Influencing beauty: The role of YouTube vlogging in shaping Generation Z makeup purchases

Abstract

Penetration and adoption of YouTube is growing internationally and locally. YouTube access has resulted in the emergence of vlogging. Vlogging resultantly has caught the attention of researchers, yet its role in determining consumers' buying behaviour, in general, has been less explored. There is little research on the factors that encourage Generation Z (Gen Z) purchasing behaviour based on YouTube beauty makeup vlogging. To close this gap this study adopted qualitative research. Convenience non-probability sampling was conducted using semi-structured interviews in the collection of data amongst seven Gen Z (female) vlog make-up users between the ages of 18 and 27. Thematic analysis technique was used to analyse the collected data. The main findings of the study revealed that beauty makeup vlogging affects the decision to purchase branded makeup products based on the beauty makeup awareness, vlogger product knowledge, makeup brand preference, attitude toward the brand, beauty makeup application learning techniques, brand affordability and vlogging channel usage. Furthermore, South African Gen Z consumers’ preference for international beauty makeup brands stems from the greater exposure of those brands, in comparison to local brands. The study concluded with contributions and future research directions.