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This study aims to examine the younger generations’ experiential consumption of foreign contemporary music online (i.e. digital music streaming services) by generation and gender in the US market.

The author proposes a sequential experiential consumption model by applying Jacoby’s refined stimulus-organism-response (S-O-R) theory to better understand the experiential sequences in foreign music consumption among young generations in the US market. The proposed model, using structural equation modeling (SEM), examines a cognitive permeable role and a hierarchical affective mediating role. Also, moderating roles of generation and gender are simultaneously tested in overall and specific causal relationships.

The refined S-O-R framework is superior to a linear one in better understanding young consumers’ online experiential foreign music consumption behavior. Moreover, hierarchical sequenced affective organismic behavior is crucial to enhance young consumers’ online music consumption experiences to regulate subsequent behavioral responses. Furthermore, gender differences but no generational differences exist in the experiential consumption process among young consumers. Nevertheless, the strength of S-O-R factors affecting experiential consumption seems idiosyncratic simultaneously in gender and generation.

The study suggests foreign music streaming services boost profitability by focusing on young consumers' psychological ownership and tailored experiences, encouraging a shift from freemium to premium subscriptions. Also, the findings recommend adopting phygital experiences using technologies like AR, VR and MR to enhance engagement and create unique, emotionally resonant experiences for young consumers, thus fostering a more profitable business model.

The authors address under-researched topics relevant to young generations by applying Jacoby’s refined S-O-R framework to foreign music consumption through online streaming. This approach delves into a lesser-explored consumer behavior framework, highlighting young generations’ musical trends. The model reveals cognitive and affective roles, offering advantages over traditional linear S-O-R models. It also uniquely incorporates the moderating effects of generation and gender in music consumption studies, addressing a gap in music-related studies.

Education-based discrimination has not received sufficient attention within the field of human resource development (HRD), which can provide practical interventions to help solve the hardships of high school graduate employees (HSGEs). This paper aims to bring this issue to the forefront by framing the current marginalization of South Korean HSGEs as an individual-level issue that has repercussions to early career development, and also as an organizational-level issue that has implications on workplace learning and development.

This paper used an integrative literature review method by analyzing studies that have focused on the challenges faced by HSGEs. The objective was to identify patterns of their experiences and call attention to strategies they utilize to cope with the marginality they face in the workforce. The Korea Citation Index (KCI), a database that manages Korean domestic journals, was used. In total, 187 articles were found, and 15 articles succinctly matched the research criteria.

HSGEs struggled with employment unreadiness and faced discrimination based on their academic background, young age and low-rank position within organizations. In turn, they were vulnerable to poor working conditions (e.g., high work intensity, long working hours, etc.). These challenges led HSGEs to pursue a college degree and/or engage in workplace learning.

The use of critical human resource development (CHRD) has typically been limited within a South Korean context. We deliberately applied a critical perspective to raise awareness about how contemporary forms of marginality have gone unchecked, specifically by interrogating the exclusion and disempowerment experienced by HSGEs.

Previous research found that when exercise partners provided social support to each other, both participants engaged in higher levels of activity (Gellert et al., 2011). These results suggest that there may be benefits to providing inclusive physical activity (PA) programming to individuals with autism; however, little research has explored specific strategies. The purpose of this study is to explore the use of a behavioral intervention consisting of visual social stories and additional intervention components (i.e. prompting, checklists) to teach adolescents/young adults with autism and their workout partners without disabilities to provide social support to one another during partnered PA.

A multiple probe across dyads was used to explore the effects of the intervention on social support (i.e. verbal encouragement and feedback).

The results indicate the treatment was effective during the intervention phase. When partners and settings changed during generalization, results were maintained in all but one participant.

Areas for future research and implications for practice to support inclusive PA for autistics are discussed.

This study aims to investigate the responses of young Chinese consumers with different cultural characteristics to negative brand information about electric vehicles.

The current study is quantitative research with an experimental method. It shows two different levels of severity for negative publicity and asks participants to self-report through questionnaires.

Chinese young consumers, being collectivist and of high uncertainty avoidance, tend to search for and spread information; consumers with low power distance search and share information more under low information severity. In addition, information search positively affects brand attitude under lower severity; negative word-of-mouth intention negatively affects brand attitudes at both severity levels.

The current study examines the influence of personal cultural values on information searching and negative information dissemination among young consumers, providing insights to complement previous studies. Furthermore, it explores how such exposure influences young consumers’ brand attitude and intention to purchase. Limitations include simple sample scopes and single-product stimuli.

This research highlights the importance of cultural dimensions in shaping young consumers’ responses to negative publicity. Marketers worldwide should consider cultural influence and develop specific strategies to address negative information about different products. Understanding customers’ unique characteristics and preferences can help marketers effectively tailor their approaches to counter negative publicity.

This study originally provides a supplement to prior studies on cultural dimensions and consumer behavior and provides suggestions to marketers on young Chinese consumers.

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 updated AI technology, young customers face app fatigue and start questioning the authenticity of this touchpoint. This paper aims to study the mediating effect of authenticity for the value co-creation of AI-powered branded applications.

Drawing from regulatory engagement theory, this study conceptualize authenticity as the key construct in customers’ value experience process, which triggers customer value co-creation. Two scenario-based online experiments are conducted to collect data from 444 young customers. Data analysis is performed using ANOVA and Process Hayes.

The results reveal that perceived authenticity is an important mediator between media richness (chatbot vs AI text vs augmented reality) and value co-creation. There is no interaction effect of co-brand fit (high vs low) and source endorsement (doctor vs government) on the relationship between media richness and perceived authenticity, whereas injunctive norms (high vs low) strengthen this relationship.

The finding provides insights for marketing managers on engaging young customers suffering from app fatigue. Authenticity holds the key to young customers’ technological perceptions.

This research highlights the importance of perceived authenticity in encouraging young customers to co-create value. Young customers consider authenticity as a motivational force experience that involves customers through the app’s attributes (e.g. media richness) and social standards (e.g. norms), rather than brand factors (e.g. co-brand fit, source endorsement).

This study aims to explore how the shift from traditional to digital banking transforms the nature of trust between banks and their younger clients (aged 18–35) from the perspective of bank employees.

Qualitative semi-structured interviews with representatives of Ukrainian classical banks and neobanks were conducted. The interviews were analysed using the theoretical approach of institution-based and social network-based trust to identify the key distinctions between the nature of trust in traditional and digital banking.

The employees of the banks reported that digitalization processes have helped to mitigate trust issues; as a result, their banks have not experienced any difficulties in this regard among young people. Furthermore, social networks, particularly social approval, were found to be significant factors for establishing trust in digital banking among young people.

The results of this study could assist bank managers in adapting their strategies for cultivating trust among younger clients and aiding international law regulators and government institutions in preventing unintended circumstances in financial services. These contributions were shaped by the study’s limitations, including its focus on only two concepts of trust building: institution-based and social network-based, as well as its specific Ukrainian context.

This study highlights social approval as a valuable constituent of the trust-building process that influences trust in institutions. Furthermore, while gaining social approval – particularly through digital platforms – can promote trust-building among young people, this “easy way” may have negative societal consequences by endorsing unscrupulous institutions.

Social media have been associated with social benefits and enhanced psychological well-being among non-disabled individuals; the purpose of this study is to examine whether social media may have similar benefits for young neurodivergent adults with autism, anxiety, or attention-deficit and hyperactivity disorder who may experience communication differences. To the best of the authors’ knowledge, this first-of-its kind study explores the nature of social media use and related psychological well-being among neurodivergent college undergraduates.

This qualitative study is part of a larger effort. The authors surveyed undergraduates with and without disabilities at U.S. higher education institutions on their social media use and psychological well-being. A total of 131 students responded, including 24 neurodivergent individuals, the results of which are reported elsewhere. Participants were 18–25 years old, of varied genders and racial/ethnic backgrounds; for neurodivergent adults, questions focused on social challenges. From the survey, a sample of five neurodivergent individuals was drawn for this small-scale, exploratory interview study.

This paper reports descriptive statistics from survey results to contextualize analysis of students’ social media use (e.g. purposes, practices, benefits and harms). Students used mainly Instagram, TikTok and YouTube to promote well-being primarily through engaging positive relationships and positive emotions. Students reported several benefits of using social media to develop their disability identity and few harms.

Understanding the impact of social media use on undergraduates with disabilities could help us not only improve services as teachers, counselors and other helping professionals who support young adults to leverage their everyday technologies-in-use but also address digital equity issues.