Indonesian Millennials: Building Metrosexual Capitalist Industry through Instagram #cowokmilenial

Putranto, Teguh Dwi; Susilo, Daniel; Suyanto, Bagong; Ariadi, Septi

doi:10.52518/2021-09pssa

Cited by 6 publications

(5 citation statements)

References 36 publications

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“…While this generation has been covered in the non-academic literature, very few academics have considered their views and consumptions (Putranto et al, 2022). Hence, this research focused on millennial males in SEE.…”

Section: Consumption Of Grooming Products By Metrosexual Malesmentioning

confidence: 99%

“…A lack of research among millennials (a generation that grew up in the Internet age) has been noticed in the literature. While this generation has been covered in the non-academic literature, very few academics have considered their views and consumptions (Putranto et al, 2022). Hence, this research focused on millennial males in SEE.…”

Section: Background and Literature Reviewmentioning

confidence: 99%

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Insights on Metrosexuality and Consumption for Marketers in South-East Europe

Magklaras¹,

Kapoulas²,

Xharavina

et al. 2023

International Journal of Market Research

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This article explores the emergence of metrosexuals among millennial men in five South-East Europe (SEE) countries and their subculture of consumption. It qualitatively studies their beliefs about masculinity and metrosexuality, and it identifies their purchasing behaviours’ of grooming products online and offline by employing digital extended self-theory to provide strategic guidance for marketers and new insights for academics. This qualitative study includes ten semi-structured in-depth interviews and one hundred qualitative open-ended questionnaires. Additionally, it employs netnography to analyze the subculture of consumption of male metrosexuality in two representative blogs. The findings reveal that SEE millennial men embrace a dual identity, a traditional masculine identity, which co-exists with their metrosexuality, creating an emotional conflict as they differ along an accepted to extreme continuum. Metrosexual men are heavy users of personal grooming products favouring online purchasing (1) due to the frequent lack of retail availability in SEE countries and (2) their sense of embarrassment––the underlying emotional conflict. This study directly challenges the existing academic literature, which supports the dominance of traditional masculine identity among developing countries. For both marketers and academics, it presents a different market reality. Metrosexual males show a distinctly different self-identity online from offline. Social media provides them with a safe space, which is often subject to public embarrassment in offline settings. These findings have note-worthy implications for marketing practitioners including communication messaging, social media strategy, brand identity and presence, and product development. They provide insights for both practitioners and academics regarding the subculture of consumption of metrosexuals in the historically macho male-dominated SEE regions.

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Section: Consumption Of Grooming Products By Metrosexual Malesmentioning

confidence: 99%

Section: Background and Literature Reviewmentioning

confidence: 99%

Insights on Metrosexuality and Consumption for Marketers in South-East Europe

Magklaras¹,

Kapoulas²,

Xharavina

et al. 2023

International Journal of Market Research

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show abstract

“…In understanding metrosexual male body picture, a few thinks about have developed. Description of metrosexuality through appearance (Pranata, 2020), the picture of the male body with solid arms and sound skin is overwhelmed by the utilization of body sustenance items (Putranto, 2022a), the capitalist industry develops the meaning of metrosexual men among Indonesian millennials through skin care items (Putranto, Susilo, et al, 2022), the male body as a target of capitalist misuse rivals the female body (Putranto, 2022b). The appearance is a physical representation of who someone is that is visible to the eyes (Hanifah et al, 2021).…”

Section: Introductionmentioning

confidence: 99%

The Reality of Indonesian Metrosexual Men's Online Skincare Shopping and the Power of Cultural Industry

Putranto

2023

jnk

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The purpose of this study is to find out the reality of metrosexual men's skincare shopping online which is driven by the power of the cultural industry. The research method in this study is virtual ethnography, which focuses on digital texts with Instagram as a medium for viewing the way in which metrosexual guys are disciplined. Six informants were identified by the researcher as part of the inquiry. Males, located in Jakarta, Bandung, and Surabaya, interested in facial skincare products, repeat purchasers, and visible via posts on their individual Instagram profiles are the characteristics of the informants in this study. The researcher used the snowball technique to conduct an informant search after obtaining informants who met the research criteria. The results of this study show that the reality of online skincare shopping driven by the power of the cultural industry for metrosexual men is carried out by metrosexual men with different practices. Besides that, the reality that has been built is that caring for facial skin is a form of self-respect and added value for everyone.

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“…This can lead to a greater diversity of ideas and perspectives in society, as well as a greater awareness of issues facing marginalized groups. However, digital subcultures can also be insular and exclusionary, leading to the creation of echo chambers where members only hear opinions that align with their own (Teguh Dwi Putranto et al, 2022).…”

Section: Introductionmentioning

confidence: 99%

The impact of @jharnabhagwani content as instagram influencer

Sono

Goeliling

Buamonabot

et al. 2023

JKP

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Businesses around Instagram influencers involve using these individuals to promote products or services to their followers. Businesses collaborates with influencers in a number of ways, including sponsored posts, affiliate marketing, and brand partnerships. This research examines Influencer marketing role and the impact on social engagement. the analysis technique will be using Instagram Analytics tool. The analytics tool functioned to simplify the old literature’s formula. With using Toolzu Analytics, we don’t need to calculate with complicated formula anymore but getting a complete multi-category data. The results of study show from cosplay being seen as sexualizing hobby, socially awkward, childish, and weird, become an art activity using make-up and show a real costume dress with good crafting and make-up. It’s also a proof that content can be visually pleasing without overdose of sexualization. It is also pretty unique that despite her strong domination of cosplay content, she managed to bring trend of business, education, and vegan from her top user’s interest.

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Indonesian Millennials: Building Metrosexual Capitalist Industry through Instagram #cowokmilenial

Cited by 6 publications

References 36 publications

Insights on Metrosexuality and Consumption for Marketers in South-East Europe

Insights on Metrosexuality and Consumption for Marketers in South-East Europe

The Reality of Indonesian Metrosexual Men's Online Skincare Shopping and the Power of Cultural Industry

The impact of @jharnabhagwani content as instagram influencer

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