Subjects -> ADVERTISING AND PUBLIC RELATIONS (Total: 23 journals)
Showing 1 - 8 of 8 Journals sorted alphabetically
Advertising & Society Review     Full-text available via subscription   (Followers: 15)
Book History     Full-text available via subscription   (Followers: 194)
Design and Culture : The Journal of the Design Studies Forum     Hybrid Journal   (Followers: 29)
Foundations and Trends® in Marketing     Full-text available via subscription   (Followers: 18)
International Journal of Advertising     Full-text available via subscription   (Followers: 33)
International Journal of Complexity in Leadership and Management     Hybrid Journal   (Followers: 29)
International Journal of Market Research     Hybrid Journal   (Followers: 19)
Journal of Advertising     Hybrid Journal   (Followers: 30)
Journal of Advertising Research     Full-text available via subscription   (Followers: 27)
Journal of Consumer Psychology     Hybrid Journal   (Followers: 44)
Journal of Current Issues & Research in Advertising     Hybrid Journal   (Followers: 10)
Journal of Interactive Advertising     Open Access   (Followers: 15)
Journal of International Marketing     Full-text available via subscription   (Followers: 30)
Journal of Marketing     Full-text available via subscription   (Followers: 59)
Journal of Marketing Research     Full-text available via subscription   (Followers: 74)
Journal of Public Policy & Marketing     Full-text available via subscription   (Followers: 18)
Journal of Public Relations Research     Hybrid Journal   (Followers: 23)
Opinião Pública     Open Access  
Place Branding and Public Diplomacy     Hybrid Journal   (Followers: 5)
Public Relations Inquiry     Hybrid Journal   (Followers: 9)
Public Relations Review     Hybrid Journal   (Followers: 21)
RAE-eletrônica     Open Access   (Followers: 2)
Revista Internacional de Relaciones Públicas     Open Access   (Followers: 1)
Young Consumers: Insight and Ideas for Responsible Marketers     Hybrid Journal   (Followers: 5)
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Young Consumers: Insight and Ideas for Responsible Marketers
Journal Prestige (SJR): 0.361
Citation Impact (citeScore): 1
Number of Followers: 5  
 
  Hybrid Journal Hybrid journal (It can contain Open Access articles)
ISSN (Print) 1747-3616 - ISSN (Online) 1758-7212
Published by Emerald Homepage  [362 journals]
  • Understanding the influence of perceived susceptibility to addressable TV
           advertising targeting children on parents’ purchase intentions
    • Authors: Nancy H. Brinson, Steven Holiday
      Abstract: Addressable television is an interactive medium that blends online data personalization with traditional TV content to better address individual consumers and improve advertising outcomes. Drawing on the persuasion knowledge model (PKM) and the influence of presumed influence (IPI), this paper aims to examine parents’ beliefs about the nature and persuasive intent of addressable TV advertising targeting their children, and the intervening influence those beliefs have on the parents’ intentions to purchase the advertised products. The study used an online survey design to examine the influence that addressable TV ads targeting children have on parents’ consumer behaviors. In total, 196 parents of children aged 3 to 12 completed the study. The majority of respondents had one (23%) or two (40.3%) children were primarily in two-parent (73.5%) or one-parent households (21.9%), and 79.6% indicated that they were mothers. Respondents were 23 to 41 years old (M = 37, SD = 8.03); dominantly Caucasian (77.5%; 16.8% African American); had an education of less than a college degree (65.3%); and a median household income of $50,000–$75,000 (73.5%). Findings from this study indicate beliefs that a TV ad personally addressing their children positively influence parents’ purchase intentions, and this influence is partially mediated by perceptions of children’s susceptibility to the ad and perceptions of the likelihood of children’s purchase requests. Beliefs in children’s susceptibility to an ad’s addressability alternatively negatively mediates parents’ purchase intentions when not sequentially mediated by beliefs in the likelihood of children’s purchase requests. Currently, there is little published research related to parents’ perceptions about the effects of personalized advertising targeting their children in general, and none that consider addressable TV advertising or the indirect influence this targeted advertising has on parents. Thus, this study provides important insights for scholars interested in theoretical implications related to addressable TV advertising, as well as practitioners seeking to enhance addressable TV advertising outcomes.
      Citation: Young Consumers
      PubDate: 2021-04-11
      DOI: 10.1108/YC-09-2020-1209
      Issue No: Vol. 21, No. 4 (2021)
       
  • How over-the-top (OTT) platforms engage young consumers over traditional
           pay television service' An analysis of changing consumer preferences
           and gamification
    • Authors: Mayank Sadana, Dipasha Sharma
      Abstract: This paper aims to analyse how the top over-the-top (OTT) platform is becoming a preferred source of entertainment amongst young consumers over traditional Pay TV service (Cable TV/DTH) in India and what factors play a vital role in such preferences along with gamification of content. The study follows the theoretical framework of use and gratifications theory and Niche analysis. The study establishes a conceptual framework of understanding the preference of consumers, which triggers the shift from old media to new. This research develops an approach to understanding the relevant implications in responses of consumers through a structured online survey conducted amongst different age groups by applying exploratory and confirmatory factor analysis. To further comprehend the relations between measured variables and constructs, the statistical technique is incorporated, i.e. logistic regression. Empirical results and discussion insinuated the five factors which affect consumers’ choices concerning entertainment i.e. content and viewing behaviour, expenses incurred on services, shifts influenced by offerings/incentives, convenience and telecom. Logistic regression validated the strength of these factors which made content and viewing behaviour, expenses incurred on services and convenience the three most important factors. This study analyses the driving factors that are revolutionising the entertainment industry and can be applied in designing a comfortable and engaging experience for a consumer in the future. This research is original in nature and the findings of this study are valuable for online streaming services, video-on-demand services, Cable TV operators and entertainment content producers.
      Citation: Young Consumers
      PubDate: 2021-04-08
      DOI: 10.1108/YC-10-2020-1231
      Issue No: Vol. 21, No. 4 (2021)
       
  • The power of materialism among young adults: exploring the effects of
           values on impulsiveness and responsible financial behavior
    • Authors: Andrea Lučić, Marija Uzelac, Andrea Previšić
      Abstract: The purpose of this paper is to investigate the effects of values of materialism on cognitive and affective impulsiveness and responsible financial behavior among young adults. A large-scale study (n = 483) was conducted on a sample of young adults 18 to 25 years of age in Croatia. The research found that materialism has no direct effect on responsible financial behaviour (RFB), however, cognitive impulsiveness fully mediates the relationship of all three there three elements of materialism, centrality, success and happiness and RFB. Affective impulsiveness has no effect on the relationship. Furthermore, only materialism as centrality strongly and positively influences cognitive and affective impulsiveness. Presented conclusions could be used by policymakers as guidelines for developing educational plans and curriculum to build financial capability and consumer protection among young adults and could be helpful for brand management activities targeting young people purchase decisions. This paper’s ultimate purpose is to uncover the mechanism and the power of materialism on impulsiveness and responsible financial behavior. The paper’s originality is established by the focus on the investigation of materialism as an antecedent factor of impulsiveness and by questioning the nature of the relationship between materialism and responsible financial behavior through the mediating effect of impulsiveness.
      Citation: Young Consumers
      PubDate: 2021-04-05
      DOI: 10.1108/YC-09-2020-1213
      Issue No: Vol. 21, No. 4 (2021)
       
  • Mobile health (mHealth) application loyalty in young consumers
    • Authors: Manjari Soni, Kokil Jain, Isha Jajodia
      Abstract: The emergence of mHealth applications has led to the rise of health-based services delivered over smartphones. Younger people are often found to be more innovative toward technology, especially related to smartphones (Rai et al., 2013). Most mHealth application downloaders are continually shifting between applications because of the hyper-competition making achieving loyal consumers challenging (Racherla et al., 2012). The purpose of this paper is to study the determinants that help increase young consumers mHealth application loyalty. This study integrates self-determination theory (SDT), gamification elements and engagement to examine loyalty. A valid sample of 263 college student’s data was obtained for data analysis from a survey conducted in multiple campuses of the Delhi University in India. The three psychological needs: need for autonomy, need for competence and need for relatedness, showed a positive impact on intrinsic motivation. From the gamification factors; perceived playfulness, the level of challenge and social interaction, only the first two showed a positive impact on extrinsic motivation. Both motivation factors influence engagement, showing a frequent interaction with the application, leading to loyalty. Previous studies examined the adoption of mHealth services, this study is one of the first to examine young consumers’ loyalty in using mhealth apps. It sheds light on the existing literature and contributes to research on mHealth applications by determining the factors that lead to loyalty by the young consumers.
      Citation: Young Consumers
      PubDate: 2021-03-26
      DOI: 10.1108/YC-10-2020-1236
      Issue No: Vol. 21, No. 4 (2021)
       
  • Exploratory study about audience response to product endorsements by
           online DIY celebrities and traditional celebrities
    • Authors: Fei Fan
      Abstract: Celebrity endorsement is common in the marketing communications context, especially in the Asian market. Thanks to the popularity of online DIY celebrities, many marketing communications practitioners have started to involve such celebrities in brand and product endorsement strategies. However, few existing studies have compared the endorsement persuasiveness of online DIY celebrity endorsers with traditional celebrity endorsers, particularly in the Asian market. Therefore, the purpose of this paper is to fill the literature gap by examining how consumers perceive and evaluate online DIY and traditional celebrity endorsers. In-depth personal interviews were conducted with 15 interviewees with a median age of 23. They were asked to report their overall evaluations and attitudes toward online DIY celebrity endorsers and traditional celebrity endorsers, and their respective endorsement strategies. Although the popularity of online DIY celebrities is growing in China, they received a lower level of appreciation from interviewees than traditional celebrities. The persuasiveness of online DIY celebrity endorsers was not as effective as that of traditional celebrity endorsers. Interviewees even held an overall negative attitude toward online DIY celebrities and their endorsements. Interviewees perceived traditional celebrity endorsers more positively, and their endorsements to be more effective, than online DIY celebrity endorsers. The small sample size may constrain any generalization to be drawn from the findings. Future studies are suggested using survey and experiment methodology to further test and compare the persuasiveness of online DIY and traditional celebrity endorsement. We suggest communications practitioners continue to use traditional celebrities to improve overall brand image and enhance the target audience’s purchase intention as the exploratory study reveals that audiences have an overall positive experience with traditional celebrities, instead of online DIY celebrities. If online DIY celebrities are preferred in communications strategies, we suggest practitioners carefully select qualified online DIY celebrity endorsers based on image congruence between such online DIY celebrities and the product category in that audiences in the exploratory study are quite cautious when exposed to product endorsement messages from online DIY celebrities. Besides this, audiences have more confidence in product endorsement if there is a fit between online DIY celebrities’ expertise and the endorsed product type. This is the first qualitative study on consumers’ perception of product endorsement at the level of online DIY and traditional celebrity endorsers.
      Citation: Young Consumers
      PubDate: 2021-02-22
      DOI: 10.1108/YC-10-2020-1224
      Issue No: Vol. 21, No. 4 (2021)
       
  • What are the social and personal drivers to engage in co-creation' A
           study of UK 7–13-year-olds
    • Authors: Robert James Thomas, Gareth Reginald Terence White, Anthony Samuel
      Abstract: The purpose of this paper is to explore the social and personal drivers of co-creation in children. A sample of 463 children aged between 7 and 13 years were recruited. Using electronic event-based diaries, 2,631 entries were captured during an 18-month period. Data from 861 entries identified a series of anomalous external social and personal factors that drove children to engage in co-creation. These were for maintaining external relationships, dealing with addiction to the co-creation process and dealing with personal loneliness. The study reveals new, unconventional and gender-specific behaviours that might assist marketers in understanding children’s complex relationships with co-creation and brands. To the best of the authors’ knowledge, this is the first study of its kind to examine children’s social and personal drives to engage in co-creation.
      Citation: Young Consumers
      PubDate: 2021-02-10
      DOI: 10.1108/YC-09-2020-1215
      Issue No: Vol. 21, No. 4 (2021)
       
  • Do gamified elements affect young people’s use behaviour on
           consumption-related mobile applications'
    • Authors: Edmund Wut, Peggy Ng, Ka Shing Wilson Leung, Daisy Lee
      Abstract: This study aims to investigate whether gamified elements affect the use behaviour of young people (between age 12 and 25 years) on consumption-related mobile applications. A survey was conducted on 151 young people between the ages of 12 and 25 years. The results showed that use behaviour on consumption mobile applications was affected by gamification. Behavioural intention to use was affected by the performance expectancy (PE) and effort expectancy (EE) of mobile application designs. Mobile applications characteristics do not affect behavioural intention to use mobile applications but through the mediator mobile application designs. This study also proposes mechanisms that explain how mobile apps characteristics affect EE and PE through app designs. Use behaviour is affected by Gamification elements. Affective need and social need link up uses and gratification (U&G) theory and unified theory of acceptance and use of technology (UTAUT)in gamification context. This study confirms the affective need affecting behavioural intention (Thongsri et al., 2018). In this regard, the mechanism between the relationship of affective need and behavioural intention was showed. Affective need through both PE and EE influencing behavioural intention. Corporations should consider adding gamified elements into consumption-related mobile apps to increasing usage behaviour. Lucky draws, quizzes and games could be built in for mobile apps. Mobile app designs and characteristics could improve user experience by allowing consumers to perform their search and buying processes easily. Mobile app designs will not directly influence “behavioral intention to use” but use behaviour. Practitioners need to look at the problem from technological and customer perspectives. From technological viewpoint, both mobile apps characteristics and design are important in affecting user behaviour. From customer’s perspective, it would be helpful to add gaming elements to the mobile apps and induce emotion. One may also use visual image to create an immersive experience on the development of storyline. Prospective customers might focus on what is going on in the story and pay less attention on its own logic. Thus, simply lucky draw might not have a true effect since player have its own belief working. A suitable story element could have positive effect on mobile apps use behaviour. This study is one of the first to examine the association between gamification and use behaviour on consumption-related mobile applications. A new framework was proposed by integrating UTAUT model and U&G theory.
      Citation: Young Consumers
      PubDate: 2021-02-10
      DOI: 10.1108/YC-10-2020-1218
      Issue No: Vol. 21, No. 4 (2021)
       
  • A preliminary investigation of gamification from the young
           consumer’s perspective
    • Authors: Danielle Hass, Ashley Hass, Mathew Joseph
      Abstract: Over the past decade, gamification’s popularity has broadened into many industries and has become embedded in consumers’ lives. As privacy protection and how firms utilize users’ data has been at the forefront of consumers’ minds, practitioners and academics alike need to understand consumers’ perceptions of the ethics of gamification. This paper aims to explore and provide preliminary evidence on young consumers’ perceptions of gamification and the ethics involved in these strategies used by firms. The authors conducted two studies using a mixed-methods approach to gain a foundational understanding of young consumers’ perceptions of gamification. In Study 1, interviews provided initial insights and helped inform an exploratory survey administered in Study 2 to 161 young consumers attending a university in the southwest region of the USA. The findings indicate that consumers have positive attitudes toward gamification tactics as long as the rewards are sufficient. Further, consumers do not find gamification as unethical as long as they have control over having the ability to opt-in. Previous research has examined gamification from several contexts including health care, education and the workplace. However, there is little research that focuses on gamification from the consumers’ perspective, specifically the young consumer. As more firms are using gamification tactics such as on their mobile applications, it is critical to understand how young consumers perceive gamification and how that can impact the consumer-brand relationship. This research offers two studies as a first step in investigating young consumers’ perceptions of gamification tactics firms use and offers several future directions.
      Citation: Young Consumers
      PubDate: 2021-02-04
      DOI: 10.1108/YC-10-2020-1221
      Issue No: Vol. 21, No. 4 (2021)
       
  • The e-learning persuasion through gamification: an elaboration likelihood
           model perspective
    • Authors: Nirma Sadamali Jayawardena
      Abstract: The purpose of this theoretical paper is to introduce a conceptual model to investigate e-learning persuasion through gamification elements using the social psychology theory of elaboration likelihood model (ELM). The author systematically reviewed several theoretical and empirical papers which applied the ELM in various settings. Based on the literature, the author identified six research prepositions which facilitate to investigate e-learning persuasion through gamification. This study contributes to the existing literature by identifying an ELM-based conceptual model which can be used to empirically investigate the e-learning persuasion using gamification elements. Accordingly, the central route persuasion could be conducted through argument quality, demographic differences and technology context facilitated through gamification elements. The peripheral route persuasion could be conducted through variables such as source credibility, social presence and message content. This study contributes important findings to the e-learning research by introducing a conceptual model–based on the social psychology theory of ELM. Thereby, this study introduces a method for the future researchers, to investigate the e-learning persuasion using gamification elements. Further, future researchers can use this model to investigate the e-learning persuasion through gamification in different contexts including primary, secondary and tertiary educational levels. To the best of the author’s knowledge, this study can be considered as the first theoretical paper which developed an ELM-based conceptual model to investigate the e-learning persuasion through gamification in education context.
      Citation: Young Consumers
      PubDate: 2020-12-28
      DOI: 10.1108/YC-08-2020-1201
      Issue No: Vol. 21, No. 4 (2020)
       
  • Uses and gratifications sought by pre-adolescent and adolescent TikTok
           consumers
    • Authors: Christina Bucknell Bossen, Rita Kottasz
      Abstract: The purpose of this paper was to explore the uses and gratifications sought by the primary target market (pre-adolescent and adolescent groups) of a new social media site, TikTok. The paper also sought to identify how much of a role the motivations of self-expression, social recognition and fame-seeking (important considerations within adolescent psychology development) played in the use of this particular social networking sites (SNS). Following meticulous sampling procedures, ensuring national representation and stringent ethical practices, self-completion questionnaires were sent to pupils at 60 schools in the five key administrative regions of Denmark. The data was examined using analysis of variation tests, followed by a two-step cluster analysis using the log-likelihood method. The findings indicated that passive consumptive behaviours were prevalent among both pre-adolescent and adolescent groups and that the gratification of entertainment/affect was the primary driver behind all behaviours: passive consumptive, participatory and contributory. Pre-adolescent groups were more active and heavier users of TikTok than were adolescents. In line with adolescent psychology theories, the authors found that contributory behaviours were motivated by a wish to expand one’s social networks, by fame-seeking, self-expression and identity-creation needs. Pre-adolescent consumers are heavier users and interact more with the TikTok SNS than adolescent consumers, including in relation to seeking out new social networks. This is potentially of great concern as children are less likely to understand the hidden dangers of online predatorial and privacy issues. The authors extend their understanding of the contributory functions of SNS. Motivations of fame-seeking, self-expression and social recognition are key to understanding the uses and gratifications of TikTok consumers, especially during the adolescent years; contrary to scholarly assertions that these motives are often unconscious, the sample of this study assertively and explicitly confirmed these needs. A further novel insight of this study was that both the gratifications of relationship building and relationship maintenance were sought out via the contributory, rather than the participatory function of TikTok.
      Citation: Young Consumers
      PubDate: 2020-11-30
      DOI: 10.1108/YC-07-2020-1186
      Issue No: Vol. 21, No. 4 (2020)
       
  • Cruising down millennials’ fashion runway: a cross-functional study
           beyond Pacific borders
    • Authors: Tat-Huei Cham, Boon Liat Cheng, Caryn Kar Yan Ng
      Abstract: The clothing industry is one of the earmarked industries in many countries following the rising demand and consumption of clothing products among millennials. Malaysia and Thailand are known to be promising markets for this industry in the South East Asia region. The purpose of this study is to investigate the influence of psychological and marketing factors on clothing interest among Generation Y consumers, as well as the interrelationships between self-confidence, product attitude and purchase intention. The impact of nationality was also examined as a moderator on the investigated relationships. The data was collected among Generation Y consumers using a survey questionnaire, which had successfully gathered a total of 388 usable cases from the capital cities of Malaysia (Kuala Lumpur) and Thailand (Bangkok). These cities were selected for being the largest cities in its country which contain the highest number of shopping malls, offices and Generation Y population. Data analysis was then performed using both the SPSS and AMOS software. Findings obtained acknowledged the importance of both psychological (i.e. fashion innovativeness, self-concept, fashion consciousness and need for uniqueness) and marketing (i.e. social media marketing and fashion advertisement) factors towards the clothing interest among Generation Y consumers. Consequently, clothing interest would influence their product attitude, self-confidence and purchase intention, with product attitude and self-confidence as the mediators between clothing interest and purchase intention. Multigroup analysis confirmed that there are differences between Generation Y consumers in both Malaysia and Thailand, where Thai consumers hold a stricter emphasis concerning the influence of social media marketing on clothing interest and self-confidence on purchase intention. This study is one of the very few studies that explored the minimally investigated territory on the consequential importance of clothing interest within the clothing industry, specifically, through extending the literature on the influence of psychological and marketing factors towards the individuals’ clothing interest. Moreover, this study also successfully highlighted the mediation role of product attitude and self-confidence in the relationship between clothing interest and purchase intention.
      Citation: Young Consumers
      PubDate: 2020-11-30
      DOI: 10.1108/YC-05-2020-1140
      Issue No: Vol. 21, No. 4 (2020)
       
  • Nonprofits meet millennials: a hybrid approach of uses and gratifications
           and TAM to identify the drivers of monetary donation intention
    • Authors: Bela Florenthal, Manar Awad, Susan Godar
      Abstract: Nonprofit organizations (NPOs) are increasingly using social media outlets to target millennials for donations of time and money. This study aims to investigate the motivational drivers of millennials’ intention to donate money to charities on social media sites (SMSs). A partial least squares-structural equation modeling (PLS-SEM) method was used to test the proposed model. The results indicate that both information seeking and entertainment, coupled with subjective norm, directly affect millennials’ intention to donate money to NPOs via SMSs. In addition, attitude toward engagement with NPOs on SMSs mediates the impact of credibility (fully, positively), irritation (fully, negatively) and entertainment (partially, positively) on behavior intention. Implications for practitioners are discussed. An integration of two leading theories, Uses and An integration of two leading theories, Uses and Gratifications (U&G) and the Technology Acceptance Model (TAM)—is used to examine the antecedents of donation behavior of this cohort as related to their engagement with NPOs on SMSs. Such an approach has not been used in the past to examine Millennials’ engagement with NPOs on SMSs.
      Citation: Young Consumers
      PubDate: 2020-11-16
      DOI: 10.1108/YC-03-2020-1106
      Issue No: Vol. 21, No. 4 (2020)
       
  • Regulatory fit/nonfit and in-game advertising effectiveness on children
    • Authors: Haiming Hang, Cui-Lin Zhang
      Abstract: The purpose of this paper is to see whether children’ regulatory fit/nonfit can moderate the implicit influence of in-game advertising. An experiment was done with 418 children (aged 7–11) from three primary schools in a middle-size city in China that voluntarily took part in the experiment. Children were randomly allocated to the following four conditions: playing a game without any brands (a control group), playing the same game and exposed to a subtle in-game advertising (a test control group), playing the same branded game with regulatory fit (regulatory fit group) and playing the same branded game with regulatory nonfit (regulatory nonfit group). The results first suggest exposure to in-game advertising makes children more likely to choose it afterward, despite most of them are not aware being exposed to it. The results further suggest children’s regulatory fit does not further increase children’s choice of the focal brand, suggesting linking the focal brand to fun and engaging game experiences is sufficient to influence their brand choice. However, children’s regulatory nonfit attenuates the implicit influence of in-game advertising. By focusing on children’s game strategy, this research complements the extant literature that only focuses on advertising features and/or game character to document the implicit influence of in-game advertising. In addition, by focusing on regulatory fit/nonfit, this paper provides initial evidence how contextual factors such as children’s game strategy may help them cope with advertising influence built on affect transfer.
      Citation: Young Consumers
      PubDate: 2020-11-13
      DOI: 10.1108/YC-03-2020-1117
      Issue No: Vol. 21, No. 4 (2020)
       
  • Exploring children’s reactions to sponsorship transition: a study of
           interpersonal and pro-social demands
    • Authors: Robert James Thomas, Gareth Reginald Terence White, Anthony Samuel
      Abstract: The purpose of this study is to evaluate children’s perceptions and attitudes towards sponsorship transition, specifically the change from Nike to PUMA as kit sponsors for Manchester City Football Club (MCFC) in July 2019. A sample of 368 children, between 7 and 16 years of age were recruited for the study. Using electronic diaries, 1,577 diary entries were captured between February 2019 and March 2020. Data reveals that children conceptualise sponsorship as a social exchange, with sponsoring brands seen as human entities and interaction with them reflecting the dynamism of social and familial relationships. Consequently, children in this study demanded prosocial and interpersonal behaviours from sponsors and sponsee during the transition period. The research has an immediate and direct application for brand managers and the sponsee when considering terminating long-term sponsorship. Both the departing and incoming sponsors can maximise their relationships with these younger fans through an orchestrated departure, arrival and dedicated handover. The findings enable marketing brand managers to effectively evaluate sponsor transition to maximise opportunities to maintain, and indeed start, brand relationships with younger fans. This is the first study that has examined sponsorship children’s responses to sponsorship transition.
      Citation: Young Consumers
      PubDate: 2020-10-26
      DOI: 10.1108/YC-06-2020-1174
      Issue No: Vol. 21, No. 4 (2020)
       
  • Investigating the determinants of behavioral intentions of generation Z
           for recycled clothing: an evidence from a developing economy
    • Authors: Pallavi Chaturvedi, Kushagra Kulshreshtha, Vikas Tripathi
      Abstract: The purpose of this study is to investigate the influence of environmental concern, perceived value, personal norms and willingness to pay on generation Z’s purchase intention for recycled clothing. The data were collected from five Indian universities. A total of 497 usable responses were analyzed. Confirmatory factor analysis was used for examining the validity and reliability of the scales. Further, the structural equation modeling was used to assess the relationship among the constructs. Findings suggested that willingness to pay, environmental concern, perceived value and personal norms influence generation Z’s purchase intention for recycled clothing. Willingness to pay, environmental concern and perceived value were major predictors of purchase intention for recycled clothing. This study holds much importance to the marketers of recycled clothing as it provides useful insights for formulating the appropriate promotional strategies. The study also contributes to the consumer behavior literature by addressing the existing research gap. Most of the studies existing in this area have focused on the manufacturing side only except few which explored the consumption side of recycled clothing. Hence, the current study is an attempt to fill this research gap.
      Citation: Young Consumers
      PubDate: 2020-09-28
      DOI: 10.1108/YC-03-2020-1110
      Issue No: Vol. 21, No. 4 (2020)
       
  • Driving healthcare wearable technology adoption for Generation Z consumers
           in Hong Kong
    • Authors: Man Lai Cheung, Wilson K.S. Leung, Haksin Chan
      Abstract: Young consumers have increasingly adopted wearable health-care technology to improve their well-being. Drawing on generation cohort theory (GCT) and the technology acceptance model (TAM), this study aims to illuminate the major factors that drive the adoption of health-care wearable technology products by Generation Z (Gen-Z) consumers in Hong Kong. A self-administrated online survey was used to collect data from a sample of Gen-Z consumers in Hong Kong with experience in using health-care wearable technology. Data analysis was performed using partial least-squares-structural equation modeling to verify four hypotheses. The results reveal that consumer innovativeness (CI) and electronic word-of-mouth referral (EWOM) are significant predictors of perceived credibility, perceived ease of use and perceived usefulness, which subsequently drive online engagement intention and adoption intention (AI). This research provides practical guidance for marketers of health-care wearable technology products. In particular, CI and EWOM hold the key to young consumers’ product perceptions (and thereby their online engagement and AIs). This research leverages the insights of GCT to enrich the TAM, specifically by including CI and EWOM as antecedents and online engagement as a consequence in the context of health-care wearable technology. The results of an empirical study enhance theoretical understanding of Gen-Z consumers’ perceptions and behavioral intentions toward health-care wearable technology. They also point to actionable recommendations for marketing this new technology to young consumers.
      Citation: Young Consumers
      PubDate: 2020-09-28
      DOI: 10.1108/YC-04-2020-1123
      Issue No: Vol. 21, No. 4 (2020)
       
  • Examining the importance of gamification, social interaction and perceived
           enjoyment among young female online buyers in India
    • Authors: Prashant Raman
      Abstract: The current research has dual motives. Firstly, this study aims to evaluate the effect of gamification on the behavioural intention (BI) of the young female consumers to use online websites for making purchases. Secondly, it examines the role of social interaction and perceived enjoyment (PE) – two antecedents that are considered to have an impact on the female buying behaviour in e-commerce. A model is developed based on the technology acceptance model. The conceptual framework is augmented with additional constructs such as gamification, PE and social interaction. Data from a survey of 898 female respondents from India was collected to assess the proposed framework. The study uses partial least squares structural equation modelling technique to empirically validate the model. Gamification exhibits a favourable influence on BI of young female consumers. Gamification also has a favourable and an indirect influence on BI through social interaction and PE. Although, gamification has a significant influence on perceived usefulness, the latter has no impact on the BI. The BI of using an online shopping website is directly associated with the buying intention. The online retailers need to offer an enjoyable and interactive experience to the female consumers so that the influence of gamification is sustainable. The current research enlarges the ambit of gamification in the e-commerce segment, an area where empirical research is sparse. It highlights the significance of social interaction and PE as mediators. To the best of the author’s knowledge, gamification’s influence on female online buying behaviour has never been analysed before and hence different segmentation and marketing strategies are required to cater to their unique needs.
      Citation: Young Consumers
      PubDate: 2020-09-18
      DOI: 10.1108/YC-05-2020-1148
      Issue No: Vol. 21, No. 4 (2020)
       
  • Young adolescents’ experiences and views on eating and food
    • Authors: Alice Gilmour, Steve Gill, Gareth Loudon
      Abstract: Poor eating habits established during adolescence are likely to lead to negative long-term health consequences. The childhood obesity epidemic is a growing public health concern, largely attributed to obesogenic environments. This study aims to explore the multiple factors contributing positively or negatively to young consumers’ attitudes towards their food consumption. In total, 42 11- to 13-years-old (24 men and 18 women) from three secondary schools in Wales participated in five focus group discussions. The process of thematic analysis resulted in several identified themes that influenced young consumers’ eating habits. Extrapersonal factors compromised: education, peer pressure, parenting, availability and social media; and intrapersonal factors included: health consciousness, taste preferences, convenience and price consciousness. Contrary to previous research, the adolescent participants perceived their parents as more influential than their peer group, even during decision-making in the school canteen. These research findings are beneficial for policy-makers working to develop an age-appropriate multi-factorial approach to promote healthful dietary practices amongst young consumers. For instance, increasing easily accessible food-to-go choices that are not only convenient to purchase and consume but also healthful could improve dietary intake. A novel connection between peer pressure and convenience was discovered. Multiple factors contribute to young consumers’ attitudes towards food and their dietary habits.
      Citation: Young Consumers
      PubDate: 2020-08-31
      DOI: 10.1108/YC-06-2020-1161
      Issue No: Vol. 21, No. 4 (2020)
       
  • Turning narcissists into prosocial agents: explaining young people’s
           online donation behavior
    • Authors: Widya Paramita, Felix Septianto, Rokhima Rostiani, Sari Winahjoe, Handini Audita
      Abstract: This study aims to empirically test the proposition that high narcissistic consumers are more likely to perform donation-related behavior, such as the intention to donate and to share the donation link, compared to low narcissistic consumers when the organization’s reputation is high. Built upon the evolutionary psychology theory, this study proposes that narcissism activates the status motive, and the relationship between narcissism, organization reputation and donation-related behavior can be explained by status motive. The current research comprises two between-subject experimental studies that use both measured and manipulated narcissism subsequently, whereas the organization’s reputation was manipulated in both studies. The results demonstrate that narcissistic consumers are more likely to donate and to share the donation advertisement when the donation organization is perceived as having a high (vs low) prestige. Further, the status motive mediates the effect of narcissism on donation decisions only when the donation organization is perceived as having high (vs low) prestige. This research’s main limitation is that it only examines two alternate ways to improve perceived organization’s reputation (e.g. highlight the organization’s reputational features and link to reputable entities such as celebrities), although organizational literature suggests that perceived organization reputation can be improved in many ways. From a practical perspective, social marketers and donation organizations potentially benefit from this research because it demonstrates that high narcissistic consumers potentially involve in donation-related behaviors more than consumers with low narcissism when the organization is perceived as highly reputable. The current research contributes to the narcissism literature and adds to the evolutionary psychology theory by providing empirical evidence that narcissism, whether manifesting as a trait or a state, can activate a status motive that leads to prosocial behavior, but only when the donation organization is perceived as prestigious.
      Citation: Young Consumers
      PubDate: 2020-08-24
      DOI: 10.1108/YC-11-2019-1070
      Issue No: Vol. 21, No. 4 (2020)
       
  • Identification of consumption patterns: an empirical study in millennials
    • Authors: Diana Escandon-Barbosa, Andrea Hurtado-Ayala, Josep Rialp-Criado, Jairo A. Salas-Paramo
      Abstract: Societal changes and technological development have brought about drastic lifestyle change in the past decades. This drastic change is evident when comparing the lifestyle and general characteristics of generations who have been born immersed in this technological context to those of other generations. The objective of this paper is to analyze brand image (BI) as determinant of brand attitude (AB), and the moderating effect of brand equity (BE), in the use of online information among millennial shoppers from Colombia. In general, the purpose of this paper is to contribute to existing literature related to the importance of generational membership in classifying individuals regarding brand perception (BI, AB and BE) and association with the use of shopping channels between different generations. A hierarchical regression model is estimated with a sample of university students in Colombia who are considered potential coffee consumers, and who were classified as millennials based on their age. The results support that BE effect has a greater impact on AB when consumers have a good BI. Millennials also use more online communication sources to create brand perceptions. Nevertheless, few studies have concurrently analyzed the characteristics of brand building and types of sources of information (online vs offline). This paper attempts to analyze the behavior of millennial consumers and the use of information channels online vs offline to manage brand and analyze BI, AB and BE.
      Citation: Young Consumers
      PubDate: 2020-06-17
      DOI: 10.1108/YC-11-2018-0872
      Issue No: Vol. 21, No. 4 (2020)
       
  • Brand engagement in self-concept (BESC), value consciousness and brand
           loyalty: a study of generation Z consumers in Malaysia
    • Authors: Ahmed Rageh Ismail, Bang Nguyen, Junsong Chen, T.C. Melewar, Bahtiar Mohamad
      Abstract: This study aims to examine the relationship between brand engagement in self-concept (BESC), value consciousness (VC) and brand loyalty among Generation Z consumers. In addition, the study aims to segment the Generation Z consumers based on BESC and VC and examine the differences between the segments. A self-administered questionnaire was developed and administered to a sample of 346 undergraduate students in Malaysia. The hypothesized structural models are tested using partial least squares structural equation modeling. The study also uses cluster analysis to segment the Generation Z consumers. The results reveal that among Generation Z consumers both BESC and VC have a positive effect on brand loyalty. Additionally, the mediation analysis established that BESC plays a mediating role in the relationship between VC and brand loyalty. The study also identified four consumer groups – attentive group, dedicated group, prospective group and switchers group. Furthermore, consumer classification according to BESC can be used by marketers and managers in marketing strategy development. The study has originality and value in developing and testing a new model linking BESC with VC and brand loyalty. Further, market segmentation on the basis of BESC and VC has been rarely studied. Even less, has been studied among Generation Z consumers and this study fills this important gap.
      Citation: Young Consumers
      PubDate: 2020-03-31
      DOI: 10.1108/YC-07-2019-1017
      Issue No: Vol. 21, No. 4 (2020)
       
  • Young Consumers
    •  
 
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