Inclusive advertising featuring disability on instagram: Effect on consumer well-being, brand engagement, and purchase intention

Qayyum, Abdul; Jamil, Raja Ahmed; Shah, Adnan Muhammad; Lee, KangYoon

doi:10.1016/j.jretconser.2023.103515

Cited by 14 publications

(2 citation statements)

References 102 publications

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“…Teknik marketing yang dilakukan oleh generasi ini berhasil menarik perhatian konsumen karena teknik dan trik yang dilakukan generasi z tidak hanya sekedar mempromosikan produk somethinc di instagram tetapi mereka juga membuat konten video dengan konsep yang lucu dan menarik . Para pembuat konten ini memainkan peran sentral dalam membangun, mendistribusikan, dan memonetisasi konten (Zhang & Zhang, 2024), Meluasnya teknologi telah menjadikan digital marketing sebagai kekuatan yang kuat dalam dunia pemasaran (Qayyum et al, 2023), Dibandingkan dengan strategi pemasaran tradisional, pemasaran konten (CM) pada platform media sosial merangsang konsumsi dengan menggabungkan informasi produk secara mulus ke dalam konten yang dibuat oleh pembuat konten, yang sering disebut sebagai selebriti, YouTuber, blogger, influencer, dll (Zhang & Zhang, 2024). Sejak kehadirannya pertama kali pada 2019 produk kosmetik Somethinc dengan cepat langsung menarik mata dan perhatian para pecinta dandan atau beauty enthusiast.…”

Section: Hasil Dan Pembahasanunclassified

Analisis Trik dan Teknik Marketing Generasi Z dalam Mempromosikan Produk Somethinc di Instagram

Putriana,

Kholil

2024

jimik

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As the digital world develops rapidly, marketing dynamics also change, requiring constant strategy adaptation on the part of marketers. The emergence of Generation Z as a new economic force in the digital marketing era is one of the most significant developments in the last ten years. So, on this occasion the researcher wants to research the tricks and techniques of Generation Z in promoting a product to make the current digital marketing industry develop, this research is a case study conducted on generation Z influencers in carrying out tricks and techniques in promoting somethinc products. The research method used is qualitative with a phenomenological approach, which allows researchers to understand individual or group behavior and related social phenomena. The research results revealed that Generation Z's use of influencer marketing techniques succeeded in attracting consumer attention and contributed to increasing sales of Somehinc products. This research also shows that Generation Z marketing techniques, especially through Instagram social media, have a significant impact on product marketing.

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Section: Hasil Dan Pembahasanunclassified

Analisis Trik dan Teknik Marketing Generasi Z dalam Mempromosikan Produk Somethinc di Instagram

Putriana,

Kholil

2024

jimik

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“…Previous studies applying self-congruity theory to fashion advertising models have demonstrated that consumers’ purchase intentions for advertised fashion products increase when they perceive congruence between their ideal or actual selves and the advertising model [ 10 , 19 ]. Given the scarcity of empirical evidence on inclusive advertisements [ 40 ], it is imperative to prioritize the examination of purchase intention as a key determinant of its effectiveness in the digital marketing realm [ 41 ]. Thus, this study empirically tests hypotheses related to the influence of perceived actual and ideal self-congruence with both thin and plus-size models on purchase intentions for advertised apparel products.…”

Section: Literature Review and Hypothesis Developmentmentioning

confidence: 99%

Size-inclusive advertising in the Asian fashion market: Female consumers’ responses to a plus-size vs. Thin-size model in South Korea

Kim,

Yang

2024

PLoS ONE

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Global fashion brands have embraced size-inclusive advertising featuring plus-size models, yet the responses of Asian consumers to such advertising—where the average body size of women is smaller than in Western markets—have garnered little attention. This study, utilizing the S-O-R model, aimed to investigate whether the relationships among perceived actual and ideal self-congruence, perceived attractiveness and familiarity of a fashion model, and purchase intention vary based on the body size of the fashion model. We tested the hypothesized relationships using ANCOVA, confirmatory factor analysis, and multi-group structural equation modeling, analyzing 623 online survey responses from South Korean female consumers. Actual self-congruence had a greater influence on perceived familiarity in consumers exposed to a thin-sized model compared to those exposed to a plus-sized model. In contrast, ideal self-congruence had a more significant positive impact on the perceived physical attractiveness of the plus-size model than the thin-size model. Furthermore, the plus-size model’s perceived physical attractiveness had a more significant positive effect on purchase intention than that of the thin-size model. This study highlights the importance of crafting advertising images that portray plus-size models as physically attractive to elicit favorable responses from Asian consumers.

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Conceptualizing inclusive marketing: A synthesis of theory and practice

Grieco

2024

European Management Journal

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Inclusive advertising featuring disability on instagram: Effect on consumer well-being, brand engagement, and purchase intention

Cited by 14 publications

References 102 publications

Analisis Trik dan Teknik Marketing Generasi Z dalam Mempromosikan Produk Somethinc di Instagram

Analisis Trik dan Teknik Marketing Generasi Z dalam Mempromosikan Produk Somethinc di Instagram

Size-inclusive advertising in the Asian fashion market: Female consumers’ responses to a plus-size vs. Thin-size model in South Korea

Conceptualizing inclusive marketing: A synthesis of theory and practice

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