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: 10)
Book History     Full-text available via subscription   (Followers: 112)
Design and Culture : The Journal of the Design Studies Forum     Hybrid Journal   (Followers: 26)
Foundations and Trends® in Marketing     Full-text available via subscription   (Followers: 11)
International Journal of Advertising     Full-text available via subscription   (Followers: 22)
International Journal of Complexity in Leadership and Management     Hybrid Journal   (Followers: 27)
International Journal of Market Research     Hybrid Journal   (Followers: 14)
Journal of Advertising     Hybrid Journal   (Followers: 20)
Journal of Advertising Research     Full-text available via subscription   (Followers: 14)
Journal of Consumer Psychology     Hybrid Journal   (Followers: 44)
Journal of Current Issues & Research in Advertising     Hybrid Journal   (Followers: 5)
Journal of Interactive Advertising     Open Access   (Followers: 7)
Journal of International Marketing     Full-text available via subscription   (Followers: 24)
Journal of Marketing     Full-text available via subscription   (Followers: 51)
Journal of Marketing Research     Full-text available via subscription   (Followers: 70)
Journal of Public Policy & Marketing     Full-text available via subscription   (Followers: 14)
Journal of Public Relations Research     Hybrid Journal   (Followers: 12)
Place Branding and Public Diplomacy     Hybrid Journal   (Followers: 1)
Public Relations Inquiry     Hybrid Journal   (Followers: 5)
Public Relations Review     Hybrid Journal   (Followers: 16)
Revista Internacional de Relaciones Públicas     Open Access   (Followers: 1)
Young Consumers: Insight and Ideas for Responsible Marketers     Hybrid Journal   (Followers: 4)
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Young Consumers: Insight and Ideas for Responsible Marketers
Journal Prestige (SJR): 0.361
Citation Impact (citeScore): 1
Number of Followers: 4  
 
Hybrid Journal Hybrid journal   * Containing 1 Open Access Open Access article(s) in this issue *
ISSN (Print) 1747-3616 - ISSN (Online) 1758-7212
Published by Emerald Homepage  [360 journals]
  • The changing portrayal of children in Indian advertisements: a comparative
           study of the three decades

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      Authors: Sharuti Choudhary , Subhadip Roy
      Abstract: This study aims to analyse the roles in which children have been portrayed in advertisements over three decades (1990–2000, 2000–2010 and 2010–2020) and what have been the changes in the portrayal of the children, including the changes in product type and target audience. The content of 212 television advertisements was analysed for the study; 32 advertisements belonged to 1990–2000, 38 belonged to 2000–2010 and 142 belonged to 2010–2020. It could be observed that in 2010–2020, marketers had primarily focused on children as their central idea behind making any advertisement. They were projecting children as an emotional and informational tool for attracting adults and children, directly or indirectly. The implications of this study are manifold. Firstly, the study supports the theories of socialisation and the changing role of children in the same. Secondly, the trend over the decades hints at the marketer’s changing strategy behind using children in advertisements to target adult audiences. The significant implication for the practitioner is the possibility of having a child protagonist in an ad for the non-children target audience. This paper is one of the first to analyse the changing role of children in advertisements over a long time horizon.
      Citation: Young Consumers
      PubDate: 2022-05-17
      DOI: 10.1108/YC-10-2021-1402
      Issue No: Vol. ahead-of-print , No. ahead-of-print (2022)
       
  • Studying abroad: the role of consumer cosmopolitanism in the enrolment
           decisions

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      Authors: Miriam Taís Salomão , Susana Costa Silva , José Ricardo Côto
      Abstract: Cosmopolitans transcend their local boundaries by interacting and actively seeking other cultures, and the applications of these characteristics to consumption behaviour is called consumer cosmopolitanism. To outline inferences on what school leavers would experience, consider or do when planning to study abroad, this paper aims to examine people who have experienced Erasmus concerning the relationship between their level and type of consumer cosmopolitanism and the decisions related to enrolling in the Erasmus programme, which include the decision itself, motivations, choice of destination, pursuing cultural differences and search for different levels of globalisation. After proposing a conceptual model, data were collected by surveying undergraduate or postgraduate students. Then a set of multivariate analyses were developed to validate the hypotheses. Contrarily to what could be expected, results indicate that consumer cosmopolitanism decreases the likelihood for students to enrol on the programme. Additionally, three types of consumer cosmopolitanism were found: low, cultural and high cosmopolitans. According to results, low cosmopolitans display lower likelihoods of enrolment than the other two types. This evidence supports that intention to enrol is not always a good predictor of behaviour and that a gap is proven here as well. This study also suggests that cosmopolitan consumers do not reveal a preference for countries with similar/different cultures or levels of globalization to that of their own country, but, conversely, experiencing a different culture remains one of the leading motivations for these consumers. Although cosmopolitanism has been extensively studied in different research fields, its link with the decisions on studying abroad has barely been explored.
      Citation: Young Consumers
      PubDate: 2022-05-06
      DOI: 10.1108/YC-12-2021-1433
      Issue No: Vol. ahead-of-print , No. ahead-of-print (2022)
       
  • Attributes of young adults’ favorite retail shops: a qualitative
           study

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      Authors: Kara Chan , Qiqi Li
      Abstract: The purpose of this paper is to investigate the common attributes of brick-and-mortar retail shops liked by young adults in the digitalized retail context. The 7Ps of the marketing mix were used as a framework to shed insights for marketing strategies. A qualitative study using personal interviews was designed. A convenience sample of 24 young adults from 20 to 22 years of age was asked to take photos, showing the exterior and interior of their favorite shop in Hong Kong. They were interviewed face to face to explain why they like these shops. Other information about the shopping context, including frequency of visits and whether shopping alone or with friends, was collected. The favorite shops of young adults are clothing retailers and stores for snacks. Attributes of favorite shops include stylish product design, variety of choices, cozy physical environment, technology-assisted shopping process and customer-friendly return policy. Young adults seek taste and artistic presentation in consumption. Self-expression and social communication of consumption play a major role in retail brand love. The sample size of this study was small and may not be generalizable to populations of different socioeconomic status. A quantitative survey can be conducted to further examine the topic. This study deepens the understanding of how young adults perceive product, store and process attributes of shops that are related to retail brand love. Tangible qualities such as product and physical space played a more important role than intangible attributes such as friendly frontline or sales staff. The results imply that retailers need to pay attention to a shop’s product offering, interior design, as well as develop a seamless integration of online and offline shopping processes to engage customers. There are very few studies of young consumers and retail brand love using qualitative methods. This study contributes to a deeper understanding of young consumers’ perception of the retail stores that they love in the digitalized retail landscape.
      Citation: Young Consumers
      PubDate: 2022-04-25
      DOI: 10.1108/YC-01-2022-1442
      Issue No: Vol. ahead-of-print , No. ahead-of-print (2022)
       
  • Why do young people do things for the environment' The effect of
           perceived values on pro-environmental behaviour

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      Authors: Peggy Mei Lan Ng , Cherry Tin Yan Cheung
      Abstract: This study aimed to develop an integrative model that comprehensively explores the antecedents of pro-environmental intentions in young people. The study follows customer value theory (CVT) and the theoretical framework of the theory of planned behaviour (TPB). Data was obtained from a field survey of two secondary schools in Hong Kong. A total of 279 young people (age range: 10–12 years old; 53.8% males) were recruited to complete the survey. Smart-PLS 3 was used to test the research model with partial least squares structural equation modelling. The findings provided empirical evidence that the perceived values of children regarding environmentalism play an essential role in developing pro-environmental attitudes and behavioural intentions, such as recycling intention and conservation intention. The results support the utility of TPB for its adoption of attitude and behavioural intention as key components of the model. The use of CVT showed that three dimensions of young people’s perceived values, namely, emotional value, functional value and relational value, predict a pro-environmental attitude, while attitude predicts recycling intention and conservation intention. This study offers crucial insight for schools and the Education Bureau of the Hong Kong Special Administration Region government, who are focussed on spurring the perceived values, attitudes and behavioural intentions of young people towards environmentalism. This study shows that young people’s emotional values, functional values and relational values are important for transforming pro-environmental attitudes into behavioural intentions in young people. This study measured the impact of young people’s perceived values on pro-environmental intentions. Few studies address how perceived values affect young people’s pro-environmental behaviour. This study integrates CVT and TPB to explore the source of young people’s pro-environmental intentions.
      Citation: Young Consumers
      PubDate: 2022-04-21
      DOI: 10.1108/YC-11-2021-1411
      Issue No: Vol. ahead-of-print , No. ahead-of-print (2022)
       
  • To spend or to save' The role of time perspective in the saving
           behavior of children

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      Authors: Agata Trzcińska , Katarzyna Sekścińska , Dominika Maison
      Abstract: This study aims to focus on the possibility of promoting saving behaviors in children by activating a future time perspective (TP) in their thinking. An experimental study of 8- to 11-year-old children (N = 212) was conducted in which future and present hedonistic TPs were induced. The results suggest that inducing a future TP can modify children’s financial behavior, making them more inclined to save their money. However, the induction of a present hedonistic TP had no significant effect on children’s financial decisions. This study improves current theoretical knowledge concerning the effectiveness of psychological interventions in fostering saving behaviors in children and answers the question posed of how the economically desirable behavior of saving may be enhanced in children. Thus, inducing a future TP in children by showing them the benefits of focusing on the future might constitute a useful means of strengthening children’s saving abilities.
      Citation: Young Consumers
      PubDate: 2022-04-11
      DOI: 10.1108/YC-11-2021-1421
      Issue No: Vol. ahead-of-print , No. ahead-of-print (2022)
       
  • Vaping among youth: reasons, realization and intention to quit

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      Authors: Sajani Thapa , Satyendra C. Pandey , Swati Panda , Audhesh K. Paswan , Ashish Ghimire
      Abstract: Vaping has become a prominent public health problem that has impacted young adults. The purpose of this study is to empirically examine the effects of different intrinsic and extrinsic motivations on young adults’ realization of excessive vaping and their intention to quit vaping. A survey was used to collect data from 232 young vapers (primarily Generation Z and Millennials) to test the hypothesized relationships using a covariance-based structural equation model. The findings of this study suggest that “realization of excessive vaping” is negatively associated with “sensation seeking” and positively associated with “deal proneness,” “environmental cues” and “negative repercussion.” The “intention to quit vaping” is negatively associated with “marketing cues” and positively associated with “alternative to smoking” and “environmental cues.” Finally, the “realization of excessive vaping” is positively associated with “intention to quit vaping.” This study takes a two-dimensional approach to understand the complex motivations behind a relatively new addictive behavior – vaping. It contributes to the literature of addictive behavior, social cognitive theory and theory of planned behavior. Further, it has important implications for public policy and the marketing of addictive products to youths.
      Citation: Young Consumers
      PubDate: 2022-04-08
      DOI: 10.1108/YC-12-2021-1429
      Issue No: Vol. ahead-of-print , No. ahead-of-print (2022)
       
  • Weight-related teasing as a source of consumer motivation for impulsive
           purchase intention of weight loss dietary supplements: insights from
           generation Z

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      Authors: Samrat Bharadwaj
      Abstract: As no prior attempt has been made to investigate the role of weight-related teasing (WRT) as a source of motivation towards impulsive purchase intention of weight loss dietary supplements, this study aims to investigate the factors of devalued self-esteem, weight concerns, dysfunctional eating cognitions, depressive symptoms, attitude, subjective norms and perceived behavioural control from a generation Z perspective. A qualitative study and a cross-sectional survey design has been used along with passive research deception approach where data has been obtained from 377 obese and overweight participants from eight major Indian cities using intercept approach. Besides, verifying the questionnaire using principal component analysis and internal consistency, the provided hypotheses are evaluated by structural equation modelling and its related tests. Inductive content analysis method has also been applied for the qualitative analysis. The findings indicate that the hypothesized factors have a considerable influence on one another, implying acceptance of all 12 proposed hypotheses. Additionally, this study suggests that generation Z individuals are swayed more by price and impulsiveness than by product quality. Even though people prefer purchasing such supplements primarily for quicker results, people fear potential health hazards in the future. This study links WRT from a psychosocial perspective by focusing on youth consumer behaviour. With the limited number of works on concerned variables, this study addresses vital issues concerning generation Z individuals’ health attitude.
      Citation: Young Consumers
      PubDate: 2022-03-29
      DOI: 10.1108/YC-11-2021-1424
      Issue No: Vol. ahead-of-print , No. ahead-of-print (2022)
       
  • Boys Go, Girls Go Along: exploring gender and price differences regarding
           themes present on children’s graphic t-shirts

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      Authors: Matthew A. Lapierre , Anjali Ashtaputre , Jennifer Stevens Aubrey
      Abstract: Using gender schema theory, this study aims to explore how children’s graphic t-shirts from clothing retailers in the USA differed on gendered themes for graphic t-shirts targeting boys or girls, in addition to differences for shirts that were higher in cost. This content analysis of children’s t-shirts included 866 child-targeted shirts taken from the online retail portals from 11 clothing retailers in the USA. Shirts were coded for gendered themes on the front torso part of the shirt and included traditional boy themes (e.g. aggression, instrumentality) and girl themes (e.g. compassion, passivity). In addition, the retail prices for each shirt were recorded at the time of data collection. The results demonstrated that children’s graphic t-shirts starkly differentiate between femininity and masculinity based on their target. Boys’ shirts were significantly more likely to feature active themes, whereas girls’ shirts were more likely to focus on social belonging and interpersonal connection. Boys’ shirts were also more likely to display themes linked to dominance/aggression but not compassion. Girls’ shirts were more likely to tout both shyness and attention seeking. Finally, results generally showed that higher priced t-shirts were less likely to feature gender stereotypes than lower-priced t-shirts. To the best of the authors’ knowledge, this is the first known study that has looked at the marketing of children’s clothes in retail environments with a specific focus on gender and gender stereotyping.
      Citation: Young Consumers
      PubDate: 2022-02-03
      DOI: 10.1108/YC-07-2021-1353
      Issue No: Vol. ahead-of-print , No. ahead-of-print (2022)
       
  • Exploring ethical consumption of generation Z: theory of planned behaviour

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      Authors: Elmira Djafarova , Sophie Foots
      Abstract: This study aims to explore the factors that encourage Generation Z consumers to turn an ethical purchase intention into purchase behaviour. Theory of planned behaviour model is applied to understand the Generation Z ethical consumerism. Qualitative method in the form of 18 semi-structured interviews was conducted on participants aged within the Generation Z cohort in the UK. Research findings show that Generation Z has strong awareness and desire towards ethical and environmental issues. Driven in the main by the cohorts unlimited exposure to social media platforms and online resources where information is shared. Generation Z’s frugality limits them to purchase truly ethically in their current life stage. Financial aspirations from this target market suggest a future desire to purchase high value ethical items. Further trends discovered highlighted sustainable lifestyle choices within the generation. Recycling, diet choices and reduced consumption on clothing were expressed. The paper highlights that Generation Z are aware of ethical issues prevalent in society and are doing what they can at this life stage to make a positive impact. This research has valuable implications for both academics and marketers. It provides new insights for scholars into understanding Generation Z decision-making in ethical consumption. It successfully applied the Theory of Planned Behaviour to understand generational consumer behaviour. The findings can assist practitioners to determine effective marketing strategies to persuade Generation Z to act ethically. The research can also be considered when dealing with government legislation when tackling social change in younger population as this appeared important factor for the researched consumers. Marketers should also consider digital influencers as part of their communication campaigns targeting Generation Z users. This search offers a valuable contribution to current academic findings towards Generation Z research as ethical consumers incorporating TPB framework.
      Citation: Young Consumers
      PubDate: 2022-01-31
      DOI: 10.1108/YC-10-2021-1405
      Issue No: Vol. ahead-of-print , No. ahead-of-print (2022)
       
  • I give discounts, I share information, I interact with viewers: a
           predictive analysis on factors enhancing college students' purchase
           intention in a live-streaming shopping environment

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      Authors: Yingyu Zhong , Yingying Zhang , Meng Luo , Jiayue Wei , Shiyang Liao , Kim-Lim Tan , Steffi Sze-Nee Yap
      Abstract: Grounding the research in the stimulus-organism-resource (S-O-R) framework, this study aims to address the research gap of explaining and predicting the relationship between price discounts, interactivity and professionalism on college students’ purchasing intention in live-streaming shopping. It also attempts to understand if trust plays the role of mediator in the effect of these relationships. This study collected data using a questionnaire protocol adapted and refined from the original scales in existing studies. The partial least squares structural equation modeling was used to analyze data collected from 258 college students in China. Other than assessing the path model’s explanatory power, this study examined the model’s predictive power toward predicting new cases using PLS predict. Results indicated that all three predictors have a positive significant relationship with trust, while only price discounts demonstrate a significant relationship with purchase intention. Simultaneously, the mediation results provide support to the S-O-R framework demonstrating that external factors (professionalism, interactivity and price discounts) can arouse organism (trust), which in return, generate a behavioral outcome (purchase intention). This study is the first few studies that focus on college students’ behavioral responses in an online shopping environment. At the same time, this is the first study supplement the explanatory perspective with a predictive focus, which is of particular importance in making sound recommendations on managerial decision-making.
      Citation: Young Consumers
      PubDate: 2022-01-17
      DOI: 10.1108/YC-08-2021-1367
      Issue No: Vol. ahead-of-print , No. ahead-of-print (2022)
       
  • Promoting sustainability on Instagram: How sponsorship disclosures and
           benefit appeals affect the credibility of sinnfluencers

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      Authors: Anna Schorn , Friederike Vinzenz , Werner Wirth
      Abstract: When promoting sustainable products on Instagram, influencer marketing can be an effective tool when they are perceived as credible because consumers usually cannot verify the sustainability of products themselves. However, when they disclose their posts as an ad, their credibility might be weakened which can lead to less interest in the product. Moreover, influencer marketing strategies usually focus on personal benefits and experiences, while advertisements for sustainable products emphasize altruistic motives. The purpose of this study is to investigate if the interest in the product and the credibility might be affected by such different benefit appeals. A 2 (sponsorship: no disclosure vs disclosure) × 2 (benefit: ecological vs personal) between-subjects experiment with influencer posts promoting a sustainable travel accommodation was conducted to investigate how ad disclosures and benefits appeals affect the credibility of sustainability influencers and the interest in sustainable products among young consumers. Disclosures and benefits appeals have no direct impact on the interest in further information about the product but on the credibility of the influencer. If an Instagram post for a sustainable accommodation was labeled as sponsored, the perceived expertise and likeability of the influencer were diminished. However, highlighting personal benefits instead of ecological benefits increased the influencers’ credibility compared to appeals emphasizing benefits for the environment. In addition to sponsorship disclosures, other strategies of advertising literacy might be required to show young consumers how to cope with influencer advertising. Furthermore, it seems to be more important that influencers are popular and liked by their followers than that they are trusted.
      Citation: Young Consumers
      PubDate: 2022-01-11
      DOI: 10.1108/YC-07-2021-1355
      Issue No: Vol. ahead-of-print , No. ahead-of-print (2022)
       
  • Determinants of Millennial behaviour towards current and future use of
           video streaming services

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      Authors: Philip Walsh , Ranjita Singh
      Abstract: This study aims to investigate the evolution of factors that influence the current and future use of video streaming applications by Millennial consumers. Combining technology acceptance, perceived values and user identity theory this study used factor analysis and multiple regression to examine data from a survey of 292 university undergraduates. Millennial’s current and future use of video streaming services remains driven more by social and emotional values and their effect on identity salience with their choice of content. Ease of use, convenience and monetary value remains less of an influence currently but may become more important in the future with the continued maturity of the industry. The results of this study suggest that video streaming service providers should be developing business models that recognize the increasing importance of emotional appeal and self-identity of their service offerings as the industry matures and competition increases. The research is novel in addressing future video streaming service provision by examining changes in young consumer behaviour over time within a similar sample population and considering the growth and technological advancement of video streaming services. The results are significant in addressing the gap that exists in understanding whether perceived values for technology adoption of the same product or service by millennials change over time and the implications that have for product and service providers.
      Citation: Young Consumers
      PubDate: 2021-12-28
      DOI: 10.1108/YC-08-2021-1374
      Issue No: Vol. ahead-of-print , No. ahead-of-print (2021)
       
  • What approach and avoidance factors drive Gen-Z consumers to buy bubble
           tea' An exploratory study

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      Authors: Istijanto , Indria Handoko
      Abstract: Bubble tea has become a popular beverage among the Gen-Z population in recent years, not only in Asia where this beverage originated, but also worldwide. This research aims to understand the motivational factors of Gen-Z consumers in Indonesia in purchasing bubble tea products. This research adopts a qualitative methodology by interviewing 22 Gen-Z consumers living in Indonesia. A thematic-analysis approach and NVivo software are applied for the data analysis. Eight factors, i.e. taste, texture, packaging, store, price, health, trend and brand, play important roles in explaining how the emotional dimensions (pleasure, arousal and dominance) created by the environmental stimuli of bubble tea were approached or avoided within the purchasing behaviors of Gen-Z consumers. This study also identified affiliation behaviors as the result of interactions between the three dimensions. As a qualitative study, this research used a particular and limited context to gain insights. Hence, a broader scale of research using a quantitative approach is recommended to validate the factors influencing purchasing behavior among the Gen-Z population. This study can help practitioners to gain a better understanding of Gen-Z consumers’ behaviors on beverage products and to formulate effective marketing strategies. To the best of the authors’ knowledge, by adopting a qualitative approach, this study is among the first to explore more deeply the emotional dimensions that drive Gen-Z’s decisions regarding whether to purchase a bubble tea product or not.
      Citation: Young Consumers
      PubDate: 2021-12-28
      DOI: 10.1108/YC-08-2021-1376
      Issue No: Vol. ahead-of-print , No. ahead-of-print (2021)
       
  • Do pop-up ads in online videogames influence children’s inspired-to
           behavior'

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      Authors: Amir Zaib Abbasi , Umair Rehman , Ding Hooi Ting , Muhammad Ali Quraishi
      Abstract: Advertising through the videogame has become one of the most effective and prevalent channels of advertisement, especially via pop-up ads – appearing on the screen that interrupts children’s gaming activity. Despite its importance, the effectiveness of pop-up ads and its advertising value in online videogames (O-VGs) to predict children’s inspired-to behavior remains scant. This study aims to investigate the underlying factors that explain the relationship between the four dimensions of pop-up ads and perceived advertising value, which further predicts children’s inspired-to behavior. Data from 196 parents who observed their children while playing O-VGs, were analyzed using Smart-PLS. As the respondents are parents, the authors took extra precautions to ensure that the findings are valid. Results showed that perceived irritation and incentives of pop-up ads do not affect children’s advertising value, whereas perceived informativeness and entertainment of pop-up ads positively impact perceived advertising value among children. Besides, children’s perceived advertising value of pop-up ads in O-VGs predict their inspired-to behavior. This study contributes to children’s inspired-to behavior via empirically studying the perceived advertising value as a potential deriving source of inspiration. Finally, the study provides information for developers/advertisers about why and under what circumstances children perceived advertising value affect inspired-to behavior.
      Citation: Young Consumers
      PubDate: 2021-12-22
      DOI: 10.1108/YC-06-2021-1347
      Issue No: Vol. ahead-of-print , No. ahead-of-print (2021)
       
  • Children’s consumption culture development through Christmas myths:
           ethical implications

         This is an Open Access Article Open Access Article

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      Authors: Ann-Marie Kennedy , Martin K.J. Waiguny , Maree Alice Lockie
      Abstract: This paper seeks to explore the functions of Christmas mythemes for children’s consumption culture development. In addition, the purpose of this study is to provide an insight on the development of Central European Children into customers and how mythemes are associated with the wishing behaviour. Levi-Strauss’ (1955) structural analysis was used to uncover the mythemes of the Christmas story for Austrian children. These mythemes then informed a thematic analysis of 283 Austrian children’s Christmas letters. Campbell’s (1970) functions of myths were used to reflect on the findings. The Christmas mythemes uncovered were found to encourage materialism by linking self-enhancement (good acquirement) with self-transcendent (good behaviour) values. The role of myths to relieve the tension between the incongruent values of collective/other-oriented and materialistic values is expanded upon. Such sanctification of selfish good acquisition is aided by the mythemes related especially to the Christkind and baby Jesus. Instead, marketers should use Christmas mythemes which emphasise family and collective/other-centred values. By first uncovering the “mythemes” related to Christmas, the authors contribute to the academic understanding of Christmas, going beyond origin or single myth understandings and acknowledging the multifaceted components of Christmas. The second contribution is in exploring mytheme’s representation in children’s Christmas letters and reflecting on their functions. This differs from previous literature because it looks at one of the main cultural vehicles for Christmas socialisation and its intersection with the mythemes that feed children’s consumption culture formation. Through the authors’ presentation of a conceptual framework that links mytheme functions with proximal processes using a socioecological viewpoint, the authors demonstrate the guidance of mythemes in children’s development. The third contribution is a reflection on the potential ethical implications for children’s formation of their consumer culture based on the functions of the mythemes. Furthermore, the authors add to the existing body of research by investigating a Central European context.
      Citation: Young Consumers
      PubDate: 2021-12-09
      DOI: 10.1108/YC-05-2021-1333
      Issue No: Vol. 23 , No. 2 (2021)
       
  • Parents’ literacy on mobile advertising aimed at children: a cross -
           cultural approach

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      Authors: Oscar Robayo-Pinzon , Sandra Rojas-Berrio , Patricia Núñez-Gómez , Blanca Miguélez-Juan , Ligia García-Béjar
      Abstract: The use of mobile devices by children and adolescents is increasing significantly; therefore, it is relevant to research the level of advertising literacy (AL) of parents who act as mediators between children and mobile advertising. This study aims to explore the conceptual, moral and attitudinal dimensions of AL and its relationship with different styles of parental control. A cross-sectional survey was applied simultaneously to a sample of parents with children between 5 and 16 years old in three Spanish-speaking countries: Mexico, Spain and Colombia. Participants from the three countries were recruited via online social media networks and were asked to fill in an online survey. A questionnaire, which has been adapted from previous literature to suit the mobile advertising context and the population of interest, was designed. Cross-country samples of varying sizes, with a predetermined quota of 200 participants for each country, were used. The total sample consisted of 1,454 participants. Four factors of mobile AL were found, which, to a greater extent, correspond to the dimensions of AL proposed in the literature. The following are the dimensions that were identified: cognitive, moral, attitudinal and an emerging factor is known as “children’s perceived mobile AL.” Differences in parents’ perceived knowledge of mobile advertising, parental control styles and AL levels in the three countries were identified. Parents with an authoritative style were identified to have more knowledge than those with an indulgent style. Differences were also identified between countries concerning the amount of exposure that children have to mobile advertising, while no significant differences were found in the moral dimension. Marketing practitioners and public policymakers must consider that parents differ in some dimensions of AL. Parents also seem to lack adequate knowledge about the advertising tools available to announcers that affect children and adolescents in a mobile communication environment. Therefore, government agencies should consider developing mobile digital media literacy programs for parents. This paper explores the dimensions of AL applied to the mobile context and identifies the level of parental mobile AL in three Spanish-speaking countries, as well as the differences between these sub-samples concerning parental mobile AL profiles and parental control styles, thus expanding the literature on AL with a cross-cultural approach.
      Citation: Young Consumers
      PubDate: 2021-11-19
      DOI: 10.1108/YC-05-2021-1331
      Issue No: Vol. 23 , No. 2 (2021)
       
  • Influence of cartoon characters on generation alpha in purchase decisions

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      Authors: Ashish Gupta , Jitender Kumar , Tavishi Tewary , Nirmaljeet Kaur Virk
      Abstract: This study aims to understand the influence of cartoon characters on the generation alpha (GA) in purchase decision-making, supported by the theory of planned behaviour. Quantitative study was used to collect data from 294 Indian parents on behalf of their children (between 8 and 12 years) using convenience sampling and 20 items Likert scale questionnaire. Partial least squares-structural equation modelling was used to analyse the data and for hypothesis testing. The study shows the favourable impact of cartoon characters to influence the behaviour of GA while making the final purchase decision. The likability was found to be significantly related to the recall, willingness to try/buy. The recall was significantly related to willingness to try/buy and purchase intention. Willingness to try/but was significantly related to purchase intention, but it has no significant relation with the final purchase decision, whereas purchase intention had significant relation with the final purchase decision. The study indicates that generating likability for cartoon characters among GA is important. Managers should recognize that although parents make the final purchase decision, however, children play an influential role. Advertisers should plan their communication accordingly. An emotional connection with cartoons can influence GA, which further impacts recall, willingness to try/buy, purchase intention and decision. Various studies have been conducted in western countries, but very few studies have been conducted in emerging markets like India, highlighting cartoon characters’ influence on GA’s purchase decision-making, with theoretical underpinnings. The study also explores the importance of GA, an emerging consumer market in today’s digitalized era, which is highly influenced by technological gadgets. It becomes challenging for marketers to promote their products on television to influence GA purchase behaviour.
      Citation: Young Consumers
      PubDate: 2021-11-12
      DOI: 10.1108/YC-06-2021-1342
      Issue No: Vol. 23 , No. 2 (2021)
       
  • Understanding the antecedents of omni-channel shopping by customers with
           reference to fashion category: the Indian millennials’ perspective

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      Authors: Prashant Chaudhary , Archana Singh , Sarika Sharma
      Abstract: The purpose of this study is to understand the antecedents of omni-channel shopping with reference to the intention to purchase fashion products by millennials and their perspective towards the omni-channel method of shopping. The research is based on a quantitative research technique comprising of 302 respondents. A structured questionnaire has been adopted for the survey and to collect data from millennials from India. The questionnaire consisted of 27 constructs, which were measured using a five-point Likert’s scale. In the first step first-order confirmatory factor analysis is carried out, by using the software IBM AMOS-20. The initial model is generated for six constructs, and outcomes are used to analyse the model’s goodness of fit and construct validity. In the second step, the conceptual model is tested through path analysis using structural equation modelling. The findings indicate that perceived usefulness (PU) significantly affects the continuance intention of usage towards omni-channels. Perceived ease of use does not significantly affect continuance intention of towards usage of omni-channels, and it does not seem to have a significant effect on PU. Cost effectiveness and customer engagement of omni-channel have a significant effect on the continuance intention of its use. Finally, continuance intention towards usage of omni-channel does significantly affects the actual use of omni-channel. The research on omni-channel for purchasing fashion products is meagre and this particular study with the usage of Technology Acceptance Model including millennials is adding value towards the knowledge base of marketing. This research develops a theoretical framework building on the technology adoption model and empirically tested it.
      Citation: Young Consumers
      PubDate: 2021-11-12
      DOI: 10.1108/YC-05-2021-1327
      Issue No: Vol. 23 , No. 2 (2021)
       
  • Development of empirically-based customer-derived positioning taxonomy for
           FMCG sector in the Indian emerging market

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      Authors: Natasha Saqib , Ali M. Shah
      Abstract: The purpose of this paper is to develop and validate a positioning taxonomy for the FMCG sector in the Indian emerging market, because a review of the literature shows that existing positioning typologies/taxonomies are based on managerial perspectives rather than consumer/customer perceptions and have only been developed for advanced countries. This study helps to solve this problem by creating a positioning taxonomy for emerging markets. In three phases, this study uses a systematic procedure for developing and validating a scale. Phase 1 consists of item generation and selection based on a review of the literature, focus group sessions and expert opinion. The second phase entails scale refinement via exploratory factor analysis. Confirmatory factor analysis is used in Phase 3 to establish convergent, discriminant and nomological validity. This study’s findings include a consumer-derived taxonomy of positioning strategies that have been tested and validated. There were four distinct positioning strategies that emerged: value for money, being local, premiumization and product attributes. The main implication of this paper is to support researchers in developing and validating measurement scales. The limitations include target populations, choice of industry and geography and cross-sectional time horizon of this study. This study’s practical implications are the four positioning strategies that FMCG managers, advertising and marketing experts in the emerging Indian market could adopt to position their fast moving consumer goods (FMCG) products to achieve the overall success of their organizations. Researchers are provided step-by-step guidance on how to develop and validate a measurement scale. This study adds to the marketing literature by providing both a solid theoretical foundation and a validated instrument for the operationalization of positioning strategies.
      Citation: Young Consumers
      PubDate: 2021-10-28
      DOI: 10.1108/YC-11-2020-1257
      Issue No: Vol. 23 , No. 2 (2021)
       
  • Closer together or further apart' Values of hero generations Y and Z
           during crisis

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      Authors: Shabnam Azimi , Yana Andonova , Charles Schewe
      Abstract: Drawing upon cohort theory, the age-period-cohort framework and the portrait value system, this paper aims to examine differences in basic human values between generations Y and Z as they are shaped by recent major events (most importantly the COVID-19 pandemic). Hypothesized differences between values of generation Y and Z were tested using a content analysis of recent articles (Study 1) and an online survey through a prolific crowdsourcing website (Study 2). This research finds that while both generations value universalism and benevolence, Generation Y is more likely to conform and follow traditions while Generation Z values stimulation, hedonism and achievement more. The top two COVID-19 concerns for both groups were the health of others and financial security. Generation Y is more concerned about the economy while Generation Z is more worried about uncertainty in their future. This paper provides insight into how the current environmental crisis has shaped the values of generations Y and Z and offers an understanding of the similarities and differences in values between these two generations. The findings have direct implications for the design of products/services and for the creation of effective marketing communications to reach these two consumer groups. This research is novel in identifying the basic human values of generations Y and Z as they are shaped by recent events such as the most recent economic recession and COVID-19.
      Citation: Young Consumers
      PubDate: 2021-09-23
      DOI: 10.1108/YC-03-2021-1300
      Issue No: Vol. 23 , No. 2 (2021)
       
  • Parental supervision and control of adolescents’ problematic internet
           use: understanding and predicting adoption of parental control software

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      Authors: Kristin Stewart , Glen Brodowsky , Donald Sciglimpaglia
      Abstract: This paper aims to identify the factors that motivate parents to adopt internet monitoring software (aka parental control software [PCS]) to curb problematic internet usage and safeguard their children online. By doing so, the authors are able to curb problematic internet usage and keep children safe online. An online survey was conducted using a representative sample of 330 parents in the USA with children ages 10 to 15. Results were analyzed using structural equation modeling. This research combines two theories, namely, technology acceptance model (TAM) and protection motivation theory (PMT) to factors that motivate parents to adopt internet monitoring software to help their children. Perceived severity, perceived vulnerability from PMT and personal innovativeness (PI) from TAM, which is related to self-efficacy and the belief that future technologies will require less effort to adopt, are key factors that influence parents’ perceived usefulness of PCS. Perceived usefulness and PI both positively predict parents’ purchase intention for internet monitoring software. The study establishes that there are personal, technology and situational factors that motivate the adoption of PCS. These determinants have implications for how marketers identify potential users and how they might improve the promotion of internet monitoring technologies. The paper extends the application of the technology acceptance model and PMT to predict technology adoption aimed at helping others. Findings show that personal and perceptual factors motivate parents’ adoption of internet monitoring software to curb problematic internet usage and keep children safe online. This paper is the first to combine the technology acceptance model and PMT to explain the adoption of software solutions to protect others online. By doing so, a more thorough account of parents’ technology adoption to protect their children is offered.
      Citation: Young Consumers
      PubDate: 2021-09-23
      DOI: 10.1108/YC-04-2021-1307
      Issue No: Vol. 23 , No. 2 (2021)
       
  • The moderating role of age on social media marketing activities and
           customer brand engagement on Instagram social network

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      Authors: Joe Hazzam*
      Abstract: In the context of fashion brands on Instagram platform, this study aims to investigate the impact of age on the relationships between informative, interactive and trendy social media marketing (SMM) activities, customer brand engagement (CBE) and brand loyalty. A quantitative method was used to collect and analyses the data and to test the conceptual model. In total, 241 usable questionnaires were collected and analyzed using structural equation modeling and multi-group moderation analysis. The results of this study demonstrate that informativeness of SMM activities relates positively and significantly to CBE in all age groups. However, the strength and the significance of interactive and trendy social media activities differ between age groups. This study used only two age groups of college students to answer the research questions. Despite that tech-savvy millennials and generation Z are highly engaged in social media environment, the results may not be representative of the entire population and the findings may be cautiously generalized to other platform types or product categories. By offering a new understanding of perceived SMM in different age groups on Instagram platform, this study contributes to the literature by identifying the types of social media activities that engage different age groups on social media networks.
      Citation: Young Consumers
      PubDate: 2021-09-08
      DOI: 10.1108/YC-03-2021-1296
      Issue No: Vol. 23 , No. 2 (2021)
       
  • Perceptions towards green image of trendy coffee cafés and intention to
           re-patronage: the mediating role of customer citizenship behavior

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      Authors: Andrea Le , Kim-Lim Tan , Siew-Siew Yong , Pichsinee Soonsap , Caple Jun Lipa , Hiram Ting
      Abstract: Drawing upon the stimulus–organism–response (S-O-R) model, the purpose of this study is to examine how perceptions of young customers towards the green image of trendy coffee cafés affect their environmental and product attitudes, and subsequently their citizenship behaviour as well as intention to re-patronage. The mediating effect of customer citizenship behaviour (CCB) is also assessed. The instrument was developed by adapting measurement from the past studies. Using the purposive sampling technique, data were collected online from 207 young customers in Malaysia who frequented the cafés. Partial least squares structural equation modelling (PLS-SEM) was used to perform path modelling and mediation analyses. The findings show that green image stimulates both customers’ environmental attitude and product attitude. Although product attitude is found to have a dominant effect on CCB, the impact of environmental attitude on CCB and re-patronage intention is worth noting. Moreover, advocacy and tolerance significantly mediate the relationship between product attitude and re-patronage intention. This study advances the consumer behaviour literature by determining the influence of green image on two forms of attitudes as well as the mediating role of the multi-dimensional CCB between attitudes and intention to re-patronage trendy coffee cafés among young customers. While the findings confirm the importance of product attitude and the relevance of advocacy and tolerance in relation to re-patronage, the study also highlights the growing awareness of green image among young customers and its implications on knowledge and practice.
      Citation: Young Consumers
      PubDate: 2021-08-23
      DOI: 10.1108/YC-03-2021-1291
      Issue No: Vol. 23 , No. 2 (2021)
       
  • Young Consumers

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