Purpose This study aims to investigate the effect of social influence and value-driven mobile marketing activities on consumers’ acceptance of mobile marketing offers. Design/methodology/approach The method used is survey questionnaire. A proposed model was tested by using structural model analysis and data gathered from 356 Mexico consumers and 346 US consumers. Findings The study shows the number of peers and providing information are the main predictor variables of consumer acceptance of mobile marketing offers in both countries. These results suggest that social value factors are important variables for explaining consumers’ responses to mobile marketing offers across two countries characterized by dissimilar macro-environmental conditions. Research limitations/implications The study’s overall implication about standardization vs adaptation is that social value messages can be standardized across countries. However, the marketing tools and touch points required to communicate any message appeal must be adapted across countries. One limitation in this study is the use of a convenience sample of undergraduate college students. This study did not control for different types of mobile phones and the screen sizes of mobile phones. Practical implications The overall implication of standardization vs adaptation from the study results is that social value messages can be standardized across countries. However, the marketing tools and touch points required to communicate any message appeal must be adapted across countries. Originality/value Unlike previous studies where the emphasis is to explicate the effect of value-oriented mobile activity, this study examines the combined effect of social influence and value-driven mobile activities on acceptance of mobile marketing.
{"title":"Exploring social influence effect on mobile marketing behaviors of young consumers in the USA and Mexico","authors":"Adesegun Oyedele, Emily Goenner","doi":"10.1108/yc-05-2023-1747","DOIUrl":"https://doi.org/10.1108/yc-05-2023-1747","url":null,"abstract":"Purpose This study aims to investigate the effect of social influence and value-driven mobile marketing activities on consumers’ acceptance of mobile marketing offers. Design/methodology/approach The method used is survey questionnaire. A proposed model was tested by using structural model analysis and data gathered from 356 Mexico consumers and 346 US consumers. Findings The study shows the number of peers and providing information are the main predictor variables of consumer acceptance of mobile marketing offers in both countries. These results suggest that social value factors are important variables for explaining consumers’ responses to mobile marketing offers across two countries characterized by dissimilar macro-environmental conditions. Research limitations/implications The study’s overall implication about standardization vs adaptation is that social value messages can be standardized across countries. However, the marketing tools and touch points required to communicate any message appeal must be adapted across countries. One limitation in this study is the use of a convenience sample of undergraduate college students. This study did not control for different types of mobile phones and the screen sizes of mobile phones. Practical implications The overall implication of standardization vs adaptation from the study results is that social value messages can be standardized across countries. However, the marketing tools and touch points required to communicate any message appeal must be adapted across countries. Originality/value Unlike previous studies where the emphasis is to explicate the effect of value-oriented mobile activity, this study examines the combined effect of social influence and value-driven mobile activities on acceptance of mobile marketing.","PeriodicalId":46660,"journal":{"name":"Young Consumers","volume":"13 2","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2023-11-02","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"135875947","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Purpose The continuous evolution of e-commerce with young consumers’ growing interest in online shopping has transformed the retail landscape across the world. With the surge in online sales, counterfeits of luxury goods have also found themselves from brick-and-mortar shelves to online e-commerce sites. Against this backdrop, this study aims to understand and analyse young consumers’ online counterfeit purchase behaviour (OCPB). Additionally, it also aims at identifying the determinants that influence their purchase decisions. Design/methodology/approach Following an extensive review of the literature, the present study pursued a quantitative approach in exploring critical demographic, psychographic, behavioural and situational factors influencing OCPB. The study was conducted in India through an online survey using a structured questionnaire. Findings The findings indicate that young consumers’ OCPB is significantly related to influencing factors like brand consciousness, fashion involvement, face consciousness, impulsive buying tendency, acquisition centrality and utilitarian shopping values. Furthermore, moderating effects of perceived anonymity (PA) and moral disengagement (MD) on OCPB were also observed and validated. Research limitations/implications The study examined the critical factors and their linkages while building upon a structural framework on OCPB, keeping India as a representative sample. The proposed framework will bring more clarity and further insights that will help scholars expand the research domain with more cross-cultural studies and aid brand e-marketers to strategize their action towards developing strong brand aesthetic values. Originality/value The study contributes towards the literature by introducing PA and MD vis-à-vis building a framework for studying young consumers’ OCPB.
{"title":"Online counterfeit purchase behaviour: moderating effect of perceived anonymity and moral disengagement","authors":"Kaushik Samaddar, Sanjana Mondal, Aradhana Gandhi","doi":"10.1108/yc-10-2022-1621","DOIUrl":"https://doi.org/10.1108/yc-10-2022-1621","url":null,"abstract":"Purpose The continuous evolution of e-commerce with young consumers’ growing interest in online shopping has transformed the retail landscape across the world. With the surge in online sales, counterfeits of luxury goods have also found themselves from brick-and-mortar shelves to online e-commerce sites. Against this backdrop, this study aims to understand and analyse young consumers’ online counterfeit purchase behaviour (OCPB). Additionally, it also aims at identifying the determinants that influence their purchase decisions. Design/methodology/approach Following an extensive review of the literature, the present study pursued a quantitative approach in exploring critical demographic, psychographic, behavioural and situational factors influencing OCPB. The study was conducted in India through an online survey using a structured questionnaire. Findings The findings indicate that young consumers’ OCPB is significantly related to influencing factors like brand consciousness, fashion involvement, face consciousness, impulsive buying tendency, acquisition centrality and utilitarian shopping values. Furthermore, moderating effects of perceived anonymity (PA) and moral disengagement (MD) on OCPB were also observed and validated. Research limitations/implications The study examined the critical factors and their linkages while building upon a structural framework on OCPB, keeping India as a representative sample. The proposed framework will bring more clarity and further insights that will help scholars expand the research domain with more cross-cultural studies and aid brand e-marketers to strategize their action towards developing strong brand aesthetic values. Originality/value The study contributes towards the literature by introducing PA and MD vis-à-vis building a framework for studying young consumers’ OCPB.","PeriodicalId":46660,"journal":{"name":"Young Consumers","volume":"96 2","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2023-10-23","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"135365994","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Kristin Stewart, Glen Brodowsky, Donald Sciglimpaglia
Purpose Many believe that any social media harms kids because of frequent use. This study aims to examine these assumptions. It proposes and tests a model that considers two alternative pathways – one negative and one positive – through which social media affects teens’ self-reported subjective well-being. Design/methodology/approach This research used Preacher and Hayes process modeling to conduct path analysis on data collected on 585 teenagers from across the USA. Findings Results showed that along a negative pathway, frequent social media use leads to greater risky social media engagement that ultimately diminishes adolescent’s sense of well-being. Also, and perhaps simultaneously, frequent social media use leads to socially-connected social media use that enhances adolescent’s sense of well-being. Practical implications The research recommends ways parents, policymakers and platforms can encourage teens to use social media to connect with friends while guiding them away from pathways exposing them to risky behaviors. Originality/value Findings show more social media use is not necessarily harmful, but more of some types is bad, while more of others is good.
{"title":"Two roads diverge in cyberspace: dual but opposing social media pathways affecting teens’ well-being","authors":"Kristin Stewart, Glen Brodowsky, Donald Sciglimpaglia","doi":"10.1108/yc-05-2023-1735","DOIUrl":"https://doi.org/10.1108/yc-05-2023-1735","url":null,"abstract":"Purpose Many believe that any social media harms kids because of frequent use. This study aims to examine these assumptions. It proposes and tests a model that considers two alternative pathways – one negative and one positive – through which social media affects teens’ self-reported subjective well-being. Design/methodology/approach This research used Preacher and Hayes process modeling to conduct path analysis on data collected on 585 teenagers from across the USA. Findings Results showed that along a negative pathway, frequent social media use leads to greater risky social media engagement that ultimately diminishes adolescent’s sense of well-being. Also, and perhaps simultaneously, frequent social media use leads to socially-connected social media use that enhances adolescent’s sense of well-being. Practical implications The research recommends ways parents, policymakers and platforms can encourage teens to use social media to connect with friends while guiding them away from pathways exposing them to risky behaviors. Originality/value Findings show more social media use is not necessarily harmful, but more of some types is bad, while more of others is good.","PeriodicalId":46660,"journal":{"name":"Young Consumers","volume":"34 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2023-10-23","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"135365854","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Purpose Electric cars (EC) adoption represents a strategic action aimed at promoting environmental sustainability. Although Millennials and Gen Z represent the greatest potential market for EC, their adoption remains low; thus, this study focused on examining the role of motive in predicting EC adoption intention within these two generations’ population. Built upon the fundamental motive framework, this research explores the motives that lead to EC adoption intention. Subsequently, this study aims to examine the role of performance expectancy as the mediating variable and EC attributes beliefs as the moderating variable that can promote EC adoption intention. Design/methodology/approach Both exploratory and confirmatory methods were used in this investigation. Using an exploratory approach, this research explores the fundamental motives and the attributes of EC that influence EC adoption intention. Using a confirmatory approach, this research tests the mediating role of performance expectancy. To collect the data, an online survey was administered to 260 young consumers in Indonesia. Findings The results of PLS-SEM analysis from the data revealed that self-protection, kin-care, status and affiliative motives influence EC adoption. Furthermore, performance expectancy mediates the relationship between self-protection, mate acquisition, affiliative motives and EC adoption intention. Among EC attributes, the short-haul performance strengthens the indirect relationship between affiliative motive and EC adoption intention. Research limitations/implications The main limitation of this study is that it only focuses on the practical attributes of EC, whereas psychological attributes that were found to be more influential in consumer’s purchase decisions were not examined. Practical implications Marketers need to explore EC attributes that can strengthen the relationship between consumers’ motives and EC adoption intention by increasing consumers’ evaluation of performance expectancy. In this study, marketers can promote short-haul performance, as it will lead to EC adoption for consumers with affiliative motives. Originality/value This study ties together two lines of research on the adoption of EC, exploring EC attributes and examining consumers’ motivation to choose EC, especially Millennials and Gen Z. In this way, EC attributes facilitate the fulfillment of consumers’ needs and promote EC adoption intention.
{"title":"For me, for you, or for the environment? Explaining young consumers’ motives for adopting electric cars based on the fundamental motive framework","authors":"Widya Paramita, Rokhima Rostiani, Rahmadi Hidayat, Sahid Susilo Nugroho, Eddy Junarsin","doi":"10.1108/yc-12-2022-1660","DOIUrl":"https://doi.org/10.1108/yc-12-2022-1660","url":null,"abstract":"Purpose Electric cars (EC) adoption represents a strategic action aimed at promoting environmental sustainability. Although Millennials and Gen Z represent the greatest potential market for EC, their adoption remains low; thus, this study focused on examining the role of motive in predicting EC adoption intention within these two generations’ population. Built upon the fundamental motive framework, this research explores the motives that lead to EC adoption intention. Subsequently, this study aims to examine the role of performance expectancy as the mediating variable and EC attributes beliefs as the moderating variable that can promote EC adoption intention. Design/methodology/approach Both exploratory and confirmatory methods were used in this investigation. Using an exploratory approach, this research explores the fundamental motives and the attributes of EC that influence EC adoption intention. Using a confirmatory approach, this research tests the mediating role of performance expectancy. To collect the data, an online survey was administered to 260 young consumers in Indonesia. Findings The results of PLS-SEM analysis from the data revealed that self-protection, kin-care, status and affiliative motives influence EC adoption. Furthermore, performance expectancy mediates the relationship between self-protection, mate acquisition, affiliative motives and EC adoption intention. Among EC attributes, the short-haul performance strengthens the indirect relationship between affiliative motive and EC adoption intention. Research limitations/implications The main limitation of this study is that it only focuses on the practical attributes of EC, whereas psychological attributes that were found to be more influential in consumer’s purchase decisions were not examined. Practical implications Marketers need to explore EC attributes that can strengthen the relationship between consumers’ motives and EC adoption intention by increasing consumers’ evaluation of performance expectancy. In this study, marketers can promote short-haul performance, as it will lead to EC adoption for consumers with affiliative motives. Originality/value This study ties together two lines of research on the adoption of EC, exploring EC attributes and examining consumers’ motivation to choose EC, especially Millennials and Gen Z. In this way, EC attributes facilitate the fulfillment of consumers’ needs and promote EC adoption intention.","PeriodicalId":46660,"journal":{"name":"Young Consumers","volume":"301 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2023-10-13","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"135804616","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Ulla-Maija Sutinen, Roosa Luukkonen, Elina Närvänen
Purpose This study aims to examine adolescents’ social media environment connected to unhealthy food marketing. As social media have become a ubiquitous part of young people’s everyday lives, marketers have also shifted their focus to these channels. Literature on this phenomenon is still scarce and often takes a quite narrow view of the role of marketing in social media. Furthermore, the experiences of the adolescents are seldom considered. Design/methodology/approach Using a sociocultural approach and netnographic methodology, this study presents findings from a research project conducted in Finland. The data consist of both social media material and focus group interviews with adolescents. Findings The findings elaborate on unhealthy food marketing to adolescents in social media from two perspectives: sociocultural representations of unhealthy foods in social media marketing and social media influencers connecting with adolescents. Originality/value The study broadens and deepens the current understanding of unhealthy food marketing to adolescents taking place in social media. The study introduces a novel perspective to the topic by looking at it as a sociocultural phenomenon.
{"title":"“Tag a person who loves candy” – sociocultural approach to unhealthy food marketing to adolescents in social media","authors":"Ulla-Maija Sutinen, Roosa Luukkonen, Elina Närvänen","doi":"10.1108/yc-04-2023-1726","DOIUrl":"https://doi.org/10.1108/yc-04-2023-1726","url":null,"abstract":"Purpose This study aims to examine adolescents’ social media environment connected to unhealthy food marketing. As social media have become a ubiquitous part of young people’s everyday lives, marketers have also shifted their focus to these channels. Literature on this phenomenon is still scarce and often takes a quite narrow view of the role of marketing in social media. Furthermore, the experiences of the adolescents are seldom considered. Design/methodology/approach Using a sociocultural approach and netnographic methodology, this study presents findings from a research project conducted in Finland. The data consist of both social media material and focus group interviews with adolescents. Findings The findings elaborate on unhealthy food marketing to adolescents in social media from two perspectives: sociocultural representations of unhealthy foods in social media marketing and social media influencers connecting with adolescents. Originality/value The study broadens and deepens the current understanding of unhealthy food marketing to adolescents taking place in social media. The study introduces a novel perspective to the topic by looking at it as a sociocultural phenomenon.","PeriodicalId":46660,"journal":{"name":"Young Consumers","volume":"29 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2023-10-09","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"135043557","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Purpose This study aims to identify the key factors that influence the intention and behavior of Chinese consumers toward purchasing organic food. The extended theory of planned behavior (TPB) model is adopted as the underlying theory to explore the relationship between attitudes (ATT), subjective norms (SN) and perceived behavioral control (PBC) on consumers’ intention and behavior to buy organic food. Trust (TR) and the moderating role of short food supply chain preferences (SFSCPs) were integrated to address the research gap. Design/methodology/approach Three hundred three questionnaire responses were received from organic food buyers in China using a convenience sampling method. Structural equation modeling was used to analyze the data and to examine the relationship between the various constructs. Findings The results demonstrated that the purchase intention (PI) of Chinese consumers correlates positively with ATT, SN, PBC and TR. Additionally, the results show that consumers’ SFSCPs positively moderate the relationship between PI and purchase behavior (PB). Practical implications The findings of this study provide valuable insights for marketers to develop compelling messages that evoke positive ATT, establish consumer TR and integrate short food supply chains to drive PB. The study can also be useful to policymakers and other supply chain participants. Social implications An increased understanding of the factors influencing Chinese organic food consumption can contribute to promoting healthier food choices, supporting sustainable agriculture and fostering environmentally friendly consumption habits. Originality/value This research contributes to the existing pool of knowledge by incorporating TR into the conventional TPB. The study also introduces SFSCP as a moderating variable on the relationship between PI and PB.
{"title":"Evaluating the purchasing behavior of organic food among Chinese consumers","authors":"Haiyan Huo, Fauziah Sh. Ahmad, Bryan Teoh","doi":"10.1108/yc-04-2023-1721","DOIUrl":"https://doi.org/10.1108/yc-04-2023-1721","url":null,"abstract":"Purpose This study aims to identify the key factors that influence the intention and behavior of Chinese consumers toward purchasing organic food. The extended theory of planned behavior (TPB) model is adopted as the underlying theory to explore the relationship between attitudes (ATT), subjective norms (SN) and perceived behavioral control (PBC) on consumers’ intention and behavior to buy organic food. Trust (TR) and the moderating role of short food supply chain preferences (SFSCPs) were integrated to address the research gap. Design/methodology/approach Three hundred three questionnaire responses were received from organic food buyers in China using a convenience sampling method. Structural equation modeling was used to analyze the data and to examine the relationship between the various constructs. Findings The results demonstrated that the purchase intention (PI) of Chinese consumers correlates positively with ATT, SN, PBC and TR. Additionally, the results show that consumers’ SFSCPs positively moderate the relationship between PI and purchase behavior (PB). Practical implications The findings of this study provide valuable insights for marketers to develop compelling messages that evoke positive ATT, establish consumer TR and integrate short food supply chains to drive PB. The study can also be useful to policymakers and other supply chain participants. Social implications An increased understanding of the factors influencing Chinese organic food consumption can contribute to promoting healthier food choices, supporting sustainable agriculture and fostering environmentally friendly consumption habits. Originality/value This research contributes to the existing pool of knowledge by incorporating TR into the conventional TPB. The study also introduces SFSCP as a moderating variable on the relationship between PI and PB.","PeriodicalId":46660,"journal":{"name":"Young Consumers","volume":"207 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2023-10-06","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"135304274","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Purpose With the growth in online purchasing, the return of distressed shipments also increased. The return experience of the online shopper has a huge impact on their next purchase decision-making. This explanatory research aims to identify and empirically explain factors related to the online buyer’s return experience that influence the repurchase intention of young buyers. Design/methodology/approach Primary data were collected from 235 active online young buyers who have experienced returning the goods through a structured questionnaire. Structural equation modeling is used for analyzing the data. Findings This study reveals that an online return policy leniency strongly supports service recovery quality, expected return convenience, buyer trust and satisfaction, which lead to repurchase intentions. Moreover, return satisfaction positively impacts repurchase intention while mediating young buyer trust. Originality/value This study is one of the few relevant pieces of research that would benefit e-tailers to improve their product return policy and compel young buyers’ intention to make a repeat purchase.
{"title":"Influence of return convenience on young buyers’ repurchase intentions","authors":"Waqar Ahmed, Sehrish Huma, Syed Umair Ali","doi":"10.1108/yc-02-2023-1691","DOIUrl":"https://doi.org/10.1108/yc-02-2023-1691","url":null,"abstract":"Purpose With the growth in online purchasing, the return of distressed shipments also increased. The return experience of the online shopper has a huge impact on their next purchase decision-making. This explanatory research aims to identify and empirically explain factors related to the online buyer’s return experience that influence the repurchase intention of young buyers. Design/methodology/approach Primary data were collected from 235 active online young buyers who have experienced returning the goods through a structured questionnaire. Structural equation modeling is used for analyzing the data. Findings This study reveals that an online return policy leniency strongly supports service recovery quality, expected return convenience, buyer trust and satisfaction, which lead to repurchase intentions. Moreover, return satisfaction positively impacts repurchase intention while mediating young buyer trust. Originality/value This study is one of the few relevant pieces of research that would benefit e-tailers to improve their product return policy and compel young buyers’ intention to make a repeat purchase.","PeriodicalId":46660,"journal":{"name":"Young Consumers","volume":"26 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2023-10-05","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"134976442","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Joeri Van den Bergh, Patrick De Pelsmacker, Ben Worsley
Purpose The purpose of this study is to identify segments in the Gen Z population (born between 1996 and 2010) in Europe, the USA and Australia, based on brand- and lifestyle-related variables and perceptions about their online activities. This study explores how these segments differ and provide insights into cross-country similarities and differences. Design/methodology/approach An online survey was conducted with 4,304 participants, and cluster analysis and analysis of variance were used to identify and profile Gen Z segments in each of three geographical areas. Findings Five segments in Europe and four segments in the USA and in Australia were identified. Segments differ in terms of the importance they attach to exclusivity, inclusivity and sustainability of brands, how Gen Z members perceive money issues and stand in life and how they perceive their online activities. Similar segments are found in the three geographical areas. Research limitations/implications This study proposes a conceptual and analytical approach for exploring intra-cohort diversity. Future research can apply this approach to different generational cohorts and use it to study intra-cohort diversity in other parts of the world. Practical implications This study provides input for marketing practitioners to create better focused and more effective campaigns. Originality/value Cross-country generational cohort research is scarce, and especially intra-cohort diversity is under-researched. This study offers a deep and fine-grained insight into the diversity of the Gen Z cohort across three geographical areas, based on representative samples in these areas.
{"title":"Beyond labels: segmenting the Gen Z market for more effective marketing","authors":"Joeri Van den Bergh, Patrick De Pelsmacker, Ben Worsley","doi":"10.1108/yc-03-2023-1707","DOIUrl":"https://doi.org/10.1108/yc-03-2023-1707","url":null,"abstract":"Purpose The purpose of this study is to identify segments in the Gen Z population (born between 1996 and 2010) in Europe, the USA and Australia, based on brand- and lifestyle-related variables and perceptions about their online activities. This study explores how these segments differ and provide insights into cross-country similarities and differences. Design/methodology/approach An online survey was conducted with 4,304 participants, and cluster analysis and analysis of variance were used to identify and profile Gen Z segments in each of three geographical areas. Findings Five segments in Europe and four segments in the USA and in Australia were identified. Segments differ in terms of the importance they attach to exclusivity, inclusivity and sustainability of brands, how Gen Z members perceive money issues and stand in life and how they perceive their online activities. Similar segments are found in the three geographical areas. Research limitations/implications This study proposes a conceptual and analytical approach for exploring intra-cohort diversity. Future research can apply this approach to different generational cohorts and use it to study intra-cohort diversity in other parts of the world. Practical implications This study provides input for marketing practitioners to create better focused and more effective campaigns. Originality/value Cross-country generational cohort research is scarce, and especially intra-cohort diversity is under-researched. This study offers a deep and fine-grained insight into the diversity of the Gen Z cohort across three geographical areas, based on representative samples in these areas.","PeriodicalId":46660,"journal":{"name":"Young Consumers","volume":"50 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2023-10-03","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"135696669","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Purpose Marketing scholars have begun to look at negative emotions that young consumers could develop toward brands, such as brand hate. Brand hate has experienced exponential growth during the past decades in the cosmetic industry. In this frame, the purpose of this paper is to identify the weight of each of the five key drivers of brand hate and to analyze if these weights are the same (or not) for drugstore and luxury make-up brands regarding. Design/methodology/approach To carry on this paper, brand haters in the make-up industry were contacted with the help of cosmetic influencers. Participants of the online questionnaire ( N = 162) were existing young makeup consumers. They were divided into drugstore and luxury makeup brand haters by classifying their identified hated brands into either group. Findings The authors’ results showed, first, that experiential, identity, moral, deficit-value and advertising avoidance all had a positive effect on brand hate, being identity avoidance the strongest one. Second, drugstore and luxury makeup brand haters do not differ, as far as no differences were identified in the strength of each avoidance type on brand hate. Originality/value There is a gap in the literature related to the absence of work investigating brand hate in the make-up industry; moreover, studies measure whether brand hate drivers are the same (or not) for luxury brands and drugstore brands that compete in the same arena. In this framework, this research will provide a specific industry context involving young consumer opinions. Research into consumer–brand relationships has been largely focused on the positive forms, while the negative forms are still a relatively newer area of academic interest. Even more, brand hate has been investigated from a multidimensional approach linking proposals from different authors has been tested.
{"title":"Brand hate in the cosmetic industry: drugstore versus luxury make-up brands","authors":"Sharon Xin Ying Ong, Natalia Vila-Lopez","doi":"10.1108/yc-10-2022-1624","DOIUrl":"https://doi.org/10.1108/yc-10-2022-1624","url":null,"abstract":"Purpose Marketing scholars have begun to look at negative emotions that young consumers could develop toward brands, such as brand hate. Brand hate has experienced exponential growth during the past decades in the cosmetic industry. In this frame, the purpose of this paper is to identify the weight of each of the five key drivers of brand hate and to analyze if these weights are the same (or not) for drugstore and luxury make-up brands regarding. Design/methodology/approach To carry on this paper, brand haters in the make-up industry were contacted with the help of cosmetic influencers. Participants of the online questionnaire ( N = 162) were existing young makeup consumers. They were divided into drugstore and luxury makeup brand haters by classifying their identified hated brands into either group. Findings The authors’ results showed, first, that experiential, identity, moral, deficit-value and advertising avoidance all had a positive effect on brand hate, being identity avoidance the strongest one. Second, drugstore and luxury makeup brand haters do not differ, as far as no differences were identified in the strength of each avoidance type on brand hate. Originality/value There is a gap in the literature related to the absence of work investigating brand hate in the make-up industry; moreover, studies measure whether brand hate drivers are the same (or not) for luxury brands and drugstore brands that compete in the same arena. In this framework, this research will provide a specific industry context involving young consumer opinions. Research into consumer–brand relationships has been largely focused on the positive forms, while the negative forms are still a relatively newer area of academic interest. Even more, brand hate has been investigated from a multidimensional approach linking proposals from different authors has been tested.","PeriodicalId":46660,"journal":{"name":"Young Consumers","volume":"25 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2023-09-18","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"135109534","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Abubakar Sadiq Muhammad, Ibrahim Adeshola, Labaran Isiaku
Purpose Generation Z (Gen-Z), sometimes known as “digital natives”, represents the first generation to become immersed in digital communication. In a multicultural environment, this study aims to explore which types of factors are most beneficial in connection with Gen-Z’s impulsive purchase behaviour. Design/methodology/approach This study adopts an exploratory sequential mixed-method design, incorporating both qualitative and quantitative approaches. In Study 1, focus group discussions are conducted to address “why” and “how” questions, whereas Study 2 uses a quantitative method to test the hypothetical model. The model is assessed using structural equation modelling. This study used the stimulus–organism–response (SOR) framework in the context of Instagram. Findings Building on Mehrabian and Russell’s (1974) concept and focus group discussions, Study 1 introduces a novel SOR model tailored to Instagram. In Study 2, the model is tested, and results confirm most hypotheses, except for three. Factors such as aesthetic appeal, scarcity promotions and discounted prices stimulate impulse buying behaviour in Gen-Z. Positive emotional responses evoked by these factors also influence impulse buying, whereas the impact of negative emotional responses is found to be insignificant. Originality/value This mixed-methods study enhances the theoretical understanding of Gen-Zers’ impulse buying behaviour by highlighting the influence of diverse independent variables. By using the SOR framework, it reveals the intricate emotional aspects impacting impulsive purchase decisions. The research provides new insights into online impulsive buying behaviour, particularly relevant to consumer psychology and behavioural economics among young collectivist consumers.
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