Influencing beauty: The role of YouTube vlogging in shaping Generation Z makeup purchases

Abstract

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.

Keywords: {'name': 'consumer behaviour'}, {'name': 'Generation Z'}, {'name': 'beauty makeup'}, {'name': 'YouTube'}, {'name': 'vlogging'}

Authors & affiliations

Tatenda Chabata
Affiliation not supplied

Deposited references

Supplied references, not a list of publications citing this article.

Ajzen, I., & Fishbein, M. (1980). Understanding attitudes and predicting social behavior. Englewood Cliffs, NJ: Prentice Hall.

Alexander, J. O. (2022). Translanguaging in Neshani Andreas' The Purple Violet of Oshaantu. Journal of Namibian Studies, 31.

DOI: 10.1007/s11747-019-00695-1

Atamaniuk, D. (2022). Generation Z marketing: How to reach your target audience in 2022. Retrieved from https://www.spiceworks.com/marketing/customer-experience/guest-article/generation-z-marketing-reaching-target-audience/ [Accessed May 14, 2022].

DOI: 10.32376/3f8575cb.c4726ee9

DOI: 10.1016/j.dr.2013.08.003

Brooks, D. (2012). The social animal. New York: Random House Trade Paperbacks.

Cardoso, L. M., & Nogueira, M. J. (2018). Communication, education and cyber culture: Baudrillard’s consumerism in the YouTube generation. Retrieved from https://www.ijsr.net/archive/v8i1/ART20194074.pdf [Accessed May 14, 2022].

Cadwallader, C. (2019). Influencing millennials: Key components for an effective influencer marketing campaign.

Casey, A. E. (2021). What are the core characteristics of Generation Z? Retrieved from https://www.aecf.org/blog/what-are-the-core-characteristics-of-generation-z [Accessed April 23, 2022].

DOI: 10.20525/ijrbs.v13i3.3263

DOI: 10.5539/ijbm.v15n5p100

DOI: 10.19030/jabr.v27i3.4217

DOI: 10.1016/j.jbusres.2022.113388

Datareportal. (2023). Global social media statistics. Retrieved from https://datareportal.com/social-media-users [Accessed March 5, 2024].

Denton, K. (2019). How social media uses the psychology of persuasion to influence the purchase of beauty products to the young generations. Retrieved from https://academicarchive.snhu.edu/handle/10474/3514 [Accessed May 28, 2022].

Deshpande, S. (2021). What is vlogging and why is it so popular? Retrieved from https://www.makeuseof.com/what-is-vlogging-why-is-it-popular/ [Accessed April 23, 2022].

DOI: 10.1504/IJWBC.2022.122394

DOI: 10.3390/su11030604

Fishbein, M., & Ajzen, I. (1975). Belief, attitude, intention, and behaviour: An introduction to theory and research. Addison-Wesley Reading, MA.

DOI: 10.12816/0003798

DOI: 10.1002/asi.23552

DOI: 10.1111/j.1467-9531.2011.01244.x

IDN Research Institute. (2022). Indonesia Gen Z Report 2022. Retrieved from https://research.idntimes.com/ [Accessed November 1, 2024].

Fashion Handbook. (2018). The changing face of South Africa’s beauty landscape. Retrieved from https://fashionhandbook.co.za/the-changing-face-of-south-africas-beauty-landscape-beauty-report-fashion-handbook/ [Accessed May 22, 2023].

DOI: 10.1177/21582440221099522

DOI: 10.1111/mono.12296

Jenkins, R. (2019). Marketing to Generation Z? Here’s what you need to know. Retrieved from https://www.inc.com/ryan-jenkins/marketing-to-generation-z-heres-what-you-need-to-know.html [Accessed September 24, 2023].

Jisana, T. K. (2014). Consumer behaviour model: An overview. Sai Om Journal of Commerce and Management, 1(5), 34–43.

DOI: 10.15178/va.2016.135.57-72

Kahawandala, N., & Peter, S. (2020). Factors affecting purchasing behaviour of Generation Z. Retrieved from https://www.researchgate.net/publication/349915999_Factors_affecting_Purchasing_Behaviour_of_Generation_Z [Accessed April 24, 2022].

DOI: 10.1108/13287261211232126

Katadata.co.id. (2020). DKatada – Indonesia. Retrieved from https://app.glueup.com/org/katadataevents/subscriptions/ [Accessed October 27, 2024].

Kemp, S. (2022). Global social media stats. Retrieved from https://datareportal.com/social-media-users [Accessed April 23, 2022].

Kemp, S. (2023). Digital 2022: South Africa. Retrieved from https://datareportal.com/reports/digital-2022-south-africa [Accessed June 18, 2023].

Kim, D. (2017). Vlog as a branding tool. Retrieved from https://www.theseus.fi/bitstream/handle/10024/135609/Kim_Daeun.pdf?sequence=1 [Accessed May 28, 2022].

Langenegger, D. (2022). Vlogging for business: Why having a YouTube channel is the way to go. Retrieved from https://www.wevideo.com/blog/for-work/why-having-a-youtube-channel-is-the-way-to-go [Accessed May 14, 2022].

Laprade, M. E. (2020). YouTube: Theatre for Gen Z’s hyperreality. Retrieved from https://digitalcommons.bard.edu/senproj_s2020/161 [Accessed May 2, 2022].

Latuszynska, M., Furaiji, F., & Wawrzyniak, A. (2012). An empirical study of factors influencing consumer behavior in the electric appliances market. Retrieved from https://www.researchgate.net/publication/235901579 [Accessed April 24, 2022].

Lypnytska, O. (2022). Marketing to Generation Z: 11 important things to keep in mind. Retrieved from https://pushpushgo.com/en/blog/marketing-to-generation-z/ [Accessed June 5, 2022].

DOI: 10.1108/AAAJ-08-2014-1797

Martin, M. (2022). The complete guide to YouTube marketing in 2022. Retrieved from https://blog.hootsuite.com/youtube-marketing/ [Accessed May 15, 2022].

McInnes, K. (2023). South African social media statistics 2023. Retrieved from https://www.meltwater.com/en/blog/social-media-statistics-south-africa [Accessed December 10, 2023].

DOI: 10.4324/9781003289586-9

Morisky, D. E. (2019). Theory of Reasoned Action. Retrieved from https://www.encyclopedia.com/education/encyclopedias-almanacs-transcripts-and-maps/theory-reasoned-action [Accessed April 24, 2022].

Nurhandayani, A., Syarief, R., & Najib, M. (2019). The impact of social media influencer and brand images to purchase intention. Retrieved from https://jurnaljam.ub.ac.id/index.php/jam/article/view/1510 [Accessed March 14, 2023].

Octav-Ionut, M. (2015). Applying the theory of planned behaviour in predicting pro-environmental behaviour: The case of energy conservation. Retrieved from https://www.researchgate.net/publication/284014676 [Accessed April 24, 2022].

OHIO. (2022). 5 consumer behavior theories every marketer should know. Retrieved from https://onlinemasters.ohio.edu/blog/consumer-behavior-theories-every-marketer-should-know/ [Accessed June 4, 2022].

Parker, K., & Igienik, R. (2020). On the cusp of adulthood and facing an uncertain future: What we know about Gen Z so far. Retrieved from https://www.pewresearch.org/social-trends/2020/05/14/on-the-cusp-of-adulthood-and-facing-an-uncertain-future-what-we-know-about-gen-z-so-far-2/ [Accessed May 28, 2022].

Parsons, J. (2021). Consumers 73% more likely to buy after watching a YouTube video. Retrieved from https://boostlikes.com/blog/2014/03/consumers-73-likely-buy-watching-youtube-video [Accessed May 14, 2022].

DOI: 10.1080/15332861.2016.1143215

DOI: 10.4102/ac.v21i1.928

DOI: 10.2478/joim-2020-0047

Sengupta, A. (2022). What are the factors affecting consumer behaviour? Retrieved from https://www.tutorialspoint.com/what-are-the-factors-affecting-consumer-behaviour [Accessed May 12, 2022].

Shaw, A. A. (2022). Consumer decision-making process. Retrieved from https://www.marketingtutor.net/consumer-decision-making-process-stages/ [Accessed June 6, 2022].

Smith, K. (2020). 57 fascinating and incredible YouTube statistics. Retrieved from https://www.brandwatch.com/blog/youtube-stats/ [Accessed May 8, 2022].

DOI: 10.2139/ssrn.3921988

Solomon, M., Bamossy, G., Askegaard, S., & Hogg, M. (2014). Consumer behaviour: A European perspective (5th ed.). Harlow: Pearson Higher Education.

Sulehri, N. A., & Ahmed, M. (2017). Theory of reasoned action and retail agglomerations buying behaviour for urban consumers. Retrieved from https://cberuk.com/cdn/conference_proceedings/conference_67801.pdf [Accessed June 4, 2022].

Swiitch Beauty. (2022). About Swiitch Beauty. Retrieved from https://swiitchbeauty.com/ [Accessed June 5, 2023].

Tech in Africa. (2023). The continued dominance and growth of social media in Africa. Retrieved from https://www.techinafrica.com/the-continued-dominance-and-growth-of-social-media-in-africa/#google_vignette [Accessed March 1, 2024].

Upfront Analytics. (2015). Marketing to Generation Z teenagers: 10 awesome tips. Retrieved from http://upfrontanalytics.com/marketing-generation-z-infographic/ [Accessed May 21, 2022].

Van Den Bergh, J., & Behrer, M. (2016). How cool brands stay hot: Branding to generations Y and Z (3rd ed.). Kogan Page Publishers.

DOI: 10.3390/admsci10040103

Worldwide Worx. (2021). SA social media landscape report 2021. Retrieved from https://website.ornico.co.za/wp-content/uploads/2021/06/The-SA-Social-Media-Landscape-Report-2021.pdf [Accessed August 14, 2023].