Modelling fashion clothing involvement among gay consumers in South Africa

Madinga, Nkosivile Welcome; Maziriri, Eugine Tafadzwa; Dondolo, Bongazana Hilda; Chuchu, Tinashe

doi:10.1080/23311886.2020.1760415

Cited by 6 publications

(3 citation statements)

References 91 publications

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“…In addition, [41] social influence has a strong influence on behavioural intentions. [44] and [69] point out that reference groups can should be taken into consideration by marketers when developing marketing communication campaigns. At times the influence of the social groups can disadvantage the organisation [67] when the social group members are not in favour of the organisation.…”

Section: Social Influence and Intention To Use The Uber Applicationmentioning

confidence: 99%

Antecedents That Influence the Intention to Use the Uber Mobile Application: Customer Perspectives in South Africa

Maziriri

Mapuranga

Mushwana

et al. 2020

Int. J. Interact. Mob. Technol.

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<p class="0abstract">In today’s postmodern era, there is phenomenal growth in the use of smartphones, GPS as well as Internet. This has given a rise to a revolution in the business world and the revolution is focused on conducting business on the move usually by mobile commerce applications. The study sought to determine the impact of perceived convenience, facilitation conditions, social influence and price value on the intention to the use an Uber application. A quantitative methodology was utilised and the research concentrated specifically on consumers, located in the Johannesburg area and using of a non-probability convenience sample. A self-administered questionnaire was designed based on the scales used in previous studies. The statistical data analysis procedures utilised for the quantitative study were descriptive statistics, correlation analysis, reliability analysis, structural equation modelling approach by means of the partial least squares structural equation modelling approach. The hypotheses testing results revealed that the intention to use an Uber application was influenced significantly and positively by perceived convenience, facilitation conditions, social influence and price value. The study authenticates those factors such as perceived convenience, facilitating conditions, social influence and price value are instrumental in stimulating the intention to use the Uber application. Lastly, based on the findings of this study, limitations were discussed along with the recommendations and concluding remarks.</p>

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Section: Social Influence and Intention To Use The Uber Applicationmentioning

confidence: 99%

Antecedents That Influence the Intention to Use the Uber Mobile Application: Customer Perspectives in South Africa

Maziriri

Mapuranga

Mushwana

et al. 2020

Int. J. Interact. Mob. Technol.

View full text Add to dashboard Cite

show abstract

“…Globally, the LGBT purchasing power is estimated to be $3.9 trillion as of 2019 (LGBT-Capital, 2020). While the LGBT buying power in South Africa was estimated to be R152 billion in 2017 (Madinga et al, 2020; Morris, 2017). In addition, 10% of the South African population is part of the LGBT community (Profile, 2012).…”

Section: Background Of the Studymentioning

confidence: 99%

“…Homosexual representation in advertising is an effective way for marketers to appeal to LGBT consumers, since their inclusion in media roles and advertising can elicit feelings of pride (Nölke, 2018). These consumers are referred to as the “dream-market,” due to their relatively high income, progressive outlook on consumption and profound loyalty to brands who support their community (Åkestam et al, 2017; Madinga et al, 2020). Brands have realized that diversity can be a key competitive advantage and will gain loyalty from homosexual consumers through their inclusion in marketing communication media (Nölke, 2018).…”

Section: Literature Reviewmentioning

confidence: 99%

The New Normal: Exploring Heterosexual Consumers’ Responses to Lesbian and Gay-Themed Adverts in South African Mainstream Media

et al. 2022

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Lesbian and gay-themed advertising hold great potential for marketers and brands, yet an understanding of how these advertisements influence heterosexual consumers is still a question of debate. This study examined the developmental factors and traditional culture of consumers, which are critical in understanding tolerance of homosexuality. It further examined the impact of tolerance of homosexuality on attitudes toward lesbian and gay-themed advertisements and brands. Primary data were collected through an electronic self-administered questionnaire, and 690 responses from heterosexual consumers were recorded. The data were analyzed using the Partial Least Squares Structural Equation Modeling (PLS-SEM). The findings indicate that heterosexual consumers with a high tolerance toward homosexuality have more positive attitudes toward lesbian and gay-themed adverts and brands. In addition, advertisement themes (gay vs. lesbian) had no significant effect on consumer attitudes toward the advertisement as well as toward the brand. These findings provide guidelines for future research and implications for advertisers who intend to address consumers of various sexual orientations.

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Green beauty: examining factors shaping millennials’ attitudes toward organic personal care products in South Africa

Lupindo,

Madinga,

Dlamini

2024

EJMS

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PurposeThis study aims to explore the factors that influence millennials’ attitudes toward organic personal care products, focusing on the role of health consciousness, environmental concerns and quality perceptions.Design/methodology/approachAn electronic, self-administered survey was used to collect 377 responses. The data analysis utilized partial least squares structural equation modeling (PLS-SEM).FindingsThe findings reveal that environmental concerns, health consciousness and perceived behavioral control play a significant role in shaping millennials’ attitudes toward organic personal care products, while the perceived quality of organic personal care products significantly influences their purchase intentions.Practical implicationsThe results of this study provide valuable insights for personal care product manufacturers, retailers and marketers looking to target millennial consumers. By understanding the key factors that influence millennials’ attitudes and purchase intentions, marketers in the personal care product industry can tailor their strategies effectively.Social implicationsThe study’s findings inform strategies that promote healthier and more environmentally conscious consumer behavior. This aligns with broader societal goals of promoting sustainability and health consciousness, contributing to a more environmentally and socially responsible consumer culture.Originality/valueThe study’s contribution lies in its focused exploration of the interplay between health consciousness, environmental concerns and quality perceptions on millennials’ attitudes toward organic personal care products.

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Modelling fashion clothing involvement among gay consumers in South Africa

Cited by 6 publications

References 91 publications

Antecedents That Influence the Intention to Use the Uber Mobile Application: Customer Perspectives in South Africa

Antecedents That Influence the Intention to Use the Uber Mobile Application: Customer Perspectives in South Africa

The New Normal: Exploring Heterosexual Consumers’ Responses to Lesbian and Gay-Themed Adverts in South African Mainstream Media

Green beauty: examining factors shaping millennials’ attitudes toward organic personal care products in South Africa

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