THE IMPACT OF GENERATION X, Y, Z, AND DEMOGRAPHICS TRAITS IN THE RELATIONSHIP BETWEEN BRAND COMPONENTS OF CONSPICUOUS CONSUMPTION AND THIRD-PARTY ENDORSEMENT

Öz

The identification of the buying habits of the X, Y and Z generations is a topic that is still being studied and understood by companies and marketing professionals. In developing countries, conspicuous consumption varies according to the different motivations that drive the purchasing behaviour of consumers. Therefore, the aim of this study is to reveal the relationship among the demographic traits of generation X, Y and Z, the brand component and third-party endorsement in conspicuous consumption towards branded perfume products. A structural model was constructed to identify the put-forward effects and hypothesis tests were developed to measure the relationships. The research was conducted among consumers of generation X, Y, and Z in Turkey who use branded perfume products and follow at least one social media influencer. The convenience sampling method was used and benefited from the SPSS for the descriptive analysis and the Smart PLS 4.0 program for the first-order Structural Equation Modeling and mediating affect analysis of the proposed research model. The results of the research found that third-party endorsement has positively and significantly impacts conspicuous consumption and brand components. The brand components have a positive and significant effect on conspicuous consumption. Although third-party endorsement had a significant impact on demographic traits of Generation X, Y, and Z conspicuous consumption; brand components had no significant effect on Generation X, and Z conspicuous consumption. Brand components have a mediating effect on Generation Y's conspicuous consumption and demographic traits of Generation Z.

Anahtar Kelimeler

• Conspicuous consumption
• Generation X, Y and Z
• brand components
• third-party endorsement
• mediating effect

GÖSTERİŞ TÜKETİMİNİN MARKA BİLEŞENLERİ VE ÜÇÜNCÜ TARAF ONAYI ARASINDAKİ İLİŞKİSİNDE X, Y, Z KUŞAKLARININ VE DEMOGRAFİK BİLEŞENLERİN ETKİSİ

Öz

X, Y ve Z kuşaklarının satın alma alışkanlıklarının belirlenmesi büyük bir ilgiyle takip edilen, şirketler ve pazarlama profesyonelleri tarafından uzun yıllardır anlaşılmaya çalışılan bir konudur. Gelişmekte olan ülkelerde gösteriş tüketimi, tüketici satın alma davranışındaki farklı motivasyonlara göre farklılık göstermektedir. Bu nedenle araştırmanın amacı markalı parfüm ürünlerine yönelik gösteriş tüketiminde X, Y ve Z kuşaklarının demografik özellikleri ile marka bileşenleri ve üçüncü taraf onayının ilişkisini ortaya çıkarmaktır. Öne sürülen etkileri belirlemek için yapısal bir model oluşturulmuş ve ilişkileri ölçmek için hipotez testleri geliştirilmiştir. Araştırma, Türkiye'de markalı parfüm ürün ve/veya ürünlerini kullanan ve en az bir sosyal medya fenomenini takip eden X, Y ve Z kuşağı tüketicileri arasında gerçekleştirilmiştir. Kolayda örnekleme yöntemi kullanılmış ve önerilen araştırma modelinin betimsel analizleri için SPSS ve birinci düzey yapısal eştilik analizleri ile aracılık etkisi analizleri için Smart PLS 4.0 programından yararlanılmıştır. Araştırma sonuçları, üçüncü taraf onayının gösteriş tüketimi ve marka bileşenleri üzerinde pozitif ve anlamlı bir etkiye sahip olduğunu ortaya çıkarmıştır. Marka bileşenleri, gösteriş tüketimi üzerinde pozitif ve anlamlı bir etkiye sahiptir. Üçüncü taraf onayının X, Y ve Z kuşaklarının demografik özelliklerine göre gösteriş tüketimi üzerinde anlamlı bir etkisi bulunurken marka bileşenlerinin X ve Z kuşaklarının gösteriş tüketimi üzerinde anlamlı bir etkisi bulunmamamıştır. Marka bileşenlerinin Y kuşağının gösteriş tüketimi ve Z kuşağının demografik özellikleri üzerinde aracılık etkisi bulunmaktadır.

Anahtar Kelimeler

• Gösteriş tüketimi
• X, Y ve Z Kuşakları
• marka bileşenleri
• üçüncü taraf onayı
• aracılık etkisi

Kaynakça

1. Abdel Wahab, H., Diaa, N. M., & Ahmed Nagaty, S. (2023). Demographic characteristics and consumer decision-making styles: Do they impact fashion product involvement? Cogent Business & Management, 10(2), 1-27.
2. Alhaddad, A. (2014). The effect of brand image and brand loyalty on brand equity. International Journal of Business and Management Invention, 3(5), 28-32.
3. Anderson, J.C., Gerbing, D.W., 1988. Structural equation modeling in practice: a review and recommended two- step approach. Psychological bulletin, 103(3), 411-423.
4. Bachmann, G. R., John, D. R., & Rao, A. R. (1993). Children’s susceptibility to peer group purchase influence: An exploratory investigation. Advances in Consumer Research, 20(1), 463-468.
5. Bagwell, L. S., & Bernheim, B. D. (1996). Veblen effects in a theory of conspicuous consumption. The American Economic Review, 86(3), 349-373.
6. Bao, H., Deng, S., Xu, S., & Peng, Y. (2017). Conspicuous consumption behavior of land-lost farmers: A perspective of social identity. Cities, 66, 81-90.
7. Barclay, D., Higgins, C., & Thompson, R. (1995). The Partial Least Squares (PLS) Approach to Causal Modeling: Personal Computer Adoption and Use as an Illustration. Technology Studies, 2(2), 285-309.
8. Bearden, W. O., Netemeyer, R. G., & Teel, J. E. (1989). Measurement of consumer susceptibility to interpersonal influence. Journal of Consumer Research, 15(4), 473-481.

9. Bronner, F., & De Hoog, R. (2018). Conspicuous consumption and the rising importance of experiential purchases. International Journal of Market Research, 60(1), 88-103.
10. Brown, D., Hayes, N. (2008). Influencer Marketing, Who Really Influences Your Customers? Elsevier, UK. Castellano, W. G. (2014). Practices for engaging the 21st century workforce: Challenges of talent management in a changing workplace. Financial Times/Prentice Hall.
11. Cavender, R. (2012). The evolution of luxury: brand management of luxury brands, old and new. (Doctoral dissertation, Virginia Polytechnic Institute and State University).
12. Cesur, Z., & Candan Çam, B. (2022). Tüketicilerin gösterişçi tüketim eğilimlerinin Y ve Z kuşağı açısından incelenmesi [Examination of consumers’ consumable consumption tendencies in terms of generations Y and Z]. Balkan and Near Eastern Journal of Social Sciences, 8, 73–80.
13. Chandon, P. (2003). Note on measuring brand awareness, brand image, brand equity and brand value. Paris, France: INSEAD.
14. Chang, P. L., & Chieng, M. H. (2006). Building consumer–brand relationship: A cross‐cultural experiential view. Psychology & Marketing, 23(11), 927-959.
15. Childers, T. L., & Rao, A. R. (1992). The influence of familial and peer-based reference groups on consumer decisions. Journal of Consumer Research, 19(2), 198-211.
16. Chu Lo, C. K., Burton, S., Lam, R., & Nesbit, P. (2021). Which bag? Predicting consumer preferences for a luxury product with a discrete choice experiment. Australasian Marketing Journal, 29(4), 329-340.
17. Cohen, J. (1988a), Statistical power analysis for the behavioral sciences. Lawrence Erlbaum, Mahwah, NJ. Cohen, J. (1988b), Statistical power analysis for the behavioral sciences.
18. Lawrence Erlbaum, Mahwah, NJ. Corneo, G., & Jeanne, O. (1997). Conspicuous consumption, snobbism and conformism. Journal of public economics, 66(1), 55-71.
19. Çalışma Genel Müdürlüğü. (2023). Çalışma hayatı istatistikleri. Ankara: T.C. Çalışma ve Sosyal Güvenlik Bakanlığı, Available From: https://www.csgb.gov.tr/media/90738/calisma-hayati-istatistikleri-aylik-e- bulten.pdf
20. De Veirman, M., Cauberghe, V., & Hudders, L. (2017). Marketing through Instagram influencers: the impact of number of followers and product divergence on brand attitude. International Journal of Advertising, 36(5), 798-828.
21. De Vries, L., Peluso, A. M., Romani, S., Leeflang, P. S., & Marcati, A. (2017). Explaining consumer brand-related activities on social media: An investigation of the different roles of self-expression and socializing motivations. Computers in Human Behavior, 75, 272-282
22. Diamantopoulos, A., & Siguaw, J. A. (2006). Formative versus reflective indicators in organizational measure development: A comparison and empirical illustration. British Journal of Management, 17(4), 263-282.
23. Dogra, K. (2019). The Impact of Influencer Marketing on Brand Loyalty towards Luxury Cosmetics Brands: Comparison of Generation Z and Millennial. Master Thesis Submitted in Fulfillment of the Degree. Modul University.
24. Dölekoğlu, C. Ö., & Çelik, O. (2018). Y kuşağı tüketicilerin gıda satın alma davranışı. Kahramanmaraş Sütçü İmam Üniversitesi Tarım ve Doğa Dergisi, 21, 55-66.
25. Erdoğan, M. (2016). Davranışsal iktisat açısından lüks tüketim, materyalizm, sosyo-ekonomik statü ve dini değerler. Ekin Basım Yayın.
26. Etuk, A., Anyadighibe, J. A., James, E. E., & Ukpe, M. U. (2022). Socıologıcal factors and consumer buyıng behaviour towards fashıon clothıng. International Journal of Applied Research İn Social Sciences, 4(2), 21-34.
27. Fisher, R.A., (1925). Statistical methods for research workers. Oliver and Boyd, Edinburgh.
28. Farquhar, P. H., & Equity, M. B. (1989). Marketing research. Marketing Research, 1(3), 24-33.
29. Fornell, C., Larcker, D.F. (1981), Evaluating structural equation models with unobservable variables and measurement error. Journal of Marketing Research, 18(1), 39-50.
30. Freberg, K., Graham, K., McGaughey, K., & Freberg, L. A. (2011). Who are the social media influencers? A study of public perceptions of personality. Public Relations Review, 37(1), 90-92.
31. Gefen, D., Rigdon, E. E., & Straub, D. (2011). Editor’s comments: an update and extension to SEM guidelines for administrative and social science research. MIS Quarterly, 35(2), iii-xiv.
32. Gensler, S., Völckner, F., Liu-Thompkins, Y., & Wiertz, C. (2013). Managing brands in the social media environment. Journal of interactive marketing, 27(4), 242-256.
33. Gupta, P., Seetharaman, A., & Raj, J. R. (2013). The usage and adoption of cloud computing by small and medium businesses. International journal of information management, 33(5), 861-874.
34. Haenlein, M., Anadol, E., Farnsworth, T., Hugo, H., Hunichen, J., & Welte, D. (2020). Navigating the new era of influencer marketing: how to be successful on instagram, tiktok, & co. California Management Review, 63(1), 5-25.
35. Hair, J.F., Black, B.C., Babin, B.J., Anderson, R.E. and Tatham, R.L. (2006), Multivariate Data Analysis, (6th ed.) Pearson Prentice Hall, Upper Saddle River, NJ.
36. Hair, J. F., Hult, G. T. M., Ringle, C. M. & Sarstedt, M. (2021). A Primer on Partial Least Squares Structural Equation Modeling (PLS-SEM), (3rd ed.) Thousand Oaks, CA: Sage.
37. Harriger-Lin, J., Khanna, N., & Pape, A. (2020). Conspicuous consumption and peer-group inequality: the role of preferences. The Journal of Economic Inequality, 18, 365-389.
38. Henseler, J., Ringle, C.M., Sarstedt, M. (2015), A new criterion for assessing discriminant validity in varience- based structural equation modelling. Journal of the Academy of Marketing Science, 43, 115-135.
39. Heinonen, K. (2011). Consumer activity in social media: Managerial approaches to consumers’ social media behavior. Journal of Consumer Behaviour, 10(6), 356-364.
40. Hsieh, A. T., & Li, C. K. (2008). The moderating effect of brand image on public relations perception and customer loyalty. Marketing Intelligence & Planning, 26(1), 26-42.
41. Hung, H. Y., & Lu, H. T. (2018). The rosy side and the blue side of emotional brand attachment. Journal of Consumer Behaviour, 17(3), 302-312.
42. İlhan, T. T., & Uğurhan, Y. Z. C. (2019). Sosyal medyada gösteriş tüketimi eğilimi ölçeği geliştirme çalışması. Gümüşhane Üniversitesi İletişim Fakültesi Elektronik Dergisi, 7(1), 28-60.
43. Jansom, A., & Pongsakornrungsilp, S. (2021). How instagram influencers affect the value perception of thai millennial followers and purchasing intention of luxury fashion for sustainable marketing. Sustainability, 13(15), 8572.
44. Johansen, I. K., & Guldvik, C. S. (2017). Influencer marketing and purchase intentions: How does influencer marketing affect purchase intentions? [Master’s thesis]. Available From: https://brage.bibsys.no/xmlui/ handle/11250/2453218.
45. Kahawandala, N., Peter, S., & Niwunhella, H. (2020). Profiling Purchasing Behavior of Generation Z. In 2020 International Research Conference on Smart Computing and Systems Engineering (SCSE) (pp. 155-160). IEEE.
46. Kapferer, J. N. (1994). Strategic brand management: New approaches to creating and evaluating brand equity. Simon and Schuster.
47. Keller, K. L. (1993). Conceptualizing, measuring, and managing customer-based brand equity. Journal of Marketing, 57(1), 1-22.
48. Kemper, T. D. (1968). Reference groups, socialization and achievement. American Sociological Review, 33(1), 31-45.
49. Khan, M. R., Iqhal, M., & Lodhi, A. J. (2021). Influencer marketing on Instagram: Effects of promotional posts on purchasing behaviour of consumers. Journal of Political Studies, 28(1), 119–132.
50. Kolnhofer-Derecskei, A., Reicher, R. Z., & Szeghegyi, A. (2017). The X and Y Generations’ Characteristics Comparison. Acta Polytechnica Hungarica, 14(8), 107-125.
51. Kotler and Armstrong, (2004), “principles of marketing”, seventh ed., Prentice Hall, New Jersey.
52. Lake, L. (2009). Consumer behavior for dummies. John Wiley & Sons.
53. Lantos, G. P. (2015). Consumer behavior in action: Real-life applications for marketing managers. Routledge.
54. Lee, S. H., & Workman, J. E. (2015). Determinants of brand loyalty: self-construal, self-expressive brands, and brand attachment. International Journal of Fashion Design, Technology and Education, 8(1), 12-20.
55. Leung, F. F., Gu, F. F., & Palmatier, R. W. (2022). Online influencer marketing. Journal of the Academy of Marketing Science, 50(2), 226-251.
56. Levickaite, R. (2010). Generations x, y, z: How social networks form the concept of the world without borders (the case of Lithuania). LIMES: Cultural Regionalistics, 3(2), 170-183.
57. Lin, B., & Wu, W. (2018). Why people want to buy electric vehicle: An empirical study in first-tier cities of China. Energy Policy, 112, 233-241.
58. Mason, R. (1984). Conspicuous consumption: A literature review. European Journal of Marketing, 18(3), 26-39.
59. Malär, L., Krohmer, H., Hoyer, W. D., & Nyffenegger, B. (2011). Emotional brand attachment and brand personality: The relative importance of the actual and the ideal self. Journal of marketing, 75(4), 35-52.
60. Marcoux, J. S., Filiatrault, P., & Cheron, E. (1997). The attitudes underlying preferences of young urban educated Polish consumers towards products made in western countries. Journal of International Consumer Marketing, 9(4), 5-29.
61. McCrindle, M., & Wolfinger, E. (2009). The ABC of XYZ: Understanding the global Generations. The ABC of XYZ.
62. Müller, L., Mattke, J., & Maier, C. (2018). #Sponsored# Ad: Exploring the effect of influencer marketing on purchase intention. In Proceedings of the 24th Americas Conference on Information Systems (pp. 1–10). New Orleans: Association for Information Systems (AIS).
63. Ozkan, M., & Solmaz, B. (2015). The changing face of the employees–Generation Z and their perceptions of work (a study applied to university students). Procedia Economics and Finance, 26, 476-483.
64. Önen, V. (2023). Ekonomik krizin temel gıda ürünlerinde fiyat duyarlılığı-seviyesi-adaleti-bilinci, m a r k a sadakati ve marka güveni üzerindeki etkisi. İşletme Araştırmaları Dergisi, 15(1), 3 79-397.
65. Park, C. W., MacInnis, D. J., Priester, J., Eisingerich, A. B., & Iacobucci, D. (2010). Brand attachment and brand attitude strength: Conceptual and empirical differentiation of two critical brand equity drivers. Journal of Marketing, 74(6), 1-17.
66. Patsiaouras, G., & Fitchett, J. A. (2012). The evolution of conspicuous consumption. Journal of Historical Research in Marketing, 4(1), 154-176.
67. Pauliene, R., & Sedneva, K. (2019). The influence of recommendations in social media on purchase intentions of Generations y and z. Organizations and Markets in Emerging Economies, 10(2), 227-256.
68. Ringle, C. M., Wende, S., & Becker, J. M. (2022). SmartPLS 4. Boenningstedt: SmartPLS. Available From: http:// www.smartpls.com
69. Ryu, S. (2020). Online luxury goods with price discount or onsite luxury goods with luxury services: Role of situation-specific thinking styles and socio-demographics. Journal of Retailing and Consumer Services, 57, 102253.
70. Sarstedt, M., Ringle, C. M., & Hair, J. F. (2017). Partial least squares structural equation modeling. In: C. Homburg, M.Klarmann, & A. Vomberg (Eds.), Handbook of Market Research (pp. 1–40). Heidelberg: Springer.
71. Schulz, H. M. (2015). Reference group influence in consumer role rehearsal narratives. Qualitative M a r k e t Research: An International Journal, 18(2), 210-229.
72. Shabrin, N., Khandaker, S., Kashem, S. B. A., Hie, C. K., & Susila, T. (2017). Factors affecting smartphone purchase decisions of generation-y. Journal of Contemporary Issues in Business and Government, The, 23(1), 47-65.
73. Siepmann, C., Holthoff, L. C., & Kowalczuk, P. (2022). Conspicuous consumption of luxury experiences: an experimental investigation of status perceptions on social media. Journal of Product & Brand Management, 31(3), 454-468.
74. Shin, S. A., Jang, J. O., Kim, J. K., & Cho, E. H. (2021). Relations of conspicuous consumption tendency, self- expression satisfaction, and SNS Use satisfaction of Generation Z through SNS activities. International Journal of Environmental Research and Public Health, 18(22), 11979.
75. Shukla, P. (2008). Conspicuous consumption among middle age consumers: psychological and brand antecedents. Journal of Product & Brand Management, 17(1), 25-36.
76. Sokolova, K., & Kefi, H. (2020). Instagram and YouTube bloggers promote it, why should I buy? How credibility and parasocial interaction influence purchase intentions. Journal of Retailing and Consumer Services, 53, 101742.
77. Stephen, A. T. (2016). The role of digital and social media marketing in consumer behavior. Current Opinión in Psychology, 10, 17-21.
78. Thomson, M., MacInnis, D. J., & Whan Park, C. (2005). The ties that bind: Measuring the strength of consumers’ emotional attachments to brands. Journal of Consumer Psychology, 15(1), 77-91.
79. Thoumrungroje, A. (2014). The influence of social media intensity and EWOM on conspicuous consumption. Procedia-Social and Behavioral Sciences, 148, 7-15.
80. Tulgan, B. (1997). Generation x: Slackers? Or the workforce of the future? Employment Relations Today, 24(2), 55-64.
81. Varma, I. G., Chanana, B., Lavuri, R., & Kaur, J. (2024). Impact of spirituality on the conspicuous consumption of fashion consumers of generation Z: moderating role of dispositional positive emotions. International Journal of Emerging Markets, 19(5), 1178-1195.
82. Welsch, H., & Kühling, J. (2009). Determinants of pro-environmental consumption: The role of reference groups and routine behavior. Ecological Economics, 69(1), 166-176.
83. Winkelmann, R. (2012). Conspicuous consumption and satisfaction. Journal of Economic Psychology, 33(1), 183-191.
84. Yang, J., He, X., & Lee, H. (2007). Social reference group influence on mobile phone purchasing behaviour: A cross-nation comparative study. International Journal of Mobile Communications, 5(3), 319-338.
85. Yıldız, E. (2021a). SmartPLS ile yapısal eşitlik modellemesi Reflektif ve Formatif Yapılar. 2. Baskı. Ankara: Seçkin Yayıncılık.
86. Yıldız, E. (2021b). SmartPLS ile yapısal eşitlik modellemesi Reflektif ve Formatif Yapılar. 2. Baskı. Ankara: Seçkin Yayıncılık.
87. Zhao, X., Lynch Jr, J. G., & Chen, Q. (2010). Reconsidering Baron and Kenny: Myths and truths about mediation analysis. Journal of consumer research, 37(2), 197-206.
88. Zakaria, N., Wan-Ismail, W. N. A., & Abdul-Talib, A. N. (2020). Seriously, conspicuous consumption? The impact of culture, materialism and religiosity on malaysian generation y consumers’ purchasing of foreign brands. Asia Pacific Journal of Marketing and Logistics, 33(2), 526-560.