It's all part of the customer journey: the impact of augmented reality, chatbots, and social media on the body image and self-esteem of Generation Z female consumers
Research is needed to identify novel ways to influence Generation Z female consumers' behavior when they interact with various technologies. This study investigates how experiences of using augmented reality, artificial intelligence-enabled chatbots, and social media when interacting with beaut...
| Main Authors: | , , |
|---|---|
| Format: | Article |
| Published: |
Wiley
2022
|
| _version_ | 1825938632880422912 |
|---|---|
| author | Ameen, Nisreen Jun, Hwa Cheah Kumar, Satish |
| author_facet | Ameen, Nisreen Jun, Hwa Cheah Kumar, Satish |
| author_sort | Ameen, Nisreen |
| collection | UPM |
| description | Research is needed to identify novel ways to influence Generation Z female consumers' behavior when they interact with various technologies. This study investigates how experiences of using augmented reality, artificial intelligence-enabled chatbots, and social media when interacting with beauty brands affect body image, self-esteem, and purchase behavior among female consumers in Generation Z. Through three studies, we propose and test a model drawing on social comparison theory. In Study 1, a survey was completed by Generation Z women (n = 1118). In Study 2 and Study 3, two laboratory experiments were conducted with Generation Z women in Malaysia (n = 250 and n = 200). We show that (1) Generation Z women's perceived augmentation positively affects their body image, self-esteem, and actual purchase behavior; (2) although trust in social media celebrities positively affects Generation Z women's body image and self-esteem, the addictive use of social media does not have significant effects; (3) the chatbot support type (assistant vs. friend) has a significant impact on these women's experience; and (4) brand attachment, reputation, and awareness do not have significant effects. This article provides important implications for theory and practice on the behavior of Generation Z females when interacting with various technologies. |
| first_indexed | 2024-04-09T03:50:30Z |
| format | Article |
| id | upm.eprints-102023 |
| institution | Universiti Putra Malaysia |
| last_indexed | 2024-04-09T03:50:30Z |
| publishDate | 2022 |
| publisher | Wiley |
| record_format | dspace |
| spelling | upm.eprints-1020232024-03-15T07:22:52Z http://psasir.upm.edu.my/id/eprint/102023/ It's all part of the customer journey: the impact of augmented reality, chatbots, and social media on the body image and self-esteem of Generation Z female consumers Ameen, Nisreen Jun, Hwa Cheah Kumar, Satish Research is needed to identify novel ways to influence Generation Z female consumers' behavior when they interact with various technologies. This study investigates how experiences of using augmented reality, artificial intelligence-enabled chatbots, and social media when interacting with beauty brands affect body image, self-esteem, and purchase behavior among female consumers in Generation Z. Through three studies, we propose and test a model drawing on social comparison theory. In Study 1, a survey was completed by Generation Z women (n = 1118). In Study 2 and Study 3, two laboratory experiments were conducted with Generation Z women in Malaysia (n = 250 and n = 200). We show that (1) Generation Z women's perceived augmentation positively affects their body image, self-esteem, and actual purchase behavior; (2) although trust in social media celebrities positively affects Generation Z women's body image and self-esteem, the addictive use of social media does not have significant effects; (3) the chatbot support type (assistant vs. friend) has a significant impact on these women's experience; and (4) brand attachment, reputation, and awareness do not have significant effects. This article provides important implications for theory and practice on the behavior of Generation Z females when interacting with various technologies. Wiley 2022-08 Article PeerReviewed Ameen, Nisreen and Jun, Hwa Cheah and Kumar, Satish (2022) It's all part of the customer journey: the impact of augmented reality, chatbots, and social media on the body image and self-esteem of Generation Z female consumers. Psychology & Marketing, 39 (11). 2110 - 2129. ISSN 0742-6046; ESSN: 1520-6793 https://onlinelibrary.wiley.com/doi/10.1002/mar.21715 10.1002/mar.21715 |
| spellingShingle | Ameen, Nisreen Jun, Hwa Cheah Kumar, Satish It's all part of the customer journey: the impact of augmented reality, chatbots, and social media on the body image and self-esteem of Generation Z female consumers |
| title | It's all part of the customer journey: the impact of augmented reality, chatbots, and social media on the body image and self-esteem of Generation Z female consumers |
| title_full | It's all part of the customer journey: the impact of augmented reality, chatbots, and social media on the body image and self-esteem of Generation Z female consumers |
| title_fullStr | It's all part of the customer journey: the impact of augmented reality, chatbots, and social media on the body image and self-esteem of Generation Z female consumers |
| title_full_unstemmed | It's all part of the customer journey: the impact of augmented reality, chatbots, and social media on the body image and self-esteem of Generation Z female consumers |
| title_short | It's all part of the customer journey: the impact of augmented reality, chatbots, and social media on the body image and self-esteem of Generation Z female consumers |
| title_sort | it s all part of the customer journey the impact of augmented reality chatbots and social media on the body image and self esteem of generation z female consumers |
| work_keys_str_mv | AT ameennisreen itsallpartofthecustomerjourneytheimpactofaugmentedrealitychatbotsandsocialmediaonthebodyimageandselfesteemofgenerationzfemaleconsumers AT junhwacheah itsallpartofthecustomerjourneytheimpactofaugmentedrealitychatbotsandsocialmediaonthebodyimageandselfesteemofgenerationzfemaleconsumers AT kumarsatish itsallpartofthecustomerjourneytheimpactofaugmentedrealitychatbotsandsocialmediaonthebodyimageandselfesteemofgenerationzfemaleconsumers |