The impact of social media influencers on impulse purchase of online cosmetics shopping of generation Z / Tianyi GAO / 2021

Titre : The impact of social media influencers on impulse purchase of online cosmetics shopping of generation Z Type de document : Mémoire Auteurs : Tianyi GAO, Auteur Année de publication : 2021 Importance : 29 p. Note générale : Pour accéder aux fichiers PDF, merci de vous identifier sur le catalogue avec votre compte Office 365 via le bouton CONNEXION en haut de page. Langues : Anglais (eng) Mots-clés : Management COSMETIQUE ET PARFUMERIE SECTEUR ; JEUNE Résumé : Generation Z, a generation familiar with social media and the latest technologies. Meanwhile, many new ways of marketing have developed by marketers by using social media and influencer marketing. This topic is for finding out what is the impact while cosmetics companies are using social media marketing with influencers, what will be the impact on consumers impulse purchase behaviour, especially what kind of content could be more effective. So that companies refine the strategy of influencer marketing toward generation Z. The influencers could also design a strategy while they are recommending a cosmetics product to audiences of generation Z. Results show that informational content posted by influencers has the most significant impact on generation Z consumers' attitude toward cosmetics product. Emotional content, product match-up with influencer, positive image of influencer and likeliness toward influencer also have an impact on generation Z consumers' attitude. The attitude of generation Z consumers toward cosmetics product positively impact their impulsive buying intention. The IBT (impulse buying tendency) is not the primary factor that influences generation Z consumers' impulsive buying intention. Possible reasons and limitations of the study has been discussed at the end of the article. Programme : PGE-Rouen Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=539251