Newspaper Archive and analysed using visual social semiotics. The analysis considers how the idea of a cultural Swedishness centred around modernity and beauty developed between 1910 and 1940, and how both linguistic and semiotic resources were used to make these claims seem credible.
Findings
At a time when its main adversaries were capitalising upon science in their advertisements to construct authority and credibility, Stomatol instead targeted lifestyle. Modernity, beauty and the Swedish “way of life” were central themes of their marketing campaigns, yet the way these themes were articulated varied between 1910 and 1940 in accordance with changing popular discourse. This made Stomatol more competitive than other toothpaste brands because it was able to sell an experience rather than a product, turning it into Sweden’s most popular toothpaste.
Originality/value
This paper demonstrates the importance of case studies to challenge the assumption that toothpaste brands have only used lifestyle marketing in the past 30 years (a claim based on Anglocentrism). It also showcases the need to further investigate non-Anglo countries when conducting research into lifestyle marketing to build a more nuanced perspective on its origins and the supposed novelty of (largely) US practices. Thus, Stomatol makes an important case for Sweden as a trailblazer in lifestyle marketing.
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Outi Sarpila, Iida Kukkonen, Tero Pajunen and Erica Åberg
This paper aims to historicise the contemporary chlorophyll trend through the first academic study of its early marketing in Sweden (1950–1953). Using multimodal critical…
Abstract
Purpose
This paper aims to historicise the contemporary chlorophyll trend through the first academic study of its early marketing in Sweden (1950–1953). Using multimodal critical discourse analysis, it demonstrates how brands used advertisements to convince female consumers of chlorophyll’s necessity to fulfil certain aspirational goals.
Design/methodology/approach
In all, 150 advertisements for chlorophyll products were collected from the Swedish Historical Newspaper Archive, as well as 600 additional advertisements for the three most popular products (toothpaste/mouthwash, sanitary towels and soap) from 1940 to 1950 and from 1954 to 1964. Then, multimodal critical discourse analysis was used to investigate how the products were marketed before, during and after the chlorophyll trend, identifying the general themes and linguistic/semiotic structures of the advertisements.
Findings
This paper shows how the commercial use of chlorophyll offered a lucrative opportunity for marketers, acting as a “tabula rasa” on which they could use discourses of science, nature, idealised femininity and luxury to draw connections with health, modernity and beauty, despite the product having no real purpose or value.
Originality/value
Viewing this fad from a historical perspective emphasises how brands, marketers and influencers continue to capitalise on the anxieties of female consumers with promises around beauty, hygiene and health. It, thus, offers us critical distance to reflect on contemporary claims about chlorophyll’s health benefits to make informed choices.
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Virginie Lavoye, Jenni Sipilä, Joel Mero and Anssi Tarkiainen
Virtual try-on (VTO) technology offers an opportunity for fashion and beauty brands to provide enriched self-explorative experiences. The increased popularity of VTOs makes it…
Abstract
Purpose
Virtual try-on (VTO) technology offers an opportunity for fashion and beauty brands to provide enriched self-explorative experiences. The increased popularity of VTOs makes it urgent to understand the drivers and consequences of the exploration of styles in VTO contexts (herein called self-explorative engagement). Notably, little is known about the antecedent and outcomes of the personalized self-explorative experience central to VTOs. This paper aims to fill this knowledge gap.
Design/methodology/approach
An online quasi-experiment (N = 500) was conducted in the context of fashion and beauty VTOs. Participants were asked to virtually try on sunglasses or lipsticks and subsequently answer a questionnaire measuring the key constructs: self-presence (i.e. physical similarity and identification), self-explorative engagement (i.e. exploration of styles in VTO context), brand cognitive processing and brand attitude. The authors analyze the data with structural equation modeling via maximum likelihood estimation in LISREL.
Findings
The experience of self-presence during consumers’ use of VTOs in augmented reality environments has a positive effect on self-explorative engagement. Furthermore, a mediation analysis reveals that self-explorative engagement improves brand attitude via brand cognitive processing. The results are confirmed for two popular fashion and beauty brands.
Originality/value
Grounded in extended self theory, to the best of the authors’ knowledge, this is the first study to show that a realistic VTO experience encourages self-extension via a process starting from the exploration of styles and results in increased brand cognitive processing and more positive brand attitudes. The exploration of styles is enabled by self-presence.
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Consumer psychology research has established the importance of customer satisfaction as a determinant of customer repurchasing intention…
Abstract
Purpose
Consumer psychology research has established the importance of customer satisfaction as a determinant of customer repurchasing intention. Nonetheless, even satisfied customers switch brands. Also, even dissatisfied customers have repurchasing intentions. This means that customer repurchasing behaviour is extremely difficult to predict, necessitating additional research to identify additional factors that can help organizations better understand the methods to predict customer repurchasing intention. To fill this knowledge gap, this study examined the mediating effects of brand love (BL) and positive word of mouth (PWOM) on psychological contract fulfilment (PCF) and customer repurchasing intentions.
Design/methodology/approach
This is a cross-sectional study. The study used structural equation modelling (SEM) to analyse relationships from a sample size of 400 beauty salon customers. Also, a process macro mediation test was used to analyse the mediating effects of BL and PWOM on the relationship between PCF and customer repurchase intentions.
Findings
The findings indicate that transactional and relational psychological contracts have a positive and significant relationship with BL and PWOM. As well, BL and PWOM positively and significantly influence customer repurchase intentions. Finally, the findings indicate that BL and PWOM mediate the relationship between psychological contract fulfilment and customer repurchase intentions.
Research limitations/implications
This survey sampled beauty salons solely. Given that each type of organization may have a unique way of fulfilling psychological contracts, future studies may include more categories such as restaurants and craftsmanship to broaden the sample. Additionally, this study utilized female beauty salons. Therefore, future research could include salons that cater to women and men to boost the sample's generalizability. Finally, this study concluded that BL and positive recommendations are the most effective variables for resolving consumer satisfaction challenges. However, additional factors can probably amplify this fact by focusing on additional elements to broaden the arguments.
Originality/value
Past studies have extensively covered customer repurchasing intention in relation to customer satisfaction. However, it was noted that even some satisfied customers could switch to other brands, and those who were dissatisfied could repurchase the brand. Given that little is known about how other factors than customer satisfaction can affect repurchasing intentions, this study examines the mediating effects of BL and PWOM on PCF and customer repurchase intentions.
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