ABSTRACT
This study aims to investigate the phenomenon of metrosexuals in Jakarta, Indonesia, related to the relationship of self-image, celebrity endorsement and social expectations toward the consumption of grooming products. The approach applied in this research involves discussions on self-image, celebrity endorsement and social expectations, as well as the validated influences on a person’s success. The study also focuses on the construct of the consumption of men’s grooming products and develops hypotheses on the relationship of self-image, celebrity endorsement and social expectation toward the consumption of men’s grooming products. The hypotheses are then tested through Internet surveys with respondents in Jakarta, Indonesia. Based on 120 responses, this study finds support for a significant relationship between self-image and the consumption of grooming products. However, celebrity endorsement and social expectation seem to have no significant relationship with the consumption of men’s grooming products. The research findings, which may contribute to the sparse literature in the field of metrosexual trends, are of significance to marketing practitioners as well as academicians. This study investigates the phenomenon of the metrosexual style in Jakarta, the capital city of Indonesia.
