Advances in Economics, Management and Political Sciences

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Proceedings of the 2nd International Conference on Business and Policy Studies

Series Vol. 17 , 13 September 2023

Open Access | Article

How Do Companies' Marketing Strategies Affect Consumers' Appearance Anxiety & Confidence and Promote Purchasing Behaviors?

Bingheng Wu * 1 , Zhengkun Yu 2 , Yiting Chen 3 , Yichen Mu 4
1 RDF international school
2 Zibo Shiyan High School
3 Basis International Hangzhou
4 Sino-Canada High Schoo

* Author to whom correspondence should be addressed.

Advances in Economics, Management and Political Sciences, Vol. 17, 25-33
Published 13 September 2023. © 2023 The Author(s). Published by EWA Publishing
This article is an open access article distributed under the terms and conditions of the Creative Commons Attribution (CC BY) license, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.
Citation Bingheng Wu, Zhengkun Yu, Yiting Chen, Yichen Mu. How Do Companies' Marketing Strategies Affect Consumers' Appearance Anxiety & Confidence and Promote Purchasing Behaviors?. AEMPS (2023) Vol. 17: 25-33. DOI: 10.54254/2754-1169/17/20231053.

Abstract

This work analyzed how marketing strategies for businesses impacted consumers’ levels of anxiety or confidence, encouraging purchasing behaviors. By conducting research on consumers who are experiencing social appearance anxiety (SAA) and analyzing two cases studies (Fenty’s Body Confidence-Oriented Marketing Strategy and Brandy Melville’s Controversial Appearance-Anxiety Marketing Strategy), our study concludes that social appearance anxiety-oriented marketing strategies have negative consequences on both consumers and companies. For the consumers, SAA can lead to mental/physical damage. For the businesses, the use of SAA can result in a loss of reputation. Finally, this report offers several recommendations for businesses’ marketing campaigns, and these recommendations can improve profits in the long run without harming consumers or risking their standing in the market.

Keywords

social appearance anxiety & confidence, compulsive buying disorder

References

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Data Availability

The datasets used and/or analyzed during the current study will be available from the authors upon reasonable request.

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Volume Title
Proceedings of the 2nd International Conference on Business and Policy Studies
ISBN (Print)
978-1-915371-77-5
ISBN (Online)
978-1-915371-78-2
Published Date
13 September 2023
Series
Advances in Economics, Management and Political Sciences
ISSN (Print)
2754-1169
ISSN (Online)
2754-1177
DOI
10.54254/2754-1169/17/20231053
Copyright
13 September 2023
Open Access
This article is an open access article distributed under the terms and conditions of the Creative Commons Attribution (CC BY) license, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited

Copyright © 2023 EWA Publishing. Unless Otherwise Stated