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

The absence of a digital platform that facilitates customised and personalised, accurately fitted apparel has created a vacuum for those looking for tailored apparel as a form of individualism that mirrors their perceived personality, attitudes, and behaviour. This research study investigated the need to purchase customised and personalised apparel online in South Africa against the backdrop of evolving disruptive technologies driving a growing global economy and marketplace. This has dramatically influenced the textile and fashion industry to integrate with the digital world. A sample of 100 participants was divided into 4 age categories. A total of 27 responses were collected utilising an online survey questionnaire and analysed using descriptive statistics on Microsoft Excel. The demand for customised, personalised apparel online has been investigated by analysing who purchases apparel from a dressmaker. The results, while indicating that less than half of the respondents purchase customised, personalised apparel, also highlight a significantly high percentage that does, substantiating the potential of this market. Furthermore, the findings reveal a strong willingness among respondents to use 3D mobile scanning, purchase more if it is more accessible, and participate in the design process online. The study is essential to understanding motivations for purchasing customised and personalised apparel, market demand and consumer preferences to boost local economic growth, and customising and personalising clothing as an individual expression within a unique social context. The outcome will enable customers to partake in online design and add their body measurements to purchase apparel tailored to their specific needs.