Purchasing Designer Label Apparels: The Role of Reference Groups

Eze, Uchenna Cyril; Hui, Crystal; Chin, Hui Xin; Lee, Chai Har

doi:10.14707/ajbr.120010

Cited by 4 publications

(1 citation statement)

References 60 publications

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“…This questionnaire was pilot-tested on 48 students registered at a public South African HEI campus that did not form part of the main sample in order to ascertain the reliability of the scales used in the instrument. These structured questions were adapted from existing scales by Eze et al (2012), Goff et al (1994) and Song et al (2014). The students' level of agreement to statements pertaining to celebrity influence, salesperson influence and their attitude towards beauty products was measured on a six-point Likert-type scale (1= strongly disagree, 6= strongly agree).…”

Section: Research Instrument and Data Collectionmentioning

confidence: 99%

Influence of Celebrities and Salespeople on Female Generation Y Students’ Attitudes Towards Beauty Products

Dalziel¹

2019

Proceedings of the 52nd International Academic Conference, Barcelona

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The social environment of young consumers plays an important role in their consumption behaviour. Consumers seek additional information from personal sources before they commit to purchase a product. Personal sources can include friends, family members, salespeople or even strangers, as well as media sources. Celebrities can also influence consumers purchase decisions, especially Generation Y consumers, as these individuals are obsessed with celebrities, preoccupied with celebrity image and will go to extreme measures to replicate celebrity styles. Celebrities are often used to build brand images within the fashion industry. Fashion includes various consumer products, such as automobiles, clothing, cosmetics, food, footwear, housing, music and perfumery. Cosmetics, also known as beauty products, comprise products used to care for, clean and improve the human body. The beauty product industry is a noteworthy industry, representing a significant share of the global economy. This industry is showing tremendous growth, as it was estimated to be worth 532 billion USD in 2017, with an expected growth of up to 863 billion USD by 2024. Generation Y consumers spend a significant amount of their time and energy on shopping, more specifically shopping for fashion products, resulting in them spending a considerable amount of their disposable income on these products. Furthermore, these consumers are known to have well-paid jobs, substantial spending power and a high social standing, and are therefore becoming an emerging financial force. Consequently, this paper sought to determine the influence celebrities and salespeople have on female Generation Y students' attitude towards beauty products. Data collection was done using a self-administered questionnaire. This questionnaire was distributed to a convenience sample of female 610 students across the campuses of three higher education institutions within the Gauteng province of South Africa. Data was analysed by means of descriptive statistics, correlation analysis, reliability and validity measures and regression analysis. The findings suggest that celebrities and salespeople have a significant direct influence on Generation Y female students' attitude towards beauty products. Marketers and retailers can use the results of this study to effectively market beauty products to South African female Generation Y students. This can be done by training salespeople to provide consumers with the needed assistance in order to make the correct purchase decisions. Marketers and retailers can also make use of celebrities to endorse, use and review beauty products. JEL Classification: M3168 https://iises.net/proceedings/international-academic-conference-barcelona/front-page

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Section: Research Instrument and Data Collectionmentioning

confidence: 99%

Influence of Celebrities and Salespeople on Female Generation Y Students’ Attitudes Towards Beauty Products

Dalziel¹

2019

Proceedings of the 52nd International Academic Conference, Barcelona

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Antecedents of Luxury Brand Consumption: An Emerging Market Context

Tak¹

2020

AJBR

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Ascertaining the antecedents of Generation Y consumers’ perceived utility of celebrity influencers’ fashion content on Instagram and consequent fashion brand predispositions and purchase intentions

Bevan-Dye,

G. Motaung

2023

Innovative Marketing

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The fashion apparel industry constitutes a significant global economic force. Generation Y consumers represent a sought after target market to this industry as they are forecasted to have a disposable income outrivaling that of previous generations. Generation Y individuals are acknowledged as being amenable to the opinions of social media influencers, particularly those expressed by celebrity influencers, who often act as aspirational referents. Despite reports highlighting the relevance of the social media influencer strategy when targeting Generation Y, there remains a paucity of research on influencer marketing. Therefore, this study aims to ascertain the antecedents of Generation Y consumers’ perceived utility of celebrity influencers’ Instagram fashion apparel content and consequent fashion brand predispositions and purchase intentions. Fieldwork yielded 334 questionnaires from a convenience sample of Generation Y students registered at two universities in South Africa; data were analyzed using structural equation modeling. The findings indicate that informational value, entertainment value, and trustworthiness account for more than 50% of the variance in Generation Y consumers’ perceptions of the utility of celebrity influencers’ Instagram fashion content. In turn, perceived utility, in conjunction with its determinants, accounts for 70% of the variance in their predispositions toward showcased fashion apparel brands, which collectively accounts for 65% of the total variance in their intentions to purchase those brands. These findings highlight celebrity influencers’ salient role in Generation Y consumers’ fashion brand choices and the necessity of incorporating celebrity influencer appeal into fashion apparel marketing communication strategies designed to engage with this generation.

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Purchasing Designer Label Apparels: The Role of Reference Groups

Cited by 4 publications

References 60 publications

Influence of Celebrities and Salespeople on Female Generation Y Students’ Attitudes Towards Beauty Products

Influence of Celebrities and Salespeople on Female Generation Y Students’ Attitudes Towards Beauty Products

Antecedents of Luxury Brand Consumption: An Emerging Market Context

Ascertaining the antecedents of Generation Y consumers’ perceived utility of celebrity influencers’ fashion content on Instagram and consequent fashion brand predispositions and purchase intentions

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