Peer-Reviewed Journal Details
Mandatory Fields
Ruane, L. and Wallace, E.
Qualitative Market Research
Generation Y Females Online: Insights from Brand Narratives
Optional Fields
Brand Narratives Generation Y Consumer Behaviour Fashion Social Networks
•    Purpose – The purpose of this paper is to understand Generation Y females’ fashion brand relationships in the twenty-first century, specifically examining the role of the Internet and Social Networks. •    Design/methodology/approach – Narrative interviews were used to gather data from fourteen females from Generation Y. 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 the influence of social networks on the dynamics of brand consumption, and inform our understanding of females’ online shopping behaviours and concerns.  •    Research limitations/implications – This research employed a qualitative methodology 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 the social network in driving females’ brand consumption, and we highlight the criticality of the social network as a source of information and reassurance for females’ brand choices. Further, we identify females’ concerns about online shopping, and we provide suggestions for online retailers seeking to augment females’ 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, and Generation Y have been neglected in the marketing literature. This paper addresses this gap and illustrates the significant impact social media has on the behaviour of female consumers.
Grant Details
Government of Ireland Scholarship
Publication Themes