Engaging marginal stakeholders on social networking sites. A cross-country exploratory analysis among Generation Z consumers

IF 3.6 2区 哲学 Q2 BUSINESS
Marco Valerio Rossi, Pasquale Sasso, Andrea Perna, Ludovico Solima
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引用次数: 0

Abstract

This research explores the marginal stakeholder engagement and propensity to value cocreation in the fast-fashion industry by taking Generation Z consumers (GZCs) as observation unit and social networking sites (SNSs) as context of investigation. By undertaking 24 in-depth interviews with US and Italian GZCs, the study uncovers the main elements that influence their engagement generation on SNSs and highlights that at least four main paradoxes (PXs) exist in this scenario. Specifically, the interviewees reported that they do not trust those brands that make them feel as marginal consumers (PX1) and that they are likely to be extremely loyal to those brands that actively take them into consideration in their activities on SNSs (PX2). In addition, although GZCs concerned about the environment, in most cases, they will buy repeatedly from fast-fashion brands for convenience reasons (PX3). Finally, social dimension of GZCs engagement appears to be influenced by their peers' preferences (PX4). This research is the first that explored GZCs by considering them under the lenses of stakeholder engagement and offering novel insights about common believes on this generation of consumers. Therefore, theoretical and managerial implications are discussed to advance current knowledge on GZCs and to help the development of new strategies to engage them on SNSs.

在社交网站上吸引边缘利益相关者。Z世代消费者的跨国探索性分析
摘要本研究以Z世代消费者(GZCs)为观察对象,以社交网站(sns)为研究背景,探讨了快时尚行业中边际利益相关者参与和价值共同创造倾向。通过对美国和意大利GZCs进行24次深度访谈,该研究揭示了影响他们在社交网站上产生参与度的主要因素,并强调在这种情况下至少存在四个主要悖论(PXs)。具体来说,受访者报告说,他们不相信那些让他们觉得自己是边缘消费者的品牌(PX1),他们可能会对那些在社交网站活动中积极考虑他们的品牌非常忠诚(PX2)。此外,尽管gzc关注环境,但在大多数情况下,出于方便的原因,他们会反复购买快时尚品牌(PX3)。最后,社交游戏玩家粘性的社会维度似乎受到同伴偏好的影响(PX4)。这项研究首次从利益相关者参与的角度来探讨gzc,并就这一代消费者的共同信念提供了新颖的见解。因此,本文讨论了理论和管理意义,以提高对GZCs的现有认识,并帮助制定新的战略,使他们参与社交网络。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
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来源期刊
CiteScore
5.20
自引率
19.00%
发文量
86
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