The influence of eWOM, influencers, and visual aesthetics on Generation Z’s fashion purchase intention in Machala
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Abstract
In the modern digital environment, it is paramount to study how Generation Z interacts with fashion brands on social media. Therefore, this study explores the factors that shape the fashion purchase intention of young people in a local market. To achieve this, a quantitative methodology with a correlational design was implemented. For this purpose, an online questionnaire was administered to a sample of 315 young people in the city of Machala, using convenience sampling, and was subsequently analyzed using the PLS-SEM model. The findings reveal that the visual aesthetics of posts on Instagram are the primary component with the greatest influence on consumer behavior (β =0,334), followed by electronic word-of-mouth (eWOM) (β =0,332) and influencer credibility (β =0,206). This highlights consumer behavior as the main driver in compelling consumers to purchase a fashion product. The results of this research are of particular interest to retailers, digital marketing strategists, and academics seeking to examine and evaluate strategies for effective campaigns by understanding the consumption of Generation Z in local markets.
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Keribel Pauleth Quijije-Alvarez, Universidad Técnica de Machala - Ecuador
https://orcid.org/0009-0006-1043-1981
Finishing the 8th semester at the Technical University of Machala in the Marketing program.
I completed my pre-professional internship in a digital marketing agency, in the department of Marketing and Sales in which I put in practice my previous knowledge and I acquired experience in the management of social media and content planning.
Davis Justin Aguilar-Correa, Universidad Técnica de Machala - Ecuador
https://orcid.org/0009-0000-2036-0255
Finishing the 8th semester at the Thechnical University of Machala in the Marketing program.
I completed my pre-professional internship at an accounting firm in the Marketing and Sales department, where I applied my previous knowledge and gained experience in social media management.
Tatiana Ximena Sánchez-Quezada, Universidad Técnica de Machala - Ecuador
https://orcid.org/0000-0002-4909-4656
Economist (University of Cuenca), Master in Business Management, mention in Marketing (Universidad Tecnológica América), Master in Public Administration (PUCE) with work experience in the private and public sectors such as Decentralized Autonomous Governments and Public Companies of the province. Professor at the Faculty of Business Sciences of the Technical University of Machala. Author of books, including: Economic Policy in Business Management, Strategic Management in an Ecuadorian Public Company, Educational Quality, Author of articles published in indexed magazines. Participant as speaker at National and International Congresses.
William Stalin Aguilar-Galvez, Universidad Técnica de Machala - Ecuador
0000-0002-3844-469X
Degree in Graphic Design (Espoch), Master in Design and Brand Management (Espol), Master in Marketing and Communication (Uide).
He has 12 years of experience as a professional in: Marketing, Design and Advertising.
Author of 2 books:
- "Conceptos introductorios sobre branding" http://repositorio.utmachala.edu.ec/handle/48000/6708
- "Communication and Corporate Image"
http://repositorio.utmachala.edu.ec/bitstream/48000/12502/1/Comunicacion-e-eImagenCorporativa.pdf
Published articles:
- "Marca Grafica Chakiñan: proposal from the co-creative system or collaborative system".
- Brand value of a pharmaceutical company in the city of Machala: Mía pharmacies case.
- Analysis of the impact of oppositional advertising in a functional food product.
Auditory Marketing and its Influence in the Purchase of the Consumer of Supermarkets in the City of Machala.
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