Beauty product brand experimentation: how celebrities and reference groups influence South African female Generation Y consumers Online publication date: Sun, 03-Dec-2023
by Riané Cherylise Dalziel
European J. of International Management (EJIM), Vol. 22, No. 1, 2024
Abstract: Consumers are exposed to a wide variety of products and brands because we live in an era characterised by globalisation. As such, consumers are inclined to exert brand experimentation tendencies, especially within the beauty product industry. This paper sought to determine the influence of celebrities and groups on the beauty product brand experimentation tendencies of South African female Generation Y students. Data was collected using a quantitative method, and analysed using SPSS and AMOS. According to the results, female Generation Y students' beauty product brand experimentation is a three-dimensional model including celebrity influence, group influence and brand experimentation. Path analysis signified that both celebrity and group influence have a significant positive and direct influence on female Generation Y students' brand experimentation tendencies. Therefore, brands, especially new brands entering the beauty product market, should make use of consumers' reference groups and celebrities to target these consumers.
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