University of Twente Student Theses
From Screen to Cart : The Role of Idealized Instagram Content in the Purchasing Decisions of Young Women in Europe
Lytovka, Mariya (2024) From Screen to Cart : The Role of Idealized Instagram Content in the Purchasing Decisions of Young Women in Europe.
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| Abstract: | The purpose of this research is to investigate the impact of idealized content on Instagram, published by European fashion brands, on consumer behavior and body image among young women. The paper proposes a theoretical framework for this complex issue, which consists of sociocultural theories, a historical overview of beauty standards evolution in the fashion industry, and theoretical knowledge about body perception. Social Comparison, Objectification, Cultivation theories, and the Theory of Planned Behavior explain the roots of the problem and describe potential drivers of purchasing decisions. In addition, the paper includes an overview of ethical marketing strategies employed by some of the European fashion brands to mitigate negative emotions that can be caused by idealized content. To assess the relevance of the problem and propose solutions for fashion companies, the research involved a survey with 26 questions measuring Instagram usage, social comparison, body satisfaction, and purchasing intentions. The findings of 77 respondents aged 16 to 27 demonstrate that body satisfaction plays a crucial role in choice for content preference and consumer behavior. Women who are pleased with their bodies do not seek reassurance and, therefore, do not feel pressured to conform to beauty standards, which explains the preference for idealized content. Those who feel the opposite, tend to buy from a brand with diverse body representations. Thus, the research identified the importance of diverse body types' inclusion in the marketing strategies of fashion brands. Further research should analyze the economic impact of body-positive campaigns and consider other platforms, which may have a greater impact on purchase decisions. |
| Item Type: | Essay (Bachelor) |
| Faculty: | BMS: Behavioural, Management and Social Sciences |
| Subject: | 71 sociology |
| Programme: | International Business Administration BSc (50952) |
| Link to this item: | https://purl.utwente.nl/essays/100267 |
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