Online from: 1998
Subject Area: Marketing
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|Title:||Generation Y females online: insights from brand narratives|
|Author(s):||Lorna Ruane, (Department of Marketing, National University of Ireland, Galway, Ireland), Elaine Wallace, (Department of Marketing, National University of Ireland, Galway, Ireland)|
|Citation:||Lorna Ruane, Elaine Wallace, (2013) "Generation Y females online: insights from brand narratives", Qualitative Market Research: An International Journal, Vol. 16 Iss: 3, pp.315 - 335|
|Keywords:||Brand relationships, Consumer behaviour, Fashion, Females, Generation Y, Influence, Internet, Narratives, Online shopping, Social media, Social networking sites, Women|
|Article type:||Research paper|
|DOI:||10.1108/13522751311326125 (Permanent URL)|
|Publisher:||Emerald Group Publishing Limited|
Purpose – The purpose of this paper is to understand the relationships Generation Y females have with fashion brands online. Specifically, it examines the role of the internet and social networks in these relationships.
Design/methodology/approach – Narrative interviews were employed to gather data from Generation Y women. Analysis was conducted using inductive thematic analysis.
Findings – Two main themes emerged from the data: the importance of social media and the influence of the internet. Findings suggest social networks have a significant influence on the dynamics of brand consumption and inform our understanding of females' online shopping behaviours.
Research limitations/implications – A qualitative methodology was utilised to elicit insights from consumers. This allowed participants to express their thoughts in their own words, which provided rich data for analysis.
Practical implications – We provide guidance for marketing managers seeking to harness social networks to market brands. Findings illustrate the role of social networks in driving brand consumption among Generation Y women, and highlight the criticality of the social network as a source of information and reassurance for brand choices. Further, we identify concerns about online shopping, and provide suggestions for online retailers seeking to augment consumers' shopping experiences.
Originality/value – This study offers insights into Generation Y females' use of the internet and social networks for brand consumption. To date such research has been mainly quantitative. Further, Generation Y has been neglected in the marketing literature. This paper addresses these gaps and illustrates the significant impact social media has on the behaviour of female consumers.
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