Young Consumers
Issue(s) available: 94 – From Volume: 3 Issue: 2, to Volume: 25 Issue: 5
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Instagram live-streamings: how does influencer–follower congruence affect Gen Z trust, attitudes and intentions?
Souad Maghraoui, Lilia KhroufInfluencer marketing is nowadays an essential practice for companies wishing to establish a rapprochement with its customers and gain their trust. Building close relationships can…
Perceived effectiveness of celebrities and online influencers in advertising endorsement among Malaysian young adults
Qiqi Li, Kara ChanWith the emergence of social media, online influencers have played a major role in brand marketing. This study aims to examine how Malaysian young adults perceive advertising…
Parental mediation of mobile/digital devices and children’s consumer behavior: examining the role of parental understanding of mobile/digital advertising
Cecilia Sada Garibay, Eunjoo Choi, Matthew A. LapierreThis study aims to explore how American parents’ familiarity and knowledge of mobile advertising are linked to mediational tactics across three mobile media devices (laptops…
Navigating ideals: effects of curvy and thin models in Instagram fashion advertising on body type preferences and clothing purchase intentions
Jannatul Shimul Ferdousi, Graham L. Bradley, Joan Carlini, Veya SeekisIn light of the challenge the fashion industry faces to be more body shape-inclusive, several brands now feature curvy models (large breasts and buttocks, wide hips and a small…
Streaming movies, series and shows: attitudes and beliefs among Gen Zers
Karla Borja, Shannon Rodriguez, Christopher RobyFaster internet and online streaming have changed the way young consumers enjoy their favorite movies, series and shows, and business models must adapt to these changes. This…
Continuous “Planting a seed of interest”: children’s book marketing strategies on Xiaohongshu
Yuan Nan, Huan ChenAs one of China’s most influential social platforms, Xiaohongshu is considered an underexploited market with significant user traffic. This study aims to build on existing…
A test of moderated serial mediation model of compulsive buying among Gen Z fandoms moderated by trash talking
Lokweetpun Suprawan, Wanny Oentoro, Sarinya L. SuttharattanagulThe study aims to identify the factors that influence young consumers’ compulsive buying, particularly Gen Z consumers who exhibit fandom qualities such as sharing the same…
The nature and development of children’s consumer competence: evidence from the aisles
Leah Watkins, Robert AitkenThe purpose of this study is to understand the nature of children’s consumer competence and the role that parents play in its development.
Environmental sustainability in the digital age: unraveling the effect of social media on green purchase intention
Mohammed Nazish, Mohammed Naved Khan, Zebran KhanThe unethical use of natural resources is contributing to the increasing environmental degradation. The depleting environment poses a threat to the sustainability of present and…
Do business-wide sustainability labels boost consumer trust and enhance perceptions of sustainability information quality? An experiment among Z-generation members
Teresa Sanchez-Chaparro, Victor Gomez-Frias, Fernando Onrubia, Maria Jesus Sanchez-NaranjoThis study aims to explore the emerging trend of business-wide Sustainability Third-Party Labels (STPLs), exemplified by entities like B-Corp. These labels are awarded to…
Drivers of consumer trust in mHealth apps among young consumers: a socio-technical approach
Nishtha Rai, Ankur SrivastavaThis study aims to examine the factors influencing trust toward mobile health applications (mhealth apps) among young consumers. By building on the socio-technical systems…
“Do you practice what you preach?” The effects of celebrities’ pro-environmental messages on social media on young adults’ pro-environmental behavior
Luis Quesada Baena, Alice Binder, Ariadne Neureiter, Melanie Saumer, Jörg MatthesCelebrities communicating about environmental sustainability on social media have the power to inspire young adults to engage in pro-environmental behavior, such as reducing their…
How does the influencers' country of origin affect online brand advocacy among young consumers?
Meena Rambocas, Jenna MetivierMarketers increasingly use social media influencers to appeal to young consumers. This study aims to investigate the impact of the influencers’ country of origin (COO) on young…
Pure and suggestive impulse buying in mobile shopping app: shopping pattern of young consumers
Priyanka Gupta, Sanjeev Prashar, Chandan ParsadThis study differentiates pure impulse buying behaviour from suggestive impulse buying behaviour in using mobile shopping applications (apps). This study aims to assess the…
Are young adult consumers ready to be intelligent shoppers? The importance of perceived trust and the usefulness of AI-powered retail platforms in shaping purchase intention
Ghada ElSayad, Heba MamdouhThe advancement of artificial intelligence (AI) has brought intelligent online shopping experiences to customers. AI-powered retail platforms deliver personalized shopping…
Exploring the link between creative tourist experiences and intentions among Gen Z: a sequential mediation modeling approach in creative tourism
Ishani Sharma, Soni Sharma, Arun Aggarwal, Sahil GuptaThis study aims to explore the influence of creative tourist experiences (CTE) on tourists’ recommendation intentions (RCI) toward creative tourist destinations. This study…
The surveillance, gamification and datafication of children’s finance: a feature and tagline analysis of child finance apps
Bjørn Nansen, Lauren BlissChildren’s finances are increasingly digitised through the emergence and development of a range of finance applications, or apps, for managing chores, saving and spending. This…
The mediating effect of financial reporting quality on the relationship between corporate social responsibility and corporate green innovation
Lujian Wang, Nazimah HussinThis study aimed to examine the mediating role of corporate financial reporting quality in the impact of corporate social responsibility (CSR) on corporate green innovation, based…
Impact of virtual influencers on customer engagement of Generation Z consumers: a presence perspective
Qiaoling Lin, Siew Imm Ng, Norazlyn Kamal Basha, Xi Luo, Yingxia LiBased on the computers as social actors (CASA) theory, this study aims to explore the impact of three characteristics of virtual influencers (conversational tone, autonomy and…
Appearance vanity or achievement vanity: which better predicts young consumers’ decision-making orientations?
Hakan Cengiz, Rabiya Gokce Arpa, Kubra Nur SezginThis study aims to operationalize consumer decision-making styles as higher-order constructs and investigates the influence of two distinct subdimensions of consumer vanity …
Something to chew on: assessing what students want from campus dining services
Luana Nanu, Imran Rahman, Mark Traynor, Lisa CainThis exploratory study aims to integrate both quantitative and qualitative methods to examine the influence of contemporary university dining attributes and practices on student…
Effect of smartphone addiction on compulsive app downloading tendency: protective factors for generation Z consumers
Nadia Jimenez, Sonia San Martin, Paula Rodríguez-TorricoThis study aims to focus on how smartphone addiction impacts young consumer behavior related to mobile technology (i.e. the compulsive app downloading tendency). After a thorough…
Re-imagining African millennials’ brand buying and distribution channel selection behaviour in a technologically disrupted world
Tendai Chikweche, James Lappeman, Paul Egan, Hossain MohammedThis paper aims to investigate the factors that influence millennial purchase behaviour, brand choice and distribution channel selection in an evolving technology-driven…
Young adults’ perceived social isolation and e-impulse buying on social commerce platforms: linking roles of perceived stress and hedonic browsing
Felicito Angeles Jabutay, Tan LimpachoteThis paper aims to explore the pathways connecting perceived social isolation, perceived stress, hedonic browsing and e-impulse buying in social commerce.
Gifts to incentivise donations from young consumers: an ethical tension
Hayley Vale, Lisa Schuster, Dominique A. GreerTo increase charitable donations, not-for-profit organisations sometimes include a pre-giving incentive such as a monetary gift alongside a request to donate. Little is known…
Towards a causal link between food insecurity and buy-now-pay-later use by young Australians
Beatriz Gallo Cordoba, Catherine Waite, Lucas WalshThis paper aims to understand if buy-now-pay-later (BNPL) services, a digital type of credit that targets young consumers, acts as a protective or a risk factor for food…
Young consumers’ impulse buying tendency on social media: an empirical analysis in Vietnam in light of the LST theoretical perspective
Anh D. Pham, Huyen N. Nguyen, Tra T.H. Le, Huyen K. Nguyen, Hang T. Khuat, Huyen T.T. Phan, Hanh T. VuSocial 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…
Victorian (Australian) parents are receptive to a primary school-provided lunch program
Janandani Nanayakkara, Gozde Aydin, Alison O. Booth, Anthony Worsley, Claire MargerisonThis study aims to examine Victorian primary school parents’ perspectives about a potential school-provided lunch program (LP).
Assessing antecedents of Google shopping ads intention to purchase: a multigroup analysis of generation Y and Z
Rodney Graeme Duffett, Jaydi Rejuan CharlesThe substantial expansion of technology and the efficacy of digital platforms in reaching young audiences have led to enhanced targeting and customization of promotional…
The white picket fence: how Millennials and Baby Boomers view the American Dream
Kristin Scott, Juan Meng, Ann KuzmaThe American Dream is tightly woven into the American culture and way of life. Despite the importance and ubiquitous nature of the American Dream, the topic is difficult to define…
The effects of celebrity endorser on consumer advocacy behavior through the customization and entertainment intention – A multivariate analysis
Abul Kalam, Chai Lee Goi, Ying Ying TiongThe 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…
Understanding digital consumer culture in Indonesia: a case study on youth community in Jakarta using an actor-network theory approach
Jan Mealino EkklesiaThis 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…
Time is target for gen Z: increased time online during the pandemic and cyber victimization
Lisa H. Rosen, Linda J. Rubin, Savannah Dali, Daisie M. Llanes, Ahissa Lopez, Ashton E. Romines, Samantha A. SaundersThe 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…
ISSN:
1747-3616e-ISSN:
1758-7212ISSN-L:
1747-3616Online date, start – end:
2002Copyright Holder:
Emerald Publishing LimitedOpen Access:
hybridEditor:
- Hiram Ting