Young Consumers



Table Of Contents: Volume 20 Issue 2

Young adults’ perceptions of personal loan commercials

Fei Fan, Kara Chan

Personal debt is a common problem among Hong Kong people. Personal loan marketers promote their products and services aggressively, especially to young consumers. The…

Children’s bonding with popular YouTube vloggers and their attitudes toward brand and product endorsements in vlogs: an explorative study

Frans Folkvord, Kirsten Elizabeth Bevelander, Esther Rozendaal, Roel Hermans

The purpose of this study has three primary aims. The first is to examine the amount of time children spend per week on viewing vlogs. Second, the authors explored…

How children use social media for brand interactions

Katharine Jones, Mark Glynn

This paper aims to investigate how social media usage by children determines their interactions with consumer brands. The paper also examines the nature of the processes evident.

Determinants of green product buying decision among young consumers in Malaysia

Christine Nya Ling Tan, Adedapo Oluwaseyi Ojo, Ramayah Thurasamy

This study aims to investigate the factors, which may potentially influence green product buying decision among young consumers in Malaysia.

Personalized and cued advertising aimed at children

Kristien Daems, Freya De Keyzer, Patrick De Pelsmacker, Ingrid Moons

The purpose of this study is to explore the effect of personalization of advertising and adding an advertising cue to advertisements on Facebook, on 9-to-13-year-old…

Parents’ lived experiences in the UK

Jacqueline Harding

This paper aims to investigate how, where and when parents are mediating their children’s media activities and with which particular device. It also explores whether…



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Emerald Publishing Limited

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  • Dr Brian Young