The impact of the fashion blogosphere on Gen-Z female consumers, and the implications for improved communication approaches
by Myriam Caratù; Gianpaolo Vignali; Yue Chang; Daniella Ryding
International Journal of Technology Transfer and Commercialisation (IJTTC), Vol. 20, No. 3, 2023

Abstract: This study examines the expectations and characteristics of female Generation Z consumers in the context of Chinese social media marketing. It focuses on the impact of fashion blogging and develops communication strategies based on a theoretical framework, which consists of five dimensions: entertainment, interaction, trendiness, electronic word of mouth, and credibility. A quantitative survey was conducted using an Internet-based questionnaire, with 337 responses collected. After screening for female Generation Z participants aged 18 to 24, 202 valid responses were obtained. The questionnaire covered various aspects (including fashion blogging dimensions, decision-making factors, and purchase actions) and open-ended feedbacks. The findings indicate a positive relationship between fashion blogging and consumers' purchase decisions. Additionally, brand awareness, brand image, consumer attitudes, and purchase intentions mediate this relationship. These insights enable retailers to understand the behaviour of female Chinese Generation Z consumers and develop targeted communication strategies using blogs.

Online publication date: Wed, 21-Feb-2024

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