... consumer perceptions and use of intentions. Findings Study 1 examines how self-image orientations (incongruency versus congruency) influence behavior. Results from Study 1 indicate that individuals who exhibit incongruency regarding their self-image express greater use intentions, anthropomorphic...

... such as self-image, health concerns, masculinity and perceptions regarding skincare, along with the impact of social media use on men’s skincare purchase intentions. Design/methodology/approach The research uses an online questionnaire to gather data from 178 valid responses. The collected data is analyzed...