In one of the most distinct studies on the impacts of social media posts on consumer behavior in the apparel and fashion sector, Valaei and Nikhashemi (2017) focus their attention on generation Y part of the market segment. According to Valaei and Nikhashemi (2017) the advent of social media technology has resulted in emerging inclination among Generation Y customers towards diverse influences. This group of people tends to dress to in a way that conforms to their peers or to articulate self-identity and match with the society. This pattern is igniting a fashion dilemma. The objective of Valaei and Nikhashemi’s study is to leverage on this significant issue by a assessing the factors that influence Generation Y customers’ attitudes and purchase behaviors towards fashion apparels. The partial least squares-structural modeling was administered on the data gathered from 250 participants. The study found that brand and self- identity are the leading factors that mostly influence Generation Y customers’ purchase intentions for fashion apparels. The results also indicate that due to their techno-savvy nature, Generation Y consumers search for blogs that enlighten them on the most trending apparel fashions. Blogs have the potential to influence their attitudes towards fashion apparel. According to Valaei and Nikhashemi (2017), country of origin and social identities are not relevant to Generation Y consumers’ purchase intentions. This study is one of the few researches that employ the theory of planned behavior, optimal distinctiveness theory, and social identity theory to examine the impacts f blogs on consumer behavior. The researchers also state that Generation
DIGITAL MARKETING AND CONSUMER BEHAVIOR 26 Y customers’ proclivity and enthusiasm with fashion drives them to visit blogs t examine the trending patterns n te fashion and apparel industry. Halvorsen et al. (2013) also reinforce the idea that social media contents have influence on consumer purchase intentions in the apparel and fashion sector. Through the advent of Web 2.0 technology, the social media content writing phenomenon has turned into an important marketing tool. This has paved way for new ways of communication and sharing of information through user-generated contents. Currently, the leading segments of the blogosphere are comprised of social media fashion posts that are related to clothing and personal styles. In the last few years, organizations have kicked off programs that are meant to realize the benefits of utilizing social media contents as marketing instruments. This is partly owed to the fact that they are a targeted and less costly way of getting publicity and realize potential customers. In view of this trend, Halvorsen et al. (2013) undertook a study to investigate whether social media posts can operate as marketing tools to impact customer behaviors with respect to the Norwegian apparel and fashion market.
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