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Do role models influence teenagers’ purchase intentions and behavior?
Abstract
Attempts to determine which individual, or group of individuals, has the strongest influence on adolescent consumer purchase intentions and purchase behavior. By introducing the concepts of direct (fathers and mothers) and vicarious (favorite entertainers and favorite athletes) role models into the consumer behavior literature, the study allows greater understanding of the socialization patterns of young adult consumers. Results from this study provide significant contributions for marketing and advertising managers seeking to improve their understanding of the ever-growing adolescent consumer market.
... Celebrities usually act as vicarious role models (adults that influence children and teenagers' behaviour in the absence of a bidirectional relationship). Most celebrities have luxury lifestyles and are associated with consumption when they act as brand ambassadors (Martin and Bush 2000). This admiration for 'material' models may be a strong driver of materialism in young followers. ...
... On Instagram, young people are not only exposed to idealised posts of peers and friends, but also to influencers who can be traditional celebrities (athletes, singers, or actors) or social media celebrities (individuals who became famous as a result of their social media presence) (Jin, Muqaddam, and Ryu 2019). These influencers act as vicarious role models for teenagers (Martin and Bush 2000); models who, unlike parents, have no direct contact with young people, but may exert a strong influence on their attitudes and behaviours. Many influencers earn large sums of money, are often stars in magazines such as People or Star, and are associated with a life of wealth and luxury. ...
... Social comparison (M = 4.59, SD = 1.91, range = [1, 9.75]) was measured using the 4item scale developed by Chan and Prendergast (2008). Identification with influencers (M = 7.17, SD = 2.01, range = [1, 10]) was measured using the 5-item Role Model Influence scale from Martin and Bush (2000). Students were asked to write down the name of a famous person (who they did not know in person) that they followed on Instagram. ...
An empirical study investigated whether Instagram use increases materialism among young people through two paths, as proposed by Kasser: feelings of insecurity and exposure to materialistic models. A total of 310 university students aged 17–26 years were surveyed, and the collected data were analysed using a Structural Equation Model. Instagram intensity was a significant predictor of materialism via social comparison (a path related to feelings of insecurity) and identification with influencers followed on Instagram (a path related to exposure to materialistic models). The proposed model sheds light on the possible mechanisms through which Instagram usage increases materialism.
... Mereka tidak hanya dilihat sebagai atlet suatu cabang olahraga, tetapi sering kali diharapkan memunculkan nilai-nilai moral yang baik (Jones dan Schuman, 2000). Karena itu, bukan hal yang aneh jika penelitian ini menunjukkan bahwa selebriti dan atlet merupakan role model bagi remaja, yang ditunjukkan oleh angka mean yang melampaui nilai tengah, yaitu lebih dari 3. Atlet dianggap sebagai role model bagi remaja ditegaskan oleh penelitian Martin et al (2000) yang menunjukkan bahwa atlet tidak hanya dijadikan sebagai role model tetapi juga memiliki pengaruh besar pada perilaku pembelian remaja. Pengujian terhadap hipotesis 1a, 1b, dan 1c menyimpulkan bahwa tidak ada satupun dari hipotesis tersebut yang didukung. ...
... Penelitian ini mengonfirmasikan bahwa vicarious role model's influence selebriti dan vicarious role model's influence atlet berpengaruh secara positif pada materialisme dan marketplace knowledge remaja. Hal ini sejalan dengan hasil penelitian yang dilakukan oleh Clark et al (2001), Martin et al (2000), Martin dan Bush (2000), dan Bush et al (2004) bahwa vicarious role model's influence baik selebriti maupun atlet berpengaruh positif pada pembentukan berbagai properti pembelajaran yang dikembangkan oleh remaja dalam proses sosialisasi konsumen. ...
... Penelitian ini bertujuan untuk menguji jika memang terdapat hubungan antara role model's influence, baik direct maupun vicarious, dengan materialisme dan marketplace knowledge remaja dalam lingkungan masyarakat Indonesia. Hasil penelitian ini diharapkan dapat bermanfaat dalam lingkup ilmu pemasaran, yaitu mengenai pengaruh para role model pada materialisme dan marketplace knowledge remaja yang memberikan informasi bagi perusahaaan-perusahaan yang berusaha untuk mengembangkan program-program komunikasi pemasaran yang ditujukan untuk remaja (Martin et al, 2000). Karena hasil dari penelitian ini mengindikasikan bahwa selebriti dan atlet tidak hanya dilihat sebagai role model, tetapi mereka juga memiliki pengaruh pada sikap materialisme dan marketplace knowledge remaja. ...
The aim of the study is to examine the positive influence of direct role model's influence (father, mother, and peer) and vicarious role model’s influence (celebrities and athletes) with materialism and marketplace knowledge late adolescents periodic. The subjects of this research are respondents late adolescents periodic inscribed as student college in Jakarta. There are 281 respondents are recorded. Purposive is taken as sampling technique. The hypotheses are analyzed with regression analysis with SPSS 11.5 software. The finding shows that, there is not significant difference between direct role model's influence (father, mother, and peer) to materialism and marketplace knowledge what is experienced by late adolescents. But there is significant difference between vicarious role model’s influence (celebrities and athletes) to materialism and marketplace knowledge what is experienced by late adolescents.
... birçok kesimden farklı kişileri görmekte ve bu kişilerden etkilenmektedir (de Run vd., 2010). Referans grupları olarak adlandırılan bu kişiler, pazarlama ve tüketici davranışlarında da önemli olarak değerlendirilmektedir (Martin & Bush, 2000). Moschis & Churchill (1978), tüketicilerin istek ve ihtiyaçlarını gidermek amacıyla satın alma davranışlarında gerekli kabul edilen ekonomik faktörlerin yanında yeterli bilgi ve becerinin de önemli olduğunu açıklamaktadır. ...
... İşletmeler, kişilerin referans aldığı kişilerle iş birliği yaparak tüketicilerin niyet ve davranışları üzerinde etkili olabilmektedir. Rol model etkisini inceleyen çalışmalara bakıldığında özellikle sporcuların, ebeveynlerin ya da öğretmenlerin rol model etkisinin incelendiği görülmektedir (Dix vd., 2010;Funk vd., 2003;Buksa & Mitsis, 2011;Gavish vd., 2010;Köse & Demir, 2014;Martin & Bush, 2000;McIlveen & Strungnell, 1999). Ancak Web 2.0 ve sonrasında gelişen etkileşimli teknoloji, uluslararası literatürde "influencer" olarak adlandırılan sosyal medya fenomenlerinin etkinliğinin arttığını göstermektedir. ...
... Bu çalışmanın amacı, Z kuşağına yönelik rol model etkisinin WOM ve ürün değiştirme ile şikâyet niyetleri üzerindeki etkisini belirlemek ve marka sadakatinin WOM'a yönelik aracılık etkisini incelemektir. Rol model etkisini inceleyen çalışmalara bakıldığında çoğu çalışmanın sporcuların, ebeveynlerin ya da öğretmenlerin rol model etkisi üzerinde durduğu görülmüştür (Dix vd., 2010;Funk vd., 2003;Buksa & Mitsis, 2011;Gavish vd., 2010;Köse & Demir, 2014;Martin & Bush, 2000;McIlveen & Strungnell, 1999). Ancak bireyler, ailesini, ünlüleri, saygın kabul edilen kişileri, iş insanlarını, arkadaşlarını, öğretmenlerini ve toplumun değişik kesimlerinden farklı statülerdeki birçok kişiyi rol model olarak görmekte ve onlardan etkilenmektedir (de Run vd., 2010). ...
Generation Z, called digital natives, differs in many ways from other generations. Examining the effects of role models on the behavioural intentions of Generation Z helps develop correct marketing strategies. Individuals regard their family, celebrities, respected people, business people, friends, teachers and many different people from different segments of the society as role models and are affected by them. In this context, it is important to understand who Z generation takes role models and how they are affected by role models in the digitalized world. The aim of this study is to determine the examine of role model structure on behavioral intention on generation Z. The data were collected from 415 participants via questionnaire forms, using the convenience sampling method. The data were analysed by using SPSS 26 package program and SPSS Process macro. Results show that brand loyalty, WOM, product switching and complaint behaviour have a positive effect on role model.
... The research under consideration also emphasizes the need of comprehending a retailer's target market to make sure that visual merchandising will elicit a favorable, emotional reaction from the consumer, which will prompt them to purchase goods. Martin et al (2000) analyzed data to determine if beloved athletes, celebrities or parents have the greatest impact on the purchasing intentions and actions of adolescent consumers. [15] In this study, 218 13 to 18-year-olds took part and completed four measures measuring the impact of their parents, mothers, favorite athletes, and entertainers. ...
... Martin et al (2000) analyzed data to determine if beloved athletes, celebrities or parents have the greatest impact on the purchasing intentions and actions of adolescent consumers. [15] In this study, 218 13 to 18-year-olds took part and completed four measures measuring the impact of their parents, mothers, favorite athletes, and entertainers. Additionally, measures were used to evaluate several facets of consumers' buying intentions and behavior. ...
This paper investigates the impact of idealized images used in clothing brands on teenage girls. The role of teenage girls in the clothing market is explored as well as how adverts are consumed. The use of idealized images is compared with other marketing strategies such as social validation. Both economic and psychological impacts of the use of idealized images are discussed. This paper concludes that although there are positive economic advantages to idealized images these are limited and are not as impactful as other strategies. However, the psychological impact is resoundingly negative. This has the implication that protection is needed for teenage girls from adverts as firms use them to increase sales.
... Whether through traditional media channels (Yang, 2018) or social media, that further increases the ability to influence choices, including refusing options (Mehraliyev et al., 2021). According to research already undertaken, the possibility of celebrities dominating decisions as role models show that their impact is either marginal or not recognizable (Furedi, 2010;Martin & Bush, 2000). Martin and Bush's (2000) research indicates that family members can create a more significant impact than celebrities. ...
... According to research already undertaken, the possibility of celebrities dominating decisions as role models show that their impact is either marginal or not recognizable (Furedi, 2010;Martin & Bush, 2000). Martin and Bush's (2000) research indicates that family members can create a more significant impact than celebrities. Family values and interactions may drive this. ...
Political or ethical activism associated with tourism consumption receives hardly any attention from a legal perspective. As such activities may constitute a legal infringement of competition, (potential) activists, particularly companies engaging in such activism, need to be aware of the potential risk of being subject to legal prosecution, undermining the actual goals of their activism. Vice versa, companies, destinations or other tourism entities negatively affected by activism may claim such a behaviour to be deemed illegal. Such illegality may originate from a competition's abusive behaviour or unfair commercial practice. For either of those to be applicable, actors taking part or calling for political or ethical induced consumption need at least to have an indirect economic interest in the tourism market and, similar to the activism targets, need to be considered an economic entity. This also applies to destinations not considering themselves economic entities, despite being commercially active. In general, consumption activism will be deemed illegal if used or called for by a dominant market position. Without market dominance, activism activities are deemed commercially unfair unless the originator of activism has a legitimate reason protected by constitutional rights.
... Many prior studies evidence a strong association between RMs and entrepreneurial intention (Austin and Nauta 2016; Entrialgo and Iglesias 2017; Laviolette, Lefebvre, and Brunel 2012; Moreno-Gomez, Gomez-Araujo, and Andreis 2019; Nowi nski and Haddoud 2019). Although the extant literature lacks empirical evidence for such a relationship with SEI, the literature suggests that RM is positively related to intention behaviours (Martin and Bush 2000). In particular, an RM influences people positively by imitating positive behaviour (Biggar and Ardoin 2017). ...
... This study commissions social entrepreneurial RM as an antecedent of SESE and PSS. Although RMs' influence on intention behaviour is well documented (Entrialgo and Iglesias 2017;Laviolette, Lefebvre, and Brunel 2012;Martin and Bush 2000), the extant literature lacks empirical insights concerning how social entrepreneurial RM relates to SEI. This outcome supplements the value of the theory and captures a comprehensive perspective that a person with an RM in mind can benefit from following the RM's behaviour. ...
This article investigates the determinants of social entrepreneurial intention (SEI) based on the extended model of SEI, further extending it by incorporating the social entrepreneurial role model (RM). It proposes that their relationship is mediated by empathy, moral obligation, social entrepreneurial self-efficacy, and perceived social support. The structural model is based on 711 surveyed data indicating partial support for such an extension, with the findings suggesting no direct or mediating effect of empathy and moral obligation on SEI. It finds that prior experience and social entrepreneurial RM are related to SEI through social entrepreneurial self-efficacy and perceived social support. This study contributes to SEI theory by modelling the relationship among prior experience, social entrepreneurial RM, social entrepreneurial self-efficacy, and perceived social support.
... Research indicates that social influence significantly impacts Gen Y consumers' intentions to purchase secondhand luxury items. Family, peer recommendations and role models play pivotal roles in shaping buying intentions, particularly through e-commerce (Martin & Bush, 2000;Gunawan & Huarng, 2015). Social platforms act as influential spaces where Gen Y individuals share and seek opinions, creating a virtual marketplace of ideas that shape their purchasing decisions (Belk, 2014). ...
This research paper explores the relationship between Generation Y (Gen Y) conscientiousness and narcissism characters as well as social influence and electronic word of mouth (eWoM) on their intentions to engage in second-hand luxury consumption. With the rise of sustainability concerns and a growing interest in conscious consumerism, understanding the factors influencing the younger generation's choices in the vintage luxury market becomes paramount. A comprehensive review of existing literature provides the foundation for understanding the dynamics at play in the second-hand luxury market. Empirical evidence is drawn from a survey of Gen Y consumers, and the findings shed light on the relationships between consumer’s conscientiousness, social influence and luxury second hand buying intentions. The paper concludes with practical implications and suggestions for marketers aiming to capitalize on the evolving landscape of sustainable luxury consumption.
... Investigaciones académicas han utilizado la teoría del aprendizaje social para reflexionar acerca del lugar de los otros, como los Los fitinfluencers y su repercusión en la percepción y valoración corporal en jóvenes y en el desarrollo de la... influencers, cuando aprendemos algo o realizamos una acción reparando en el comportamiento de aquellas personas que concebimos como un referente (Bandura & Walters, 1963) especialmente en el campo de la comunicación (Bush, Smith & Martin, 1999). Esta teoría es utilizada para comprender los procesos de identificación con ciertos roles que juegan los amigos, pares, colegas o expertos y otros en la influencia sobre el comportamiento del consumidor (Martin & Bush, 2000). Los influencers suelen «colaborar» en la toma de decisiones de sus espectadores. ...
Este estudio aborda la manera en la que tres influencers de fitness y desarrollo personal promueven modos de incrementar la testosterona de manera natural en sus canales de YouTube. Se profundiza en cómo los fitinfluencers o fitfluencers buscan transformar los estilos de vida de la audiencia desde la producción de la hormona. Para hacerlo se utiliza el análisis cualitativo de contenido examinando las diversas fórmulas o recomendaciones que presentan en sus videos para entrenar la testosterona. Los resultados indican que, para incentivar el incremento de testosterona, en dos de los tres casos estudiados, se apela a representaciones negativas estereotípicas de la masculinidad.
... The social learning theory (Bandura & Walters, 1963) provides an organized framework for identifying the crucial role influencers play in shaping consumer behaviour (Martin & Bush, 2000). The theory suggests that the credibility of the influencer and the level of inspiration they provide significantly influence consumer PIs (Chopra et al., 2021). ...
This study investigates the impact of social media influencer attributes, namely source credibility, social presence and influencer inspiration on the purchase intention of Gen Z consumers, considering the moderating effect of parasocial interaction. The conceptual model was created by combining the social learning theory, the social presence theory and the parasocial theory to examine and comprehend the key characteristics of social media influencers and the role they play in attracting Gen Z consumers. The study adopted a quantitative approach. A structured questionnaire was used to collect data from 303 Generation Z consumers in India. The hypothesized model was tested using SMART PLS-4 through the use of structural equation modelling analysis. Source credibility and influencer inspiration were found to influence the Gen Z cohort’s purchase intention favourably. However, it was found that social presence did not significantly influence Gen Z consumers’ purchase intention. The results of the moderation analysis indicate that parasocial interaction positively moderated the relationship between source credibility and purchase intention and did not have a significant moderating effect on the relationship between influencers’ social presence, inspiration and purchase intention of Gen Z consumers. Implications for theory and practice are also discussed, thus adding to the emergent literature on influencer marketing.
... This study supports the social learning theory in which, gender norms play a role in attitude towards Femvertising. Accordingly, the results resonate with the findings of Bush, Smith and Martin in 1999 [72], which emphasizes that through social learning individuals learn specific consumer skills such as attitude towards advertisements, as it is considered the outcome of social learning that is achieved through the socialization process that occurs when the socialization agents within the individuals' community interact with the person. The social norms such as inequitable gender norms as per Sedlander et al. [47], are learnt through the socialization process and eventually the consumer's decision making was affected in terms of their attitude towards the advertisements. ...
... The social environment also affects what consumers will buy. The more consumers trust and follow the development of the social environment, the more consumptive they will be [11,12]. ...
The purpose of this study is to determine whether the brand image of a product affects on the consumptive lifestyle of a fan community. This is because there is currently the most obvious example of a boy group from South Korea and their fans. Currently, the boy group is dominating the world-class music scene, so this causes fans to be crazy about them which ends up storming merchandise that can be sold out in seconds. The method used is a verification analysis with a survey using a questionnaire distributed online to fans of the boy group. The results of the study stated that from 200 respondents’ data collected, the brand image of the boy group's products had an effect on the consumptive lifestyle of the fan community.
... Similarly, the social learning theory justifies that an individual derives motivation and consequently exhibits favorable attitude from socialization agents via either direct or indirect social interaction (Subramanian & Subramanian 1995;Moschis & Churchill 1978). Previous marketing studies have adopted this theory to understand consumer consumption behavior through various socialization agents such as celebrities, family, or peers (Kotze 2001;Martin & Bush 2000). Conceptually, the social learning theory is proposed to serve as a foundation in understanding social media influencers as third-party endorser who can shape audience attitudes and decision-making. ...
While growing research attention have focused on how it is nearly impossible for brands to stand out among the crowd of advertisers, and how Influencer marketing is dominating the business communication terrain, the question of why businesses use influencer marketing as a marketing tool is still a black box concept in the marketing communication domain. In the present study, the key objective is to ascertain why brands deploy influencer marketing as part of their product narratives. We subscribed to the mixed method of survey research and the Focus Group Discussion (FGD) techniques for quantitative and qualitative perspectives of the phenomenon among a sample of 212 participants (survey n=200; FGD, n=12) in Abuja, Nigeria. The results indicate that influencer marketing has become the go-to desk, when seeking brand's influence on social media platforms. Again, the built-in level of trust between influencer and prospects is increasingly becoming difficult for brands to build alone with the consumer, which is a very strong argument for answering why brands should use influencer marketing as a marketing tool. The findings bear implications on social learning theory as a contextual foundation in understanding social media influencers as they represent a novel type of independent third-party endorsers.
... This demographic frequently buys fast fashion because they have a lot of disposable income (or, alternatively, access to credit) (Gupta and Gentry, 2018). Providing transient identities and the latest fashions is one of the objectives of fastfashion marketing (Bauman, 2005, Martin andBush, 2000). In recent years, Fast Fashion business models have gained significant popularity, offering moderately priced items every few weeks, which has created a major boom in the fashion industry (Michaela, 2015). ...
Marketers today have additional options for advertising their products and services because of the growth of social media and the internet. Instagram, one of the most popular websites for Generation Z, allows for visual storytelling. The creation of aesthetically appealing content for the platform is one Instagram marketing tactic used for advertising goods and services. In this study, the potential of Instagram marketing to promote fast fashion is looked at. Additionally, it examines data on the buying habits and intentions of fast fashion buyers and attempts to relate that to Instagram marketing. This study employs an explanatory research methodology to ascertain whether Instagram marketing has an impact on Indian generation Z's intentions to purchase fast fashion items. In the cross-sectional quantitative study, 96 young people from India were surveyed. The findings of this study suggest a positive correlation between Instagram marketing and consumer product awareness and fast fashion item purchase intentions. The proposed hypotheses from the literature review were all tested. Based on the research and available literature, discussions were held and conclusions were provided. This study attempts to address the specific research problem, outlines its limitations, and then offers recommendations for further research.
... According to Mangold & Faulds (2009), consumers' attitudes and tastes may be changed, and they can also acquire a feeling of readiness to purchase when they are influenced by others. It is considered that the credibility of an influencer may be used to improve the views of a target audience (Martin & Bush, 2000). This, in turn, can lead to an increase in the number of product purchases made (Malhotra, 2006). ...
Purpose – Social media influencers have the ability to influence customers’ attitudes and induce them to purchase endorsed products for certain brands by cultivating trust among their followers. The purpose of this study is to investigate the impact that social media influencers have on consumer attitude and the customers’ propensity to make a purchase. Design/methodology/approach – To provide an integrated and comprehensive review on the subject domain, this paper was focused on extrapolating the performance of the research conducted on the subject domain from 2012 to 2022. Under the performance analysis, the publication trends, prolific countries, impactful journals, and prominent documents were analyzed and reported. Moreover, TTM (theory, theme, methodology) analysis on the selected literature helped in the identification of the methodological focus and literature categories in the subject domain. Findings - Based on bibliometric inquiry and TTM analysis, the study presents a comprehensive analysis of the logical concept mapping, usage, and major themes that contribute to the influence of social media influencers on consumers' purchase intentions. Furthermore, the study also elucidates the domains in which research has achieved significant advancements, as well as those dimensions where gaps and unresolved tensions continue to exist. The epistemological inquiry examines the noteworthy contributions that further direct the identification of future study areas. Originality/value – The study advances the extant literature concerning impact of social media influencers on consumer purchase intention in terms of supplementing it by examining and presenting the impact of social media influencers on consumer’s propensity to make a purchase decision. In addition, the findings of this study also provide value to firms in making decision while selecting influencers for endorsing their products.
... Previous research shows that role models (e.g. celebrity athletes) influence adolescents in brand choice, brand switching and consumer complaints (Martin and Bush, 2000). Studies also reported that consumers are more likely to use products endorsed by celebrity athletes (Chan and Prendergast, 2008). ...
Purpose
Although extant literature exists on luxury consumption, limited studies have focused on motivation and values to consume luxury brands among athletes. The study aims to uncover the motivations that guide athletes’ decision-making processes to consume luxury brands.
Design/methodology/approach
The study utilized the theory of prestige consumption to develop a model. The model posits that bandwagon, snob and veblen motivations guide athletes to seek social and conspicuous values in their consumption of luxury brands. A survey-based questionnaire approach was used to collect data from 343 athletes from Turkey by considering brands from different product categories.
Findings
Findings indicated that bandwagon and veblen motivations are associated with social and conspicuous values. The findings also suggested that bandwagon, snob and veblen motivation are positively associated with luxury consumption intentions. Also, the social and conspicuous values of athletes determine their intentions to consume luxury. The mediating effects of social and conspicuous values are also confirmed.
Originality/value
The study's findings are first to empirically examine the influence of motivations on social and conspicuous value among athletes. The results show that the luxury consumption motivations of the athletes have a strong role in their intention to purchase luxury products. The findings also offer novel managerial implications.
... Hasil penelitian menyatakan bahwa tidak semua orang tertarik untuk mendapatkan diskon pada setiap kebutuhan atau hal yang diinginkannya. Jika dilakukan secara terus menerus maka akan menimbulkan perilaku konsumen itu sendiri karena berujung pada pembelian berulang tanpa batas [13]. ...
This research aims to describe the reasons why teenagers have consumptive behavior related to discounts on Shopee e-commerce as motivation for online shopping, describe the factors that influence teenagers to behave consumptively related to discounts on Shopee e-commerce as online shopping motivation and describe ways to reduce teenagers' consumptive behavior. regarding discounts on E-Commerce Shopee as motivation for online shopping. This type of research is qualitative research with a case study design. The subjects in this research focused on teenagers in Seneng Village. The location of this research was in Seneng Village, Krucil District. The data collection techniques used were in-depth interviews, observation and documentation. The results of the research show that the reasons for adolescent consumptive behavior related to discounts on the E-Commerce Shoppe as motivation for online shopping include: personal needs and the influence of friends, factors that influence adolescent consumptive behavior related to discounts on the E-Commerce Shoppe as motivation for online shopping are influenced by: flash sales Big discounts or twin dates and free shipping vouchers, the way to reduce teenagers' consumptive behavior regarding discounts on Shopee E-Commerce as a motivation for online shopping is by having the intention to save money and prioritizing spending.
... , and the measurement indicators of corporate image draw on the research of Paul et al. and Fombrun et al.[14,50]. The measurement indicators of consumers' purchase intention are based on the research of Boulding et al.,Martin and Bush, and Zeithaml[51][52][53]. The scales consist of 28 measurement indicators, among which the CSR scale consists of four measurement indicators of economy responsibility (CSR1-CSR4), four measurement indicators of law responsibility (CSR5-CSR8), four measurement indicators of ethics responsibility (CSR9-CSR12), and four measurement indicators of charity responsibility (CSR13-CSR16), totaling 16 measurement indicators: (1) I believe the corporate has a good business performance in the industry. ...
Corporate Social Responsibility (CSR) plays a pivotal role in the development of enterprises and entire industries, serving as a communication bridge between business organizations and consumers. Grounded in the Theory of Reasoned Action (TRA), this study aims to investigate the contribution of CSR in the textile and apparel industry to consumers' purchase intentions, with perceived quality and corporate image as mediators. To achieve this objective, the study first formulates hypotheses and a theoretical model based on relevant works. Subsequently, through an extensive review of literature and interview surveys, key indicators for CSR, perceived quality, corporate image, and purchase intention are identified, along with their corresponding scales. These scales are then distributed to consumers to collect questionnaire data, which is further integrated into a stepwise regression model and mediating model to test the theoretical model. The results provide insights into the contribution of various dimensions of CSR to consumers' purchase intentions and validate the role of perceived quality and corporate image as mediators. There are two contributions out of this work: (1) unveiling the important role of perceived quality and corporate image in connecting CSR and consumers' purchase intention, offering a novel theoretical framework for the study of sustainable development in the textile and apparel industry and other industries or settings. (2) furnishing the textile and apparel industry with insights to better comprehend and respond to the relationship between CSR, perceived quality, and purchase intention, thereby achieving more substantial economic and social benefits.
... According to a study by Makgosa (2010) on the vicarious role model influencing the purchase intention of teenagers show it is positively influenced especially the switching behavior. For instance, teens realize they are influenced directly or indirectly by their role models in their purchasing (Martin & Bush, 2000). After that Wyatt et al. (2008) share that the person who is insecure about their social status would likely purchase the product brands that expressed prestige to others and avoid from labeled as secondclass. ...
By highlighting the four dimensions that constitute brand equity, and the four factors that influence the selection and decisions of consumers, this research aimed to assist tourist destination owners and managers in creating a brand and knowing their target market and their preferences when it comes to spending their money. The descriptive correlational and comparative methods were employed on 339 BSTM students during the first semester of SY 2022-2023. This study revealed that majority of the guests were female, young, with a family earning above minimum wage in a month, and living in the urban areas of Cavite. Perceived quality and Psychological factors came out to be the most dominant factors they considered in visiting tourist destinations. There is no significant difference in the perceived brand equity when grouped according to their demographic profile. There is no significant difference in the respondents’ buying behavior when grouped according to their demographic profile. There is a significant relationship between perceived brand equity and buying behavior. This study recommends that a step-by-step approach should be used, from identifying who the brand is to emphasizing its points of uniqueness and user profile. Customers may therefore positively assess and develop a link that will lead to an enduring and unbreakable bond, which shapes and impacts their purchasing decision. The analysis of this study concludes that Tourism Destinations in Cavite with higher levels of brand equity would generate higher levels of customer visits. Also, consumer buying behavior was associated with more willingness to visit a destination.
... Sport is an avenue to promote values in its activities and can have a significant impact on society at large. When sports players demonstrate positive values such as respect, fair play, and teamwork, they become good role models and inspire others to adopt the same values (Martin and Bush 2015). However, when negative values such as aggression, cheating, and disrespect are rampant in sports, it can have a detrimental effect on others. ...
Social values are views/rules adopted in human life that are considered good or bad, right or wrong, and beautiful or not beautiful. Social values are used as a way to be able to respect yourself and also other people around you. The purpose of this study is to examine the differences in the results of developing social values through sports activities. The sports activities in question are individual sports (athletics) and team sports (football). The method used in this research is an experiment with a multiple treatment and control design with pretest-posttest. Researchers made an instrument called the social values scale for sport. This study took a sample of students who were carrying out athletic and football learning. There are 4 groups, each group consisting of 30 students. The sample was divided into four groups consisting of 1) intentionally structuring athletics, 2) non-intentionally structuring athletics, 3) intentionally structuring football, and 4) non-intentionally structuring football. In this study, it was found that there was a significant difference in results between the learning groups (athletics and football) intentionally structuring on improving social values or by obtaining a p-value <0.001, which means that there really is a significant difference in the group compared to the learning group (athletics and football) non-intentionally structuring. So, it can be concluded that athletic and football sports activities are a good means to shape social values through intentional structuring. This has an influence on improving outcomes since they not only gain strong talents, but they also ideally develop social values as a provision for our young generation to continue to participate in this globalized competition. Keywords: Integration; social values; sports individual; sports team.
... Interactions between parents and children while viewing advertising serve as a learning process to help children integrate parental perspectives into their own. Martin and Bush (2000) • Children learn from their parents about how to make purchases as a consumer. ...
Drawing upon the literatures in information privacy, developmental psychology, and family science, this research investigates how parental online privacy concerns can be passed on to adolescents and affect their self-disclosure on social networking sites. We propose that parental privacy concerns decrease adolescents’ self-disclosure both directly (i.e., compliance) and indirectly through adolescents’ privacy concerns (i.e., internalization) and that such effects are moderated by parent-child privacy dissonance, parental internet evaluative mediation, and adolescents’ gender. To test the research model, we collected matched parent-child data from 726 families in China. The results show the indirect effect of parental privacy concerns on adolescents’ self-disclosure via their influence on adolescents’ privacy concerns. In addition, parent-child privacy dissonance weakens the effect of adolescents’ privacy concerns on self-disclosure. The extent to which parents employ internet evaluative mediation to guide adolescents’ online activities reinforces the effect of parental privacy concerns on adolescents’ privacy concerns. Statistical analyses further revealed that the mediating effect of adolescents’ privacy concerns is weakened by parent-child privacy dissonance but strengthened by internet evaluative mediation. We also found that parental privacy concerns affect sons and daughters through different paths, especially when parents employ high internet evaluative mediation. Under high internet evaluative mediation, parental privacy concerns affect sons’ self-disclosure primarily through an indirect path (via sons’ privacy concerns), but influence daughters’ self-disclosure both directly and indirectly via daughters’ privacy concerns. We conclude by discussing theoretical contributions and practical implications.
... Although motivations to collaborate in rental clothing have been explored, fewer studies investigate the perceptions of it as an alternative to fast fashion, particularly across wide age ranges (McNeill and Venter, 2019). Research has found young consumers are more concerned with trends than any other age group (Martin and Bush, 2000) and, as a result, are the most avid consumers of fast fashion (Birtwhistle et al., 2016;Greene, 2008;Morgan and Birtwistle, 2009). However, more recently Hwang and Griffiths (2017) indicated a positive relationship between attitudes towards collaborative consumption and behavioural intention for young consumers in their findings. ...
... Opinion leaders can be seen as the group with the strongest influence in social systems (Rogers 1983), being able to influence the consumers' buying behavior (Gnambs and Batinic 2012). Consequently, opinion leaders can assume the leading position as consumers' role models (Martin and Bush 2000), by providing them directions when searching for products and influencing the purchase decision intentions (Flynn, Goldsmith, and Eastman 1996). Therefore, SMI that are able to act as opinion leaders introduce and promote new products to social media users within a private context, influencing their followers' purchase behaviors (Casaló, Flavián, and Ibáñez-Sánchez 2020;De Veirman, Cauberghe, and Hudders 2017). ...
... Bandura (1963) gave the social learning theory that provides a theoretical framework for academic research in the field of communication and advertising. This theory provides the idea of socialization agents that can predict the consumption behavior of a consumer (King & Multon, 1996;Martin & Bush, 2000). This theory was adopted by many researchers to understand the influence of various social agents on the consumption behavior of consumers. ...
... As for brand loyalty, a four-item measure scale was taken from Fullerton (2005); brand awareness used three item scales adopted from Netemeyer et al. (2004). eWOM measurements' four-items were adjusted from Lee (2014), and purchase intention used four-item scales adapted from Martin and Bush (2000). All the measurement items are measured on a five-point Likert-type scales that is anchored by 1 ¼ strongly disagree to 5 ¼ strongly agree to express the degree of agreement. ...
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.
... To avoid being vague, the previous definitions (Beaudoin et al., 1998;Engelland et al., 2001;Martin & Bush, 2000;McGrath & Otnes, 1995;Schneider & Rodgers, 1993) about the broad influencer are not used. Secondly, the consistent work nature of social media influencers is necessary to be shown in the definition; otherwise, anybody who posts product or brand information on social media even for only one time can be named as a social media influencer, which will lead to vagueness. ...
This chapter is centred around the luxury unstitched apparel market of Pakistan and interactive virtual fitting room tools of fashion e-commerce such as 3D mobile app scanners, virtual reality, augmented reality, and mixed reality. Interactive virtual fitting room tools have been developed extensively for the advantage of both consumers and fashion retailers to improve online shopping experience (Idrees et al., International Journal of Economics and Management Engineering 14:318–333, 2020b). Thus, the chapter discusses the Pakistani luxury unstitched apparel market (Faust & Carrier, Textile Research Journal 79:1446–1458, 2009), for the enhancement of Pakistani fashion e-commerce interfaces by utilising interactive virtual fitting room tools. The discussion of luxury unstitched apparel products demonstrates that the products are loved across the borders because of their garment customisation, talent, and craftsmanship, and this demand is flourishing and expanding rapidly due to exquisite quality and design uniqueness (Rehman, A cross-border fashion jaunt, 2014). Unstitched apparel products are sold in separate garment pieces normally declared as 2-piece and 3-piece suits. For instance, the upper garment includes separate fabric pieces or one full piece of fabric offering the front, back, and sleeves along with separate one piece of fabric for the lower garment, which is adorned with various options such as printed and embroidered fabric pieces. Nevertheless, Pakistani fashion e-commerce platforms lacks= the web 3.0 technology virtual fitting room tools. Therefore, there is a need to incorporate virtual size and fit prediction, customisation, and virtual fashion viewing interactive tools. The virtual fitting room tools discussed in the chapter provide customisation approaches along with size recommendations and virtual trying on with 3D product visualisation (in 360-degree rotation), which generate beneficial competition amongst online retailers. The Lemon and Verhoef (Journal of Marketing 80:69, 2016) model is employed to present a sustainable mass-customisation e-commerce business model by combining virtual fitting room tools and luxury unstitched apparel products. The luxury unstitched apparel products are sustainable because they are customised according to personalised body dimensions which adds the benefit of reducing wastage of fabric due to mass production. Moreover, such demonstrations intersecting luxury unstitched apparel product with interactive virtual e-commerce tools would be beneficial for worldwide markets to employ in mass-customisation business approaches.KeywordsUnstitched ApparelPakistanFashion e-commerceSustainableMass-customisationLuxury FashionVirtual RealityAugmented Reality3D Body ScanningMobile app scanner
... Der Einfluss von Vorbildern ist daher nicht zu unterschätzen(vgl. ebd.;Klöckner 2013;Martin und Bush 2000), was sie auch für Bildungskontexte relevant erscheinen lässt. Gerade wenn es darum geht, nachhaltige Verhaltensänderungen anzuregen, sollten Vorbilder miteinbezogen werden, da sie nicht nur Informationen vermitteln, sondern nachhaltige Alternativen aktiv vorleben und damit ein Beispiel für Wirksamkeit sind (vgl.Mosler und Tobias 2007). ...
Die Darlegungen in diesem Kapitel sind in den Kontext von Bildung für nachhaltige Entwicklung (BNE) einzuordnen und werden ausgehend von folgender forschungsleitenden Fragestellung entfaltet: Inwiefern erachten Jugendliche Change Agents als vorbildhaft für eine nachhaltigkeitsorientierte Verhaltensänderung?
... Social learning may explain the gap between financial literacy among males and female students based on the assumptions of social learning and consumer socialization theory dictating that more socialized people tend to have more knowledge. Since men are more social than women, they are more likely than females to achieve financial literacy (Martin & Bush, 2000). Second, one of this study's limitations is that it examined and reported sociocultural determinants solely through a questionnaire survey, without asking students about their personal finance practices, financial decision-making, and financial issues; this limitation is a suitable venue for future studies. ...
Financial literacy is crucial for young university students to make sound financial decisions and improve their future well-being. This study examines demographic and socio-economic determinants of multidimensional financial literacy among young Algerian university students. The study employed a cross-sectional survey research design. It broadly adheres to the OECD definition of financial by segregating it into its main dimensions: financial knowledge, behavior, and attitude. Data was gathered from a sample of 368 university students and analyzed using multiple regression analysis. The study found a significant relationship between financial literacy, gender, the field of study, and bank account ownership. Female students are 3.64 times less financially literate than male students. Students majoring in scientific (hard) disciplines are 4.65 times more financially literate than non-scientific (soft) disciplines. Students with no bank account are 4.67 times less financially literate than those who own one. The study found a non-significant relationship between financial literacy and the variables: students’ level of education, the field of specialty, work experience, family income, father’s education level and mother’s education level. What is noticed is that the financial literacy level of economics and major in business students does not differ from those students of other majors.
... In terms of their travel and accommodation choices as well as their relationship with the environment and local communities, Gen Z represents a departure from conventional tourism (Van De Walle, 2011). In the tourism industry, it is more important than ever to pay attention to Gen Z due to their strong influence on travel choices and their emergence as a segment with large purchasing power (Martin and Bush, 2000). ...
Purpose-> In 2019, Generation Z (Gen Z) accounted for 32% of the world population, as per the report by Bloomberg, Gen Z in India is world's largest with 472 million people, still there is very limited research conducted to explain their intention to visit heritage sites. This paper aims to report the findings of an empirical research focussing on Gen Z Indians' intention to visit heritage sites by applying theory of planned behaviour (TPB) with two additional constructs, i.e. environmental concern (EC) and environmental friendly activities (EFA).
Design/methodology/approach-> As a fundamental theoretical framework, the TPB model is used. Data consists of responses of 434 Gen Z Indians which were collected through online questionnaires. Using structural equation modelling (SEM) technique, the measurement and structural model were tested with the help of AMOS 22 and SPSS 25 software.
Findings-> The results of SEM indicate that the hypothesized relationships between attitude (AT), subjective norms (SN), EC, EFA and intention to visit heritage sites were all supported. However, perceived behavioural control (PBC) did not influence intention.
Research limitations/implications-> The study's findings have substantial practical implications for organizations/travel companies that primarily deal in heritage sites. The findings of this study contribute to the body of knowledge about intention to visit heritage sites. As the study focuses mostly on Gene Z Indians, it is difficult to extrapolate the findings to other countries.
Originality/value-> This paper will help the researchers and practitioners to understand the Gen Z Indians' intention of visiting heritage sites. To the best of the authors' knowledge, this is the first study that predicts intention of Gen Z Indians to visit heritage sites.
... These big numbers are the result of exposure to advertising, including sponsored content promoted by social media influencers on social networking sites, that has the potential to alter youths' consumer behaviors and aspirations of fame, especially for youth high in materialism (Rasmussen et al., 2021). The influence of wanting to be like a famous role model has been shown to influence adolescents' purchase intentions (Martin & Bush, 2000). Some researchers even found out that kidfluencers is a very big thing in the advertising industry because exposure to kidfluencers may intensify children's susceptibility to sponsored content from social media influencers for several reasons. ...
Apart from being a medium of communication, social media is also a place for some people to earn money. Not only adults, but children are also present on social media as objects to make money by becoming kidfluencers or child influencers. This becomes a controversy because social media platforms limit their users by age rules to avoid various dangers and negative impacts lurking that will create impact on children in the future. However, parents and relatives of the kidfluencers choose to neglect and continue breaking the rules on social media so their children could be kifdluencers. This study aims to examine the phenomenon of kidfluencers and their relation to the hyperreality theory by Jean Baudrillard. By becoming kidfluencers, these children are displayed in such a way on social media complete with their cuteness on daily basis that eventually invite various responses from their followers and influence them in most of the things they do. Yet, the actual reality does not always match what is present on social media. With a qualitative method, this phenomenon is then investigated to find out that what the kidfluencers show is not the actual reality, but only a representation that refers to themselves, not to others.
... Bandura's (1963) social learning theory has been widely used in academic study, notably in the domains of communication and advertising (Bush et al. 2004). It serves as a theoretical foundation for generating concepts for socializing agents that can anticipate consumer behavior (Martin and Bush 2000) According to social learning theory; an individual receives motivation and, as a result, adopts a positive attitude from socialization agents through either direct or indirect social contact (Moschis and Churchill 1978). This approach has been used in previous marketing research to analyze customer consumption behavior through various socialization agents such as celebrities, families, and friends. ...
In a fast-changing world, trade proprietors, as well as marketers for both small scale businesses and enormous organization are attempting to overhaul their trade strategies in other not to become out of date in this progressing trade world. Days are long past when trade owners strive without the use of social media platforms. In these days of Facebook, WhatsApp, Twitter, and Instagram, social marketing has advanced as an indispensably portion of promoting business methodology. Therefore, in this advanced world, Social media platforms has recently become a well-known medium of creating awareness and is highly in use by both small and large business organizations. It is almost inconceivable to think of showcasing business and services without considering the significance of social media. However, embracing a few frames of online advanced social media platforms has ended up been fundamental for all trade houses. In an industry where patterns are changing in succession, selection of social network in showcasing business with the help of social media influencers is exceptionally crucial for companies to outlive in this race. In this paper, we attempt to discover the significance and effect of social media platforms in online advertising industry, and additionally to know how and the reason why business visionaries, as well as marketers, utilize social media in upgrading the changings in their products and services and business environment.
... Genç tüketiciler ünlüleri güvenilir rol modeller olarak görmektedirler ve onlara hayranlık duymaktadırlar. Tutumlarını benimsemekte, fikirlerini birleştirmekte ve en sevdikleri ünlüler tarafından onaylanan markaları satın almaktadırlar (Martin& Bush, 2000). ...
Küreselleşmenin etkisiyle dünya çapında artan rekabet koşullarıyla karşı karşıya gelen firmalar, pazarda ayakta durabilmek ve rakipleriyle mücadele edebilmek için çeşitli stratejiler kullanmaktadır. Bu stratejilerden biri de, firmaların rakiplerinden farklılaşmak için kullandıkları reklam filmlerinde ünlü kişilere yer verilmesidir. Bu bağlamda çalışmada, reklam filminde oynayan ünlülere duyulan güvenin kurumsal güvenilirlik, marka güvenilirliği ve reklam güvenilirliği üzerinde etkisi olup olmadığını ortaya çıkarmak amaçlanmıştır. Ayrıca çalışmada kurulan model üzerinde yaşın ve cinsiyetin düzenleyici değişken olarak etkisi de incelenmektedir. Araştırmanın ana kütlesi, Türkiye’de farklı bölgelerde bulunan televizyonda yayınlanan ünlülerin oynadığı reklamları izleyen 18 yaş ve üstü bireylerden oluşmaktadır. Ana kütleyi oluşturan bireyler arasından kolayda örnekleme yöntemiyle 421 kişiye ulaşılmış, 3 kişi araştırmaya katılma kriterlerini karşılamadığından araştırma dışı bırakılmış ve 418 kişi araştırmaya dâhil edilmiştir. Araştırmada online anket ile ulaşılan verilere SPSS ve SmartPLS paket programlarıyla analizler yapılmıştır. Analizler sonucunda reklam filminde oynayan ünlülere duyulan güvenin kurumsal güvenilirlik, marka güvenilirliği ve reklam güvenilirliği üzerinde pozitif yönlü anlamlı bir etkisi olduğu bulunmuştur. Bir tüketicinin reklam filminde oynayan ünlülere duyulan güven düzeyi arttıkça kurumsal güvenilirlik, marka güvenilirliği ve reklam güvenilirliği düzeylerinin artacağı söylenebilmektedir. Ayrıca araştırmada yaşın ve cinsiyetin tüm hipotezler üzerindeki ilişkisinde düzenleyici bir etkisinin bulunmadığı tespit edilmiştir.
... Hence, opinion leaders have the tendency to induce consumers' buying behaviour (Gnambs & Batinic, 2012). The author Martin and Bush (2000) conducted a study and analysed that opinion leaders i.e., athletes and television entertainers performs like a role model and persuades adolescents purchase decision. Flynn et al. (1996) unveiled that opinion leaders takes a leading position among consumers and becomes their role model when purchasing products. ...
The advent of SMIs has primarily altered the means business connect with their prospects and customers. Currently, many SNSs enables SMIs to endorse the products, share opinions, provide feedback, and communicate with their followers either publicly or privately. This research aims to determine the mediating effect of loyalty of followers towards the influencer and ascribed opinion leadership on SMIs dimensions (expertise, trustworthiness, and attractiveness) and purchase intention relationship from the perspective of Instagram users in India. To measure the objective, the study acquired responses from 250 Indian Instagram users in the age group of 18-24. Results indicated that the purchase intention of followers is positively influenced by expertise, trustworthiness, ascribed opinion leadership, and loyalty of followers towards the influencer dimensions. Here, ascribed opinion leadership and loyalty of followers towards the influencer acts as an effective arbitrator between SMIs dimensions (expertise, trustworthiness, and attractiveness) and purchase intention relationship. The study suggests that before engaging SMI to promote the brand, the companies should understand the perception of followers towards the influencer in terms of expertise, attractiveness, and trustworthiness dimensions.
... Individuals, namely adolescents, are affected by numerous outside interests when embracing their consumption patterns, personal image, and lifestyle (Martin & Bush, 2000). Role models are an example of an external factor that can impact consumer Content courtesy of Springer Nature, terms of use apply. ...
This study investigates the effect of Instagram use, fitness and health-related content, internalization, social comparisons, perfectionism, and obsessive-compulsive personality traits on body dissatisfaction and Orthorexia Nervosa. Moreover, the study discusses the differences between Portuguese and Brazilian societies to underline the potential role of cultural dimensions. A survey-based study with a sample of 238 respondents has been developed to test the proposed model using structural equation modelling. The data analysis shows that the main factors influencing body dissatisfaction and Orthorexia Nervosa are internalizing beauty ideals, social comparisons (both upward and downward), and perfectionism. Body dissatisfaction mediates the path from internalization, upward and downward comparisons, perfectionism from one side, and Orthorexia Nervosa on the other. Finally, results from Portuguese and Brazilian samples were similar revealing no significant role of cultural differences. Based on the findings, the study concludes by discussing the theoretical contributions and providing actionable managerial implications.
... Due to their unidirectional quality, many people overlook the ability of PSRs to do anything more than reduce loneliness, entertain, and advertise products 3,35 . Building on the parasocial contact hypothesis, our research suggests there is more to be gained. ...
Intergroup contact has long been established as a way to reduce prejudice among society, but in-person interventions can be resource intensive and limited in reach. Parasocial relationships (PSRs) might navigate these problems by reaching large audiences with minimal resources and have been shown to help reduce prejudice in an extended version of contact theory. However, previous studies have shown inconsistent success. We assessed whether parasocial interventions reduce prejudice towards people with mental health issues by first creating a new PSR with a YouTube creator disclosing their experiences with borderline personality disorder. Our intervention successfully reduced explicit prejudice and intergroup anxiety. We corroborated these effects through causal analyses, where lower prejudice levels were mediated by the strength of parasocial bond. Preliminary findings suggest that this lower prejudice is sustained over time. Our results support the parasocial contact hypothesis and provide an organic method to passively reduce prejudice on a large scale.
... Social learning theory by Bandura (1963) has been widely applied in academic research, particularly in communication and advertising fields (Bush 2004). It acts as a theoretical framework to provide ideas of socialization agents that can predict consumption behaviors (Martin & Bush 2000). Social learning theory justifies that an individual derives motivation and consequently exhibits favorable attitude from socialization agents via either direct or indirect social interaction (Subramanian &Subramanian 1995). ...
The swift pace of change in online marketing had brought real-time reach and real-time experience to the marketers and customers. Social media platforms had been used as new promotional tools because of its appeal to celebrities, user's experience and the use of influencer marketing. Although there is enough literature available of growing interest among scholars with respect impulse buying behavior of customers; still there is a gap which could explain the relation of social media with impulse purchase intention. Thus, the study examined the effect of social media influencers on consumer impulse buying behavior in MTN in Lagos metropolis. Survey research design was used while sample of 263 customers of MTN in selected areas of Lagos metropolis were considered. Questionnaire was adopted as tool of data collection, while data was analyzed using regression analysis where SPSS 20.0 was used to process the data. The study revealed that all the social media influencer variables of source credibility, source attractiveness and source product match up significantly affected impulse buying behaviour in Lagos metropolis. The study recommends that MTN should grasp insights of impacts and effects of influencer towards brand purchase decision of consumers in order to establish marketing strategies that fits consuming tendency as well as exploit effectively influencer marketing.
This study explores the influence of social media influencers on online purchase intentions for beauty products among Malaysian millennials, integrating consumer skepticism as a moderating variable. Grounded in the Elaboration Likelihood Model and Source Credibility Theory, the research investigates four key influencer attributes—trustworthiness, expertise, likeability, and similarity—and their impact on purchase behavior. Utilizing a quantitative methodology, data were collected from 200 respondents via a structured online questionnaire. Partial least squares structural equation modeling was employed to test the proposed relationships and moderation effects. The findings reveal that trustworthiness, likeability, and similarity significantly enhance online purchase intentions, while expertise shows no notable effect. Consumer skepticism moderates the relationships involving trustworthiness and likeability but not expertise or similarity, underscoring the nuanced role of skepticism in shaping consumer behavior. This research advances theoretical understanding by highlighting the interplay of influencer attributes and skepticism and provides actionable insights for marketers to design transparent, effective influencer campaigns in the beauty industry. Future studies are recommended to expand the scope by incorporating additional variables and diverse contexts.
There is no doubt that celebrities and social media influencers improve trust and investment from brands and advertisers, but the potentially problematic impact on society and consumers is less examined, especially the negative influence on materialism and mental health among adolescents. As suggested by Belk ( 1985), materialism does not necessarily lead to negative outcomes; it could increase compulsive buying behaviour (Islam et al., 2017) willingness to purchase counterfeit products (Furnham & Valgeirsson, The Journal of Socio-Economics, 36(5), 677–685, 2007) and reduced psychological well-being (Christopher et al., 2009). Lou and Kim ( 2019) concluded that influencers played a significant role in cultivating adolescents’ materialistic views and increasing their intentions to purchase endorsed products. Influencers could utilize multiple social media platforms, such as blogs, YouTube and Instagram, to affect every stage of fashion buyers’ decision-making process (Sudha & Sheena, 2017). Instagram influencers play an active role in shaping fast fashion buyers’ attitudes and purchase intentions towards the latest must-have items. They are considered experts in fast fashion and trendsetters and are the crucial persuading factors in deciding fast fashion brand choices (Kharuhayothin & Patarapongsant, 2022). As one of the most polluting industries, the environmental impact of fast fashion is under increasing scrutiny (Niinimäki et al., 2020), the growth of fashion waste (Jang et al., , 2012) and damage to water quality (Bailey et al., 2022) raised serious concerns around the world. The negative impact of influencers on our societal and environmental well-being cannot be ignored.
Through the research we are going to discover how social media influencers do impact consumer behavior, especially that of purchasing. It brings forth the existential question of how much influential the lifestyles of social media stars have on consumer behavior as among the younger generation there is a strong tendency to copy the lifestyle of influencers. The research demonstrates information which illustrates that there is a considerable number of both male and female consumers that are mostly guided by what social media influencers recommend, with this having the highest proportion among the youth. Views of influencers influence the probability of buying products or services most likely, among female participants and individuals between 20-25 years old. The study finds that the credibility of influencers is positively related to the probability of ordering everything they advertise, especially on the young people. The effect of influencers on the buying decision is likewise inherently related to the trustworthiness of the product endorsed, showing how significant the authentic content is. The report highlights the importance for these brands to comprehend how influencer marketing works, relate it to consumer trust and purchasing behavior, so that they may effectively take advantage of this aspect of social media. Key Words: Influencer marketing, Consumer behavior, social media, Purchasing decisions, Authenticity, Brand management, Online marketing, Consumer trust.
This study is intended to know the effect of sub-dimensions of social media influencer’s credibility (SMIC) on destination purchase intention (DPI) of visitors, and the mediating role of destination brand trust (DBT) in the relationship. Grounded in the positivism paradigm, the study adopts a quantitative approach. A total of 356 tourists during their Kashmir trip participated in the questionnaire survey. Descriptive analysis using Statistical Package for Social Sciences (SPSS 22.0) software and structural equation modelling to test the proposed model was conducted by using Analysis of Moment Structures software (AMOS 23.0). Results of this study revealed that SMIC (trustworthiness, similarity, attractiveness) significantly impacted DBT and DPI. Additionally, the relationship between SMIC and DPI was considerably mediated by DBT. Further, Meaning Transfer Model is also validated, as the results of this study were in resonance with this theory. The results of this study will facilitate tourism policy makers in framing policies and choosing the most appropriate social media influencer (SMI), as well as guide people who looking forward at influencer marketing as a career and researchers working on social media marketing within tourism.
One of the fundamental pillars of properly set up marketing communication is customer orientation, defining their needs and preferences and then creating their profiles. Following this fact, the aim of the study is to create subsegments of Generation Y (Millennials) in the Czech market based on identified factors in terms of lifestyle as the non-traditional segmentation descriptive variable. In order to achieve the aim of the study, AIO parameters within psychographic segmentation were used to process primary data collected by marketing research carried out in the form of a questionnaire. Overall, 999 respondents who are residents of the Czech Republic participated in this marketing research. The characteristics of Generation Y (Millennials) and the determination of the main points for external and internal marketing strategies create the basis for the comparison of subsegments based on the criteria determining the possible success of the company in this process.
Nowadays, when many family structures are child-centered,
it can be seen that the seemingly mother or father decision
maker in the purchasing process of some products and
services is actually children. Especially in recent years, the
impact of children on their parents' purchasing behavior has
been the subject of research by experts. In the current study,
the Planned Behavior Theory (PDT), one of the theories
frequently used in researching consumer behavior, was
included and the effect of Generation Alpha, which has just
begun to find a place in the literature, on their parents'
purchasing behavior was analyzed. Partial Least Squares
Structural Equation Modeling (EKK-SEM), which is
frequently used in examining the relationships between
multiple variables, was used in the analysis process of the
research. Additionally, analyses were carried out with Smart
PLS 4, one of the analysis programs used together with
EKK-YEM. In the study examining the purchasing behavior
of Generation Alpha parents, as a result of the analysis of the
data, it was seen that Generation Alpha children had a
limited effect on their parents' purchasing behavior.
The research aimed to analyse the correlation between age and consumer behaviour within the fast fashion industry. The aim was to gain deeper insights into consumption patterns that can damage people and the planet. This insight was gained through a thematic analysis using an adapted ecology scale originally developed by Maloney and Ward (1972) This could conceivably help companies take a larger responsibility and provide solutions to the fast fashion problem. After an analysis of the key literature, focus groups were identified as the most appropriate application approach for this type of qualitative research. Based on the literature review key themes identified were pricing, quality, influences, technology and feelings.
The conclusion of the dissertation will discuss the key findings and provide recommendations.
The topic of social media influencers is widely discussed, especially in the fashion industry. Although many theoretical contributions in this area have been made in the past, new developments in influencer marketing are being studied based on new features in the recent world. This book chapter aims to clearly show the different academic understandings about ‘influencer’ and ‘social media influencer’ based on time order. In addition, by critically discussing social media influencers based on theoretical models (such as source models and market levels), academic contributions will be made to the understanding and use of those models based on the developing features of fashion social media influencers. The conceptual method (critical review) is employed in writing this book chapter. A conceptual method can contribute to a meaningful conclusion regarding the developments of social media influencer marketing; in addition, the critical literature review can link previous studies for getting a comprehensive understanding and figuring out the academic gaps.The literature of this chapter mainly includes four sections: definitions of social media influencer, theoretical models for measuring the effectiveness of social media influencers, the application of social media influencers for fashion brands, and opportunities/challenges for social media influencers.KeywordsSocial mediaSocial media influencers(Traditional) influencersFashion brandsSocial media influencer marketing
The objective of this study was to investigate the relationship between influencer worship and consumers' self-connection with the brands promoted by the influencer in social media contexts. Data from 698 active social media users who follow influencers were collected to test the conceptual framework. The findings support the positive link between influencer worship and consumers' self-connection with the brands promoted by the influencer on social media and suggest that this relationship is mediated by the activation of benign envy. The results also confirm the positive moderating effect of trait competitiveness on this relationship. Specifically, the effect is stronger for individuals with a higher level of competitive orientation. The findings contribute to the understanding of the relationship between influencers and their followers through computer-mediated environments. Theoretical contributions and managerial implications are presented.
The purpose of the present study is to empirically examine the effect of Big-Five personality traits on financial literacy and risk propensity. Data were collected from 285 respondents from four cosmopolitan cities in the southern part of India (Chennai, Coimbatore, Tiruchirappalli and Madurai) using a structured instrument. The structural equation modelling results reveal that the following: (a) Big-Five personality traits have a significant and positive influence on financial literacy financial attitude, financial behaviour, financial knowledge and financial decision influences; (b) financial attitude is positively related to risk propensity; and (c) financial decision influences are positively related to risk propensity. The implications for behavioural finance and practicing managers are discussed.
If service quality relates to retention of customers at the aggregate level, as other research has indicated, then evidence of its impact on customers’ behavioral responses should be detectable. The authors offer a conceptual model of the impact of service quality on particular behaviors that signal whether customers remain with or defect from a company. Results from a multicompany empirical study examining relationships from the model concerning customers’ behavioral intentions show strong evidence of their being influenced by service quality. The findings also reveal differences in the nature of the quality-intentions link across different dimensions of behavioral intentions. The authors’ discussion centers on ways the results and research approach of their study can be helpful to researchers and managers.
The authors test the hypotheses that parameters of advertising sensitivity for adolescents are significant and perhaps larger than those for adults. Cigarette brand shares of advertising voice are found to be significantly related to realized market shares, with advertising sensitivity being about three times larger among teenagers than among adults. This result is robust to various analytic assumptions and converges with strategic analysis, consumer behavior theory and research, econometric metanalyses, historical research, and corporate documents. The authors argue that cigarette competition between firms is predominated by the battle of brands for market share among the young, and assertions to the contrary, without supporting evidence, should be treated with scholarly skepticism.
The purpose of this study was to develop a scale for measuring celebrity endorsers' perceived expertise, trustworthiness, and attractiveness. Accepted psychometric scale-development procedures were followed which rigorously tested a large pool of items for their reliability and validity. Using two exploratory and two confirmatory samples, the current research developed a 15-item semantic differential scale to measure perceived expertise, trustworthiness, and attractiveness. The scale was validated using respondents' self-reported measures of intention to purchase and perception of quality for the products being tested. The resulting scale demonstrated high reliability and validity.
The authors propose that superstars are most likely to affect self-views when they are considered relevant. Relevant superstars provoke self-enhancement and inspiration when their success seems attainable but self-deflation when it seems unattainable. Participants' self-views were affected only when the star's domain of excellence was self-relevant. Relevant stars provoked self-enhancement and inspiration when their success seemed attainable in that participants either still had enough time to achieve comparable success or believed their own abilities could improve over time. Open-ended responses provided rich evidence of inspiration in these circumstances. Relevant stars provoked, if anything, self-deflation when their success seemed unattainable in that participants either had already missed the chance to achieve comparable success or viewed their abilities as fixed and so unlikely to improve. (PsycINFO Database Record (c) 2012 APA, all rights reserved)
Although advertising directed at children has been a highly researched topic, no published studies to date have specifically investigated advertisements that encourage children to call 900-telephone numbers. As a result, the authors study parents’ attitudes toward such advertisements (and other promotional activities) directed at children. Their findings on the basis of responses from over 370 mothers in three distinct regions of the United States suggest that parents are extremely negative toward advertisers’ use of 900-numbers in children's advertising. In fact, their results indicate that maternal attitudes toward these advertisements are substantially more negative than other controversial promotional activities directed at children (e.g., toy-based programs). The authors also find that parental attitudes were largely unaffected by demographic, media usage, and parental style factors.
The results of a large-scale study of adolescent consumer socialization are presented. A general conceptual framework of socialization is outlined to serve as a blueprint for discussing variables and hypotheses in the specific context of consumer socialization. The authors then examine the development of several consumption-related skills as a function of variables derived from sociological and developmental theories of socialization.
The authors report a study designed to determine whether antidrug campaigns that have been localized can affect variables associated with adolescent drug use. An experiment was conducted with sets of matched communities with populations between 5000 and 30,000 distributed throughout the United States. Seventh- through twelfth-grade students in experimental communities were exposed to a year-long media campaign followed by a survey. The targeted variables were perceived influence of media messages on "favorability" toward substance use and drug-related intentions, perceived harm of substance use, parental sanctions against substance use, parent-child communication about substance use, peer encouragement to use substances, and peer sanctions against substance use. Recall of the media campaign was low. However, adolescents with low and moderate levels of drug use who recalled individual campaign flights showed beneficial effects on targeted variables in comparison with students who did not recall the campaigns and control students who were not exposed to the campaigns. The implications of the findings for further research and public policy are discussed.
Prior research has shown that young people are more likely to say no to a peer group's drug or alcohol consumption when they also ask why. That is, being able to explain peer substance abuse, especially in terms of normative motives, has been associated with reduced conformity. The authors show that individual differences based on prior attitudes toward illicit consumption and susceptibility to social influence are useful for segmenting young people to better target and design effective intervention strategies. Results from Studies 1 and 2 indicate that prior attitude toward marijuana consumption and reported marijuana usage affect the explanations made to account for a peer group's substance abuse. In Study 2, the association between normative explanations for peer marijuana use and intentions to smoke marijuana is shown to depend on susceptibility to social influence. The implications of these findings for future research and for public policy are also discussed.
The close ties between the U.S. and Mexican market has led to an increasing number of American firms considering operations south of the border. A number of segments within the Mexican market represent substantial opportunities for U.S. companies. This study considers the information sources used to form brand preferences by the emerging adolescent segment in the Mexican market when compared to their American counterparts. The findings indicate that Mexican adolescents are receptive to outside information sources in forming brand preferences for products at various involvement levels. However, significant differences exist between Mexican and American adolescents suggesting that, for U.S. firms to be successful in reaching this market segment in Mexico, a specialized advertising strategy may be advisable.
The results of a large-scale study of adolescent consumer socialization are presented. A general conceptual framework of socialization is outlined to serve as a blueprint for discussing variables and hypotheses in the specific context of consumer socialization. The authors then examine the development of several consumption-related skills as a function of variables derived from sociological and developmental theories of socialization.
Using the theory of consumer socialization, the authors explore factors that might shape attitudes toward advertising for African-American and Caucasian young adults. Though the African-American market is growing in importance to advertisers, little if any research has explored African-American perceptions of advertising. The theory of consumer socialization provides a conceptual framework for investigating variables that might influence attitudes toward advertising. African-American and Caucasian young adults were surveyed on various consumer socialization variables. Parental communication, peer communication, mass media, gender, and race were found to be related significantly to attitudes toward advertising. African-Americans watched more TV and had more positive attitudes toward advertising than their Caucasian counterparts.
The purpose of the study was to examine mothers' attitudes toward the FTC's Rule regarding advertising that features 900 numbers. The Rule restricts advertisers from targeting children under the age of 12 with such ads unless they provide an educational service, and features a disclosure statement requiring callers under the age of 18 to have parental permission to complete the call. The Rule also obligates advertisers to disclose the cost of the call. Results of an empirical study with 179 mothers from two distinct parts of the US suggest that attitudes toward the FTC's Rule are neutral and seem to be driven by mothers' socialization orientations as well as familiarity with the Rule. Implications for policy makers and researchers are discussed.
College students, evenly divided by sex, rated the degree of influence of six or eight people on choice of a college and a career. Sex-role attitude was also assessed. In the first of two experiments, the sexes showed different patterns of influence as did the sex-role attitude groupings. Experiment 2, using only college seniors and matching the sexes on the attitude scale, again found that females were more influenced by female models in their choice of career than were males. However, no effect of sex-role attitude appeared. In neither experiment was there a main effect of sex on the choices. Results were discussed in terms of the particular importance of female models for female students.
Surveyed recognized leaders of Black communities with a 24-item African-American role model development survey developed by the authors to aid in the identification of pertinent characteristics common to successful and positive role models for young Black men. Three principal components that best describe Ss' patterns of response were identified: Social Profile, Role Values, and Motivations. Recommendations for recruiting and selecting role models for young Black men are offered. (PsycINFO Database Record (c) 2012 APA, all rights reserved)
Editor's Note: With this issue we begin a new section of HCR which is devoted to brief reports of research. This section is devoted to research which is designed to replicate previous work, papers which report new measures for which insufficient validity data are yet available, and studies which are meaningful but do not permit major advancement of communication theory. “Brief Reports” are held accountable for both conceptual and methodological adequacy and are reviewed by the regular HCR editorial board. Submission requires that the author provide a full-length paper for editorial review and, should the paper be accepted for publication, provide copies of the full paper to HCR readers who request same. Submission of ‘Brief Reports’ is actively encouraged by the editor. For submission guidelines, see the Fall 1978 issue of HCR (vol. 5, pp. 2–3).
This study examined the relation between family communication patterns (FCP) and mothers' marketplace motivations, attitudes, and behaviors (MAB). Adolescents' prediction accuracy of mothers' consumption motivations was also investigated. Results indicate mothers' materialistic and shopping tendencies, advertising attitudes, information use, and consumption motivations are linked to FCP. Adolescents' predictions of mothers' consumption motivations coincided with mothers' self-reported motivations. The findings suggest that FCP may play a role in the acquisition of marketplace MAB.
This study develops a conceptual framework that relates role-modeling behavior of sales managers to a set of key outcome variables
and assesses the validity of the framework using a cross-sectional sample of salespeople and sales managers drawn from a variety
of business-to-business sales organizations. Findings indicate that salespeople’s perceptions of their managers’ role-modeling
behavior relate positively to trust in the sales manager and relate indirectly, through trust, to both job satisfaction and
overall performance of salespeople. The study provides empirical validity for practitioner suggestions that sales managers
should lead by example, and thus should provide a model of the behavior managers desire their salespeople to enact.
Endorser credibility is one of the most frequently used methods in advertising to influence consumers’ attitudes and purchase intentions. Corporate credibility, or the reputation of the firm, is another source of credibility identified in marketing that can influence these cognitions. Our experimental study examined these two sources of credibility to assess their impact on attitude-toward-the-ad, attitude-toward-the-brand, and purchase intentions. A 2 × 2 (high versus low corporate credibility and high versus low endorser credibility), between-subjects factorial design was used. One hundred women students were shown one of four mock magazine ads. The results indicate that both credibility types influence attitude-toward-the-ad and attitude-toward-the-brand, but corporate credibility alone appears to have a significant influence on purchase intentions. Moreover, whereas endorser credibility seems to have a greater influence on attitude-toward-the-ad, corporate credibility seems to have a greater influence on attitude-toward-the-brand and on purchase intentions.
Thesis (Ph. D.)--University of Maryland, 1979. Includes bibliographical references (leaves 94-102). Photocopy.
While studies of communication effects on consumer behavior of the young have focused mainly on the effects of mass media (advertising in particular), little research has examined the effects of interpersonal communication. One finds relatively little theoretical and empirical work regarding the role of interpersonal communication in the development of consumer behavior of young people. This article deals with one important type of interpersonal communication—family communication. It conceptualizes the family communication processes and effects, reviews literature regarding the role of family communication in consumer learning of children and adolescents, develops a set of propositions on the basis of theory research, and suggests directions for future research.
This paper traces the development of interest in consumer socialization. Major policy and conceptual issues are posed, and research in several areas of study is reviewed. Directions for research are specified in three key areas: consumer socialization processes, content of learning, and permanence of early learning.
This study examined the relationship between parents' and adolescents' confidence and competence in making decisions. Data were obtained from a survey sample of 584 adolescents, aged 12-18 years living in Adelaide, South Australia. Data were obtained from a sample of 352 parents of the adolescents by means of a mail survey. Parents' decision-making self-esteem was related to the self-esteem of young adolescents. The relationship was stronger for males than females. There was a relationship between mothers' decision-making competence and the competence of young female adolescents. Thus, partial support was provided for modelling theory in regard to the role of parents in the socialization of decision-making skills and confidence.
This study focused on the openness of communication in teenagers' relationships with mother, father (or parental figure), and closest friend, and its correlation with teenagers' use of cigarettes, alcohol, marijuana, and other drugs. The predictive value for substance use of perceived pressure from friends, friends' substance use, and parents' substance use was also analyzed. The findings from questionnaires and interviews conducted with 37 students at an urban and a suburban/rural high school in New England are reported. The results suggest that the degree to which adolescents talk openly with their parents may influence the extent of their substance use. The presence of at least one "open" parental figure was associated with lower levels of all substance use. However, there was no evidence that openness with a close friend or perceived pressure from friends is related to substance use.
J&J to polish public image with celeb ads
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Growing up Tobacco-free
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Nike, Adidas ads target younger golfwear buyers
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GGC&Y expands dot-com roster
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Keeping up with teens
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That is where it’s at for today’s teen market
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Consumer socialization: origins, trends and directions for future research
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Adidas ads target younger golfwear buyers
- J Jensen
- Nike
Communication in relationships and adolescent substance abuse: the influence of parents and friends
- R Kaffka
- P London
Consumer socialization: origins, trends and directions for future research
- G P Moschis
- R B Smith