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Aug 23, 2023
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Abstract
The fashion business is regarded as one of the most important industries in the world and contributes significantly to the world economy’s benefits. In the era of technology, applying the right management techniques for advertising is very important to succeed among commercial competitors in competitive markets. Even though advertising has so many positive effects, it also has a negative side, such as it could create unrealistic beauty and body standards due to the marketers using attractive, slender, and tall models which promotes the ideal body image in culture. The purpose of this research is to determine how impactful body diversity in advertising affects consumers' attitude toward advertisements and their desire to buy clothes, to determine what kind of models to utilize in fashion goods commercials to strengthen consumer perceptions of advertisements and buy intent, and to explore the effects of size inclusivity as the moderating variable of diversity in advertising and attitude toward the advertisements. The methodologies used in this study were qualitative and quantitative. As a result, the purpose of this study is to determine whether or not advertising that promotes body positivity has an impact on how consumers feel about advertisements and their intentions to buy from fashion retailers, which type of model's body, a larger or slimmer one, has a greater effect on the consumer's perception of the advertising and their desire to purchase according to the customer's body type and sizes, and how size inclusivity becomes the moderating variable between advertisements and purchases.
Article Details
This work is licensed under a Creative Commons Attribution 4.0 International License.
How to Cite
Tsawaab, A. H. (2023). The Impact of Body Positivity in Fashion Advertising on Customer Perceptions and Purchase Intentions. International Journal of Multidisciplinary: Applied Business and Education Research, 4(8), 2769-2784. https://doi.org/10.11594/ijmaber.04.08.10
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Reimann, M., Zaichkowsky, J., Neuhaus, C., Bender, T., & Weber, B. (2010). Aesthetic package design: A behavioral, neural, and psychological investigation. Journal of Consumer Psychology, 20(4), 431–441. doi:10.1016/j.jcps.2010.06.009
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Roza, S., Sriayudha, Y., Khalik, I., Octavia, A. and Sriyudha, Y., 2021. CONSUMER AT-TITUDE TOWARDS ADVERTISING ON INSTAGRAM: THE ROLE OF ADS PER-SONALIZATION AND CONSUMER EXPE-RIENCE Faculty Economic and Business, Universitas Jambi. [online] 3(1). https://doi.org/10.31933/dijdbm.v3i1.
Safitri, L. and Riptiono, S. (2020) “Pengaruh self image congruence, luxury value Dan product attribute Terhadap repurchase intention melalui satisfaction Sebagai variabel intervening,” Jurnal Ilmiah Ma-hasiswa Manajemen, Bisnis dan Akuntansi (JIMMBA), 2(4), pp. 681–688. Available at: https://doi.org/10.32639/jimmba.v2i4.591.
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Sheng, M. L., & Teo, T. S. H. (2012). Product attributes and brand equity in the mobile domain: The mediating role of customer experience. International Journal of In-formation Management, 32(2), 139–146. doi:10.1016/j.ijinfomgt.2011.11.017
Sirgy, M.J. (1985) “Using self-congruity and ideal congruity to predict purchase moti-vation,” Journal of Business Research, 13(3), pp. 195–206. Available at: https://doi.org/10.1016/0148-2963(85)90026-8.
Sirgy, J.M. and Johar, J.S. (1999). Toward an Integrated Model of Self-Congruity and Functional Congruity, in (Ed.), European Advances in Consumer Research Volume 4, (pp. 252-256). Association for Con-sumer Research.
Tooray, J. and Oodith, D. (2017) “The influence of actual and ideal self-congruity on con-sumers’ purchase intentions,” Journal of Economics and Behavioral Studies, 9(4), p. 107. Available at: https://doi.org/10.22610/jebs.v9i4.182.
Trehan, M., &Trehan, R. (2007). Concept and history of advertising. Retrieved from: http://shodhganga.inflibnet.ac.in/jspui/bit-stream/10603/160686/7/07_chapter%2 01.pdf
Verbeke, W. and Vackier, I. (2005) “Individual determinants of fish consumption:
Application of the theory of planned behav-iour,” Appetite, 44(1), pp. 67–82. Availa-ble at: https://doi.org/10.1016/j.appet.2004.08.006.
Veryzer, R. W. (1993). Aesthetic response and the influence of design principles on product preferences. Advances in Con-sumer Research, 20, 224–228. Retrieved from http://www.acrweb site.org/volumes/7438/volumes/v20/NA-20
Vinjamuri, D. (2017). Diversity in advertising is good marketing. Retrieved from https://www.forbes.com/sites/davidvinjamuri/2015/12/11/diversityinadsisgoodma rketing/#34998a442482
Wang, L. et al. (2014) “The influence of pop-up advertising on consumer purchasing be-havior,” Proceedings of the 2014 Interna-tional Conference on Mechatronics, Elec-tronic, Industrial and Control Engineering [Preprint]. Available at: https://doi.org/10.2991/meic-14.2014.49.
Yan, Y. and Bissell, K. (2014) “The globaliza-tion of Beauty: How is ideal beauty influ-enced by globally published fashion and beauty magazines?,” Journal of Intercul-tural Communication Research, 43(3), pp. 194–214. Available at: https://doi.org/10.1080/17475759.2014.917432.
Zhang, K.Z.K., Xu, H., Zhao, S. and Yu, Y. (2018). Online reviews and impulse buy-ing behavior: the role of browsing and impulsiveness. Internet Research, 28(3), pp.522–543. doi: https://doi.org/10.1108/intr-12-2016-0377.
Zhang, Y. (2019). Why Customer Perception Matters and How to Improve it? Haptic-media. Read on October 14, 2022. https://hapticmedia.com/blog/customerperception/
Bhasin, H. (2019). What is Fashion Marketing? Marketing. Read on September 10, 2021. https://www.marketing91.com/what-is-fashion-marketing/
Cash, T., & Pruzinsky, T. (Eds.) (1990). Body images: Development, deviance, and change. New York: Guildford Press.
Carnevale, D. (2018) The Implications of Mod-el Body Size and Self- Congruity on Con-sumer Attitudes & Purchase Intention in Women's Lingerie Advertisements.
Cohen, R., Newton-John, T., & Slater, A. (2017). The relationship between Facebook and Instagram appearance-focused activities and body image concerns in young wom-en. Body Image, 23, 183-187. https://doi.org/10.1016/j.bodyim.2017.10.002
Compton, A. (2021). Does Body Positivity Yield Positive Attitudes? The Effects of Female Empowerment in Advertisements on Consumer Perceptions. Undergraduate Theses and Capstone Projects. Retrieved from https://digitalshowcase.lynchburg.edu/utcp/197/ (Accessed: March 7, 2023).
Cwynar-Horta, J. (2016). The Commodification of the Body Positive Movement on Insta-gram. Stream: Interdisciplinary Journal of Communication. Stream. Read on Sep-tember 30, 2022. https://journals.sfu.ca/stream/index.php/stream/article/view/203
Drake, V. (2017) The impact of female empow-erment in advertising (femvertising) - core. Available at: https://core.ac.uk/download/pdf/229163714.pdf (Accessed: April 11, 2023).
Farahani, D.S., Ebrahimi, A., Moradian, M. and Khani Tafti, M., 2020. A Study on the Role of Advertising in Competitive Advantage and Brand Popularity (Case Study: Sam-sung Company). Saudi Journal of Business and Management Studies, 05(04), pp.254–265. https://doi.org/10.36348/sjbms.2020.v05i04.002.
Fisher, S. (2014). Development and structure of the body image (Vol. 2). New York, NY: Psychology Press.
Halliwell, E., and H. Dittmar. (2004). Does size matter? The impact of model’s body size on women’s body-focused anxiety and advertising effectiveness. Journal of So-cial and Clinical Psychology 23, no. 1: 104–22
Henderson-King, D., Henderson-King, E., & Hoffmann, L. (2001). Media images and women’s self-evaluations: Social context and importance of attractiveness as mod-erators. 27 (11), 1407-1416.
Ichsani, Ridha. CONSUMER’S PERCEPTION of ATTRACTIVENESS, PURCHASE INTEN-TION, and BODY IMAGE among INDONE-SIAN WOMEN. 29 Jan. 2016. Accessed 25 June 2023.
Indonesia, D. (no date) Industri Tekstil Kemba-li Melesat 13,74% Pada Kuartal II/2022, Dataindonesia.id. Available at: https://dataindonesia.id/sektor-riil/detail/industritekstil-kembali-melesat-1374-pada-kuartal-ii2022 (Ac-cessed: April 11, 2023).
Luzon, R. (2019). Inclusivity and Retail: The Importance of Retailers Truly Under-standing the Body Positivity Movement. Total Retail. Read on September 23, 2022. https://www.mytotalretail.com/article/inclusivity-and-retail-the-importance-of-retailers-truly-understanding-the-body-positivity-movement/
Macias, J.D.T. (2022) Body inclusivity: The ef-fect of size availability on the well-being of different size young women, Scholar-Works. California State Polytechnic Uni-versity, Pomona. Available at: https://scholarworks.calstate.edu/concern/theses/pk02ch67h?locale=en (Ac-cessed: March 7, 2023).
Malär, L. et al. (2011) “Emotional brand at-tachment and brand personality: The rel-ative importance of the actual and the ideal self,” Journal of Marketing, 75(4), pp. 35– 52. Available at: https://doi.org/10.1509/jmkg.75.4.35.
Marshall, C & Lengyell, C. (2012). Body Dissat-isfaction Among Middle-Aged And Older Women. Canadian Journal Of Dietic Prac-tice And Research, Vol. 73 (2), pp 241-247 66
Miller, K. (2020). The Body Positivity Move-ment in Fashion. Hope Magazine. Read on October 3, 2022. https://www.hopeforwomenmag.com/hope-for-womenmagazine/the-body-positivity-movement-in-fashion
Najib, M., Sumarwan, U., Septiani, S., & Fahma, F. (2021). Modeling middle class con-sumers’ purchase intention towards or-ganic food: An insight from indonesia. Quality - Access to Success, 22(181), 158–164.
Pignard, Q. (2020), Inclusive Sizing: A New Way of Understanding Plus- Size Fashion. Retrieved from https://motif.org/news/inclusive-sizing/ (Accessed: March 7, 2023).
Raji, M. N. A., Zainal,A. (2016). The effect of customer perceived value on customer satisfaction: A case study of Malay up-scale restaurants. Malaysian Journal of Society and Space, 58 - 68.
Reddy, B.K. and Reddy, J.S. (2010), “Buying behavior in organized retailing: a study of demographic factors”, Mustang Journal of Business and Ethics, Vol. 1 No. 1, pp. 121-132.
Reimann, M., Zaichkowsky, J., Neuhaus, C., Bender, T., & Weber, B. (2010). Aesthetic package design: A behavioral, neural, and psychological investigation. Journal of Consumer Psychology, 20(4), 431–441. doi:10.1016/j.jcps.2010.06.009
Ringshall, B. (2021). How to Improve Custom-er Perception: A Complete Guide. Fonolo. Read on October 14, 2022. https://fonolo.com/blog/2020/08/how-toimprove-customer-perception-a-complete-guide/
Roza, S., Sriayudha, Y., Khalik, I., Octavia, A. and Sriyudha, Y., 2021. CONSUMER AT-TITUDE TOWARDS ADVERTISING ON INSTAGRAM: THE ROLE OF ADS PER-SONALIZATION AND CONSUMER EXPE-RIENCE Faculty Economic and Business, Universitas Jambi. [online] 3(1). https://doi.org/10.31933/dijdbm.v3i1.
Safitri, L. and Riptiono, S. (2020) “Pengaruh self image congruence, luxury value Dan product attribute Terhadap repurchase intention melalui satisfaction Sebagai variabel intervening,” Jurnal Ilmiah Ma-hasiswa Manajemen, Bisnis dan Akuntansi (JIMMBA), 2(4), pp. 681–688. Available at: https://doi.org/10.32639/jimmba.v2i4.591.
Sallam, M. and Algammash, F. (2016) The ef-fect of attitude toward advertisement on attitude toward brand ... Available at: https://ijecm.co.uk/wpcontent/uploads/2016/02/4228.pdf (Accessed: April 11, 2023).
Sheng, M. L., & Teo, T. S. H. (2012). Product attributes and brand equity in the mobile domain: The mediating role of customer experience. International Journal of In-formation Management, 32(2), 139–146. doi:10.1016/j.ijinfomgt.2011.11.017
Sirgy, M.J. (1985) “Using self-congruity and ideal congruity to predict purchase moti-vation,” Journal of Business Research, 13(3), pp. 195–206. Available at: https://doi.org/10.1016/0148-2963(85)90026-8.
Sirgy, J.M. and Johar, J.S. (1999). Toward an Integrated Model of Self-Congruity and Functional Congruity, in (Ed.), European Advances in Consumer Research Volume 4, (pp. 252-256). Association for Con-sumer Research.
Tooray, J. and Oodith, D. (2017) “The influence of actual and ideal self-congruity on con-sumers’ purchase intentions,” Journal of Economics and Behavioral Studies, 9(4), p. 107. Available at: https://doi.org/10.22610/jebs.v9i4.182.
Trehan, M., &Trehan, R. (2007). Concept and history of advertising. Retrieved from: http://shodhganga.inflibnet.ac.in/jspui/bit-stream/10603/160686/7/07_chapter%2 01.pdf
Verbeke, W. and Vackier, I. (2005) “Individual determinants of fish consumption:
Application of the theory of planned behav-iour,” Appetite, 44(1), pp. 67–82. Availa-ble at: https://doi.org/10.1016/j.appet.2004.08.006.
Veryzer, R. W. (1993). Aesthetic response and the influence of design principles on product preferences. Advances in Con-sumer Research, 20, 224–228. Retrieved from http://www.acrweb site.org/volumes/7438/volumes/v20/NA-20
Vinjamuri, D. (2017). Diversity in advertising is good marketing. Retrieved from https://www.forbes.com/sites/davidvinjamuri/2015/12/11/diversityinadsisgoodma rketing/#34998a442482
Wang, L. et al. (2014) “The influence of pop-up advertising on consumer purchasing be-havior,” Proceedings of the 2014 Interna-tional Conference on Mechatronics, Elec-tronic, Industrial and Control Engineering [Preprint]. Available at: https://doi.org/10.2991/meic-14.2014.49.
Yan, Y. and Bissell, K. (2014) “The globaliza-tion of Beauty: How is ideal beauty influ-enced by globally published fashion and beauty magazines?,” Journal of Intercul-tural Communication Research, 43(3), pp. 194–214. Available at: https://doi.org/10.1080/17475759.2014.917432.
Zhang, K.Z.K., Xu, H., Zhao, S. and Yu, Y. (2018). Online reviews and impulse buy-ing behavior: the role of browsing and impulsiveness. Internet Research, 28(3), pp.522–543. doi: https://doi.org/10.1108/intr-12-2016-0377.
Zhang, Y. (2019). Why Customer Perception Matters and How to Improve it? Haptic-media. Read on October 14, 2022. https://hapticmedia.com/blog/customerperception/