Young Consumers: Volume 21 Issue 2

Guest editorial

Manish Gupta

Engaging customers through credible and useful reviews: the role of online trust

Musarrat Shaheen, Farrah Zeba, Namrata Chatterjee, Raveesh Krishnankutty

Electronic commerce (e-commerce) is growing rapidly and the e-retailers are finding it pertinent to enhance customers’ online shopping experiences and engage them with e-commerce…

Drivers of social media disengagement: a study of young consumers in Vietnam

Long Thang Van Nguyen, Rajkishore Nayak, Jerry Watkins, Phuong Ngoc Duy Nguyen

This paper aims to identify and discuss selected reasons for social media disengagement (SMD). Drawing upon two-factor theory, it is argued that the determinants of consumer…

Honey, find me the moon: exploring engagement on dating and matrimony platforms

Ami Mitinkumar Shah

The purpose of this study is to understand how young consumers engage in the multi-category context. To that end, engagement on the focal product (dating platforms) and the other…

Adoption barriers in engaging young consumers in the Omni-channel retailing

Manu Sharma, Manish Gupta, Sudhanshu Joshi

The purpose of the study is twofold. The first objective is to identify adoption barriers (AdoBs) in engaging young consumers in the Omni-channel retailing (OCR). The second…

Examining the engagement of young consumers for religiously sanctioned food: the case of halal food in India

Yusuf Hassan, Jatin Pandey

Religion plays an important role in promoting and inhibiting consumption of goods and services. Halal food, for instance, represents one such food permitted by Islam. Within a…

Fashion brands are engaging the millennials: a moderated-mediation model of customer-brand engagement, participation, and involvement

Nagaraj Samala, Bharath Shashanka Katkam

Millennial generation is fashion inclined, interactive and informative social beings. They are very conscious of the brands they wear. Millennia seek, share, inform and exchange…

Examining the effects of CE and BE on consumers’ purchase intention toward green apparels

Yatish Joshi, Anugamini Priya Srivastava

The purpose of this study is to investigate the role of customer engagement (CE) on green apparel purchase intention (GPI) among young consumers in India.