– 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.
– Narrative interviews were used to gather data from fourteen females from
Generation Y. Analysis was conducted using inductive thematic analysis.
- 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.
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.
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.
– 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.