Young Consumers: Volume 18 Issue 1

An IMB model testing via endorser types and advertising appeals on young people's attitude towards cervical cancer prevention advertisement in Hong Kong

Maggie S.K. Fung

The purpose of this paper is to test eight hypotheses to understand the relationship between information (Cervical Cancer Prevention (CCP) advertisements via endorser types and…

Influence of social media marketing communications on young consumers’ attitudes

Rodney Graeme Duffett

This paper aims to examine the influence of interactive social media marketing communications on teenagers’ cognitive, affective and behavioral attitude components in South…

Religiousness and digital piracy among young consumers in an emerging market

Denni Arli, Krzysztof Kubacki, Fandy Tjiptono, Sebastian Morenodiez

Online digital piracy continues to rise globally. The issue is worsening among young people especially in the context of emerging markets due to lack of laws and regulations…

Co-creating advertising literacy awareness campaigns for minors

Kristien Daems, Ingrid Moons, Patrick De Pelsmacker

This study aims to explore which media 9- and 10-year-old children and 12- and 13-year-old teenagers encounter and which campaign elements (media, spokesperson, appeal and…

What determine shoppers’ preferences for malls in an emerging market?

Justin Paul

The entry of multinational firms is likely to increase competition and provide better deals to consumers in emerging markets such as India, China and Brazil. In this context, this…

Effect of popularity and peer pressure on attitudes toward luxury among teens

Luciana A. Gil, Abhishek Dwivedi, Lester W. Johnson

Peer pressure and popularity are important issues for teenagers, potentially affecting teenagers’ attitudes toward luxury products. In turn, peer pressure and popularity can…

Gender and young consumer ethics: an examination in two Southeast Asian countries

Fandy Tjiptono, Denni Arli, Warat Winit

This study aims to examine and compare ethical perceptions between genders on various potentially unethical consumer situations in Indonesia and Thailand.

Advertising vis-à-vis minors in Germany

Florian Geyer