Marco Valerio Rossi, Pasquale Sasso, Andrea Perna, Ludovico Solima
{"title":"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","authors":"Marco Valerio Rossi, Pasquale Sasso, Andrea Perna, Ludovico Solima","doi":"10.1111/beer.12616","DOIUrl":null,"url":null,"abstract":"<p>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.</p>","PeriodicalId":29886,"journal":{"name":"Business Ethics the Environment & Responsibility","volume":"34 1","pages":"155-173"},"PeriodicalIF":3.6000,"publicationDate":"2023-10-06","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":"{\"title\":\"Engaging marginal stakeholders on social networking sites. A cross-country exploratory analysis among Generation Z consumers\",\"authors\":\"Marco Valerio Rossi, Pasquale Sasso, Andrea Perna, Ludovico Solima\",\"doi\":\"10.1111/beer.12616\",\"DOIUrl\":null,\"url\":null,\"abstract\":\"<p>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.</p>\",\"PeriodicalId\":29886,\"journal\":{\"name\":\"Business Ethics the Environment & Responsibility\",\"volume\":\"34 1\",\"pages\":\"155-173\"},\"PeriodicalIF\":3.6000,\"publicationDate\":\"2023-10-06\",\"publicationTypes\":\"Journal Article\",\"fieldsOfStudy\":null,\"isOpenAccess\":false,\"openAccessPdf\":\"\",\"citationCount\":\"0\",\"resultStr\":null,\"platform\":\"Semanticscholar\",\"paperid\":null,\"PeriodicalName\":\"Business Ethics the Environment & Responsibility\",\"FirstCategoryId\":\"96\",\"ListUrlMain\":\"https://onlinelibrary.wiley.com/doi/10.1111/beer.12616\",\"RegionNum\":2,\"RegionCategory\":\"哲学\",\"ArticlePicture\":[],\"TitleCN\":null,\"AbstractTextCN\":null,\"PMCID\":null,\"EPubDate\":\"\",\"PubModel\":\"\",\"JCR\":\"Q2\",\"JCRName\":\"BUSINESS\",\"Score\":null,\"Total\":0}","platform":"Semanticscholar","paperid":null,"PeriodicalName":"Business Ethics the Environment & Responsibility","FirstCategoryId":"96","ListUrlMain":"https://onlinelibrary.wiley.com/doi/10.1111/beer.12616","RegionNum":2,"RegionCategory":"哲学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q2","JCRName":"BUSINESS","Score":null,"Total":0}
Engaging marginal stakeholders on social networking sites. A cross-country exploratory analysis among Generation Z consumers
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.