Subjects -> ADVERTISING AND PUBLIC RELATIONS (Total: 23 journals)
Showing 1 - 8 of 8 Journals sorted by number of followers
Book History     Full-text available via subscription   (Followers: 120)
Journal of Marketing Research     Full-text available via subscription   (Followers: 71)
Journal of Marketing     Full-text available via subscription   (Followers: 50)
Journal of Consumer Psychology     Hybrid Journal   (Followers: 44)
International Journal of Complexity in Leadership and Management     Hybrid Journal   (Followers: 28)
Design and Culture : The Journal of the Design Studies Forum     Hybrid Journal   (Followers: 26)
Journal of International Marketing     Full-text available via subscription   (Followers: 24)
International Journal of Advertising     Full-text available via subscription   (Followers: 22)
Journal of Advertising     Hybrid Journal   (Followers: 20)
Public Relations Review     Hybrid Journal   (Followers: 16)
International Journal of Market Research     Hybrid Journal   (Followers: 14)
Journal of Advertising Research     Full-text available via subscription   (Followers: 14)
Journal of Public Policy & Marketing     Full-text available via subscription   (Followers: 14)
Journal of Public Relations Research     Hybrid Journal   (Followers: 12)
Foundations and Trends® in Marketing     Full-text available via subscription   (Followers: 12)
Advertising & Society Review     Full-text available via subscription   (Followers: 10)
Journal of Interactive Advertising     Open Access   (Followers: 7)
Public Relations Inquiry     Hybrid Journal   (Followers: 5)
Journal of Current Issues & Research in Advertising     Hybrid Journal   (Followers: 5)
Young Consumers: Insight and Ideas for Responsible Marketers     Hybrid Journal   (Followers: 4)
Place Branding and Public Diplomacy     Hybrid Journal   (Followers: 1)
Revista Internacional de Relaciones Públicas     Open Access   (Followers: 1)
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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 (It can contain Open Access articles)
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)
       
  • Young Consumers

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