Examining the effects of religiosity, ubuntu values, aspirational social status, skin bleaching influenced authenticity, tiktok algorithm exposure, attitude towards bleaching/colourism, on consumer engagement and purchase intention in Zimbabwe

Abstract

This research analysed the impact of religiosity, the Ubuntu values, and aspirational social status, influencer authenticity, the TikTok algorithm exposure, and perceptions about colourism; subsequently, these influences are linked to engagement in consumer bleaching and purchase intent. This quantitative study consisted of surveys from Zimbabwean TikTok users via a structured questionnaire. In total, 375 questionnaires were sent out with an estimated response rate of 72.8% (273 usable responses received). All data was analysed using SPSS and AMOS (the Statistical Package for the Social Sciences and Analysis of Moment Structures). Analysis methods employed were EFA (Exploratory Factor Analysis), CFA (Confirmatory Factor Analysis), testing for reliability using Cronbach’s alpha (all constructs were above the recommended 0.70 threshold), and SEM (Structural Equation Modelling) to verify hypothesised relationships. All hypothesised relationships in the model were found to be positive and statistically significant (p<0.05). Evidence from the research indicates a strong relationship between religiosity and influencer authenticity (β=0.267), the TikTok algorithm exposure (β=0.205), and individuals’ opinions on colourism (β=0.313). This suggests that religion continues to have an important role in influencing consumer perception towards beauty content. In addition to religiosity, we also found that Ubuntu value system to positively contribute toward influencer authenticity (β=0.309), the TikTok algorithm exposure ((β=0.405), and opinions on colourism (β=0.377). This indicates that consumers will be influenced in their buying behaviour by concepts related to communal identity and taking care of their fellow man. Aspirational social status also impacted positively on influencer authenticity (β=0.315), the TikTok algorithm (β=0.258) and opinions on colourism (β=0.250). This could imply that consumers’ drive to engage with beauty content may be motivated by their desire for social status. In addition to these three factors, influencer authenticity (β=0.419), TikTok algorithmic exposure (β=0.267) and attitudes toward colourism (β=0.257) all had a statistically significant relationship to consumer engagement in bleach purchases. Consumer engagement acted as a strong mediating variable in the relationship between consumer engagement and purchase intention (β=0.759). The study shows that the way consumers interact with online content related to bleaching is an important way of converting their cultural values, exposure to digital content and social influences into how they make decisions about purchasing products. This study concludes that the combined impact of cultural beliefs, aspirational motivations, algorithm driven exposure, influencer credibility and digital engagement create the intent for skin bleaching products in Zimbabwe. This study contributes to the current body of literature by combining African cultural concepts into the study of digital marketing and consumer behaviour and has practical implications for marketers, policymakers, and other stakeholders in regard to ethical beauty messaging and colourism's influence in the digital world.