Beauty bloggers often explore the subjects in a way that caters most to the interests of the age-group they choose to target. They strive to understand the issues that most impact their peers and address them explicitly. Young beauty bloggers are especially well-placed in today’s online culture. They operate at a time when internet connectivity has virtually become a necessity. The bloggers have an assured audience as users are actively scouring the internet for their material. The generation Z’s excessively web-dependent existence is tremendously increased traffic to beauty-related sites. The group’s heavy reliance on the internet for everyday task including interaction with others has diminished their sensibility to seek beauty advice from those around them. Instead, they scour the web in the hopes of finding the topics that interest them discussed. Young beauty bloggers prey on such behaviour, ensuring that users always gain access to up-to-date and pertinent content. This report endeavors to examine the influence of beauty bloggers on the purchasing habits sof generation Z. The report seeks to explore the hypothesis that the bloggers leverage on generation Z’s extreme online addiction to peddle their informed biases. Once a sizeable population is developed, the writers often attempt to steer the conversation in the online forum to agree with a given personal perspective. Whether subliminally or consciously, they demonstrate preferences for certain products over others. In most instances, they explain their inclination to certain items as opposed to others with some going a step forward as to recommend them to their users. Generation Z generally have a diminished sense of self. Whether partly out of their limited constructive social maturation or the adverse impacts of cultural degeneration prevalent in their time, the age group is excessively impressionable. The paper utilizes interviewing and the administration of questionnaires as its primary methodologies. Forty secondary research sources are utilized to provide sufficient evidential backing for the perspectives expressed in the paper. The research hypothesis is adequately satisfied by with the researcher determining that beauty bloggers indeed have profound influence in the consumer culture of Generation Z.
Summary
The paper examines the influence of beauty bloggers on the purchase habits of generation Z. It explore the perspective that recommendations from a person’s social circle is often more persuasive than any form of advertising. Consumers are more inclined to be influenced by users of the products as opposed to a corporate-driven overture. They relate more with an individual sharing their personal insight regarding the item of interest. Generation Z is no exception. While older groups prefer a close confidant’s advice, the shrinking physical interaction by the younger people dictates no noteworthy generation Zs. The replacement of healthy contact with online association has extended to consumer preferences among the young people. Their social needs have been effectively catered for by social media. Such forums provide for a virtual connection where users discuss any matters plaguing them. Social media has become a venue for all manner of exchanges most commonly, those centred on consumer culture.
The paper offers that unlike previous critics who were mainly celebrities or other persons paid to review the products, bloggers have no partisan interests. Their audiences feel that their analyses were not biased. They are not compromised by companies for a friendlier appraisal. The paper utilizes interviewing and the primary methodologies as the primary methodology
The paper concludes that young people find beauty bloggers more trustworthy than traditional advertisers. These online aficionados were normal people with no experience in the limelight. They have no elaborate sets or performance stages. Many of them are barely adults. Their blog posts or video presentations are created and compiled in their humble bedrooms or apartment study rooms. As such, they are more relatable to the group and significantly influence the purchasing habits of the generation Z.
How Beauty Bloggers Influence Young Generation Consumers’ Purchase Decisions On Social Media
Introduction
According to Borel and Christodoulides (2016, p.255), technology is increasingly redefining the fashion and marketing industries. It is incrementally playing an expanded role in the modern beauty environment. Aside from providing more sophisticated platforms for industry players to implement their creative perspectives and exercise their artistry, technological advancement has brought forth a new dimension, beauty blogging (Moore, 2013, p. 415). The critiquing of developments in the beauty industry have occurred for as long as the industry has existed. Pundits have often offered their opinions on the courses taken by the trade. Often, the commentary is presented by insiders who have an intimate understanding of the inner workings of the business. However, this trend is rapidly changing. As Fellows and Liu (2015, p.740) explains, the onset of free video blogging has created a new and unprecedented explosion in the analysis of beauty products and industry participants. The focus has rapidly shifted from the traditional beauty-savvy connoisseurs who provided analysis with elegance to the rough-cut, unpolished online critic.
News on upcoming products, changes, or controversies are no longer provided in news bulletins by major news outlets but by the “newbie” journalists keen on covering the new events as they unfold. Public acceptance for the new development has been unprecedented. Audiences following broadcasts from the bloggers have grown exponentially, with ardent viewers awaiting new posts with bated enthusiasm (Fellows and Liu, 2015, p.744). The viewership for the critics’ content are rapidly growing cementing their growing significance in the contemporary beauty environment. Beauty bloggers have been uncharacteristically embraced by the occasionally unwelcoming online space and are increasingly establishing themselves as a critical part of it. Their growing prominence is upsetting the natural order, prompting companies to acknowledge their mammoth influence. The rate at which these new players in the intricate fashion word are gaining celebrity has been subject of much investigative scrutiny (Godey, Manthiou, Pederzoli, Rokka, Aiello, Donvito and Singh, 2016, p.5833). While many people believe that they are just a simple part of a wider technological evolution, others believe there is more to the bloggers sudden rise to fame and centrality in the beauty complex.
Observers note that many of the vloggers begun their careers by establishing a loyal following on free online platforms (Moore, 2013, p. 418). Through these channels, they engaged their audience by providing free products use tutorials. Many of them graduated to providing their personal evaluation of certain common beauty products. They were as close to the average person as they could get. As such, they resonated with common people. To most viewers, the blogger’s life reflected their own. They were uncomplicated and represented no corporate bias. A majority of the bloggers operated their channels out of passion and the desire to share with others their unbiased view of the industry. They resembled the average person in all spheres of life endearing them further to their audiences.
One of the most significant changes in beauty blogging was the conception of YouTube. As Bilgihan, Peng and Kandampully (2014, p.359) explains, the social medium was established as a free platform where users would generate and share their content with others. The use of use of the medium served to promote its use among people from all walks of life. Before long, YouTube became synonymous with the amateur productions, among them, beauty video blogging (vlogging). As Fred (2015 p.37) explains, YouTube is currently the second largest search engine and accounts for the about a quarter of all internet traffic any particular time. To date, beauty-related YouTube material accounts for close to 20 billion views, about 5 percent of all viewership ever recorded (Bilgihan, Peng and Kandampully, 2014, p.353). While the number may seem unimpressive, it is important to note that it is the single most popular genre in YouTube. The media personalities are becoming a regular part of people’s lives each coming day. More people are subscribing to these channels and religiously awaiting to partake the perspectives provided by the bloggers.
Companies are struggling to cope with the new demands presented by the consumer groups to satisfy. The generation’s non-conformist nature is becoming immensely challenging to cope with, even as most firms endeavour to fulfil the needs of this market segment. Generation Z is characteristically rebellious. The group frequently challenge the existing order and is unperturbed by the turbulence they leave in their wake. They exhibit a given set of ideals that a company must agree with to be in business with them. The most fascinating thing about the development is that generation Z is virtually unavoidable or at least will be so in the coming years. The formal nature with which companies have engaged previous groups will no longer suffice.
The beauty industry is a 100-billion dollar business that is steadily growing with the advent of new creative and marketing dynamics (Moore, 2013, p. 423). Initially, it was a close-knit trade with internal communication and developments rarely making their way to the public domain. However, with the introduction of social media, that has since changed. According to Ordun (2015, p. 17), the increased mastery of technology and need for connectivity has driven up the need for information, making the prospect of beauty blogging progressively lucrative. The desire to establish a bidirectional dialogue with product users, engage consumers, and gain access to authentic content has led to the increased influence of the beauty bloggers. Today, they wield immense power to define consumer purchasing habits, particularly those in generation “Z”. Their product recommendations are taken seriously by their followers and a bad experience with a given commodity almost always results in reduced sales. The beauty bloggers have acquired enormous influence in the business and are being appreciated as one of its major prime movers (Moore, 2013, p. 445). This article seeks to investigate how beauty bloggers influence purchasing habits and consequently, decisions for younger generations. It will provide a comprehensive analysis of the social media and personality traits of this population that makes it increasingly susceptible to the kind of buyer behavior adjustment.
Research Questions
What are Generation Z’s purchasing habits and how does social media influence them?
What is the influence of beauty bloggers from different aspects, their achievements in the beauty industry and the number of followers?
What are the promotion strategies of the beauty industry on social media?
Aim
The aim of the dissertation project sis to assist those in the beauty industry to comprehend the position of the beauty blogger as a significant influencer on the purchasing decisions of the younger generation. Through primary and secondary research data collection, the report intends to reveals the consumption traits of beauty products by generation Z. It will also highlight the use of social media such as Instagram or Facebook.
Rationale
Beauty bloggers have become a standard fixture in the contemporary fashion industry. They have assumed the unofficial position of critiques and offer unsolicited commentary to an eager audience who revere there perspectives. Bloggers are steadily emerging as credible sources of information with their critiques being increasing critical in important purchase decisions. Millennials especially, utilize recommendations made by the online personalities to the influence their perception of the beauty industry. The rationale of this research project is to establish the extent to which generation Z’s buyer behavior is impacted by the beauty bloggers.
Objectives
To comprehend Generation Z’s purchasing and social media habits through elaborate primary and secondary research.
To analyze the influence of beauty bloggers from different aspects, their achievements in the beauty industry and the number of followers
To understand the promotion strategies of the beauty industry on social media
Using the STP model to analyze Generation Z’s consumption behaviors on beauty products.
Overview of Methodology
The paper employs two major methodologies including interviewing and the administration of questionnaires. The methodologies were preferred as they represented the best prospect of collecting qualitative data critical to the completion of this report.
Overview of Structure
Section One
Introduction
The sections presents the research problem. It offers a brief background of the study topic, an analysis of purpose statement, and significance of the study.
Background
Research Questions
Research Objectives
Research rationale
Overview of Methodology
Overview of Structure
Section 2
The second section is the literature review and theoretical framework. It contains a thorough review of the resources used.
Literature Review
Theoretical Framework
Section 3
Methodology
Section 3 discusses the research methodologies utilized in the development of the report review.
Section 4
Findings and Analysis
The fourth section provides a critical qualitative and quantitative analysis of the findings.
Section 5
Conclusions and Recommendations
Section 5 provides a summary of the topic. It provides ascertains whether the research hypothesis was met.
Literature Review
Introduction
The subjects of buyer behaviour, generation Z and the impact of bloggers have been studied extensively (Lu, Chen and Law, 2018, p.104). Researchers have endeavoured to demystify the three topics and how they define each other. Generation Z has been particularly interesting to many scholars due to its distinct differences with the other groups (Wang and Kim, 2017, p.17). The age set was born at a time when their world was at the height of its technological and social sophistication. The globe has been ushered into a new reality where nearly all facets of life had a technical element or addition to it. Social interaction was perhaps the most extensively affected. Unlike before when people enjoyed physical association and activity, the new millennium initiated a totally alien practice where much of social activity was conducted electronically. Instead of visiting each other, people would make audio or video calls. In addition, they would send brief, instant messages to communicate. As Fellows and Liu (2015, p.744) lament, videogames replaced outdoor activities with people opting to spend their leisure time in front of screens instead. The generation exhibited many new and interesting perspectives that have been documented by scholars, some of which will be studied in this report. Buyer behaviour has also been extensively examined in existing literature (Bilgihan, Peng and Kandampully, 2014, p.349). Since the inception of the study of commerce, experts have laboured to understand the subject of buyer behaviour and how it differs from one individual to another. The topic has peeked immense literary interest due to its ability to its potential to define the financial course of businesses. This section will examine several literary evidences on the three subjects to provide a greater justification to the report’s research hypothesis.
A literature review was established to be one of the most fitting data collection avenues for this project. The technique allowed for an in-depth critique of secondary literature. It presented the opportunity for uninhibited inquisition into all available material published on the subject. Literature review was preferred for the project for several reasons. First, it allows for the analysis of divergent ideas from different researchers. The richness of scholarly ideas is their ability to accommodate opposing opinions. Different perspectives have been offered by pundits on the real and perceived influence of bloggers on the purchasing behaviour of generation Z over the last few years. Many of these discourses have been informed by some degree of evidence, either through observation or literary investigation (Ordun, 2015, p. 19). Literature review avails the chance for an individual to examine the opinions and establish a correlation between them. The technique offers researchers a diverse set of ideas with a common undertone. For instance, the reliance of generation Z on technology is explained from a behavioural as well as from a developmental perspective. Psychologists would maintain that the obsession of the youth with their devices is as a consequence of changes in time and that they are merely products of a new environment.
Generation Z Online Habits
In the article Mapping the progress of social media research in hospitality and tourism management from 2004 to 2014, Lu, Chen and Law (2018, p.104) note that Businesses in the contemporary corporate environment understand all too well the vast impact that the online fraternity has on their operational survival. The firms are awakening to the reality that the millennials they have continually dismissed as entitled, demanding, and immensely difficult to satisfy are steadily becoming an economic force to be reckoned with. Many of them are entering the job market and acquiring an elevated economic status. It is becoming increasingly difficult to dismiss them as has been the norm hitherto.
According to Lu, Chen and Law (2018, p.105), companies are adopting strategies to assist them pander to the group more effectively. They employ a plethora of techniques that connects them to generation Z. Brands recognise that they have to adapt to the new cultural shift. They must recognise the interests of generation Z and react accordingly of risk disenfranchising the young ones or losing them to more savvy competitors.
Generation Z’s prefer online reputation as opposed to the more traditional street credibility. They are more persuaded by a firm that has no damning scandals or incriminating information over the internet. As such, any traces of unpleasant customer experience is often swiftly dealt with. Companies are taking their online presence more seriously with some going as far as establishing entire departments or hiring social media managers (Lu, Chen and Law, 2018, p.107). Social network companies recognise the intriguing behaviour of members of the generation. The firms have created special functionalities that allow different firms to interact informally with the millennials. For instance, Facebook and a myriad of other firms have special pages where corporations collect sentiments from the public. The forums are usually a millennial’s first stop when seeking a trusted beauty products’ vendor. As such, it is important that companies embrace the new changes to their relationship.
The article Business model adaptation in the cosmetic industry: the Nyx Professional Makeup case by Zito (2017, p. 63) examines the enlarging grasp of the role of bloggers in the beauty industry. As the authors explain, the prospect of beauty bloggers and their significance in defining the purchasing habits of Generation Z has been extensively documented since its advent a few years ago. Beauty bloggers have been the subject of many publications and research inquisitions. Their sudden and unprecedented significance in the contemporary marketing scene has sparked much interest in academic circles, making them one of the most studied topics in digital advertising. Similarly, the purchasing habits of generation Z have peeked researchers' interest for the brief moment they have existed. This generation is especially different from earlier ones due to their illogical addiction to technology.
According to Zito (2017, p. 65) members of the group exhibit heightened extents of reliance on their devices and are exceedingly insensible to interpersonal interaction. Their biggest fear is losing face online where much of their associations exist. They tend to depend on online platforms to communicate. Media such as Facebook, Twitter, and Instagram are highly preferred by the group as a result of their ease of use. Zito (2017, p. 69) adds that generation Z tend to document nearly all facets of their lives with the social forums increasingly supporting their lifestyle. The generation has been noted to seek advice for nearly every facet of their lives on the web. They perceive the internet as a convenient alternative to face to face conversation. To an extent, they are well- advised. Networking on the web is significantly easier than in real life as there are several varying perspectives available at any particular time (Fellows and Liu, 2015, p.744). Commentary on beauty and its products are abundant. The relatively new order and generational traits have been well documented in existing literature. Researchers have been keen to investigate the group and publish their findings for further scrutiny. As such, there is a huge amount of literary resource on generation z. Similarly, their purchase habits have been the centre of immense scholarly scrutiny. Perhaps one of the most intriguing aspects of the generation is their susceptibility to online peer pressure.
The article The influence of social media interactions on consumer–brand relationships: A three-country study of brand perceptions and marketing behaviors by Hudson, Huang, Roth, and Madden (2016, p. 27) places the mannerisms of generation Z into perspective. The young people are obsessed with seeming better-off than their peers. According to Hudson, Huang, Roth, and Madden (2016, p. 27), the prospect of appearing greater than their friends excites them. Hence, they engage in all kinds of activities they believe may improve their social status. Companies have exploited this reality to market to the group. The advertisers understand that the group is exceedingly impressionable. They constantly seek affirmation from their mates. Marketers introduce products for generation Z by presenting them as symbol status. They package the items as though they will improve the users’ social identity, prompting generation Zs to swiftly acquire them. This phenomenon has also been extensively documented in existing literature. As such, secondary data is an especially important starting point for an investigation into the subject.
Effect of Social Media on Generation Z Consumption Behavior
The article Social media models, technologies, and applications: an academic review and case study. Industrial Management & Data Systems by Ngai, Moon, Lam, Chin and Tao (2015, p. 780) explains the prospect of blogging and social media on the behaviour of the younger generation. The advent of social media has presented many previously unimagined possibilities. The development has tremendously expanded people’s scope of the world around bring people much closer than was once possible (Stephen, 2016, p.21). Through social media, users share their perspectives, reveal their inhibitions and exchange ideas. Families and friends connect seamlessly and enjoy many memorable moments their expansive geographical separation notwithstanding. According to Ngai, Moon, Lam, Chin and Tao (2015, p.780), users from all parts of the globe communicate with each other without any inhibitions. As a consequence of the use of social media, the world has evolved into the proverbial global village. However, while the entire premise of the existence of this type of media is to connect and socialise, many users have capitalised on its vast reach and centrality in the lives of members of society to push select commercial agendas.
Shrewdly, they have recognised the immense influence that the invention has on people and sought to establish some form of benefit from it (Ngai, Moon, Lam, Chin and Tao, 2015, p. 780). Social media has presented a new dimension whereby users generate their own content and share it with those in their circles. Their following then reacts accordingly depending on the originality, creativity, and level of intrigue the material attracts. While most people often present generic content such their photos, videos or share fascinating posts from others, some individuals strive to consistently offer material that captivates a given group of persons by (Hudson, Huang, Roth and Madden, 2016, p. 28). These personalities specialise in developing substance that they feel resonates with their target crowd, hence, invites it to their social forums. Their steady generation often invites a sound audience who always tune in for the latest content. As a consequence, a huge following often ensues. The personalities are often referred to as bloggers.
As Ngai, Moon, Lam, Chin and Tao (2015, p. 780) explains, the unprecedented positive uptake of social media by the global community has led to an exponential demand for regular work from these “professionals.” Bloggers have slowly risen from near obscurity to become one of the most prominent fixtures in social media. They appreciate the desire for users to have access to information that satisfies their specific needs (Pan, Lu, Wang and Chau, 2017, p.204). As such, they endeavour to create posts that not only interest their users but that are sympathetic to their preferences. The masses have come to appreciate the significance of bloggers in today’s information technology environment placing them on an enviable prominence pedestal (Ngai, Moon, Lam, Chin and Tao, 2015, p. 780).
The bloggers, many of which began their trade mainly out of passion, are slowly awakening to their new reality and seizing their status to gather an even larger following. They specialise in matters they are most passionate about or those which they are confident in (Guan, 2014, p.340). From issues health and lifestyle to videogames and technology, the bloggers cover a wide range of topics dear to their following. The inclusion of a video function in social media ensured that bloggers could now add motion to their content. Initially, they were majorly restricted to written posts with an occasional picture. The videos allowed bloggers to add an interactive perspective to their material, interesting their audiences even further. Others even went as far as to making video presentations of themselves and others, a practice known as vlogging.
Beauty and Fashion Bloggers
In their journal article, The Influence of Fashion Bloggers on the Pre-Purchase Decision for Online Fashion Products among Generation Z Female Malaysian Consumers, Zain, Perry and Quinn (2018, p. 51) explain the rapidly expanding importance of beauty bloggers in the contemporary fashion scene. The authors observe that the fashion and beauty business was previously majorly a preserve of industry insiders. The trade was small and neat with no external force large enough to influence it significantly. Celebrities were often used to champion the industry’s interests with any communication and reviews being tightly controlled. The business thrived in relative tranquil up until bloggers completely redefined it. According to Zain, Perry and Quinn (2018, p. 52), beauty bloggers provide a relatable evaluation of products and processes offered by companies. They are average individuals with no discernible corporate bias. Bloggers offer a genuine account of their interaction with the select brands. They share their experiences with their followers who are often themselves, potential customers. (Godey, Manthiou, Pederzoli, Rokka, Aiello, Donvito and Singh, 2016, p.5834) As most bloggers are average people without any noteworthy class difference from their fans, they are always incredibly relatable. Many consumers feel they share the blogger’s plight. Items that are perceived as pricey or cheap by the journalist are often viewed similarly by their readers. As such, they possess a tremendous amount of power when it comes to moulding their followers’ preferences.
Scott (2015, p.660)’s The new rules of marketing and PR: How to use social media, online video, mobile applications, blogs, news releases, and viral marketing to reach buyers directly, shares the same perspective regarding the contribution of beauty bloggers. The author opines that bloggers became relevant and important in the modern fashion and beauty sphere due to two major factors; the new-age definition of beauty and technological advancement. According to Scott (2015, p.663), today’s standards of beauty have immensely contributed to vast influence bloggers exhibit. Beauty has always been a sensitive topic for many people. Society perceives beauty as one of its members’ most valuable currencies, prompting people to cherish. Since time immemorial, perceived beauty has been considered as a huge component social identity. People have strived to acquire qualities they believe make them appear more appealing. However, while the perception of beauty was previously relative and differed from one community to another, the modern definition has assumed a more material meaning (Xiang, Magnini and Fesenmaier, 2015, p.244).
Beauty is defined by the possession of certain desirable qualities. People with a certain type of physical build or characteristics are defined as beautiful while those without are regarded unattractive (Scott, 2015, p.669). As such, people endeavour to present themselves in a way that they may appear more pleasant-looking, never mind the steps they take to attain this. Physical beauty has become a standard that members of the community strains to achieve at any cost. Technological advancements have further accelerated the spread of the neo narrative of physical beauty. Television and other forms of mass media perpetuate certain idealistic images with many people falling prey to the obviously flawed definition.
As Scott (2015, p.670) explains, to some, ideal feminine beauty is tall and slender while to others, it is short and curvy. Some prefer light skin while others consider fair, lovely. Therefore, there is seemingly no agreeable standard of beauty. However, this has not stopped certain parties from championing their own interpretations as ideal. Product and apparel manufacturers are especially guilty of this. For ages, they have championed a given standard as a model for beauty (Zhang, Abound Omran and Cobanoglu, 2017, p.732). Impressionable members of society have then strived to attain such status, trading their self-esteem in the process. The new impression is associated with confidence and attractiveness. Those unable to achieve the level of beauty pushed forward by the beauty indust
