Young Consumers
Issue(s) available: 75 – From Volume: 3 Issue: 2, to Volume: 21 Issue: 4
Category:
Marketing
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Volume 4
Volume 3
Understanding the influence of perceived susceptibility to addressable TV advertising targeting children on parents’ purchase intentions
Nancy H. Brinson, Steven HolidayAddressable television is an interactive medium that blends online data personalization with traditional TV content to better address individual consumers and improve…
The power of materialism among young adults: exploring the effects of values on impulsiveness and responsible financial behavior
Andrea Lučić, Marija Uzelac, Andrea PrevišićThe purpose of this paper is to investigate the effects of values of materialism on cognitive and affective impulsiveness and responsible financial behavior among young adults.
Mobile health (mHealth) application loyalty in young consumers
Manjari Soni, Kokil Jain, Isha JajodiaThe emergence of mHealth applications has led to the rise of health-based services delivered over smartphones. Younger people are often found to be more innovative toward…
How over-the-top (OTT) platforms engage young consumers over traditional pay television service? An analysis of changing consumer preferences and gamification
Mayank Sadana, Dipasha SharmaThis paper aims to analyse how the top over-the-top (OTT) platform is becoming a preferred source of entertainment amongst young consumers over traditional Pay TV service…
Do gamified elements affect young people’s use behaviour on consumption-related mobile applications?
Edmund Wut, Peggy Ng, Ka Shing Wilson Leung, Daisy LeeThis study aims to investigate whether gamified elements affect the use behaviour of young people (between age 12 and 25 years) on consumption-related mobile applications.
Exploratory study about audience response to product endorsements by online DIY celebrities and traditional celebrities
Fei FanCelebrity endorsement is common in the marketing communications context, especially in the Asian market. Thanks to the popularity of online DIY celebrities, many marketing…
What are the social and personal drivers to engage in co-creation? A study of UK 7–13-year-olds
Robert James Thomas, Gareth Reginald Terence White, Anthony SamuelThe purpose of this paper is to explore the social and personal drivers of co-creation in children.
The e-learning persuasion through gamification: an elaboration likelihood model perspective
Nirma Sadamali JayawardenaThe purpose of this theoretical paper is to introduce a conceptual model to investigate e-learning persuasion through gamification elements using the social psychology…
A preliminary investigation of gamification from the young consumer’s perspective
Danielle Hass, Ashley Hass, Mathew JosephOver the past decade, gamification’s popularity has broadened into many industries and has become embedded in consumers’ lives. As privacy protection and how firms utilize…
Cruising down millennials’ fashion runway: a cross-functional study beyond Pacific borders
Tat-Huei Cham, Boon Liat Cheng, Caryn Kar Yan NgThe clothing industry is one of the earmarked industries in many countries following the rising demand and consumption of clothing products among millennials. Malaysia and…
Driving healthcare wearable technology adoption for Generation Z consumers in Hong Kong
Man Lai Cheung, Wilson K.S. Leung, Haksin ChanYoung consumers have increasingly adopted wearable health-care technology to improve their well-being. Drawing on generation cohort theory (GCT) and the technology…
Identification of consumption patterns: an empirical study in millennials
Diana Escandon-Barbosa, Andrea Hurtado-Ayala, Josep Rialp-Criado, Jairo A. Salas-ParamoSocietal changes and technological development have brought about drastic lifestyle change in the past decades. This drastic change is evident when comparing the lifestyle…
Examining the importance of gamification, social interaction and perceived enjoyment among young female online buyers in India
Prashant RamanThe current research has dual motives. Firstly, this study aims to evaluate the effect of gamification on the behavioural intention (BI) of the young female consumers to…
Mirror, mirror on the wall, are we ready for Gen-Z in marketplace? A study of smart retailing technology in Malaysia
Siew Imm Ng, Jo Ann Ho, Xin Jean Lim, Kee Lin Chong, Khairunnisak LatiffIn this digitalization age, smart technologies are on the cusp of changing all business sector including retailing. Today’s consumers desire to shop in a smart store where…
How logistics capabilities offered by retailers influence millennials’ online purchasing attitudes and intentions
Jason M. Riley, Richard KleinThe purpose of this study is to understand consumers’ use of online retail channels. This study examines how tracking capabilities, delivery speed, trust, logistics…
Brand engagement in self-concept (BESC), value consciousness and brand loyalty: a study of generation Z consumers in Malaysia
Ahmed Rageh Ismail, Bang Nguyen, Junsong Chen, T.C. Melewar, Bahtiar MohamadThis study aims to examine the relationship between brand engagement in self-concept (BESC), value consciousness (VC) and brand loyalty among Generation Z consumers. In…
Understanding online shopping behaviours and purchase intentions amongst millennials
Maria Dharmesti, Theresia Rasika Seta Dharmesti, Sarah Kuhne, Park ThaichonThe purpose of this paper is to examine online purchase behaviours amongst young consumers in Australia and the USA. It also aims to develop and test a theoretical…
ISSN:
1747-3616Online date, start – end:
2002Copyright Holder:
Emerald Publishing LimitedOpen Access:
hybridEditor:
- Dr Brian Young
Further Information
