Beauty Types of Female Advertising Models in Asia

Tipgomut, Pornchanoke; Paas, Leonard J.; McNaught, Angela

doi:10.1177/14707853211055054

Cited by 3 publications

(1 citation statement)

References 49 publications

(110 reference statements)

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“…Having a good understanding of the adolescent in the Asian context entails understanding another cultural group and population segment. According to Tipgomut et al (2022) Asian cultures are diverse and require a different understanding of context perspective when interpreting their non-Western context and segmentation. Furthermore, there is a dearth of empirical studies that investigate and understand the market segment in Asia (Glory, 2022; Ng et al , 2021) and this is especially in the female market.…”

Section: Literature Reviewmentioning

confidence: 99%

Segmenting the Malaysian female young adolescent market based on gender roles and identities

Tan

Chan

Tan

2023

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Purpose This paper aims to understand the importance of young female consumers in Asia as a market and propose strategies for retail marketers to effectively engage with them while respecting their evolving gender roles and identities. Design/methodology/approach Data are derived from self-administered questionnaires completed by Malaysian female secondary school students aged 13 to 19. Using statements about gender roles and identities, the authors first segment respondents based on their perceptions of ideal female gender roles and identities and subsequently investigate each segment’s shopping orientation. Findings This study identifies four segments of young female consumers based on gender identity: civic intellectuals, presentable intellectuals, career-oriented and family-oriented. While young female young consumers with higher presentable intellectual traits are more likely to go window shopping (recreational shoppers), those with higher civic intellectual traits are more inclined to look for things they wish to buy and spend less time doing so (utilitarian shoppers). Practical implications Marketers and retailers should continue to use profiling of young female customers to predict the psychological changes related to societal and economic changes. Merely focusing on females’ appearance and family responsibilities may no longer be relevant due to the evolving social order. This implication is especially critical for marketers and retailers targeting the female market. Originality/value The results of this study will have important theoretical and managerial implications for marketers and retailers interested in understanding the changing needs and beliefs among young female consumers and how these impacts their shopping orientation.

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Section: Literature Reviewmentioning

confidence: 99%

Segmenting the Malaysian female young adolescent market based on gender roles and identities

Tan

Chan

Tan

2023

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The Depiction of Beauty-by-Beauty Influencers on Instagram and Generations Z’s Perception of Them

Williams,

Pochipinski,

MacDonald

et al. 2023

Journal of Promotion Management

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How “K-Style” has influenced the younger generation through local Vietnamese influencers

Kim,

Choo

2023

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This study delves into the dissemination of K-Style in Vietnam, highlighting the multifaceted role of influencers in co-creating Korean culture through vivid videos that embrace and customize K-Style. Our study reveals the interconnectedness of K-Style practice elements (grooming material, styling competence, imagery meaning) and practice systems. We contribute to the understanding of ‘style’ as a concept connected to ethnic contexts and processes. By aligning practice elements, ‘non-carriers’ contribute to constructing the image of ‘Korean style’. Overseas social influencers hold more significant sway over local consumers, adapting to their sociocultural and ethnic characteristics. This study unveils the process through which everyday life accumulates through practice and eventually forms into culture by analyzing the discourse of influencers naturally present in daily life. Our research offers several significant contributions: (1) A topological approach to the hybridization of the K-Style was employed by analyzing real-time cultural transformation captured in videos. (2) Additionally, the process of cultural diffusion by Vietnamese influencers for Korean culture was identified, thus laying the groundwork for future research on consumption culture migration and evolution.

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Beauty Types of Female Advertising Models in Asia

Cited by 3 publications

References 49 publications

Segmenting the Malaysian female young adolescent market based on gender roles and identities

Segmenting the Malaysian female young adolescent market based on gender roles and identities

The Depiction of Beauty-by-Beauty Influencers on Instagram and Generations Z’s Perception of Them

How “K-Style” has influenced the younger generation through local Vietnamese influencers

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