Pratik Ghosh, Sonali Upadhyay, Vimal Srivastava, Rahul Dhiman and Larry Yu
This study measured influencer characteristics, consumer emotions, self-construal, and behavioural intentions of Gen Z consumers for selecting fast-food restaurants in India. A…
Abstract
Purpose
This study measured influencer characteristics, consumer emotions, self-construal, and behavioural intentions of Gen Z consumers for selecting fast-food restaurants in India. A consumer behaviour model was conceptualized based on established theories.
Design/methodology/approach
A cross-sectional design was employed for hypothesis testing. Influencer characteristic perceptions, consumer emotions, self-construal, and behavioural intentions were measured for Gen Z consumers in Tier 1 cities in India using structural equation modelling.
Findings
Influencer characteristics significantly influenced behavioural intentions, consumer emotions, and self-construal in Gen Z consumers. Self-construal was also a significant predictor of behavioural intentions. Consumer emotions had a negative effect on behavioural intentions. Self-construal was a mediator between influencer characteristics and behavioural intentions and between consumer emotions and behavioural intentions. However, consumer emotions did not mediate the relationship between influencer characteristics and behavioural intentions.
Practical implications
Marketers can leverage these insights to design influencer campaigns that resonate with the emotions and self-construal of Gen Z consumers. Microinfluencers with characteristics that align with the target demographic’s emotions and self-perception can be strategically chosen.
Originality/value
Only a limited number of studies have investigated the influence of social media marketing on consumer behaviour within the fast-food industry, specifically with Gen Z consumers. This study sheds new light on the behavioural intention of Gen Z consumers predicted through influencer characteristics, consumer emotions, and self-construal through a conceptual model. The results support choosing microinfluencers and investing in them judiciously to promote fast-food businesses.
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Sonali Khatua, Manoranjan Dash and Padma Charan Mishra
Ores and minerals are extracted from the earth’s crust depending on the type of deposit. Iron ore mines come under massive deposit patterns and have their own mine development and…
Abstract
Purpose
Ores and minerals are extracted from the earth’s crust depending on the type of deposit. Iron ore mines come under massive deposit patterns and have their own mine development and life cycles. This study aims to depict the development and life cycle of large open-pit iron ore mines and the intertwined organizational design of the departments/sections operated within the industry.
Design/methodology/approach
Primary data were collected on the site by participant observation, in-depth interviews of the field staff and executives, and field notes. Secondary data were collected from the literature review to compare and cite similar or previous studies on each mining activity. Finally, interactions were conducted with academic experts and top field executives to validate the findings. An organizational ethnography methodology was employed to study and analyse four large-scale iron ore mines of India’s largest iron-producing state, Odisha, from January to April 2023.
Findings
Six stages were observed for development and life cycle, and the operations have been depicted in a schematic diagram for ease of understanding. The intertwined functioning of organizational set-up is also discovered.
Originality/value
The paper will benefit entrepreneurs, mining and geology students, new recruits, and professionals in allied services linked to large iron ore mines. It offers valuable insights for knowledge enhancement, operational manual preparation and further research endeavours.