Home⇛International Journal of Multidisciplinary: Applied Business and Education Research⇛vol. 4 no. 8 (2023)

The Impact of Body Positivity in Fashion Advertising on Customer Perceptions and Purchase Intentions

Amallia Husnuts Tsawaab

 

Abstract:

The fashion business is regarded as one of the most important industries in the world and contributes significantly to the world economy’s benefits. In the era of technology, applying the right management techniques for advertising is very important to succeed among commercial competitors in competitive markets. Even though advertising has so many positive effects, it also has a negative side, such as it could create unrealistic beauty and body standards due to the marketers using attractive, slender, and tall models which promotes the ideal body image in culture. The purpose of this research is to determine how impactful body diversity in advertising affects consumers' attitude toward advertisements and their desire to buy clothes, to determine what kind of models to utilize in fashion goods commercials to strengthen consumer perceptions of advertisements and buy intent, and to explore the effects of size inclusivity as the moderating variable of diversity in advertising and attitude toward the advertisements. The methodologies used in this study were qualitative and quantitative. As a result, the purpose of this study is to determine whether or not advertising that promotes body positivity has an impact on how consumers feel about advertisements and their intentions to buy from fashion retailers, which type of model's body, a larger or slimmer one, has a greater effect on the consumer's perception of the advertising and their desire to purchase according to the customer's body type and sizes, and how size inclusivity becomes the moderating variable between advertisements and purchases.



References:

  1. Agung (2016). Effects of Celebrity Endorsement’s Credibility in Instagram on Attitude Toward Advertisement and Purchase Intention. Institut Teknologi Bandung
  2. Bhasin, H. (2019). What is Fashion Marketing? Marketing. Read on September 10, 2021. https://www.marketing91.com/what-is-fashion-marketing/
  3. Cash, T., & Pruzinsky, T. (Eds.) (1990). Body images: Development, deviance, and change. New York: Guildford Press.
  4. Carnevale, D. (2018) The Implications of Mod-el Body Size and Self- Congruity on Consumer Attitudes & Purchase Intention in Women's Lingerie Advertisements.
  5. Cohen, R., Newton-John, T., & Slater, A. (2017). The relationship between Facebook and Instagram appearance-focused activities and body image concerns in young women. Body Image, 23, 183-187. https://doi.org/10.1016/j.bodyim.2017.10.002
  6. Compton, A. (2021). Does Body Positivity Yield Positive Attitudes? The Effects of Female Empowerment in Advertisements on Consumer Perceptions. Undergraduate Theses and Capstone Projects. Retrieved from https://digitalshowcase.lynchburg.edu/utcp/197/ (Accessed: March 7, 2023).
  7. Cwynar-Horta, J. (2016). The Commodification of the Body Positive Movement on Insta-gram. Stream: Interdisciplinary Journal of Communication. Stream. Read on September 30, 2022. https://journals.sfu.ca/stream/index.php/stream/article/view/203
  8. Drake, V. (2017) The impact of female empowerment in advertising (femvertising) - core. Available at: https://core.ac.uk/download/pdf/229163714.pdf (Accessed: April 11, 2023).
  9. Farahani, D.S., Ebrahimi, A., Moradian, M. and Khani Tafti, M., 2020. A Study on the Role of Advertising in Competitive Advantage and Brand Popularity (Case Study: Sam-sung Company). Saudi Journal of Business and Management Studies, 05(04), pp.254–265. https://doi.org/10.36348/sjbms.2020.v05i04.002.
  10. Fisher, S. (2014). Development and structure of the body image (Vol. 2). New York, NY: Psychology Press.
  11. Halliwell, E., and H. Dittmar. (2004). Does size matter? The impact of model’s body size on women’s body-focused anxiety and advertising effectiveness. Journal of Social and Clinical Psychology 23, no. 1: 104–22
  12. Henderson-King, D., Henderson-King, E., & Hoffmann, L. (2001). Media images and women’s self-evaluations: Social context and importance of attractiveness as moderators. 27 (11), 1407-1416.
  13. Ichsani, Ridha. CONSUMER’S PERCEPTION of ATTRACTIVENESS, PURCHASE INTENTION, and BODY IMAGE among INDONESIAN WOMEN. 29 Jan. 2016. Accessed 25 June 2023.
  14. Indonesia, D. (no date) Industri Tekstil Kemba-li Melesat 13,74% Pada Kuartal II/2022, Dataindonesia.id. Available at: https://dataindonesia.id/sektor-riil/detail/industritekstil-kembali-melesat-1374-pada-kuartal-ii2022 (Accessed: April 11, 2023).
  15. Luzon, R. (2019). Inclusivity and Retail: The Importance of Retailers Truly Under-standing the Body Positivity Movement. Total Retail. Read on September 23, 2022. https://www.mytotalretail.com/article/inclusivity-and-retail-the-importance-of-retailers-truly-understanding-the-body-positivity-movement/
  16. Macias, J.D.T. (2022) Body inclusivity: The effect of size availability on the well-being of different size young women, Scholar-Works. California State Polytechnic University, Pomona. Available at: https://scholarworks.calstate.edu/concern/theses/pk02ch67h?locale=en (Accessed: March 7, 2023).
  17. Malär, L. et al. (2011) “Emotional brand attachment and brand personality: The relative importance of the actual and the ideal self,” Journal of Marketing, 75(4), pp. 35– 52. Available at: https://doi.org/10.1509/jmkg.75.4.35.
  18. Marshall, C & Lengyell, C. (2012). Body Dissatisfaction Among Middle-Aged And Older Women. Canadian Journal Of Dietic Practice And Research, Vol. 73 (2), pp 241-247 66
  19. Miller, K. (2020). The Body Positivity Movement in Fashion. Hope Magazine. Read on October 3, 2022. https://www.hopeforwomenmag.com/hope-for-womenmagazine/the-body-positivity-movement-in-fashion
  20. Najib, M., Sumarwan, U., Septiani, S., & Fahma, F. (2021). Modeling middle class consumers’ purchase intention towards organic food: An insight from indonesia. Quality - Access to Success, 22(181), 158–164.
  21. Pignard, Q. (2020), Inclusive Sizing: A New Way of Understanding Plus- Size Fashion. Retrieved from https://motif.org/news/inclusive-sizing/ (Accessed: March 7, 2023).
  22. Raji, M. N. A., Zainal,A. (2016). The effect of customer perceived value on customer satisfaction: A case study of Malay up-scale restaurants. Malaysian Journal of Society and Space, 58 - 68.
  23. Reddy, B.K. and Reddy, J.S. (2010), “Buying behavior in organized retailing: a study of demographic factors”, Mustang Journal of Business and Ethics, Vol. 1 No. 1, pp. 121-132.
  24. Reimann, M., Zaichkowsky, J., Neuhaus, C., Bender, T., & Weber, B. (2010). Aesthetic package design: A behavioral, neural, and psychological investigation. Journal of Consumer Psychology, 20(4), 431–441. doi:10.1016/j.jcps.2010.06.009
  25. Ringshall, B. (2021). How to Improve Custom-er Perception: A Complete Guide. Fonolo. Read on October 14, 2022. https://fonolo.com/blog/2020/08/how-toimprove-customer-perception-a-complete-guide/
  26. Roza, S., Sriayudha, Y., Khalik, I., Octavia, A. and Sriyudha, Y., 2021. CONSUMER AT-TITUDE TOWARDS ADVERTISING ON INSTAGRAM: THE ROLE OF ADS PER-SONALIZATION AND CONSUMER EXPE-RIENCE Faculty Economic and Business, Universitas Jambi. [online] 3(1). https://doi.org/10.31933/dijdbm.v3i1.
  27. Safitri, L. and Riptiono, S. (2020) “Pengaruh self image congruence, luxury value Dan product attribute Terhadap repurchase intention melalui satisfaction Sebagai variabel intervening,” Jurnal Ilmiah Ma-hasiswa Manajemen, Bisnis dan Akuntansi (JIMMBA), 2(4), pp. 681–688. Available at: https://doi.org/10.32639/jimmba.v2i4.591.
  28. Sallam, M. and Algammash, F. (2016) The effect of attitude toward advertisement on attitude toward brand ... Available at: https://ijecm.co.uk/wpcontent/uploads/2016/02/4228.pdf (Accessed: April 11, 2023).
  29. Sheng, M. L., & Teo, T. S. H. (2012). Product attributes and brand equity in the mobile domain: The mediating role of customer experience. International Journal of In-formation Management, 32(2), 139–146. doi:10.1016/j.ijinfomgt.2011.11.017
  30. Sirgy, M.J. (1985) “Using self-congruity and ideal congruity to predict purchase motivation,” Journal of Business Research, 13(3), pp. 195–206. Available at: https://doi.org/10.1016/0148-2963(85)90026-8.
  31. Sirgy, J.M. and Johar, J.S. (1999). Toward an Integrated Model of Self-Congruity and Functional Congruity, in (Ed.), European Advances in Consumer Research Volume 4, (pp. 252-256). Association for Consumer Research.
  32. Tooray, J. and Oodith, D. (2017) “The influence of actual and ideal self-congruity on consumers’ purchase intentions,” Journal of Economics and Behavioral Studies, 9(4), p. 107. Available at: https://doi.org/10.22610/jebs.v9i4.182.
  33. Trehan, M., &Trehan, R. (2007). Concept and history of advertising. Retrieved from: http://shodhganga.inflibnet.ac.in/jspui/bit-stream/10603/160686/7/07_chapter%201.pdf
  34. Verbeke, W. and Vackier, I. (2005) “Individual determinants of fish consumption:
  35. Application of the theory of planned behaviour,” Appetite, 44(1), pp. 67–82. Available at: https://doi.org/10.1016/j.appet.2004.08.006.
  36. Veryzer, R. W. (1993). Aesthetic response and the influence of design principles on product preferences. Advances in Consumer Research, 20, 224–228. Retrieved from http://www.acrwebsite.org/volumes/7438/volumes/v20/NA-20
  37. Vinjamuri, D. (2017). Diversity in advertising is good marketing. Retrieved from https://www.forbes.com/sites/davidvinjamuri/2015/12/11/diversityinadsisgoodmarketing/#34998a442482
  38. Wang, L. et al. (2014) “The influence of pop-up advertising on consumer purchasing behavior,” Proceedings of the 2014 International Conference on Mechatronics, Electronic, Industrial and Control Engineering [Preprint]. Available at: https://doi.org/10.2991/meic-14.2014.49.
  39. Yan, Y. and Bissell, K. (2014) “The globalization of Beauty: How is ideal beauty influenced by globally published fashion and beauty magazines?,” Journal of Intercultural Communication Research, 43(3), pp. 194–214. Available at: https://doi.org/10.1080/17475759.2014.917432.
  40. Zhang, K.Z.K., Xu, H., Zhao, S. and Yu, Y. (2018). Online reviews and impulse buying behavior: the role of browsing and impulsiveness. Internet Research, 28(3), pp.522–543. doi: https://doi.org/10.1108/intr-12-2016-0377.
  41. Zhang, Y. (2019). Why Customer Perception Matters and How to Improve it? Haptic-media. Read on October 14, 2022. https://hapticmedia.com/blog/customerperception/

Tools


Copyright © 2024  KITE Digital Educational Solutions |  Exclusively distributed by CE-Logic