Young Consumers
Issue(s) available: 92 – From Volume: 3 Issue: 2, to Volume: 25 Issue: 3
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Volume 10
Something to chew on: assessing what students want from campus dining services
Luana Nanu, Imran Rahman, Mark Traynor, Lisa CainThis exploratory study aims to integrate both quantitative and qualitative methods to examine the influence of contemporary university dining attributes and practices on student…
Green consumption behaviour among higher education students as an approach to achieving sustainable source reduction of marine plastic pollution
Iddrisu Salifu, Francis Arthur, Sharon Abam NorteyMarine plastic pollution (MPP) is increasing in recent times because of the high usage of plastic products. Green consumption behaviour (GCB) gaining attention as effective…
Young adults’ perceived social isolation and e-impulse buying on social commerce platforms: linking roles of perceived stress and hedonic browsing
Felicito Angeles Jabutay, Tan LimpachoteThis paper aims to explore the pathways connecting perceived social isolation, perceived stress, hedonic browsing and e-impulse buying in social commerce.
Victorian (Australian) parents are receptive to a primary school-provided lunch program
Janandani Nanayakkara, Gozde Aydin, Alison O. Booth, Anthony Worsley, Claire MargerisonThis study aims to examine Victorian primary school parents’ perspectives about a potential school-provided lunch program (LP).
Assessing antecedents of Google shopping ads intention to purchase: a multigroup analysis of generation Y and Z
Rodney Graeme Duffett, Jaydi Rejuan CharlesThe substantial expansion of technology and the efficacy of digital platforms in reaching young audiences have led to enhanced targeting and customization of promotional…
Effect of smartphone addiction on compulsive app downloading tendency: protective factors for generation Z consumers
Nadia Jimenez, Sonia San Martin, Paula Rodríguez-TorricoThis study aims to focus on how smartphone addiction impacts young consumer behavior related to mobile technology (i.e. the compulsive app downloading tendency). After a thorough…
The effects of celebrity endorser on consumer advocacy behavior through the customization and entertainment intention – A multivariate analysis
Abul Kalam, Chai Lee Goi, Ying Ying TiongThe purpose of this study is to investigate the effects of celebrity endorsers on consumer advocacy, customization and entertainment intentions based on the notion of the…
Understanding digital consumer culture in Indonesia: a case study on youth community in Jakarta using an actor-network theory approach
Jan Mealino EkklesiaThis study aims to examine digital consumer culture and behavior in the community, namely, 180° Movement Digital Training Center (DTC), in Jakarta, Indonesia. It aims to describe…
Food marketing to young adults: platforms and persuasive power in Canada
Charlene Elliott, Emily Truman, Jordan LeBelFood marketing has long been recognized to influence food preferences, consumption and health, yet little is known about the nature and extent of food marketing to young adults …
Chinese young consumers’ response to negative brand information of electric vehicles – do personal cultural values matter?
Xiaoting Shen, Yimeng Zhao, Jia Yu, Mingzhou YuThis study aims to investigate the responses of young Chinese consumers with different cultural characteristics to negative brand information about electric vehicles.
Customer engagement and intention to purchase attitudes of generation Z consumers toward emojis in digital marketing communications
Rodney Graeme Duffett, Mihlali MarauleEmojis are quickly becoming a popular new language in social media and marketing. The capability to express emotions and make message understanding easier is one of the primary…
Understanding the key drivers in using mobile payment (M-Payment) among Generation Z travellers
Mohd Hafiz Hanafiah, Muhammad Aliff Asyraff, Mohd Noor Ismawi Ismail, Juke SjukrianaThe purpose of this study is twofold. The first objective is to identify the factors that affect Gen Z tourists' M-payment behaviour. Next, this study investigates the…
Young consumers’ impulse buying tendency on social media: an empirical analysis in Vietnam in light of the LST theoretical perspective
Anh D. Pham, Huyen N. Nguyen, Tra T.H. Le, Huyen K. Nguyen, Hang T. Khuat, Huyen T.T. Phan, Hanh T. VuSocial commerce has brought about a significant transformation in consumer experience due to diverse factors. As a result, users often find themselves prone to impulsive buying…
Time is target for gen Z: increased time online during the pandemic and cyber victimization
Lisa H. Rosen, Linda J. Rubin, Savannah Dali, Daisie M. Llanes, Ahissa Lopez, Ashton E. Romines, Samantha A. SaundersThe COVID-19 pandemic dramatically altered daily life for Gen Z. The purpose of this study was to examine parental perceptions of the pandemic’s effects on their children’s peer…
Brands as drivers of social media fatigue and its effects on users’ disengagement: the perspective of young consumers
Teresa Fernandes, Rodrigo OliveiraSocial media has become an inescapable part of our lives. However, recent research suggests that excessive use of social media may lead to fatigue and users’ disengagement. This…
When young customers co-create value of AI-powered branded app: the mediating role of perceived authenticity
Diem-Trang Vo, Long Thang Van Nguyen, Duy Dang-Pham, Ai-Phuong HoangArtificial intelligence (AI) allows the brand to co-create value with young customers through mobile apps. However, as many brands claim that their mobile apps are using the most…
Gen Z buying patterns: comparing the influence of professional advising and social media engagement
Michael Stoica, Thomas M. HickmanThis paper aims to assess retail shopping avenues for young consumers based on the type of guidance and assistance they pursue (social media vs professional service provider) in…
The effect of online customer reviews and celebrity endorsement on young female consumers’ purchase intentions
Theresa Macheka, Emmanuel Silva Quaye, Neo LigarabaYoung consumers are increasingly using online reviews and celebrity influence to make purchase decisions. The purpose of this study is to ascertain the influence of online…
Green consumption behaviour among Generation Z college students in China: the moderating role of government support
Pick-Soon Ling, Chee-Hua Chin, Jia Yi, Winnie Poh Ming WongGreen consumption behaviour (GCB) has been advocated to mitigate the environmental consequences of traditional consumption patterns. Besides the current circumstances, Generation…
“Fake or not, I’m sharing it”: teen perception about disinformation in social networks
Luisa Dolores Zozaya-Durazo, Charo Sádaba-Chalezquer, Beatriz Feijoo‐FernándezDisinformation has become a latent risk for online audiences, specifically for minors who are commonly exposed to a wide variety of online content at a time they are developing…
Impact of fake news on social networks during COVID-19 pandemic in Spain
María Teresa Macarrón Máñez, Antonia Moreno Cano, Fernando DíezThe pandemic has enhanced the global phenomenon of disinformation. This paper aims to study the false news concerning COVID-19, spread through social media in Spain, by using the…
ISSN:
1747-3616Online date, start – end:
2002Copyright Holder:
Emerald Publishing LimitedOpen Access:
hybridEditor:
- Hiram Ting