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Young consumers’ impulse buying tendency on social media: an empirical analysis in Vietnam in light of the LST theoretical perspective Young Consumers Pub Date : 2024-03-25 Anh D. Pham, Huyen N. Nguyen, Tra T.H. Le, Huyen K. Nguyen, Hang T. Khuat, Huyen T.T. Phan, Hanh T. Vu
Purpose Social commerce has brought about a significant transformation in consumer experience due to diverse factors. As a result, users often find themselves prone to impulsive buying behaviour when exposed to such an environment. Prior research was limited to demonstrating the expanding influence of celebrities on social media and the linkage between social engagement and impulse buying context.
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Understanding digital consumer culture in Indonesia: a case study on youth community in Jakarta using an actor-network theory approach Young Consumers Pub Date : 2024-03-13 Jan Mealino Ekklesia
Purpose This study aims to examine digital consumer culture and behavior in the community, namely, 180° Movement Digital Training Center (DTC), in Jakarta, Indonesia. It aims to describe the dynamics of digital consumer culture in contemporary society, particularly as experienced by the youth community in Jakarta in the context of socio-technology relations and incorporates it into the diagram of digital
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Time is target for gen Z: increased time online during the pandemic and cyber victimization Young Consumers Pub Date : 2024-03-07 Lisa H. Rosen, Linda J. Rubin, Savannah Dali, Daisie M. Llanes, Ahissa Lopez, Ashton E. Romines, Samantha A. Saunders
Purpose The COVID-19 pandemic dramatically altered daily life for Gen Z. The purpose of this study was to examine parental perceptions of the pandemic’s effects on their children’s peer relationships. As children sought peer connection during the pandemic, technology usage soared. The second purpose of the current study was to assess how greater time on social media affected adjustment among Gen Z
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The effects of celebrity endorser on consumer advocacy behavior through the customization and entertainment intention – A multivariate analysis Young Consumers Pub Date : 2024-03-01 Abul Kalam, Chai Lee Goi, Ying Ying Tiong
Purpose The purpose of this study is to investigate the effects of celebrity endorsers on consumer advocacy, customization and entertainment intentions based on the notion of the stimulus–organism–response (SOR) framework. In addition, this study aims to examine the mediating and moderating role of customization and entertainment intentions on the proposed relationships. The authors also intend to
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Customer engagement and intention to purchase attitudes of generation Z consumers toward emojis in digital marketing communications Young Consumers Pub Date : 2024-02-26 Rodney Graeme Duffett, Mihlali Maraule
Purpose Emojis are quickly becoming a popular new language in social media and marketing. The capability to express emotions and make message understanding easier is one of the primary reasons for using emojis. The aim of this research was to determine the influence of perceived usefulness, perceived ease of use, trust, and involvement on customer engagement due to emojis used in digital marketing
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Food marketing to young adults: platforms and persuasive power in Canada Young Consumers Pub Date : 2024-02-23 Charlene Elliott, Emily Truman, Jordan LeBel
Purpose Food marketing has long been recognized to influence food preferences, consumption and health, yet little is known about the nature and extent of food marketing to young adults – especially with respect to their real-world encounters with food marketing and the appeals they find persuasive. This study aims to engage young adults to explore the persuasive power of food marketing and its platforms
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Brands as drivers of social media fatigue and its effects on users’ disengagement: the perspective of young consumers Young Consumers Pub Date : 2024-02-23 Teresa Fernandes, Rodrigo Oliveira
Purpose Social media has become an inescapable part of our lives. However, recent research suggests that excessive use of social media may lead to fatigue and users’ disengagement. This study aims to examine which brand-related factors contribute to social media fatigue (SMF) and its subsequent role on driving lurking behaviors, particularly among young consumers. Design/methodology/approach Based
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Understanding the key drivers in using mobile payment (M-Payment) among Generation Z travellers Young Consumers Pub Date : 2024-02-21 Mohd Hafiz Hanafiah, Muhammad Aliff Asyraff, Mohd Noor Ismawi Ismail, Juke Sjukriana
Purpose The purpose of this study is twofold. The first objective is to identify the factors that affect Gen Z tourists' M-payment behaviour. Next, this study investigates the inter-relationship between Gen Z tourist’s perception of M-payment benefits, adoption behaviour, usage risk and future usage intention. Design/methodology/approach The sample comprised Malaysian Gen Z individuals (n = 326) who
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Practice theory approach to Gen Z’s sustainable clothing consumption in Finland Young Consumers Pub Date : 2024-02-19 Olga Gurova
Purpose This paper aims to answer the questions of what clothing practices related to sustainable fashion can be observed in young consumers' daily lives in Finland’s capital region and what prevents their further proliferation. Design/methodology/approach This is qualitative research that draws from 22 semi-structured interviews with high school students in the capital area of Finland. The data were
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Gen Z consumers’ expectations for smart convenience stores in the USA, South Korea, and Japan Young Consumers Pub Date : 2024-01-30 Summer Dahyang Jung, Sahej Claire, Sohyeong Kim
Purpose Generation Z will be the leading consumer group in the future. Using convenience stores, the study provides an in-depth analysis on Gen Z’s current experience and future expectations from retail stores. The study further highlights the differences between Gen Z’s perception of convenience stores across three different regions – the USA, South Korea and Japan. Design/methodology/approach This
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Gen Z buying patterns: comparing the influence of professional advising and social media engagement Young Consumers Pub Date : 2024-01-31 Michael Stoica, Thomas M. Hickman
Purpose This paper aims to assess retail shopping avenues for young consumers based on the type of guidance and assistance they pursue (social media vs professional service provider) in purchasing situations judged to be important. Young consumers consider themselves pet parents and pets represent an extension of self. Thus, pet-related products, by their importance, represent an excellent area of
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When young customers co-create value of AI-powered branded app: the mediating role of perceived authenticity Young Consumers Pub Date : 2024-01-16 Diem-Trang Vo, Long Thang Van Nguyen, Duy Dang-Pham, Ai-Phuong Hoang
Purpose Artificial intelligence (AI) allows the brand to co-create value with young customers through mobile apps. However, as many brands claim that their mobile apps are using the most updated AI technology, young customers face app fatigue and start questioning the authenticity of this touchpoint. This paper aims to study the mediating effect of authenticity for the value co-creation of AI-powered
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Investigating alternative avenues for financial behaviour change: moving beyond the traditional approach Young Consumers Pub Date : 2024-01-02 Andrea Lučić, Marija Uzelac
Purpose This study aims to explore possible behavioural change venues, beyond the traditional approach to financial education, using the capability-opportunity-motivation behaviour theoretical framework of behavioural change. Design/methodology/approach The study included 45, semi-structured, in-depth interviews of young adults to explore which elements of financial behaviour formation should interventions
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Do millennials’ personalities and smartphone use result in materialism? The mediating role of addiction Young Consumers Pub Date : 2024-01-01 Christine Nya-Ling Tan
Purpose This paper aims to use the five-factor model’s (FFM: emotional instability, introversion, openness to experience, agreeableness and conscientiousness) personality traits and the need for arousal to explain millennials’ habitual and addictive smartphone use and resultant materialistic inclinations. The study also test the mediating role of addictive use in the relationship between habitual use
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Exploring social influence effect on mobile marketing behaviors of young consumers in the USA and Mexico Young Consumers Pub Date : 2023-11-02 Adesegun Oyedele, Emily Goenner
Purpose This study aims to investigate the effect of social influence and value-driven mobile marketing activities on consumers’ acceptance of mobile marketing offers. Design/methodology/approach The method used is survey questionnaire. A proposed model was tested by using structural model analysis and data gathered from 356 Mexico consumers and 346 US consumers. Findings The study shows the number
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Online counterfeit purchase behaviour: moderating effect of perceived anonymity and moral disengagement Young Consumers Pub Date : 2023-10-23 Kaushik Samaddar, Sanjana Mondal, Aradhana Gandhi
Purpose The continuous evolution of e-commerce with young consumers’ growing interest in online shopping has transformed the retail landscape across the world. With the surge in online sales, counterfeits of luxury goods have also found themselves from brick-and-mortar shelves to online e-commerce sites. Against this backdrop, this study aims to understand and analyse young consumers’ online counterfeit
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Two roads diverge in cyberspace: dual but opposing social media pathways affecting teens’ well-being Young Consumers Pub Date : 2023-10-23 Kristin Stewart, Glen Brodowsky, Donald Sciglimpaglia
Purpose Many believe that any social media harms kids because of frequent use. This study aims to examine these assumptions. It proposes and tests a model that considers two alternative pathways – one negative and one positive – through which social media affects teens’ self-reported subjective well-being. Design/methodology/approach This research used Preacher and Hayes process modeling to conduct
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For me, for you, or for the environment? Explaining young consumers’ motives for adopting electric cars based on the fundamental motive framework Young Consumers Pub Date : 2023-10-13 Widya Paramita, Rokhima Rostiani, Rahmadi Hidayat, Sahid Susilo Nugroho, Eddy Junarsin
Purpose Electric cars (EC) adoption represents a strategic action aimed at promoting environmental sustainability. Although Millennials and Gen Z represent the greatest potential market for EC, their adoption remains low; thus, this study focused on examining the role of motive in predicting EC adoption intention within these two generations’ population. Built upon the fundamental motive framework
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“Tag a person who loves candy” – sociocultural approach to unhealthy food marketing to adolescents in social media Young Consumers Pub Date : 2023-10-09 Ulla-Maija Sutinen, Roosa Luukkonen, Elina Närvänen
Purpose This study aims to examine adolescents’ social media environment connected to unhealthy food marketing. As social media have become a ubiquitous part of young people’s everyday lives, marketers have also shifted their focus to these channels. Literature on this phenomenon is still scarce and often takes a quite narrow view of the role of marketing in social media. Furthermore, the experiences
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Influence of return convenience on young buyers’ repurchase intentions Young Consumers Pub Date : 2023-10-05 Waqar Ahmed, Sehrish Huma, Syed Umair Ali
Purpose With the growth in online purchasing, the return of distressed shipments also increased. The return experience of the online shopper has a huge impact on their next purchase decision-making. This explanatory research aims to identify and empirically explain factors related to the online buyer’s return experience that influence the repurchase intention of young buyers. Design/methodology/approach
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Beyond labels: segmenting the Gen Z market for more effective marketing Young Consumers Pub Date : 2023-10-03 Joeri Van den Bergh, Patrick De Pelsmacker, Ben Worsley
Purpose The purpose of this study is to identify segments in the Gen Z population (born between 1996 and 2010) in Europe, the USA and Australia, based on brand- and lifestyle-related variables and perceptions about their online activities. This study explores how these segments differ and provide insights into cross-country similarities and differences. Design/methodology/approach An online survey
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Brand hate in the cosmetic industry: drugstore versus luxury make-up brands Young Consumers Pub Date : 2023-09-18 Sharon Xin Ying Ong, Natalia Vila-Lopez
Purpose Marketing scholars have begun to look at negative emotions that young consumers could develop toward brands, such as brand hate. Brand hate has experienced exponential growth during the past decades in the cosmetic industry. In this frame, the purpose of this paper is to identify the weight of each of the five key drivers of brand hate and to analyze if these weights are the same (or not) for
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A mixed study on the “wow” of impulse purchase on Instagram: insights from Gen-Z in a collectivistic environment Young Consumers Pub Date : 2023-09-14 Abubakar Sadiq Muhammad, Ibrahim Adeshola, Labaran Isiaku
Purpose Generation Z (Gen-Z), sometimes known as “digital natives”, represents the first generation to become immersed in digital communication. In a multicultural environment, this study aims to explore which types of factors are most beneficial in connection with Gen-Z’s impulsive purchase behaviour. Design/methodology/approach This study adopts an exploratory sequential mixed-method design, incorporating
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Does intention translate into actual purchase? Analysis of inducers of sustainable consumption in higher education students Young Consumers Pub Date : 2023-09-12 Linda JessicaDe Montreuil Carmona, Anderson Gomes Paes Barretto, Edilson Bacinello
Purpose The purpose of this study was to verify the effect of sustainable consumption on the intention and effective purchase of products by young undergraduates, using the framework with the dimensions: consciousness for sustainable consumption, moral orientation and environmental concern. The authors also examined the mediation effect of intention and searched for heterogeneities on the purchase
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Parental financial socialization and life satisfaction of college students: mediation and moderation analyses Young Consumers Pub Date : 2023-09-08 Mousumi Singha Mahapatra, Jing Jian Xiao, Ram Kumar Mishra, Kexin Meng
Purpose This study aims to examine the association between parental financial socialization and life satisfaction and the mediating roles of desirable financial behavior in the association between parental financial socialization and life satisfaction of college students in India. Furthermore, this research also explores the moderating effects of parents’ socioeconomic characteristics (education, income
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The effect of online customer reviews and celebrity endorsement on young female consumers’ purchase intentions Young Consumers Pub Date : 2023-09-06 Theresa Macheka, Emmanuel Silva Quaye, Neo Ligaraba
Purpose Young consumers are increasingly using online reviews and celebrity influence to make purchase decisions. The purpose of this study is to ascertain the influence of online customer reviews, celebrity influencer’s attractiveness, celebrity influencer’s credibility on female millennials’ purchase intention of beauty products. Design/methodology/approach To validate the research questions and
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Generation Z and Millennial esports gamers’ perceived toxicity risk and game brand loyalty: moderated mediation effects of brand identification, self-efficacy, and support from game brand Young Consumers Pub Date : 2023-09-05 Kun Chang, Hyun-Woo Lee, Gregg Bennett
Purpose The rampant toxic gaming environment in most major esports games has become a challenge in maintaining gamers’ loyalty to the game. Guided by the theory of stress and coping, this study aims to investigate how and under what condition esports gamers’ perceived risk of toxicity may affect game brand loyalty through the moderated mediation effects of game brand identification, self-efficacy,
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Exploring the usage intention of AI-powered devices in smart homes among millennials and zillennials: the moderating role of trust Young Consumers Pub Date : 2023-08-22 Chee-Hua Chin, Winnie Poh Ming Wong, Tat-Huei Cham, Jun Zhou Thong, Jill Pei-Wah Ling
Purpose This study aims to investigate how artificial intelligence (AI)-powered smart home devices affect young consumers' requirements for convenience, support, security and monitoring, as well as their ability to advance environmental sustainability. This study also examines the variables that impact users' motivation to use AI-powered smart home devices, such as perceived value, ease of use, social
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Young consumer engagement at the bottom of pyramid: applying S-O-R framework in e-commerce context Young Consumers Pub Date : 2023-08-22 Ashish Gupta, Ajay Kumar, Esubalew Melese
Purpose This study aims to identify the key drivers of consumer engagement in e-commerce among young consumers at bottom-of-pyramid (BoP) markets and their impact on continued usage intention. Design/methodology/approach A cross-sectional research design was used to understand low-income customers’ engagement in e-commerce, specifically online shopping. The data for this study were collected from BoP
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From pride to plate: how feelings of pride and guilt lead Gen Z to plant-based consumption at restaurants Young Consumers Pub Date : 2023-08-22 Patcharaporn Mahasuweerachai, Chompoonut Suttikun, William Hamilton Bicksler
Purpose Amidst pressing environmental concerns, the service industry has increased its focus on sustainable production and consumption patterns. This study aims to explore whether Generation Z’s perceived value of plant-based food influences feelings of guilt as a result of consuming meat instead of plant-based food and/or pride from consuming plant-based foods, which might then lead to decisions to
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Perceived value of recommended product and consumer e-loyalty: an expectation confirmation perspective Young Consumers Pub Date : 2023-08-21 Seth Ampadu, Yuanchun Jiang, Samuel Adu Gyamfi, Emmanuel Debrah, Eric Amankwa
Purpose The purpose of this study is to examine the effect of perceived value of recommended product on consumer’s e-loyalty, based on the proposition of expectation confirmation theory. Vendors’ reputation is tested as the mediator in the perceived value of recommended product and e-loyalty relationship, whereas shopping enjoyment is predicted as the moderator that conditions the perceived value of
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Does the use of organic personal care products persuade sustainable consumption behaviour? Understanding the moderating role of health consciousness Young Consumers Pub Date : 2023-08-14 Deepika Jhamb, Aditi Chandel, Amit Mittal, Urvashi Tandon
Purpose Earlier, the consumption of products was based mainly on their utilitarian benefits, but at present, the love for nature has driven consumers towards products not harming the environment and society. Therefore, this paper aims to examine the influence of consumers' attitudes towards organic personal care products on brand love, brand trust, altruism and sustainable consumption behaviour. Furthermore
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Exploring the effect of cognitive factors and e-social interactions on the green purchase intention: evidence from a transitional economy Young Consumers Pub Date : 2023-07-24 Vu-Dung-Van Phan, Yung-Fu Huang, Manh-Hoang Do
Purpose This study aims to investigate the cognitive factors and e-social interactions that influence the green purchase intention of Vietnamese consumers. Design/methodology/approach This study conducted the survey with 453 samples of young consumers in Vietnam, using the partial least squares structural equation modeling approach to evaluate the measurement quality to deal with research objectives
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Turkish gen Z players’ in-game purchase intention: does gender difference matter? Young Consumers Pub Date : 2023-07-17 Mahmut Selami Akin
Purpose This study aims to illuminate Turkish gen Z players’ intention to make in-game purchases based on stimulus–organism–response (SOR) model and uncover the distinctive role of gender. Design/methodology/approach Six hundred and ninety-six young players were included in the research who are aged 12 to 29 in Istanbul, Türkiye. Measurement validity was checked via principal component and confirmatory
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Segmenting the Malaysian female young adolescent market based on gender roles and identities Young Consumers Pub Date : 2023-07-11 Ser Zian Tan, Kara Chan, Poh Ling Tan
Purpose This paper aims to understand the importance of young female consumers in Asia as a market and propose strategies for retail marketers to effectively engage with them while respecting their evolving gender roles and identities. Design/methodology/approach Data are derived from self-administered questionnaires completed by Malaysian female secondary school students aged 13 to 19. Using statements
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Which decision-making stages matter more? Influencer’s perceived credibility, sponsorship and moderating role of trust Young Consumers Pub Date : 2023-07-04 Biljana Crnjak-Karanović, Ivana Kursan Milaković, Jelena Elez
Purpose By acknowledging the importance of micro-influencers and all decision-making process stages, this study aims to explore the impact of perceived influencer’s credibility, impacted by the sponsorship absenteeism, on problem recognition, information search, alternative evaluation, purchase and post-purchase. Additionally, the authors investigate the moderating role of trust level on the researched
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Baba Nyonya Peranakan ethnic food: exploring the effect of media influence and curiosity on consumption intention of the youth generation Young Consumers Pub Date : 2023-06-27 Muhammad Nur Amier Zanzaizman, Siti Nur Syazaratul Syafiqah Sheikh Mohamed Safri, Muhammad Safuan Abdul Latip
Purpose The purpose of this study is to identify the consumption intention of Baba Nyonya Peranakan ethnic food among the youth generation by examining the effect of media influence and curiosity. Design/methodology/approach A causal study through the quantitative method is applied. This study focused on the youth generation, and a total of 219 valid responses were used for hypothesis testing using
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Antecedents of mobile device purchase intention by mobile gamers Young Consumers Pub Date : 2023-06-26 Emerson Wagner Mainardes, Silvestre de Jesus Cunha Paixão Júnior, Ricardo Gouveia Rodrigues
Purpose This study aims to verify the antecedents influencing mobile gamers’ intentions to purchase mobile phones. To this end, the constructs price–quality relationship, price sensitivity, perceived quality, identification with the group of gamers and referrals from other gamers were identified in the literature. Design/methodology/approach Data were collected through an online questionnaire with
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A longitudinal study on organic food continuance behavior of Generation Y and Generation Z: can health consciousness moderate the decision? Young Consumers Pub Date : 2023-06-16 Mohammad Rokibul Kabir
Purpose This study examines the organic food continuance behavior (OFCB) of young (Generations Y and Z) Bangladeshi consumers as a part of green consumption for sustainable development. Based on the extended “Theory of Planned Behavior” (TPB), this study investigates the reasons for continuing organic food (OF) consumption. This research aims to create a model highlighting the characteristics influencing
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Using participative techniques to mediate power relationships between the researcher and child participant Young Consumers Pub Date : 2023-06-02 Cheryl Greyson, Sara Spear
Purpose This study aims to explore how power dynamics affect research with children, focusing on how the projected and perceived role of the researcher and the use of participative techniques, can mediate power relationships between the researcher and child, and impact children’s agency. Design/methodology/approach The research formed part of a wider study on children’s digital device use, with children
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Mothers’ self-representations and representations of childhood on social media Young Consumers Pub Date : 2023-05-19 Minna Kallioharju, Terhi-Anna Wilska, Annamari Vänskä
Purpose The purpose of this paper is to examine mothers’ social media accounts that focus on children’s fashion. The authors probed children’s fashion photo practices as representations of the mothers’ extended self and the kind of childhood representations produced by the social media accounts. They also investigated mothers’ perceptions of children’s privacy when engaging in sharenting – the sharing
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The emergence of virtual influencers: a shift in the influencer marketing paradigm Young Consumers Pub Date : 2023-05-10 Anand Jhawar, Prashant Kumar, Sanjeev Varshney
Purpose This study aims to gain insights into the rise of virtual social media influencers and identify the significant theories governing virtual influencers’ (VIs) interaction with followers on social media platforms. Studies on VI being scarce in marketing literature, the authors attempt to propose a theoretical model to understand the acceptance of VIs by social media users (SMUs). Design/methodology/approach
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Generation Z response toward sponsorship disclosure on Instagram: Where do they look? What do they perceive? How do they act? Young Consumers Pub Date : 2023-04-28 Patrícia Ianelli Rocha, Marina Lourenção, Adriano Alves Teixeira, Elton Gean Araújo, Janaina de Moura Engracia Giraldi, Jorge Henrique Caldeira de Oliveira
Purpose This paper aims to analyze the visual attention, transparency perception and attitude of Brazilian women from generation Z toward sponsorship disclosures with a different number of text messages used in native advertisements made by a digital influencer. Design/methodology/approach A quantitative and multi-method experiment was conducted through a within-subjects experimental design with 149
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An investigation of the nexus between online impulsive buying and cognitive dissonance among Gen Z shoppers: Are female shoppers different? Young Consumers Pub Date : 2023-04-19 Youssef Chetioui, Laila El Bouzidi
Purpose Though online impulsive buying emerged mostly in Western cultures, it has been widely expanded as a key pattern among online customers in emerging markets. Interestingly, while few studies suggest that engaging in unplanned purchase actions (i.e. impulsive buying) is not always associated with negative emotions among customers (i.e. postpurchase cognitive dissonance), others suggest that impulsive
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Cannabis infused soft drinks - buying behavior amongst Canadian students: An empirical study Young Consumers Pub Date : 2023-04-19 Mohamed Bilal Basha, Fazli Wahid, Gail Hafidh
Purpose This paper aims to investigate the attraction of cannabis-infused soft drinks beverages among young Canadian consumers in the wake of a rise in multimodal cannabis consumption. It is an area of accelerated growth potential, with little research data currently available, and findings would inform stakeholders in the soft drinks market. The research participants were all university students in
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Picturing food: the visual style of teen-targeted food marketing Young Consumers Pub Date : 2023-04-11 Kirsten Ellison, Emily Truman, Charlene Elliott
Purpose Despite the pervasiveness of teen-targeted food advertising on social media, little is known about the persuasive elements (or power) found within those ads. This research study aims to engage with the concept of “visual style” to explore the range of visual techniques used in Instagram food marketing to teenagers. Design/methodology/approach A participatory study was conducted with 57 teenagers
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Understanding generation Z consumers’ revisit intentions to robotic service restaurants Young Consumers Pub Date : 2023-04-05 Kriti Priya Gupta, Smriti Pande
Purpose The purpose of this paper is to investigate the influencing factors of generation Z (Gen Z) consumers’ revisit intentions to robotic restaurants in the post-pandemic times. Design/methodology/approach Using a sample of Gen Z consumers with dining experiences in an Indian restaurant using service robots, the study empirically tests a research framework based on stimulus–organism–response theory
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Young German consumers’ perspectives of rental fashion platforms Young Consumers Pub Date : 2023-03-28 Catrin Westerberg, Luis F. Martinez
Purpose This study aims to explore young German consumer perspectives of rental fashion platforms by studying their perceived benefits, potential barriers as well as preferred clothing categories to rent from. This “new” kind of shopping has not yet found great success among young German adults, although there is a substantial margin of growth for this generation. Design/methodology/approach This qualitative
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Impact of fake news on social networks during COVID-19 pandemic in Spain Young Consumers Pub Date : 2023-03-20 María Teresa Macarrón Máñez, Antonia Moreno Cano, Fernando Díez
Purpose The pandemic has enhanced the global phenomenon of disinformation. This paper aims to study the false news concerning COVID-19, spread through social media in Spain, by using the LatamChequea database for a duration from 01/22/2020, when the first false information has been detected, up to 03/09/2021. Design/methodology/approach A quantitative analysis has been conducted with regard to the
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Resilience, vulnerability and personality effects on social commerce intentions: the COVID-19 era Young Consumers Pub Date : 2023-03-14 Evangelos Mourelatos, Emmanouela Manganari
Purpose This study aims to explore the relationship between social commerce purchase intention and consumer psychological factors (i.e. resilience, vulnerability and personality traits) during the COVID-19 pandemic. Design/methodology/approach Drawing on social cognitive theory (SCT), an econometrical behavioral model was developed to explore the key determinants of online purchase behavior of 303
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Parents’ mental state communication and children’s consumer behavior in the USA Young Consumers Pub Date : 2023-03-02 Eunjoo Choi, Matthew A. Lapierre
Purpose Previous research has shown that children’s ability to understand mental states is related to their consumer development, yet it is unknown how parents can aid in this process. One possible way that parents may help is using mental state communication (i.e. communication that focuses on beliefs/intention to explain behavior by others). This study aims to examine whether this kind of communication
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Young consumers influence by older generations: developing the construct and scale to measure intergenerational brand influence Young Consumers Pub Date : 2023-02-20 Manuel Sotelo-Duarte, Beatriz Gónzalez-Cavazos
Purpose This study aims to propose increasing the number of dimensions around current intergenerational influence (IGI) construct and renaming it to intergenerational brand influence (IGBI). This research describes the development and validation of the items comprising the dimensions of this new construct. Design/methodology/approach This study performed a literature review to identify potential dimensions
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“Fake or not, I’m sharing it”: teen perception about disinformation in social networks Young Consumers Pub Date : 2023-02-17 Luisa Dolores Zozaya-Durazo, Charo Sádaba-Chalezquer, Beatriz Feijoo‐Fernández
Purpose Disinformation has become a latent risk for online audiences, specifically for minors who are commonly exposed to a wide variety of online content at a time they are developing cognitively and emotionally. This paper aims to offer insight on minors’ perception and the tools used by this age group to verify the content to which they are exposed while online. Design/methodology/approach Twelve
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Green behavior among Gen Z consumers in an emerging market: eco-friendly versus non-eco-friendly products Young Consumers Pub Date : 2023-02-09 Soo Yeong Ewe, Fandy Tjiptono
Purpose This study aims to investigate the influence of brand familiarity, consumer green consciousness (GC) and chronic regulatory focus on consumer attitudes, buying intentions and willingness to pay more for eco-friendly products in a comparison between eco-friendly and non-eco-friendly products among Generation Z consumers. Design/methodology/approach An experiment with a between-subjects design
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Childrens and young adults’ generalized attitudes toward foods in unbranded mobile games Young Consumers Pub Date : 2023-01-27 Randi L. Priluck, Stephen F. Pirog, Joseph Z. Wisenblit
Purpose The purpose of this study is to examine how children and young adults form attitudes toward food products in unbranded gaming mobile applications and the degree to which product category attitudes can generate responses to brands in the category through the generalization process. Design/methodology/approach Two experiments exposed children and young adults to mobile games featuring food products
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Adjustable children’s clothing: preferences of children and their parents in Sri Lanka Young Consumers Pub Date : 2023-01-19 Niromi Seram, Dulshani Nimesha Maduwanthi
Purpose Adjustable children’s clothing is being acknowledged as the best solution worldwide to reduce the unnecessary squandering of money and accumulation of waste materials in landfills because provision for size adjustment helps to increase the lifespan of a garment. There are no studies on the preferences of both children and their parents for adjustable children's clothing, although they are equally
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Exploring the attitudes and behaviour of Gen Z students towards branded mobile apps in an emerging market: UTAUT2 model extension Young Consumers Pub Date : 2023-01-05 Shana Axcell, Debbie Ellis
Purpose With the increasing mobile activity of the Generation Z market (born after 1994), marketers’ interest in this social group is rising. This research paper aims to uncover the relatively unknown attitudes and behaviour of the youth market in an emerging market, South Africa, towards branded mobile applications (apps). Previous studies on mobile marketing have focused on Generation X and Generation
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Moral obligation for recycling among youth: extended models of the theory of planned behaviour Young Consumers Pub Date : 2022-12-08 Subrahmanyam Annamdevula, Sai S. Nudurupati, Raja P. Pappu, Ranendra Sinha
Purpose This study aims to extend the theory of planned behaviour (TPB) model to explain youth’s recycling behavioural intentions in India. Perceived moral obligation (PMO) to perform such pro-environmental activities is incorporated in the TPB model. The study also aims to validate the extended version of TPB models with direct and indirect relationships and identify the best competing model among
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Generation Z’s perceptions and attitudes toward debt: a case study of young consumers in rural Michigan, USA Young Consumers Pub Date : 2022-12-08 Scot Squires, Henry Wai Leong Ho
Purpose While there is a large body of research looking at consumers’ perception of debt, much of this previous research focuses on older generations. Less is known about the perceptions and attitudes toward debt of younger consumers, specifically those from Generation Z who are from rural areas in the USA. The purpose of this paper is to identify young rural consumers’ perceptions and attitudes toward
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Using marketing frameworks to predict the effects of e-cigarette commercials on youth Young Consumers Pub Date : 2022-12-05 James Russell Pike, Stephen Miller, Christopher Cappelli, Nasya Tan, Bin Xie, Alan W. Stacy
Purpose This paper aims to apply the Product Life Cycle (PLC) and Product Evolutionary Cycle (PEC) frameworks to the nicotine and tobacco market to predict the impact of television commercials for electronic cigarettes (e-cigarettes) on youth. Design/methodology/approach Surveys were administered over a three-year period to 417 alternative high school students from Southern California who had never