IDEAS home Printed from https://ideas.repec.org/a/eee/joreco/v59y2021ics0969698920313539.html
   My bibliography  Save this article

‘Instagram made Me buy it’: Generation Z impulse purchases in fashion industry

Author

Listed:
  • Djafarova, Elmira
  • Bowes, Tamar

Abstract

This paper investigates what types of Instagram marketing tools are the most effective in relation to Generation Z's impulse purchasing behaviour within fashion industry in the context of the United Kingdom. The research applies Stimulus-Organism-Response model to the context of Instagram. The findings of this qualitative study based on eight extensive focus groups conclude that there are significant gender differences in relation to impulse purchasing behaviour on Instagram. Instagram is vastly influential in encouraging impulse purchases amongst females, however, this was not the case for male participants. A revised Stimulus-Organism-Response model is proposed to Instagram, concluding that advertisements, opinion leaders and user-generated content act as stimuli (S) in evoking positive emotions (O), which subsequently trigger impulse purchases (R) in Generation Z females.

Suggested Citation

  • Djafarova, Elmira & Bowes, Tamar, 2021. "‘Instagram made Me buy it’: Generation Z impulse purchases in fashion industry," Journal of Retailing and Consumer Services, Elsevier, vol. 59(C).
    • Handle: RePEc:eee:joreco:v:59:y:2021:i:c:s0969698920313539
    DOI: 10.1016/j.jretconser.2020.102345
    as

    Download full text from publisher

    File URL: http://www.sciencedirect.com/science/article/pii/S0969698920313539
    Download Restriction: Full text for ScienceDirect subscribers only
    File URL: https://libkey.io/10.1016/j.jretconser.2020.102345?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    References listed on IDEAS

    as
    1. Yu-Qian Zhu & Dinna Amelina & David C. Yen, 2020. "Celebrity Endorsement and Impulsive Buying Intentions in Social Commerce - The Case of Instagram in Indonesia: Celebrity Endorsement," Journal of Electronic Commerce in Organizations (JECO), IGI Global, vol. 18(1), pages 1-17, January.
    2. Badgaiyan, Anant Jyoti & Verma, Anshul, 2015. "Does urge to buy impulsively differ from impulsive buying behaviour? Assessing the impact of situational factors," Journal of Retailing and Consumer Services, Elsevier, vol. 22(C), pages 145-157.
    3. Sokolova, Karina & Kefi, Hajer, 2020. "Instagram and YouTube bloggers promote it, why should I buy? How credibility and parasocial interaction influence purchase intentions," Journal of Retailing and Consumer Services, Elsevier, vol. 53(C).
    4. Jacobson, Jenna & Gruzd, Anatoliy & Hernández-García, à ngel, 2020. "Social media marketing: Who is watching the watchers?," Journal of Retailing and Consumer Services, Elsevier, vol. 53(C).
    5. Hanna Reinikainen & Jaana T. Kari & Vilma Luoma-aho, 2020. "Generation Z and Organizational Listening on Social Media," Media and Communication, Cogitatio Press, vol. 8(2), pages 185-196.
    6. Manfred Bruhn & Verena Schoenmueller & Daniela B. Schäfer, 2012. "Are social media replacing traditional media in terms of brand equity creation?," Management Research Review, Emerald Group Publishing Limited, vol. 35(9), pages 770-790, August.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Margaret Moe, 2023. "Podvertising: Podcast Listeners’ Advertising Attitudes, Consumer Actions and Preference for Host-Read Ads," Journal of Economics and Behavioral Studies, AMH International, vol. 14(4), pages 50-66.
    2. Yi Yong Lee & Chin Lay Gan & Tze Wei Liew, 2023. "Do E-wallets trigger impulse purchases? An analysis of Malaysian Gen-Y and Gen-Z consumers," Journal of Marketing Analytics, Palgrave Macmillan, vol. 11(2), pages 244-261, June.
    3. Zafar, Abaid Ullah & Shahzad, Mohsin & Ashfaq, Muhammad & Shahzad, Khuram, 2023. "Forecasting impulsive consumers driven by macro-influencers posts: Intervention of followers' flow state and perceived informativeness," Technological Forecasting and Social Change, Elsevier, vol. 190(C).

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Tafesse, Wondwesen & Wood, Bronwyn P., 2021. "Followers' engagement with instagram influencers: The role of influencers’ content and engagement strategy," Journal of Retailing and Consumer Services, Elsevier, vol. 58(C).
    2. Watanabe, Nicholas M. & Kim, Jiyeon & Park, Joohyung, 2021. "Social network analysis and domestic and international retailers: An investigation of social media networks of cosmetic brands," Journal of Retailing and Consumer Services, Elsevier, vol. 58(C).
    3. Kimiagari, Salman & Asadi Malafe, Neda Sharifi, 2021. "The role of cognitive and affective responses in the relationship between internal and external stimuli on online impulse buying behavior," Journal of Retailing and Consumer Services, Elsevier, vol. 61(C).
    4. Belanche, Daniel & Casaló, Luis V. & Flavián, Marta & Ibáñez-Sánchez, Sergio, 2021. "Building influencers' credibility on Instagram: Effects on followers’ attitudes and behavioral responses toward the influencer," Journal of Retailing and Consumer Services, Elsevier, vol. 61(C).
    5. Park, Jinhee & Ahn, Hyeongjin & Kim, Dongjae & Park, Eunil, 2024. "GNN-IR: Examining graph neural networks for influencer recommendations in social media marketing," Journal of Retailing and Consumer Services, Elsevier, vol. 78(C).
    6. Irina Maiorescu & Mihaela Bucur & Bogdan Georgescu & Daniel Moise & Vasile Alecsandru Strat & Ion Daniel Zgură, 2020. "Social Media and IOT Wearables in Developing Marketing Strategies. Do SMEs Differ From Large Enterprises?," Sustainability, MDPI, vol. 12(18), pages 1-18, September.
    7. Ki, Chung-Wha (Chloe) & Cuevas, Leslie M. & Chong, Sze Man & Lim, Heejin, 2020. "Influencer marketing: Social media influencers as human brands attaching to followers and yielding positive marketing results by fulfilling needs," Journal of Retailing and Consumer Services, Elsevier, vol. 55(C).
    8. Souheila Kaabachi & Mohamed Karim Kefi & Monyédodo Régis Kpossa & Ahmed Anis Charfi, 2021. "Celebrity Endorsement vs Influencer Endorsement for Financial Brands: What does Gen-Z think?," Post-Print hal-03767446, HAL.
    9. Idongesit Oto Eshiett & Oto Eyamba Eshiett, 2023. "Social Media Food Ads Hype and Adolescent Obesity Upsurge in Nigeria," International Journal of Research and Innovation in Social Science, International Journal of Research and Innovation in Social Science (IJRISS), vol. 7(7), pages 1854-1868, July.
    10. Zhou, Qi & Li, Bin & Li, Huajun & Lei, Yueqiu, 2024. "Mere copycat? The effects of human versus human-like virtual influencers on brand endorsement effectiveness: A moderated serial-mediation model," Journal of Retailing and Consumer Services, Elsevier, vol. 76(C).
    11. Tony Cooper & Constantino Stavros & Angela R. Dobele, 2019. "The levers of engagement: an exploration of governance in an online brand community," Journal of Brand Management, Palgrave Macmillan, vol. 26(3), pages 240-254, May.
    12. Jinjing Yang & Cong Cao & Chensang Ye & Yangyan Shi, 2022. "Effects of Interface Design and Live Atmosphere on Consumers’ Impulse-Buying Behaviour from the Perspective of Human–Computer Interaction," Sustainability, MDPI, vol. 14(12), pages 1-21, June.
    13. Breithaupt, Patrick & Kesler, Reinhold & Niebel, Thomas & Rammer, Christian, 2020. "Intangible capital indicators based on web scraping of social media," ZEW Discussion Papers 20-046, ZEW - Leibniz Centre for European Economic Research.
    14. Osorio, María Lucila & Centeno-Velázquez, Edgar & López-Pérez, María Eugenia & del Castillo, Ernesto, 2021. "Authenticity, fit and product type: Testing a celebrity brand extension model cross-culturally," Journal of Retailing and Consumer Services, Elsevier, vol. 63(C).
    15. Kim, Do Yuon & Kim, Hye-Young, 2021. "Trust me, trust me not: A nuanced view of influencer marketing on social media," Journal of Business Research, Elsevier, vol. 134(C), pages 223-232.
    16. Stachowiak-Krzyżan Magda, 2021. "Involvement of Generation Z in the Communication Activities of Clothing Brands in Social Media — The Case of Poland," Marketing of Scientific and Research Organizations, Sciendo, vol. 41(3), pages 115-136, September.
    17. Conde, Rita & Casais, Beatriz, 2023. "Micro, macro and mega-influencers on instagram: The power of persuasion via the parasocial relationship," Journal of Business Research, Elsevier, vol. 158(C).
    18. Barta, Sergio & Belanche, Daniel & Fernández, Ana & Flavián, Marta, 2023. "Influencer marketing on TikTok: The effectiveness of humor and followers’ hedonic experience," Journal of Retailing and Consumer Services, Elsevier, vol. 70(C).
    19. Zofia Saternus & Patrick Weber & Oliver Hinz, 2022. "The effects of advertisement disclosure on heavy and light Instagram users," Electronic Markets, Springer;IIM University of St. Gallen, vol. 32(3), pages 1351-1372, September.
    20. Zhan, Mengmeng & Huang, Minxue & Li, Aoqi & Yang, Yvmeng, 2023. "The role of impulsive behaviour and meta-perception in referral reward programs," Journal of Retailing and Consumer Services, Elsevier, vol. 75(C).

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:eee:joreco:v:59:y:2021:i:c:s0969698920313539. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Catherine Liu (email available below). General contact details of provider: https://www.journals.elsevier.com/journal-of-retailing-and-consumer-services .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.