Who are social media influencers for luxury fashion consumption of the Chinese Gen Z? Categorisation and empirical examination

Sun, Y, Wang, R, Cao, D ORCID: https://orcid.org/0000-0002-2614-3726 and Lee, R, 2022. Who are social media influencers for luxury fashion consumption of the Chinese Gen Z? Categorisation and empirical examination. Journal of Fashion Marketing and Management: An International Journal, 26 (4), pp. 603-621. ISSN 1361-2026

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Abstract

Purpose: Social media influencers (SMIs) play an increasingly important role in influencing youth and their shopping behaviours in digital marketing. Research has examined various but fragmented SMIs, which cause inconsistency in empirical results. This research seeks to categorise the most popular SMIs in luxury fashion and examine their distinctive effects on Gen Z consumption in China.

Design/methodology/approach: The authors categorise SMIs into four groups based on two dimensions, i.e. network interactivity vs social connectedness. Drawing on the social network theory, the authors develop the research model. A sample of 400 survey data is collected and analysed using the PLS-SEM technique.

Findings: The empirical results suggest that among the four popular SMIs groups, the effects of celebrities, opinion leaders and friends and peers on luxury fashion consumption of Gen Z are statistically significant while that of advertisers are insignificant; that friends and peers have the most substantial effect among the others.

Originality/value: The study contributes to understanding SMIs and consumer behaviour in digital emerging markets. By categorising SMIs, this study reconciles inconsistencies in the concept. This study contributes to a better understanding of SMIs and their roles in the digital marketing of luxury fashion consumption.

Item Type:	Journal article
Publication Title:	Journal of Fashion Marketing and Management: An International Journal
Creators:	Sun, Y., Wang, R., Cao, D. and Lee, R.
Publisher:	Emerald
Date:	13 July 2022
Volume:	26
Number:	4
ISSN:	1361-2026
Identifiers:	Number Type 10.1108/jfmm-07-2020-0132 DOI 1604314 Other
Divisions:	Schools > Nottingham Business School
Record created by:	Jeremy Silvester
Date Added:	27 Oct 2023 09:43
Last Modified:	27 Oct 2023 09:43
URI:	https://irep.ntu.ac.uk/id/eprint/50134

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