The Role of Media and Peers on Tendency of Female Students towards Beauty Products Based on the Extended Theory of Reasoned Action
Subject Areas : Jounal of Marketing ManagementMohammad Nazaripour 1 , Bahar Dastaran 2
1 - Assistant Prof., Accounting Department, Hazrat_e Masoumeh University (HMU), Qom, Iran
2 - MA in Accounting, Accounting Department, Alzahra College, Technical and Vocational University, Shiraz, Iran
Keywords: female Students, Theory of Reasoned Action, Peers, Beauty Products, media,
Abstract :
Beauty issues are very important for women, especially teenage girls. The influence of personality traits and social-environmental factors in this process is undeniable. Therefore, this study attempts to investigate the attitude of female students towards beauty products based on the theory of reasoned action and by moderating media and peer variables. This study is applied in terms of purpose and correlation cross-sectional in terms of data collection. The statistical population of this study were female undergraduate students of administrative sciences studying at the universities are located in Shiraz and Qom cities. The time period of this study was the second semester of the academic year 2022-2023. Structural equation modeling and the analysis of variance by rank have been used to test the research hypotheses. According to the research findings, variables of media, peers, attitude and subjective norms have a positive and significant effect on the intention to buy beauty products by female students. Also, the media variable has a moderating effect on the relationship between attitude and purchase intention, and the peer variable has a moderating effect on the relationship between subjective norms and purchase intention. Based on the Kruskal-Wallis test, the main variables of the study (purchase intention, attitude and subjective norms) are not significantly different among different age groups. Finally, the findings of this study also provide marketers and retailers within the beauty product sector with an advantage when designing marketing strategies to target young female consumers, as they will have more information regarding the factors influencing these consumers’ purchase intention towards beauty products.
References:
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Goldberg, R., & Groenewald, L. (2022). The influence of reference groups on the buying behaviour of singletons. Malaysian E Commerce Journal (MECJ), 6(2), 64-68.
Greaves, M., Zibarras, L. D., & Stride, C. (2013). Using the theory of planned behavior to explore environmental behavioral intentions in the workplace. Journal of Environmental Psychology, 34, 109-120.
Hayes, A. F., & Preacher, K. J. (2014). Statistical mediation analysis with a multicategorical independent variable. British journal of mathematical and statistical psychology, 67(3), 451-470.
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Raman, P. (2019). Understanding female consumers’ intention to shop online: The role of trust, convenience and customer service. Asia Pacific Journal of Marketing and Logistics, 31(4), 1138-1160.
Ramkumar, B., & Woo, H. (2018). Modeling consumers’ intention to use fashion and beauty subscription-based online services (SOS). Fashion and Textiles, 5, 1-22.
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Abbas, A., Khan, I. A., & Ahmed Din, M. S. (2020). Impact of Advertising on Consumer Purchase Intention: A Study of Southern Punjab. European Journal of Business and Management, 12(19), 1-8.
Acar, Y. (2018). Media and culture rethinking culture and media. The Journal of Academic Social Science, 67, 597-602.
Aghajani Golsefid, F., Chirani, E., Delafrooz, N., Azadehdel, M.R. (2022). Designing a model to explain the factors affecting the attitude and intention of consumers to buy Iranian products with emphasis on the policies of the resistance economy. Basij Strategies Studies Quarterly, 25(95), 75-121. [In Persian]
Ajzen, I. (2002) Constructing a TPB Questionnaire: Conceptual and Methodological Considerations. http://www-nix.oit.umass.edu/~aizen/tpb.html
Ajzen, I. (1991). The theory of planned behavior. Organizational behavior and human decision processes, 50(2), 179-211.
Ajzen, I., & Fishbein, M. (2005). The influence of attitudes on behavior. The handbook of attitudes, 173(221), 31.
Arabshahi, M., Ghafourian shagerdi, A., Behboodi, O., Nayebi, A. (2019). Factors influencing men's intent to buy foreign cosmetics: investigating the mediating role of consumer. Journal of International Business Administration, 2(3), 87-107. [In Persian]
Armitage, C. J., & Conner, M. (2001). Efficacy of the theory of planned behaviour: A meta‐analytic review. British journal of social psychology, 40(4), 471-499.
Asogwa, C. E., Okeke, S. V., Gever, V. C., & Ezeah, G. (2020). Gender disparities in the influence of social media advertisements on buying decision in Nigeria. Communication: South African Journal of Communication Theory and Research, 46(3), 87-105.
Bahtar, A. Z., & Muda, M. (2016). The impact of User–Generated Content (UGC) on product reviews towards online purchasing–A conceptual framework. Procedia Economics and Finance, 37, 337-342.
Bakar, M. H. A., Desa, M. A. M., & Mustafa, M. (2015). Attributes for image content that attract consumers’ attention to advertisements. Procedia-Social and Behavioral Sciences, 195, 309-314.
Baldus, B. J., Voorhees, C., & Calantone, R. (2015). Online brand community engagement: Scale development and validation. Journal of business research, 68(5), 978-985.
Barry, C.M. and Wentzel, K.R. (2006). Friend influence no prosocial behavior: the role of motivational factors and friendship characteristics. Developmental Psychology, 4291), 153-163.
Baudson, T. G., Weber, K. E., & Freund, P. A. (2016). More than only skin deep: appearance self-concept predicts most of secondary school students’ self-esteem. Frontiers in psychology, 7, 1568.
Belanche, D., Casaló, L. V., & Flavián, C. (2019). Artificial Intelligence in FinTech: understanding robo-advisors adoption among customers. Industrial Management & Data Systems, 119(7), 1411-1430.
Belleau, B. D., Summers, T. A., Xu, Y., & Pinel, R. (2007). Theory of reasoned action: Purchase intention of young consumers. Clothing and Textiles Research Journal, 25(3), 244-257.
Bevan-Dye, A.L. (2018). Relationship between generation Y students’ link sharing motives and word of-mouth communication on Facebook. International Journal of e-Business and e-Government Studies, 10(1), 1-17.
Bevan-Dye, A. L. (2019). Influence of perceived usefulness and credibility on South African generation Y students’ perceived value of online consumer reviews. International Journal of Innovation, Creativity and Change, 5(2), 679-696.
Bevan-Dye, A. L. (2020). Antecedents of Generation Y consumers’ usage frequency of online consumer reviews. Spanish Journal of Marketing-ESIC, 24(2), 193-212.
Bevan-Dye, A. L., & Akpojivi, U. (2016). South African Generation Y students’ self-disclosure on Facebook. South African Journal of Psychology, 46(1), 114-129.
Bom, S., Jorge, J., Ribeiro, H. M., & Marto, J. O. A. N. A. (2019). A step forward on sustainability in the cosmetics industry: A review. Journal of Cleaner Production, 225, 270-290.
Branigan, E., & Mitsis, A. (2014). Reach for Generation Y: using celebrity endorsement to communicate about nonprofit causes with young people in Australia. International Journal of Nonprofit and Voluntary Sector Marketing, 19(4), 314-321.
Cvetkovska, L. (2019). 24 Beauty industry statistics that will impress you. available athttps://loudcloudhealth.com/beauty-industry-statistics/ (accessed 13 November 2019).
Dawson, E. M., & Chatman, E. A. (2001). Reference group theory with implications for information studies: a theoretical essay. Information Research, 6(3), 6-3.
Dhanoa, R. and Goyal, N. (2018). Millennial generations’ susceptibility to interpersonal influence: a case of personal care products purchases. International Journal of Management Studies, 5, 73-78.
Dalziel, R. C., & De Klerk, N. (2021). Media and group influence on Generation Y consumers’ attitudes towards beauty products. Spanish Journal of Marketing-ESIC, 25(1), 115-136.
Demir, S. (2022). Comparison of Normality Tests in Terms of Sample Sizes under Different Skewness and Kurtosis Coefficients. International Journal of Assessment Tools in Education, 9(2), 397-409.
Denton, K. (2019). How social media uses the psychology of persuasion to influence the purchase of beauty products to the young generations (Doctoral dissertation, Southern New Hampshire University).
Deshmukh, G. K., & Banode, A. (2014). Students’ susceptibility to reference group influence on smartphone in Raipur City. In International Forum of Researcher Students and Academicians Business Review, 4(1), 68-73.
Englis, B. G., & Solomon, M. R. (1995). To be and not to be: Lifestyle imagery, reference groups, and the clustering of America. Journal of Advertising, 24(1), 13-28.
Ergin, E. A., Ozdemir, H., & Parilti, N. (2005). Brand loyalty in the cosmetics industry: A field study on Turkish womens brand loyalty among cosmetics products. Journal of Business & Economics Research (JBER), 3(5), 5-16.
Fashion United (2019). Global fashion industry statistics: international apparel. available at: https://fashionunited.com/global-fashion-industry-statistics/#tab2 (accessed 12 November, 2019).
Fernandez, P. R. (2009). Impact of branding on Gen Y’s choice of clothing. Journal of the South East Asia Research, 1(1), 79-95.
Fernandes, S., & Londhe, B. R. (2015). Influence of social reference group on buying behavior, a comparative study of working and non-working women in Bangalore-A pilot study analysis. Indian Journal of Science and Technology, 8, 95.
Fishbein, M., & Ajzen, I. (1977). Belief, attitude, intention, and behavior: An introduction to theory and research. Reading, MA: Addison-Wesley.
Ghigi, R., & Sassatelli, R. (2018). Body projects: fashion, aesthetic modifications and stylized selves. O. Kravets, P. Maclaran, S. Miles and A. Venkatesh, The SAGE Handbook of Consumer Culture, 290-315.
Giovannini, S., Xu, Y., & Thomas, J. (2015). Luxury fashion consumption and Generation Y consumers: Self, brand consciousness, and consumption motivations. Journal of fashion marketing and management, 19(1), 22-40.
Goldberg, R., & Groenewald, L. (2022). The influence of reference groups on the buying behaviour of singletons. Malaysian E Commerce Journal (MECJ), 6(2), 64-68.
Greaves, M., Zibarras, L. D., & Stride, C. (2013). Using the theory of planned behavior to explore environmental behavioral intentions in the workplace. Journal of Environmental Psychology, 34, 109-120.
Hayes, A. F., & Preacher, K. J. (2014). Statistical mediation analysis with a multicategorical independent variable. British journal of mathematical and statistical psychology, 67(3), 451-470.
Huang, J. H., Lee, B. C., & Hsun Ho, S. (2004). Consumer attitude toward gray market goods. International marketing review, 21(6), 598-614.
Jones, A., & Kang, J. (2020). Media technology shifts: Exploring millennial consumers' fashion‐information‐seeking behaviors and motivations. Canadian Journal of Administrative Sciences, 37(1), 13-29.
Khan, N., Hui, L. H., Chen, T. B., & Hoe, H. Y. (2016). Impulse buying behaviour of generation Y in fashion retail. International Journal of Business and Management, 11(1), 144.
Kheiri, B., & Fathali, M. (2015). Investigating effective factors on purchase intention of luxury products. Journal of Marketing Management, 26, 1-24. [In Persian]
Khorakeyan, A. (2018). The average time of using cyber space in Iran is 3 hours more than the world average. Keyhan Newspaper, 2018-5-25, News Code 140555. [In Persian]
Khraim, H. S. (2011). The influence of brand loyalty on cosmetics buying behavior of UAE female consumers. International Journal of Marketing Studies, 3(2), 123-133.
Kelić, I. (2021). Generation Y perception and satisfaction in online purchasing process. International journal of multi-disciplinarity in business and science, 7(11), 5-12.
Krasniqi, M. (2014). Attitudes and costumer behaviour. European Journal of Social Science Education and Research, 1(2), 98-104.
Leelakulthanit, O. (2013). The happiness of gen Y female and male shoppers. paper presented at the 1st International Conference on New Directions in Business, Management, Finance, and Economics, Famagusta, 12-14 September.
Lim, H., & Dubinsky, A. J. (2005). The theory of planned behavior in e‐commerce: Making a case for interdependencies between salient beliefs. Psychology & Marketing, 22(10), 833-855.
Liu, Y., Lu, J., & Qi, G. (2021, December). A Summary of the Marketing Strategies of Luxury Cosmetics Brands. In 2021 3rd International Conference on Economic Management and Cultural Industry (ICEMCI 2021) (pp. 790-800). Atlantis Press.
Madahi, A., & Sukati, I. (2012). The effect of external factors on purchase intention amongst young generation in Malaysia. International Business Research, 5(8), 153.
Maduku, D. K. (2013). Predicting retail banking customers' attitude towards Internet banking services in South Africa. Southern African Business Review, 17(3), 76-100.
Marci, K. (2019). What the $532bn beauty industry looks like in 2019. Available at https://edited.com/resources/what-the-beauty-industry-looks-like-in-the-future/ (accessed 14 November 2019).
Mascarenhas, O. A., & Higby, M. A. (1993). Peer, parent, and media influences in teen apparel shopping. Journal of the Academy of Marketing Science, 21(1), 53-58.
McNeill, L., & Venter, B. (2019). Identity, self‐concept and young women’s engagement with collaborative, sustainable fashion consumption models. International Journal of Consumer Studies, 43(4), 368-378.
Moreno, F. M., Lafuente, J. G., Carreón, F. Á., & Moreno, S. M. (2017). The characterization of the millennials and their buying behavior. International Journal of Marketing Studies, 9(5), 135-144.
Nosita, F., & Lestari, T. (2019). The influence of user generated content and purchase intention on beauty products. Mgt. Mkt. Review, 4(3), 171-183.
Orús, C., Gurrea, R., & Ibáñez-Sánchez, S. (2019). The impact of consumers’ positive online recommendations on the Omni-channel webrooming experience. Spanish Journal of Marketing-ESIC, 23(3), 397-414.
Pacheco, L., Torres da Silva, M., Brites, M. J., Henriques, S., & Damásio, M. J. (2017). Patterns of European youngsters' daily use of media. Observatorio (OBS*), 11(4), 1-18.
Pudaruth, S., Juwaheer, T. D., & Seewoo, Y. D. (2015). Gender-based differences in understanding the purchasing patterns of eco-friendly cosmetics and beauty care products in Mauritius: a study of female customers. Social responsibility journal, 11(1), 179-198.
Raman, P. (2019). Understanding female consumers’ intention to shop online: The role of trust, convenience and customer service. Asia Pacific Journal of Marketing and Logistics, 31(4), 1138-1160.
Ramkumar, B., & Woo, H. (2018). Modeling consumers’ intention to use fashion and beauty subscription-based online services (SOS). Fashion and Textiles, 5, 1-22.
Sama, R. (2019). Impact of media advertisements on consumer behaviour. Journal of Creative Communications, 14(1), 54-68.
Sanidewi, H., & Paramita, E. L. (2018). The role of perceived green marketing and brand equity on green purchasing decision. Diponegoro International Journal of Business, 1(1), 14-25.
Schepers, J., & Wetzels, M. (2007). A meta-analysis of the technology acceptance model: Investigating subjective norm and moderation effects. Information & management, 44(1), 90-103.
Schulz, H. M. (2015). Reference group influence in consumer role rehearsal narratives. Qualitative market research: An international journal, 18(2), 210-229.
Sharma, A., Kathiriya, K., & Thummar, D. (2022). Impact of social media marketing of cosmetic products on purchasing of youth in Gujarat. International Journal of Management, Public Policy and Research, 1(3), 61-66.
Shephard, A., Pookulangara, S., Kinley, T. R., & Josiam, B. M. (2016). Media influence, fashion, and shopping: a gender perspective. Journal of Fashion Marketing and Management, 20(1), 4-18.
Sin, L. M., & Omar, B. (2020). The impact of Korean wave on Malaysian metrosexual grooming attitude and behaviour: the moderating role of visual media consumption. Media Watch, 11(2), 263-280.
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