Purpose – The purpose of this paper is to determine which factors impact body image satisfaction of Generation Y college age and young professional females born between the years of 1980 and 1993, age 20-33 years in the State of Texas. Design/methodology/approach – An online survey created in Qualtrics was e-mailed to recruit research participants. Quantitative data were collected and analyzed in IBM SPSS Statistics 21. Exploratory factor analysis, reliability, computing variable mean, and linear multiple regression were performed. The variables explored were divided and grouped into major factors. Findings – Millennial females are influenced by their own personal preferences, morals and beliefs, and certain occasions, seasons, climate, and the weather. These factors significantly influence body image satisfaction. The model developed in this study provides researchers with a new perspective on body image satisfaction and purchase intent. This study extends the theory of reasoned action by identifying specific factors which influence body image satisfaction which leads to the final purchase decision. Research limitations/implications – Because of this method of data collection the study might not be generalizable to the entire Millennial population. The sample is a small representative sample in the population with only Millennial females’ ages 20-33 years in the State of Texas. Although the study focussed on a single state, the state is an extremely large state encompassing 36 percent of the USA population. Additionally, race/ethnic diversity was also a limitation, as the majority of the sample was Caucasian. Thus, a larger and more diverse sample of age, race/ethnicity, and residence could be added for more generalizable results. Practical implications – The findings of this study enable retailers to understand how body image can impact the customers perceptions of their stores and their employees. Marketers and retailers should focus on marketing to Millennial females through more personal approach targeting what is appropriate for the consumers size body type labeled clothing size and certain occasions. Social implications – Confidence in decision making while purchasing apparel is an important aspect of shopping. Further research could benefit from focussing on determining the confidence drivers and their origins. Originality/value – This study enhances literature by providing a glimpse into the minds of Generation Y female consumers’ body image satisfaction and the factors driving them to purchase apparel.
Purpose This study relied on the Theory of Planned Behavior (TPB) to assess factors that affected event fans’ decisions regarding their intention to attend events by using social network websites. The purpose of this study is to examine the impact of event fans’ attitudes, subjective norms and perceived behavioral control on their intentions to go to events based on social networking sites (SNSs) marketing. In addition, the researchers examined the impact of perceived enjoyment on event fans’ attitudes towards events pages on SNS. Design/methodology/approach This study used a quantitative research method and used an online survey distributed on Qualtrics and based on the TPB. Populations in the study were followers of events pages on Facebook, Twitter and Instagram. The sample was convenience. Findings By using the partial least square-structural equation modeling (PLS-SEM), the study found that all the research hypothesis were supported except (H2). While event fans’ attitudes had not a statistically significant impact on their behavioral intentions towards using social media to go to events (H2), perceived enjoyment had a statistically significant impact on event fans’ attitudes towards events pages on SNS (H1). According to the research findings, event fans were influenced by their subjective norms (H3) and perceived behavioral control (H4). These factors significantly influenced event fans’ behavioral intention, which led to their actual behavior (H5). Practical implications This study provided evidence supporting that subjective norms and perceived behavioral control were effective in forming intention towards events page, which in turn affected actual behavior, while perceived enjoyment was effective in forming events fan attitudes towards events’ social media pages. This may indicate a need for positive images of the events depicted through social media. In addition, when using social media as a marketing medium for events, event marketers and organizers should understand how other important people’s opinions and perceptions affect the intention and behavior formation. This implies the need to stress the social acceptance of the events, and use family ties, family and other social-units elements of events. Social implications This study provided statistical evidence supporting the applicability of the TPB within the context of event marketing and using social media. This implies a better understanding of the rational decision-making process, along with the social factors affecting the process of forming behavioral intentions and intentions. Furthermore, perceived enjoyment was incorporated within the model. Perceived enjoyment was effective in forming positive attitudes towards events’ social media pages. This highlights the need to provide information and contents in an enjoyable and user-friendly way. Originality/value The value of this study is derived from its aim to highlight the importance of social media as an effective marketing tool for events. Moreover, this study sought to contribute to the literature on social media by exploring how social media affected event attendees’ behavior and attitudes and by gauging the impact of social media on the event industry.
Purpose -The purpose of this paper is to determine specific label attributes impacting both the taste and quality perceptions of millennial wine consumers. Design/methodology/approach -A single-blind study was developed to evaluate the direct implications labels have on millennial informants' taste and quality perceptions. A four-stage research study tested the informants' reactions to the products both before and after evaluating the label and product packaging. Findings -Perceptions differed significantly from the blind tasting to the second tasting after evaluating the product packaging and label information. When the producer provided specific fruit characteristics, the informant perceived they tasted those fruits much more than without this information in the blind tasting.Research limitations/implications -The generalizability of this study was limited by the small population size (97 informants), the subject recruitment site, lack of ethnic diversity, and the high-educational level of the respondents. Practical implications -The informants in this study indicated several factors such as closure, font style, eye-catching front label, color of the bottle, food pairings, and wine producer information, as affecting their purchase intention. Originality/value -There have been previous studies involving wine tourism and segmentation of wine consumers but a sensory label study on millennials presents a different approach.
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