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Exploring Customer Engagement and Sharing Behavior in Social Media Brand Communities: Curvilinear Effects and the Moderating Roles of Perceived Innovativeness and Perceived Interactivity: An Abstract Read chapter Read first chapter

2020 | OriginalPaper | Chapter

Bandwagon Consumption among the Black Middle Class

Authors : Zanele Mdlekeza, Mignon Reyneke

Published in: Marketing Opportunities and Challenges in a Changing Global Marketplace

Publisher: Springer International Publishing

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Abstract

This paper investigates psychological factors that influence consumers to engage in bandwagon consumption when purchasing luxury motor vehicles. The South African Black middle class has been receiving attention in consumer markets, especially from luxury brand houses looking at emerging markets for growth. This study was designed to measure the impact of the self-concept, susceptibility to normative influence, propensity to seek status and the need for uniqueness on the propensity to engage in bandwagon consumption behaviour. An online survey of 184 respondents provided the data that was analysed using the PLS Structural Equation Modelling (SEM) technique.
Findings noted that cultural and individual orientation dynamics play a pivotal part when examining the role of the self-concept in influencing bandwagon consumption behaviour through the susceptibility to normative influence trait. The results confirmed the presence of bandwagon consumption and found that the behaviour occurs in spite of the self-concept and the need for uniqueness.

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Metadata
Title
Bandwagon Consumption among the Black Middle Class
Authors
Zanele Mdlekeza
Mignon Reyneke
Copyright Year
2020
Book
Marketing Opportunities and Challenges in a Changing Global Marketplace

Print ISBN: 978-3-030-39164-5

Electronic ISBN: 978-3-030-39165-2

Copyright Year: 2020

DOI
https://doi.org/10.1007/978-3-030-39165-2_133