Young Consumers: Volume 24 Issue 4

Cannabis infused soft drinks - buying behavior amongst Canadian students: An empirical study

Mohamed Bilal Basha, Fazli Wahid, Gail Hafidh

This paper aims to investigate the attraction of cannabis-infused soft drinks beverages among young Canadian consumers in the wake of a rise in multimodal cannabis consumption. It…

An investigation of the nexus between online impulsive buying and cognitive dissonance among Gen Z shoppers: Are female shoppers different?

Youssef Chetioui, Laila El Bouzidi

Though online impulsive buying emerged mostly in Western cultures, it has been widely expanded as a key pattern among online customers in emerging markets. Interestingly, while…

How influencers’ social media posts have an influence on audience engagement among young consumers

Fei Fan, Kara Chan, Yan Wang, Yupeng Li, Michael Prieler

Online influencers are increasingly used by brands around the globe to establish brand communication. This study aims to investigate the characteristics of social media content in…

Generation Z response toward sponsorship disclosure on Instagram: Where do they look? What do they perceive? How do they act?

Patrícia Ianelli Rocha, Marina Lourenção, Adriano Alves Teixeira, Elton Gean Araújo, Janaina de Moura Engracia Giraldi, Jorge Henrique Caldeira de Oliveira

This paper aims to analyze the visual attention, transparency perception and attitude of Brazilian women from generation Z toward sponsorship disclosures with a different number…

The emergence of virtual influencers: a shift in the influencer marketing paradigm

Anand Jhawar, Prashant Kumar, Sanjeev Varshney

This study aims to gain insights into the rise of virtual social media influencers and identify the significant theories governing virtual influencers’ (VIs) interaction with…

Mothers’ self-representations and representations of childhood on social media

Minna Kallioharju, Terhi-Anna Wilska, Annamari Vänskä

The purpose of this paper is to examine mothers’ social media accounts that focus on children’s fashion. The authors probed children’s fashion photo practices as representations…

Using participative techniques to mediate power relationships between the researcher and child participant

Cheryl Greyson, Sara Spear

This study aims to explore how power dynamics affect research with children, focusing on how the projected and perceived role of the researcher and the use of participative…