Young Consumers
Issue(s) available: 95 – From Volume: 3 Issue: 2, to Volume: 25 Issue: 6
Volume 25
Volume 22
Volume 15
Volume 10
Understanding sustainable fashion consumption among millennials in South Africa
Nkosivile Madinga, Duanne Aspeling, Siphiwe DlaminiThis study aims to investigate the factors influencing consumer attitudes towards purchasing sustainable fashion. In particular, the authors examine the impact of…
Navigating ideals: effects of curvy and thin models in Instagram fashion advertising on body type preferences and clothing purchase intentions
Jannatul Shimul Ferdousi, Graham L. Bradley, Joan Carlini, Veya SeekisIn light of the challenge the fashion industry faces to be more body shape-inclusive, several brands now feature curvy models (large breasts and buttocks, wide hips and a small…
Streaming movies, series and shows: attitudes and beliefs among Gen Zers
Karla Borja, Shannon Rodriguez, Christopher RobyFaster internet and online streaming have changed the way young consumers enjoy their favorite movies, series and shows, and business models must adapt to these changes. This…
Instagram live-streamings: how does influencer–follower congruence affect Gen Z trust, attitudes and intentions?
Souad Maghraoui, Lilia KhroufInfluencer marketing is nowadays an essential practice for companies wishing to establish a rapprochement with its customers and gain their trust. Building close relationships can…
Perceived effectiveness of celebrities and online influencers in advertising endorsement among Malaysian young adults
Qiqi Li, Kara ChanWith the emergence of social media, online influencers have played a major role in brand marketing. This study aims to examine how Malaysian young adults perceive advertising…
The nature and development of children’s consumer competence: evidence from the aisles
Leah Watkins, Robert AitkenThe purpose of this study is to understand the nature of children’s consumer competence and the role that parents play in its development.
Parental mediation of mobile/digital devices and children’s consumer behavior: examining the role of parental understanding of mobile/digital advertising
Cecilia Sada Garibay, Eunjoo Choi, Matthew A. LapierreThis study aims to explore how American parents’ familiarity and knowledge of mobile advertising are linked to mediational tactics across three mobile media devices (laptops…
Continuous “Planting a seed of interest”: children’s book marketing strategies on Xiaohongshu
Yuan Nan, Huan ChenAs one of China’s most influential social platforms, Xiaohongshu is considered an underexploited market with significant user traffic. This study aims to build on existing…
Drivers of consumer trust in mHealth apps among young consumers: a socio-technical approach
Nishtha Rai, Ankur SrivastavaThis study aims to examine the factors influencing trust toward mobile health applications (mhealth apps) among young consumers. By building on the socio-technical systems…
A test of moderated serial mediation model of compulsive buying among Gen Z fandoms moderated by trash talking
Lokweetpun Suprawan, Wanny Oentoro, Sarinya L. SuttharattanagulThe study aims to identify the factors that influence young consumers’ compulsive buying, particularly Gen Z consumers who exhibit fandom qualities such as sharing the same…
“Do you practice what you preach?” The effects of celebrities’ pro-environmental messages on social media on young adults’ pro-environmental behavior
Luis Quesada Baena, Alice Binder, Ariadne Neureiter, Melanie Saumer, Jörg MatthesCelebrities communicating about environmental sustainability on social media have the power to inspire young adults to engage in pro-environmental behavior, such as reducing their…
Assessing antecedents of Google shopping ads intention to purchase: a multigroup analysis of generation Y and Z
Rodney Graeme Duffett, Jaydi Rejuan CharlesThe substantial expansion of technology and the efficacy of digital platforms in reaching young audiences have led to enhanced targeting and customization of promotional…
The effects of celebrity endorser on consumer advocacy behavior through the customization and entertainment intention – A multivariate analysis
Abul Kalam, Chai Lee Goi, Ying Ying TiongThe purpose of this study is to investigate the effects of celebrity endorsers on consumer advocacy, customization and entertainment intentions based on the notion of the…
Understanding digital consumer culture in Indonesia: a case study on youth community in Jakarta using an actor-network theory approach
Jan Mealino EkklesiaThis study aims to examine digital consumer culture and behavior in the community, namely, 180° Movement Digital Training Center (DTC), in Jakarta, Indonesia. It aims to describe…
Young consumers’ impulse buying tendency on social media: an empirical analysis in Vietnam in light of the LST theoretical perspective
Anh D. Pham, Huyen N. Nguyen, Tra T.H. Le, Huyen K. Nguyen, Hang T. Khuat, Huyen T.T. Phan, Hanh T. VuSocial commerce has brought about a significant transformation in consumer experience due to diverse factors. As a result, users often find themselves prone to impulsive buying…
Time is target for gen Z: increased time online during the pandemic and cyber victimization
Lisa H. Rosen, Linda J. Rubin, Savannah Dali, Daisie M. Llanes, Ahissa Lopez, Ashton E. Romines, Samantha A. SaundersThe COVID-19 pandemic dramatically altered daily life for Gen Z. The purpose of this study was to examine parental perceptions of the pandemic’s effects on their children’s peer…
ISSN:
1747-3616e-ISSN:
1758-7212ISSN-L:
1747-3616Online date, start – end:
2002Copyright Holder:
Emerald Publishing LimitedOpen Access:
hybridEditor:
- Hiram Ting
Further Information
