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: 16)
Book History     Full-text available via subscription   (Followers: 203)
Design and Culture : The Journal of the Design Studies Forum     Hybrid Journal   (Followers: 30)
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: 31)
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: 45)
Journal of Current Issues & Research in Advertising     Hybrid Journal   (Followers: 10)
Journal of Interactive Advertising     Open Access   (Followers: 16)
Journal of International Marketing     Full-text available via subscription   (Followers: 30)
Journal of Marketing     Full-text available via subscription   (Followers: 60)
Journal of Marketing Research     Full-text available via subscription   (Followers: 75)
Journal of Public Policy & Marketing     Full-text available via subscription   (Followers: 19)
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: 10)
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]
  • Mediating role of hedonic and utilitarian brand attitude between eWOM and
           purchase intentions: a context of brand fan pages in Facebook

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      Authors: Sambashiva Rao Kunja , Arvind Kumar , Bramhani Rao
      Abstract: The purpose of this study is to adopt stimulus-organism-response (S-O-R) theory to reveal the impact of electronic word-of-mouth (eWOM) on buying intentions of young consumers in the presence of hedonic brand attitude (HBA) and utilitarian brand attitude (UBA) as mediators, among smartphone customers in the context of brand fan pages in Facebook. The paper uses a single cross-sectional design to survey a sample of 326 young online customers present in leading smartphone brand fan pages on Facebook in India. A structured questionnaire was used to collect data and replies were recorded on a Likert scale (five-point). The data was subjected to structural equation modelling for model and hypotheses testing. eWOM has a significantly positive influence on the buying intentions of the young. Both HBA and UBA partially mediate the influence of eWOM on buying intentions. The study examines only the personal-oriented functions of attitude and does not investigate the role of social dimensions of attitudes. Its scope is confined to smartphones in the consumer electronics segment and only Facebook among social networking sites. A theoretical contribution to eWOM literature is made by studying it under the lens of S-O-R theory and functional theory of attitudes. Measurement of two different dimensions of attitude, i.e. hedonic and utilitarian, may facilitate managers to comprehend the source of variance in consumers’ decision-making behaviour in the online context. The only study to explore brand attitude as a mediator in its multi-dimensional form, in the context of social eWOM.
      Citation: Young Consumers
      PubDate: 2021-10-15
      DOI: 10.1108/YC-11-2020-1261
      Issue No: Vol. ahead-of-print , No. ahead-of-print (2021)
       
  • Are business students more financially literate' Evidence of
           differences in financial literacy amongst Portuguese college students

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      Authors: Paulo Duarte , Susana Silva , Wilian Ramalho Feitosa , Rui Sebastião
      Abstract: Considering the importance of financial literacy (FL) in people’s lives the goal of this study aims to assess the level of FL of young Portuguese students, addressing the impact of the level of education on the FL of college students. Data from a non-probabilistic sample of 185 students attending higher education bachelor’s and master’s degrees courses in Economics, Management and Marketing was collected between February 25 and March 23, 2019, using an online questionnaire. Descriptive and inferential statistics were computed using IBM SPSS 25 to analyze the data. The findings show that the level of the degree (bachelor’s or master’s degree) and the academic background of the individual’s parents have a positive impact on FL. Moreover, among individuals with a high level of FL, gender and professional situation are additional predictors. Furthermore, the authors observed that the level of FL of Portuguese students attending higher education is overall low, especially in terms of their knowledge of the main financial concepts, which may call for public policies to be implemented so that to reduce this vulnerability. Among limitations is the limited sample collected, restricted to a particular target, Portuguese students attending business-related courses such as Economics, Management and Marketing, either studying for a master’s or bachelor’s degree. This issue restricts the generalization of the overall findings to other students studying different fields. Future studies can collect a random and representative sample. This study test can be replicated to generate a diagnosis in any region or country, identifying how financially literate the region under analysis is. Also, this can be done to verify the evolution of FL after educational interventions. FL is an important competence. In fact, youngsters in the whole world have been suffering from a lack of financial knowledge (FK), and some characteristics of them can push them into indebtedness, and, even bankruptcy, such as a higher level of status consumption, the tendency to have an attitude of self-appraisal, to be self-centered, to seek instant gratification. This study helps to lead to a better understanding of this phenomenon. Addressing college students attending different levels is an add-on to the existing body of literature. This paper contributes to study differences in FL between college and master students, enlightening and evaluating the role of scholarship maturity on financial education. Furthermore, some of the findings challenge the extant knowledge regarding the influence of professional experience, gender and age on the level of FK that students have. Finally, the current approach is innovative as it addresses FK, FL and numeracy in the same study.
      Citation: Young Consumers
      PubDate: 2021-10-11
      DOI: 10.1108/YC-12-2020-1264
      Issue No: Vol. ahead-of-print , No. ahead-of-print (2021)
       
  • Meta-cognitive impairment in processing ingredients: the effects of
           jargon, list length and aids on young consumers’ evaluations of cosmetic
           products

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      Authors: Yalım Özdinç
      Abstract: This study aims to examine the nonidentical impacts of identical panel information that discloses cosmetic ingredients by their English (i.e. low jargon; e.g. vitamin E) versus scientific names (i.e. high jargon; tocopherol instead) presented in short versus crowded panel on young consumers’ confidence in processing ingredients information and product judgements. In the same context, this study also explores the effects of declarative aids provided within the ingredients panel. This study conducted four experiments by using a 2 (jargon: high, low) × 2 (ingredients list: short, long) between-subjects analysis of variance design. Young consumers’ processing-confidence and product evaluations increase (decrease) when the panel is brief (crowded) and presents cosmetic ingredients in low (high) jargon (Experiments 1, 2). However, when it discloses a factual aid [i.e. ingredient functions; e.g. tocopherol (antioxidant)], confidence in processing even the high-jargon information, as well as product judgements, increases irrespective of the panel’s length (Experiment 3). Moreover, a fictitious aid (e.g. dryness-fighting “atomic robots”) stimulates the same effect and bolsters processing confidence and product evaluations irrespective of both jargon and panel’s length (Experiment 4). Despite their heavy use of over-the-counter beauty/cosmetic products, little do we know how young consumers consult and use on-pack ingredients information provided in one format versus the other. To the best of the author’s knowledge, this study is the first experimental work investigating the cosmetics-consuming youth’s reactions to panel format and aids to processing.
      Citation: Young Consumers
      PubDate: 2021-10-04
      DOI: 10.1108/YC-03-2021-1286
      Issue No: Vol. ahead-of-print , No. ahead-of-print (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. ahead-of-print , No. ahead-of-print (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. ahead-of-print , No. ahead-of-print (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. ahead-of-print , No. ahead-of-print (2021)
       
  • COVID vaccine and generation Z – a study of factors influencing
           adoption

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      Authors: Saju Jose
      Abstract: The purpose of this paper is to identify the factors that affect Generation Z behavior in the adoption of the COVID-19 Vaccine. Qualitative data was collected using 30 in-depth interviews from University students, using purposive sampling and the data was subjected to thematic analysis. The interview was done through the Zoom application. The results reveal that the key variables that expedite the adoption process among Generation Z is Observability, Country of Origin, Brand and Word of mouth. Observability is the most influential variable, followed by word of mouth in the adoption of the vaccine. This study holds much importance to the marketers, to come up with carefully orchestrated campaigns to demonstrate the success of the vaccine, which could influence a faster rate of adoption. The research is limited to University students who belong to Generation Z, the studies on other demographic groups could reveal other interesting insights. A quantitative study examining the relationship of the adoption and other variables will conform to the results of the study. The study will allow marketers to come up with effective promotion strategies to encourage the adoption of the COVID 19 vaccine. The emphasis should be given to triggering word of mouth and improving the observability of the effectiveness of the vaccine. The strategies to encourage the adoption of the vaccine could result in reducing the effects of pandemics and further spread of the virus. This study holds much importance to the marketers to come up with carefully orchestrated campaigns to demonstrate the success of the vaccine, which could influence a faster rate of adoption. The study also contributes to the consumer behavior literature by addressing the existing research gap.
      Citation: Young Consumers
      PubDate: 2021-08-25
      DOI: 10.1108/YC-01-2021-1276
      Issue No: Vol. ahead-of-print , No. ahead-of-print (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. ahead-of-print , No. ahead-of-print (2021)
       
  • Customer personal values of hygiene product consumption: a means-end
           analytic approach

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      Authors: Halimin Herjanto , Muslim Amin
      Abstract: Deodorant, as a hygienic product, becomes a daily necessity product and has significant benefits to its users. Yet, the real motivation for consuming deodorant is not fully understood, and therefore, this study aims to join the extant literature in this context by investigating the effect of personal values. A qualitative study using the laddering approach (means-end analytic) was used and 50 college students participated in this study. The hierarchical value maps show that achievement, power, security and benevolent personal values are responsible for millennials deodorant consumption behavior. Fragrance, price and antiperspirant are the most important attributes that appeal to such consumption. The findings also suggested that three different situational factors generated these different personal values. It includes a pre-career environment, puberty and maintaining self-stability. The strongest attributes that appeal to millennials are fragrance, price, antiperspirant, brand, long-lasting quality and packaging. This study offers the means-end approach to the framework of millennials deodorant consumption behavior and which can be implemented to investigate millennials consumption decision-making processes.
      Citation: Young Consumers
      PubDate: 2021-08-02
      DOI: 10.1108/YC-03-2021-1298
      Issue No: Vol. ahead-of-print , No. ahead-of-print (2021)
       
  • To buy or not to buy: how young consumers approach new smart products in
           the social media context

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      Authors: Jieqi Guan , Yui-yip Lau , Huijun Yang , Lianping Ren
      Abstract: This paper aims to explore factors affecting young consumers’ purchasing of new smart products under the influence of social media. Twenty semi-structured, face-to-face, in-depth interviews were conducted with young consumers who used new media, and five extended interviews were conducted with popular smartwatch retailers in Macau. The findings reveal that they tend to garner product information from multiple channels of communication. Social media exert the greatest influence. Reliable information, strong branding and interactions with vendors are also influential, although new product pre-announcements may be boring and difficult to understand. This study presents new insights into diffusion of innovation theory and provides retailers launching smart products with a better understanding of their target young customers’ purchasing behavior.
      Citation: Young Consumers
      PubDate: 2021-07-16
      DOI: 10.1108/YC-12-2020-1272
      Issue No: Vol. ahead-of-print , No. ahead-of-print (2021)
       
  • Is this mine' Psychological ownership and the social media follower

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      Authors: Caroline S.L. Tan
      Abstract: The purpose of this study is to examine psychological ownership (PO) experienced by followers of social media influencers toward both influencer and the product. Data were collected using face-to-face semi-structured interviews that were conducted with 30 respondents and analyzed using thematic analysis. The study demonstrated that the PO experienced by the follower changes under different conditions resulting from perceived value, social currency and follower activity. Social currency plays a vital role in determining the target of PO, often affecting the narrative by the follower. To the best of the author’s knowledge, this is the first paper to examine the transference of PO between product and influencer as experienced by the follower. It provides an understanding on PO that is experienced in different levels of intensity and changes depending on the motive of the follower; hence, transference of PO occurs and it is not a static.
      Citation: Young Consumers
      PubDate: 2021-07-14
      DOI: 10.1108/YC-11-2020-1256
      Issue No: Vol. ahead-of-print , No. ahead-of-print (2021)
       
  • The impact of personality trait and social experience on youngsters’
           intention to purchase impulsively from social commerce platforms

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      Authors: Kusworo Anindito , Yonathan Dri Handarkho
      Abstract: This study aims to determine the impact of personality traits and social experience on Indonesian youngsters’ intention to purchase impulsively from social commerce (SC) platforms. Furthermore, latent state-trait, personal traits and social impact were used to determine the factors influencing this impulsive behavior. This is a theoretical research model with data obtained from 658 Indonesian youngsters between the ages of 18 and 24. The data were prepared using exploratory and confirmatory factors with the structural equation modeling (SEM) approach used to analyze the direct, indirect and moderating effects. The result showed that hedonic motivation is the most influential personality trait construct that directly determines youngsters’ purchasing intention, followed by perceived behavior control. Furthermore, their constructs from social experience, namely, subjective norms and peer communication, significantly have an indirect effect on the dependent variable through mediator hedonic motivation and perceived behavior control. Preliminary studies neglected the social interaction process used by youngsters’ in the impulsive purchase of the SC context. Therefore, this research postulated the associated factors by involving their interplay between personal traits and social experience.
      Citation: Young Consumers
      PubDate: 2021-07-09
      DOI: 10.1108/YC-02-2021-1284
      Issue No: Vol. ahead-of-print , No. ahead-of-print (2021)
       
  • Do we always drink the same coffee' The effect of weight and colour on
           takeaway coffee perception

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      Authors: Asli Sakarya , Ibrahim Taylan Dortyol
      Abstract: Beverage serving affects consumers’ taste and price perceptions. Therefore, the correct selection of the presentation cues is essential when a consumer evaluates a product. This study aims to determine how haptic (weight) and visual (colour) cues of drinking vessels affect the taste and price perception of coffee. The authors created three different experimental designs. Given that coffee is a popular drink among the younger population, the authors invited undergraduate students in the 18–24 age group into this study. The participants tasted the same coffee from cups differ in weight (heavy and normal) and colour (congruent, incongruent and neutral), after which their opinions about the taste and price were recorded. According to the results, increasing the weight of the cup creates a more positive perception of the smell and density of the coffee. Moreover, coffee served in a heavy cup was perceived to be more expensive than in other cups. The authors also found that incongruent cups received a lower score in all evaluations regarding taste perception. In the final experiment, the authors used the weight and colour manipulations together. According to the participants, the most fragrant coffee was perceived from a heavy and congruent cup. Small sample is one of the limitations of this study. Future studies could be conducted with bigger and more diverse sample using different kinds of coffee beans. It will be appropriate for coffee producers to design the cups in light of the said results. The paucity in the existing literature of sensory marketing studies using hot drinks is remarkable, especially takeaway coffee, which is becoming more popular with an increasing number of coffee chains, and needs to be examined in detail.
      Citation: Young Consumers
      PubDate: 2021-07-05
      DOI: 10.1108/YC-03-2021-1292
      Issue No: Vol. ahead-of-print , No. ahead-of-print (2021)
       
  • The influence of consumer Socialization agents and personal attitude in
           the consumption of alcohol among youth in South Africa

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      Authors: Kagiso Matjila , Leeford Edem Kojo Ameyibor , Yvonne Saini
      Abstract: This paper aims to estimate the effects of three socialization agents in the form of advertising exposure, parental influence and peer influence and effects of personal attitude on youth alcohol consumption behaviour in South Africa. A structural equation model was used to test the proposed conceptual model of four hypotheses based on the validated survey data gathered from 300 youth in Johannesburg, South Africa. Empirical results show that advertising, parental influence, peer influence and personal attitude has positive effects on youth alcohol consumption behaviour, with advertising and personal attitude exhibiting statistical significance on alcohol consumption behaviour. The study involves only youthful demographic in the age range of 18–35 and hence suffers from generalizability. The cross-sectional design also limits the findings with respect to time. It provides policymakers insights into important factors to focus on changing drinking behaviour in South Africa. It also improves the understanding of how consumer socialization agents and personal attitudes affect alcohol consumption of young people in South Africa and help deal with the problem through policy changes and social marketing interventions. To the best of the authors’ knowledge, this study is the first to estimate three socialization agents and personal attitude of youth in alcohol consumption behaviour in an emerging market context.
      Citation: Young Consumers
      PubDate: 2021-08-30
      DOI: 10.1108/YC-10-2020-1216
      Issue No: Vol. 22 , No. 4 (2021)
       
  • Reliability and validity of children’s advertising exposure measures

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      Authors: Suzanna Opree , Moniek Buijzen , Eva van Reijmersdal
      Abstract: The aim of this study is to determine which of previously used survey measures can be considered the most appropriate to assess children’s advertising exposure. First, three levels of content specificity for assessing children’s exposure to advertising were distinguished as follows: exposure to the medium, exposure to broad content and exposure to specific (i.e. commercial) content. Second, using longitudinal data from 165 children between 8 and 11 years old, the test-retest reliability and content validity of survey measures from all three levels were examined. Due to societal concerns about the effects of advertising on children’s well-being, research into this topic is expanding. To enhance knowledge accumulation and bring uniformity to the field, a validated standard survey measure of advertising exposure is needed. The aim of this study is to provide such measures for television and internet advertising. The findings suggest that all measures provided solid estimates for children’s television and internet advertising exposure. Yet, due to minor differences in reliability and validity, it may be concluded that television advertising exposure can best be measured by asking children how often they watch certain popular (commercial) television networks, either weighting or not weighting for advertising density. Internet advertising exposure can best be measured by asking children how often they use the internet or how often they visit certain popular websites, weighting for advertising density. The current measures for children’s advertising exposure through traditional media can easily be adapted to fit new media.
      Citation: Young Consumers
      PubDate: 2021-08-08
      DOI: 10.1108/YC-10-2020-1243
      Issue No: Vol. 22 , No. 4 (2021)
       
  • Electronic word-of-mouth in travel social networking sites and young
           consumers’ purchase intentions: an extended information adoption model

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      Authors: Bee Lian Song , Chee Yoong Liew , Jye Ying Sia , Kanesh Gopal
      Abstract: Young consumers are increasing using electronic word-of-mouth (eWOM) in travel social networking sites to make purchase decisions. This paper aims to test the extended Information Adoption Model (IAM) that places perceived usefulness and information adoption as consequences of argument quality, source credibility, information quantity and emotive word comprehension, and as an antecedent of purchase intentions. Data are collected through survey questionnaire from 405 hotel young customers in Malaysia, who had experienced travel social networking sites. The hypothesized relationships were analysed using structural equation modelling. The results show that argument quality, source credibility, information quantity and emotive word comprehension have positive effect on the perceived usefulness of eWOM. Perceived usefulness has positive influence on the information adoption of eWOM, which in turn predicts the young consumers’ purchase intentions. The present study strengthens and advances the existing literature on tourism, social media and marketing by offering an extension to the IAM. The proposed extended model of IAM is verified and applied effectively in the context of eWOM for travel social networking sites. Practitioners and marketers of travel social networking sites can improve the usability and effectiveness of eWOM to attract more young consumers. The study contributes to the extension of IAM by adding information quantity and emotive word comprehension. This research validated the significant roles of eWOM argument quality and source credibility in predicting the information usefulness of eWOM.
      Citation: Young Consumers
      PubDate: 2021-08-04
      DOI: 10.1108/YC-03-2021-1288
      Issue No: Vol. 22 , No. 4 (2021)
       
  • How to empower parental responsibility: parents’ views on personalized
           advertising and online data collection targeting their teens

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      Authors: Sanne Holvoet , Liselot Hudders , Laura Herrewijn
      Abstract: This study aims to explore whether parents perceive themselves as responsible for helping their teenage children (aged 13–17 years) cope with the persuasive effects of personalized advertising and the related process of online data collection. In addition, this study aims to examine how this parental responsibility is shaped. A survey among parents (N = 354) of teenagers between the ages of 13 and 17 years was conducted. Exploratory analyses showed that parents are highly concerned about their teens’ exposure to personalized advertising and online data collection, and that they consider themselves and the commercial companies behind these practices as responsible for protecting teenagers. Furthermore, the study showed that parents who believe that their children have higher levels of media skills presume less negative and more positive influences of personalized advertising on their children. The presumed negative influences increase parental concerns and responsibility, while presumed positive influences decrease parental concerns and responsibility. Most previous studies on personalized advertising and online data collection were conducted among the teenagers themselves or discussed the regulatory framework concerning this topic. This study, however, focuses on one of the most important socialization agents that could help teenagers cope with these practices. To the best of the authors’ knowledge, this is one of the first studies to examine parents’ views regarding personalized advertising targeting teenagers and it provides insights in how parents perceive their own responsibility.
      Citation: Young Consumers
      PubDate: 2021-07-28
      DOI: 10.1108/YC-01-2021-1280
      Issue No: Vol. 22 , No. 4 (2021)
       
  • Fear of missing out and self-disclosure on social media: the paradox of
           tie strength and social media addiction among young users

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      Authors: Abdullah J. Sultan
      Abstract: Past research has examined the extent to which users disclose personal information on social media, but the influence of fear of missing out (FOMO) or other factors on self-disclosure has received little attention. To fill this gap in the social media literature, this paper aims to examine the interrelationships among FOMO, social media addiction and self-disclosure among young users in Kuwait. In addition, the moderating effect of tie strength on the examined relationships is explored. A conceptual framework is developed and tested by applying two-stage structural equation modeling using AMOS to examine the results of an online survey distributed to 1,347 social media users in Kuwait, 25 years of age and younger. Path analysis confirmed an indirect effect of FOMO on self-disclosure mediated by social media addiction. Moreover, the path between FOMO and social media addiction and the path between social media addiction and self-disclosure are moderated by users’ tie strength. That is, higher levels of FOMO are more likely to increase social media addiction and, in turn, self-disclosure activities on social media among young users with weaker ties (compared to stronger ties). Overall, the findings provide support for a moderated mediation model. Ethicists and consumer protection agencies should increase public awareness of the danger to young users with weaker ties of over disclosing personal data on social media and developing FOMO and social media addiction. Mitigation programs are needed to assist these addicted users in gaining control over their social media behaviors, leveraging social media as a powerful social change tool and preventing further damage to their psychological well-being. Although previous research has demonstrated that FOMO, in general, is positively correlated with self-disclosure and social media addiction, the current research provides empirical evidence that these relationships are dependent on users’ tie strength. Additionally, this paper is the first to show a paradoxical effect of tie strength on self-disclosure: tie strength enforces the positive relationship between FOMO and self-disclosure in the absence of social media addiction but weakens this relationship when social media addiction is introduced as a mediator.
      Citation: Young Consumers
      PubDate: 2021-07-16
      DOI: 10.1108/YC-10-2020-1233
      Issue No: Vol. 22 , No. 4 (2021)
       
  • Perception of cosmetics quality in China – comparison between young
           and older consumers

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      Authors: Vít Hinčica , Hana Řezanková , Jingyi Qi
      Abstract: The aim of the paper is to explore how Chinese consumers perceive the quality of cosmetics products and if the Chinese youth differs in the perception from older generations. The paper fills the current research gap in revealing which intrinsic and extrinsic parameters are the most and least associated with cosmetic products’ quality by young and older Chinese consumers. It also inquiries about how other selected factors (e.g. type of store, store’s trade name, the use of influencers, etc.) contribute to the perceived quality of cosmetic products. Primary data were collected from 423 Chinese respondents by an online questionnaire in their native language. Statistical tests of independence, correlation and cluster analysis were applied to reveal the relationships between variables. The highest number of statistically significant dependencies of meritorious variables was associated with age groups of young and older consumers, thus suggesting greater differences in quality perception between younger and older Chinese generations. The paper also confirms that intrinsic cues prevail over extrinsic when consumers evaluate the quality of cosmetic products. The results deepen the understanding of the current preferences of Chinese consumers of cosmetic products when assessing the quality of cosmetics and represent a solid basis for further research. Moreover, they may help companies from the cosmetics industry better comprehend how different categories of people determine cosmetic products’ quality. The paper uses a large convenience sample of respondents from different Chinese regions and points to several differences between younger and older generations of Chinese consumers of cosmetics.
      Citation: Young Consumers
      PubDate: 2021-07-08
      DOI: 10.1108/YC-11-2020-1248
      Issue No: Vol. 22 , No. 4 (2021)
       
  • Effectiveness of the use of threats in communication with children (aged
           from 8 to 12)

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      Authors: Kawther Methlouthi , Ayoub Nefzi
      Abstract: This paper aims to investigate the ability of threatening communication to favorably modify children’s preventive behavior (8–12 years old) in the context of dental hygiene. It also seeks to identify the type of threat that promotes the most children's persuasion (physical/social threat). Multi-method qualitative study was conducted followed by an experimental study to test the influence of threatening communication (social or physical) on children's emotional, cognitive and behavioral responses. This study applies a combination of qualitative and quantitative approaches. First, multi-method qualitative study was used to explore the experience of children's exposure to threatening dental hygiene communications (focus groups, projective technique, individual interviews with dentists, etc.). Then, an experimental study based on a survey data collection to 1496 schoolchildren was conducted to test the influence of threatening communications (social or physical) on children's emotional, cognitive and behavioral responses. Indeed, different experimental situations were created by varying at each time the type of ads to which children were exposed. Results indicate that using threat communications can be a powerful way to convince children to adopt healthy dental hygiene behaviour, and that physical threats are more effective than social threats. The originality of this study is to focus on children’s’ affective and cognitive reactions to threatening dental health communication. This by emphasizing the nature of the threat used in communication (physical or social threat).
      Citation: Young Consumers
      PubDate: 2021-07-01
      DOI: 10.1108/YC-12-2020-1270
      Issue No: Vol. 22 , No. 4 (2021)
       
  • Consumer buying behavior, sense of security and basic economic knowledge
           among young consumers with ASD-Asperger syndrome: an exploratory study

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      Authors: Bożena Frączek , Katarzyna Plutecka , Anna Gagat-Matuła , Anna Czyż
      Abstract: The purpose of this study is to identify consumer buying behavior, sense of security on the market and basic economic knowledge among young people with autism spectrum disorder (ASD) – Asperger Syndrome, while the empirical goal is the development of conclusions and implications, which may be used in consumer strategies. The research consisted of a pilot study and used the diagnostic survey method. A survey questionnaire of the own devising was used. The study used a purposive (arbitrary) sample. This was a non-probability respondent sample, consisting of subjective selection by researchers among a selected closed representative sample, the aim of which was to test the research tool (survey questionnaire) during the pilot study. The survey questionnaire was constructed on the basis of theoretical assumptions explaining consumer buying behavior and on a literature review regarding research conducted in this area. The study was conducted on adolescents aged between 16 and 19 years of age, 40 of whom suffered from ASD – Asperger syndrome and 50 of whom were without ASD – Asperger syndrome (control group). The results indicate a limited range of consumer behaviors, a relatively poor sense of security in consumer (retail) spending and a limited understanding of fundamental consumer issues among young consumers with ASD – Asperger syndrome in comparison to people from the control group. This study suggests that marketers should prepare diverse means of communication with consumers and a variety of sales strategies targeted at consumers with communication disorders. The research may be extended to include the large number of factors that influence consumer behavior among people with ASD – Asperger syndrome, together with the determination of the predictors. The factors contribute to a varying extent to constant changes in consumer behavior, which makes it necessary for longitudinal or even cyclical studies to be carried out. In further research, the research tool should be improved in terms of more precise questions relevant to a given issue and random sampling should be implemented. The research concept can be transferred to other vulnerable groups with communication disorders (e.g. with hearing disorders). To the best of the author’s knowledge, this study is the first to investigate selected aspects of consumer (and financial consumer) behavior among young people with ASD – Asperger syndrome.
      Citation: Young Consumers
      PubDate: 2021-05-26
      DOI: 10.1108/YC-09-2020-1214
      Issue No: Vol. 22 , No. 4 (2021)
       
  • Financial behavior among young adult consumers: the influence of
           self-determination and financial psychology

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      Authors: Heejung Park
      Abstract: In the uncertainty of the global economy, many young adults have financial independence from their parents and are making financial decisions in a difficult financial environment. This study aims to focus on debt management behavior for young adult consumers. The data is from the 2010 National Longitudinal Survey of Youth 1997 (NLSY97). The NLSY97 includes information on US young consumers’ financial, demographic and attitudinal characteristics, as well as various socio-economic conditions, making it convenient to explore the relationships between financial behavior and psychology variables. In the 2010 survey, 4,110 young consumers were interviewed. The results show that self-determination and motivation alone cannot bring about a direct change in financial behavior without the mediation of financial psychology. Therefore, consumer finance research should consider debt-management behavior by presenting different strategies than those currently used. In the self-determination theory, emphasizes the internal grounds for distinguishing self-regulation from personality development and behavior. Specially, this paper deals with the financial behavior of young adult consumers through self-determination theory.
      Citation: Young Consumers
      PubDate: 2021-05-20
      DOI: 10.1108/YC-12-2020-1263
      Issue No: Vol. 22 , No. 4 (2021)
       
  • Young Consumers

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