Young Consumers: Volume 25 Issue 5

When young customers co-create value of AI-powered branded app: the mediating role of perceived authenticity

Diem-Trang Vo, Long Thang Van Nguyen, Duy Dang-Pham, Ai-Phuong Hoang

Artificial intelligence (AI) allows the brand to co-create value with young customers through mobile apps. However, as many brands claim that their mobile apps are using the most…

Gen Z buying patterns: comparing the influence of professional advising and social media engagement

Michael Stoica, Thomas M. Hickman

This paper aims to assess retail shopping avenues for young consumers based on the type of guidance and assistance they pursue (social media vs professional service provider) in…

Food marketing to young adults: platforms and persuasive power in Canada

Charlene Elliott, Emily Truman, Jordan LeBel

Food marketing has long been recognized to influence food preferences, consumption and health, yet little is known about the nature and extent of food marketing to young adults  

Customer engagement and intention to purchase attitudes of generation Z consumers toward emojis in digital marketing communications

Rodney Graeme Duffett, Mihlali Maraule

Emojis are quickly becoming a popular new language in social media and marketing. The capability to express emotions and make message understanding easier is one of the primary…

Brands as drivers of social media fatigue and its effects on users’ disengagement: the perspective of young consumers

Teresa Fernandes, Rodrigo Oliveira

Social media has become an inescapable part of our lives. However, recent research suggests that excessive use of social media may lead to fatigue and users’ disengagement. This…

Understanding the key drivers in using mobile payment (M-Payment) among Generation Z travellers

Mohd Hafiz Hanafiah, Muhammad Aliff Asyraff, Mohd Noor Ismawi Ismail, Juke Sjukriana

The purpose of this study is twofold. The first objective is to identify the factors that affect Gen Z tourists' M-payment behaviour. Next, this study investigates the…