Young Consumers: Volume 21 Issue 1

EWOM firestorm: young consumers and online community

Sasithorn Suwandee, Jiraporn Surachartkumtonkun, Aurathai Lertwannawit

This study aims to examine the influence of homophily in an online community and the effect of electronic word of mouth (eWOM) consensus on young consumers’ attitudes.

Millennials’ attitude toward advertising: an international exploratory study

A. Ben Oumlil, Joseph L. Balloun

Researchers emphasized that only a small effort has addressed the beliefs and attitudes of millennials toward advertising. The purpose of this study is also to respond to…

Children’s pester power, packaging and unhealthy food preference

Juliana Maria Magalhães Christino, Erico Aurelio Abreu Cardozo, Thaís Santos Silva, Caroline Mazzini

This study aims to understand the extent to which packaging influences Brazilian parents' purchasing willingness based on children's food preferences for unhealthy food products.

Compulsive buying among young adults: a behavioural segmentation

Agata Maccarrone-Eaglen, Peter Schofield

The purpose of this study is to re-examine the characteristics of compulsive buying behaviour (CBB) based on a new improved screener. The study analyses young compulsive buyer…

Do you remember me? Women sexual objectification in advertising among young consumers

Lizardo Vargas-Bianchi, Marta Mensa

The purpose of this paper is to examine the effect on brand name recall in advertisements with varying levels of female sexual objectification content among young millennials and…

Young adults’ recognition of native advertising disguised as news

Camelia Catharina Pasandaran, Nina Mutmainnah

The purpose of this paper is to test hypotheses on the effects of native advertising on young media consumers. First, it aims to discover whether the young audience activates…

How can art museums develop new business opportunities? Exploring young visitors’ experience

Wided Batat

So far, most studies in cultural tourism have looked at visitors in relation to the experience itself. This study aims to bring a broader view on what constitutes the daily…