Article2013

Generation Y females online: insights from brand narratives

103 citations0/0 files storedQualitative Market Research An International Journal

No readable copy stored yet — this record is metadata only.

No open-access location is known for this record yet.

Literature note Cite in a project Citation map

Digital Marketing and Social Media Consumer Behavior in Brand Consumption and Identification Consumer Perception and Purchasing Behavior

Abstract

Purpose The purpose of this paper is to understand the relationships Generation Y females have with fashion brands online. Specifically, it examines the role of the internet and social networks in these relationships. Design/methodology/approach Narrative interviews were employed to gather data from Generation Y women. Analysis was conducted using inductive thematic analysis. Findings Two main themes emerged from the data: the importance of social media and the influence of the internet. Findings suggest social networks have a significant influence on the dynamics of brand consumption and inform our understanding of females' online shopping behaviours. Research limitations/implications A qualitative methodology was utilised to elicit insights from consumers. This allowed participants to express their thoughts in their own words, which provided rich data for analysis. Practical implications We provide guidance for marketing managers seeking to harness social networks to market brands. Findings illustrate the role of social networks in driving brand consumption among Generation Y women, and highlight the criticality of the social network as a source of information and reassurance for brand choices. Further, we identify concerns about online shopping, and provide suggestions for online retailers seeking to augment consumers' shopping experiences. Originality/value This study offers insights into Generation Y females' use of the internet and social networks for brand consumption. To date such research has been mainly quantitative. Further, Generation Y has been neglected in the marketing literature. This paper addresses these gaps and illustrates the significant impact social media has on the behaviour of female consumers.

Paper brief

Loading…

Cite this work

Citation unavailable for this work.

BibTeX RIS CSL-JSON

No public copy is stored for this record, so only the metadata is cited.

Citations in this library

Citation map →

Stored only when both papers are in the corpus — 103 citations exist upstream.

References

2006Using thematic analysis in psychology 2009Users of the world, unite! The challenges and opportunities of Social Media 1998Transforming Qualitative Information: Thematic Analysis and Code Development 1999Whence Consumer Loyalty?1988Possessions and the Extended Self 1998Consumers and Their Brands: Developing Relationship Theory in Consumer Research 1988The Long Interview 2001Brand Community

Cited by

2017Social media in marketing: A review and analysis of the existing literature 2017The impact of online brand community characteristics on customer engagement: An application of Stimulus-Organism-Response paradigm 2017Influence of social media marketing communications on young consumers’ attitudes 2015Facebook advertising’s influence on intention-to-purchase and purchase amongst Millennials 2024Assessment of Women's Online Shopping Behavior in India: Model Design and Analysis 2023De la tienda física al mercadillo digital: el consumo online de moda en España

Explore the map →

Papers that cite the same references — the relational fallback while embeddings are still backfilling.

Imported from OpenAlex (CC0) — nothing here is generated.