Young Consumers: Volume 22 Issue 2

Exploratory study about audience response to product endorsements by online DIY celebrities and traditional celebrities

Fei Fan

Celebrity endorsement is common in the marketing communications context, especially in the Asian market. Thanks to the popularity of online DIY celebrities, many marketing…

Determinants of consumers’ frugal innovation acceptance in a developed country

Leonor Costa, Aurora Teixeira, Ana Brochado

This study aims to understand why young people are interested in buying frugal innovations.

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 Samuel

The purpose of this paper is to explore the social and personal drivers of co-creation in children.

Understanding the influence of perceived susceptibility to addressable TV advertising targeting children on parents’ purchase intentions

Nancy H. Brinson, Steven Holiday

Addressable television is an interactive medium that blends online data personalization with traditional TV content to better address individual consumers and improve advertising…

Who to find to endorse? Evaluation of online influencers among young consumers and its implications for effective influencer marketing

Wai Sing Tsen, Benjamin Ka Lun Cheng

This study aims to identify the dimensions used by young consumers to evaluate effective online influencers; determine the impact of demographic segmentation – that is, gender…

The power of materialism among young adults: exploring the effects of values on impulsiveness and responsible financial behavior

Andrea Lučić, Marija Uzelac, Andrea Previšić

The 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.

Excessive use of social networking sites and financial well-being among young adults: the mediating role of online compulsive buying

Long She, Ratneswary Rasiah, Hassam Waheed, Saeed Pahlevan Sharif

This study aims to examine the mediating role of online compulsive buying in the association between excessive use of social networking sites (SNS) and financial well-being among…

Parental awareness of new online advertising techniques targeting children: an exploratory study of American parents

Matthew A. Lapierre, Eunjoo Choi

This study aims to examine what parents from across the USA know about online advertising/marketing tactics directed at children, their familiarity with these tactics and what…

The effect of environmental concern on conscious green consumption of post-millennials: the moderating role of greenwashing perceptions

Cagri Bulut, Murat Nazli, Erhan Aydin, Adnan Ul Haque

This study aims to demonstrate how greenwashing perceptions shape the effect of environmental concern on post-millennials purchasing behavior.