International Journal of Business Ecosystem and Strategy (2687-2293), Год журнала: 2024, Номер 6(6), С. 57 - 70
Опубликована: Дек. 17, 2024
Penetration and adoption of YouTube is growing internationally locally. access has resulted in the emergence vlogging. Vlogging resultantly caught attention researchers, yet its role determining consumers' buying behaviour, general, been less explored. There little research on factors that encourage Generation Z (Gen Z) purchasing behaviour based beauty makeup To close this gap study adopted qualitative research. Convenience non-probability sampling was conducted using semi-structured interviews collection data amongst seven Gen (female) vlog make-up users between ages 18 27. Thematic analysis technique used to analyse collected data. The main findings revealed vlogging affects decision purchase branded products awareness, vlogger product knowledge, brand preference, attitude toward brand, application learning techniques, affordability channel usage. Furthermore, South African consumers’ preference for international brands stems from greater exposure those brands, comparison local brands. concluded with contributions future directions.
Язык: Английский