Title: The impact of the fashion blogosphere on Gen-Z female consumers, and the implications for improved communication approaches

Authors: Myriam Caratù; Gianpaolo Vignali; Yue Chang; Daniella Ryding

Addresses: Faculty of Economics, Università Degli Studi Internazionali di Roma – UNINT, Via Cristoforo Colombo, 200, 00147 Rome (RM), Italy ' Department of Materials, University of Manchester, Sackville Street, Manchester, UK ' China Hangzhou Yifengge Garment Co., Ltd, 43 Building, Yishang Town, Tingyu Street, Linping District, Hangzhou, Zhejiang, China ' Department of Materials, University of Manchester, Sackville Street, Manchester, M13 9PL, UK

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.

Keywords: social media marketing; SMM; fashion blogging; blog; purchase decision; Generation Z; female consumers; consumers' decision-making; consumers' attitudes; consumers' belief; Chinese market.

DOI: 10.1504/IJTTC.2023.136769

International Journal of Technology Transfer and Commercialisation, 2023 Vol.20 No.3, pp.269 - 313

Received: 17 Feb 2023
Accepted: 23 Mar 2023
Published online: 21 Feb 2024 *

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