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| DC Field | Value | Language |
|---|---|---|
| dc.contributor.author | Manchanda, Parul | - |
| dc.contributor.author | Arora, Nupur | - |
| dc.contributor.author | Aggarwal, Aanchal | - |
| dc.date.accessioned | 2024-09-11T08:05:03Z | - |
| dc.date.available | 2024-09-11T08:05:03Z | - |
| dc.date.issued | 2024-05 | - |
| dc.identifier.issn | https://www.emerald.com/insight/content/doi/10.1108/S1569-37592024000113B012/full/html | - |
| dc.identifier.uri | http://localhost:8080/xmlui/handle/123456789/521 | - |
| dc.description.abstract | Purpose: This study analyses the mediating effect of parasocial interaction (PSI) in the link between hedonic motivation and impulsive buying intention (IBI) in fashion vlogging about sustainable cosmetics. Need for the Study: Due to the mass popularity of YouTube, vlogging has led to an augmented level of PSI of vloggers with consumers, which strongly impacts a consumer’s behavioural consequences and persuades consumers to indulge in impulsive buying. Thus, marketers need to comprehend the changing behavioural patterns, including sustainable products, as this new communication medium serves the future of promotion and advertising. Methodology: Online questionnaires were administered to 349 Gen Z female fashion vlog followers. Structural equation modelling and Hayes Process macros were employed to test the model relationships. Findings: Results indicate that PI with the fashion vlogger partially mediates between hedonic motivation and impulse buying intention for sustainable cosmetic products. Fashion consciousness (FC) was also established as a significant moderator between all the model relationships. | en_US |
| dc.language.iso | en_US | en_US |
| dc.publisher | Sustainable Development Goals: The Impact of Sustainability Measures on Wellbeing | en_US |
| dc.title | Fashion Vlogging for Sustainable Cosmetics: Modelling the Relationship Between Hedonic Motivation and Impulse Buying Intention with Parasocial Interaction as a Mediator | en_US |
| dc.type | Article | en_US |
| Appears in Collections: | VSBS | |
Files in This Item:
| File | Description | Size | Format | |
|---|---|---|---|---|
| Sustainable Development Goals.jpg | 17 kB | JPEG | View/Open |
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