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Materialistic girls watching a materialistic world: fashion TV series and women’s copy-cat intentions
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Hilde A. M. Voorveld
,
Marie-Selien Fakkert
Published/Copyright:
April 2, 2017
Abstract
Inspired by the popularity of TV series such as Gossip Girl, The City and The Hills which revolve around the world of fashion, this article examines whether and how these series are related to young women’s willingness to purchase products that allow them to replicate the appearances of the main characters. The results demonstrated that in particular women with materialistic orientations would like to emulate the main characters. The mechanisms underlying this relation are that materialistic women watch fashion TV series to gain fashion inspiration; subsequently they watch these series more frequently, and this behavior is related to increased copy-cat intentions.
Keywords: brand placement; materialism; copy-cat intentions; viewing frequency; uses and gratifications
Published Online: 2017-4-2
Published in Print: 2017-4-1
©2017 Walter de Gruyter GmbH, Berlin Boston
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Keywords for this article
brand placement;
materialism;
copy-cat intentions;
viewing frequency;
uses and gratifications
Articles in the same Issue
- Frontmatter
- Articles
- Actor diversity and viewpoint diversity: Two of a kind?
- Critical news reading with Twitter? Exploring data-mining practices and their impact on societal discourse
- How does the radio spokesperson’s voice influence credibility?
- The dimensions of mediatized policy-making in Australian Indigenous affairs
- A gender-focused review of the effect of message source attractiveness on persuasion: Implications for marketers and advertisers
- Research in brief
- Materialistic girls watching a materialistic world: fashion TV series and women’s copy-cat intentions
- Diversity reflected? Analyzing the representation of gender, age, ethnicity and sexual orientation on Dutch prime time television
- Book Reviews
- Book Review
- Book Review
- Book Review
