Consumer Behavior

The Influence of Social Media Vloggers on Gen Z Consumers’ Decision-Making Process: A Perspective from a Developing Country

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Abstract

Social media influencers have been a novel driving force impacting consumers’ purchase decision-making in recent times. This study aims to understand the perception of Gen Z consumers about the influence of social media vloggers on their purchase decision-making process of fashion items (apparel, food, travel, etc.) in the context of a developing country. A qualitative research design was adopted, and an in-depth interview was employed to collect data from Gen Z consumers in Bangladesh. A snowball technique was used to recruit the participants following a purposive sample. The five themes that emerged from the data are relevant to the five-stage decision process model. It is evident that social media vloggers influence Bangladeshi Gen Z consumers at different stages of their fashion purchase decision-making process. This study contributes to the literature by exploring Bangladesh’s Gen Z consumers’ perceptions of vlogs related to their purchase decision-making. The five themes identified are clearly relevant to Kotler and Keller (2006)’s five stages of the consumer decision-making process. This study can help vloggers and content creators to know how they can improve their content by knowing Gen Z consumers’ perceptions about them.

Keywords: Social media, Vlogger, Gen Z, Decision making, Developing country, Influencer

How to Cite:

Ferdous, J., Iqbal, M., Su, J., Mahdi, E. & Akter, M., (2024) “The Influence of Social Media Vloggers on Gen Z Consumers’ Decision-Making Process: A Perspective from a Developing Country”, International Textile and Apparel Association Annual Conference Proceedings 80(1). doi: https://doi.org/10.31274/itaa.17374