Young Consumers: Volume 23 Issue 3

Promoting sustainability on Instagram: How sponsorship disclosures and benefit appeals affect the credibility of sinnfluencers

Anna Schorn, Friederike Vinzenz, Werner Wirth

When promoting sustainable products on Instagram, influencer marketing can be an effective tool when they are perceived as credible because consumers usually cannot verify the…

Do pop-up ads in online videogames influence children’s inspired-to behavior?

Amir Zaib Abbasi, Umair Rehman, Ding Hooi Ting, Muhammad Ali Quraishi

Advertising through the videogame has become one of the most effective and prevalent channels of advertisement, especially via pop-up ads – appearing on the screen that interrupts…

What approach and avoidance factors drive Gen-Z consumers to buy bubble tea? An exploratory study

Istijanto , Indria Handoko

Bubble tea has become a popular beverage among the Gen-Z population in recent years, not only in Asia where this beverage originated, but also worldwide. This research aims to…

Determinants of Millennial behaviour towards current and future use of video streaming services

Philip Walsh, Ranjita Singh

This study aims to investigate the evolution of factors that influence the current and future use of video streaming applications by Millennial consumers.

Exploring ethical consumption of generation Z: theory of planned behaviour

Elmira Djafarova, Sophie Foots

This study aims to explore the factors that encourage Generation Z consumers to turn an ethical purchase intention into purchase behaviour. Theory of planned behaviour model is…

Boys Go, Girls Go Along: exploring gender and price differences regarding themes present on children’s graphic t-shirts

Matthew A. Lapierre, Anjali Ashtaputre, Jennifer Stevens Aubrey

Using gender schema theory, this study aims to explore how children’s graphic t-shirts from clothing retailers in the USA differed on gendered themes for graphic t-shirts…

I give discounts, I share information, I interact with viewers: a predictive analysis on factors enhancing college students' purchase intention in a live-streaming shopping environment

Yingyu Zhong, Yingying Zhang, Meng Luo, Jiayue Wei, Shiyang Liao, Kim-Lim Tan, Steffi Sze-Nee Yap

Grounding the research in the stimulus-organism-resource (S-O-R) framework, this study aims to address the research gap of explaining and predicting the relationship between price…

Weight-related teasing as a source of consumer motivation for impulsive purchase intention of weight loss dietary supplements: insights from generation Z

Samrat Bharadwaj

As no prior attempt has been made to investigate the role of weight-related teasing (WRT) as a source of motivation towards impulsive purchase intention of weight loss dietary…