首页 > 最新文献

Young Consumers最新文献

英文 中文
A longitudinal study on organic food continuance behavior of Generation Y and Generation Z: can health consciousness moderate the decision? Y世代和Z世代有机食品延续行为的纵向研究:健康意识能否调节决策?
IF 3 Q1 Economics, Econometrics and Finance Pub Date : 2023-06-16 DOI: 10.1108/yc-09-2022-1606
M. R. Kabir
PurposeThis study examines the organic food continuance behavior (OFCB) of young (Generations Y and Z) Bangladeshi consumers as a part of green consumption for sustainable development. Based on the extended “Theory of Planned Behavior” (TPB), this study investigates the reasons for continuing organic food (OF) consumption. This research aims to create a model highlighting the characteristics influencing Bangladeshi consumers to continue eating OFs while considering the moderating role of health consciousness during the COVID-19 health crisis (CHC).Design/methodology/approachThis is a longitudinal study, the first phase of which was conducted in 2020, whereas the second phase of data collection is completed on December 31, 2021. Thus, a longitudinal research design (N = 196) was used to investigate whether TPB element have the same impact over the period of time in two data collection phases. It also attempted to reveal if there is any change in the level of influences of Knowledge of organic food health benefit (HAK), and health consciousness on OFCB. A structured questionnaire was used to collect data from the participants of Generations Y and Z. Partial least square structural equation modeling validates the proposed research model.FindingsResearch results of phase two ensure that out of the five direct hypotheses related to social norm (SNRM), attitude (ATD), perceived behavioral control (PBRC), HAK and CHC, four (ATD, PBRC, HAK and CHC) significantly influence OFCB of Bangladeshi consumers. SNRM has no significant statistical influence on OFCB. On the other hand, all the direct hypotheses, including SNRM, were accepted during the first phase of the study. Hence, when people begin eating OF and recognize the health benefits, their firm behavioral control ensures that what others think has no significant influence on OFCB.Research limitations/implicationsMost of the data for this study came from those born after 1980, commonly known as Generations Y and Z. Thus, including more data from different age groups may result in different research conclusions. The survey contains a large proportion (62%) of respondents with an income of less than BDT 40,000 per month, a price-sensitive demographic in Bangladesh. The price of OF was not included in this study though price sensitivity may have impacted the study’s findings.Practical implicationsThis research used one moderating and four exogenous variables to determine Bangladeshi consumers’ OFCB. HAK and PBRC are proven to be the strongest determinants. Though health consciousness, Knowledge and self-control are essential, Bangladeshi citizens’ awareness of OF and sustainable consumption is still far below compared to other countries. Consequently, this study urges policymakers to raise health awareness through various social efforts.Social implicationsThe Bangladesh government has various initiatives to encourage sustainable development, including promoting OF consumption. Increas
本研究考察了年轻(Y世代和Z世代)孟加拉国消费者的有机食品延续行为(OFCB),作为可持续发展绿色消费的一部分。本研究以扩展的“计划行为理论”(Theory of Planned Behavior, TPB)为基础,探讨有机食品持续消费的原因。本研究旨在创建一个模型,突出影响孟加拉国消费者继续食用OFs的特征,同时考虑健康意识在COVID-19健康危机(CHC)期间的调节作用。这是一项纵向研究,第一阶段于2020年进行,第二阶段的数据收集于2021年12月31日完成。因此,采用纵向研究设计(N = 196),在两个数据收集阶段考察TPB元素在一段时间内是否具有相同的影响。它还试图揭示有机食品健康益处知识(HAK)和健康意识对OFCB的影响水平是否有任何变化。采用结构化问卷收集Y代和z代参与者的数据。偏最小二乘结构方程建模验证了所提出的研究模型。第二阶段的研究结果表明,在与社会规范(SNRM)、态度(ATD)、感知行为控制(PBRC)、HAK和CHC相关的五个直接假设中,有四个(ATD、PBRC、HAK和CHC)显著影响孟加拉国消费者的OFCB。SNRM对OFCB没有显著的统计影响。另一方面,在研究的第一阶段,包括SNRM在内的所有直接假设都被接受。因此,当人们开始吃OFCB并认识到它对健康的好处时,他们坚定的行为控制确保了别人的想法对OFCB没有显著的影响。本研究的大部分数据来自1980年后出生的人,通常被称为Y代和z代。因此,包括更多来自不同年龄组的数据可能会导致不同的研究结论。该调查包含很大比例(62%)的受访者每月收入低于40,000泰铢,这是孟加拉国对价格敏感的人群。虽然价格敏感性可能影响了研究结果,但of的价格并未包括在本研究中。本研究使用一个调节变量和四个外生变量来确定孟加拉国消费者的OFCB。HAK和PBRC被证明是最强的决定因素。虽然健康意识,知识和自我控制是必不可少的,但孟加拉国公民的健康意识和可持续消费意识与其他国家相比仍然远远低于。因此,本研究敦促决策者通过各种社会努力提高健康意识。社会影响孟加拉国政府采取了各种措施来鼓励可持续发展,包括促进消费。消费的增加将增加需求,导致对有机生产的巨大需求。这种现象对社会有益,因为生物肥料对生态无害,在提高营养含量的同时解决土壤肥力问题,降低疾病风险。这项研究可以作为制定计划的基础,以促进OFs的消费,从而产生有益的社会影响。由于在孟加拉国没有观察到解释OFs持续性的纵向研究,因此本研究对预测可持续消费行为有独特的贡献。
{"title":"A longitudinal study on organic food continuance behavior of Generation Y and Generation Z: can health consciousness moderate the decision?","authors":"M. R. Kabir","doi":"10.1108/yc-09-2022-1606","DOIUrl":"https://doi.org/10.1108/yc-09-2022-1606","url":null,"abstract":"\u0000Purpose\u0000This study examines the organic food continuance behavior (OFCB) of young (Generations Y and Z) Bangladeshi consumers as a part of green consumption for sustainable development. Based on the extended “Theory of Planned Behavior” (TPB), this study investigates the reasons for continuing organic food (OF) consumption. This research aims to create a model highlighting the characteristics influencing Bangladeshi consumers to continue eating OFs while considering the moderating role of health consciousness during the COVID-19 health crisis (CHC).\u0000\u0000\u0000Design/methodology/approach\u0000This is a longitudinal study, the first phase of which was conducted in 2020, whereas the second phase of data collection is completed on December 31, 2021. Thus, a longitudinal research design (N = 196) was used to investigate whether TPB element have the same impact over the period of time in two data collection phases. It also attempted to reveal if there is any change in the level of influences of Knowledge of organic food health benefit (HAK), and health consciousness on OFCB. A structured questionnaire was used to collect data from the participants of Generations Y and Z. Partial least square structural equation modeling validates the proposed research model.\u0000\u0000\u0000Findings\u0000Research results of phase two ensure that out of the five direct hypotheses related to social norm (SNRM), attitude (ATD), perceived behavioral control (PBRC), HAK and CHC, four (ATD, PBRC, HAK and CHC) significantly influence OFCB of Bangladeshi consumers. SNRM has no significant statistical influence on OFCB. On the other hand, all the direct hypotheses, including SNRM, were accepted during the first phase of the study. Hence, when people begin eating OF and recognize the health benefits, their firm behavioral control ensures that what others think has no significant influence on OFCB.\u0000\u0000\u0000Research limitations/implications\u0000Most of the data for this study came from those born after 1980, commonly known as Generations Y and Z. Thus, including more data from different age groups may result in different research conclusions. The survey contains a large proportion (62%) of respondents with an income of less than BDT 40,000 per month, a price-sensitive demographic in Bangladesh. The price of OF was not included in this study though price sensitivity may have impacted the study’s findings.\u0000\u0000\u0000Practical implications\u0000This research used one moderating and four exogenous variables to determine Bangladeshi consumers’ OFCB. HAK and PBRC are proven to be the strongest determinants. Though health consciousness, Knowledge and self-control are essential, Bangladeshi citizens’ awareness of OF and sustainable consumption is still far below compared to other countries. Consequently, this study urges policymakers to raise health awareness through various social efforts.\u0000\u0000\u0000Social implications\u0000The Bangladesh government has various initiatives to encourage sustainable development, including promoting OF consumption. Increas","PeriodicalId":46660,"journal":{"name":"Young Consumers","volume":null,"pages":null},"PeriodicalIF":3.0,"publicationDate":"2023-06-16","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"82872621","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}
引用次数: 3
Using participative techniques to mediate power relationships between the researcher and child participant 运用参与技巧调解研究者与儿童参与者之间的权力关系
IF 3 Q1 Economics, Econometrics and Finance Pub Date : 2023-06-02 DOI: 10.1108/yc-10-2022-1618
Cheryl Greyson, Sara Spear
PurposeThis 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 techniques, can mediate power relationships between the researcher and child, and impact children’s agency.Design/methodology/approachThe research formed part of a wider study on children’s digital device use, with children aged 4 to 11 in a UK school. Eight pairs of children participated in buddy interviews, completing several creative and arts-based activities using a choice of equipment and materials, including PlayDoh, LEGO and most innovatively, Minecraft.FindingsThe study found the researcher’s projected role, and children’s interpretation of this, impacted the power relations in the interviews. A consistent projection was challenging however, and it was necessary for the researcher to adapt their role according to children’s needs and behaviour. Offering children a choice of activities was an effective power sharing strategy, and children’s absorption in these tasks provided a wealth of data from observations and children’s on-task “chatter”.Originality/valueUsing Minecraft as a participative method enabled the children to use their superior technical abilities to take power in the interview, and show their own personal geographies virtually in 3D, and offers potential for other qualitative researchers in conducting research with the agentic child.
目的本研究旨在探讨权力动力学如何影响儿童研究,重点关注研究人员的预期角色和感知角色以及参与技术的使用如何调解研究人员与儿童之间的权力关系,并影响儿童的代理。设计/方法/方法这项研究是对英国一所学校4至11岁儿童使用数字设备的更广泛研究的一部分。八对孩子参加了伙伴访谈,使用选择的设备和材料,包括培乐多、乐高和最具创新性的《我的世界》,完成了几个创造性和艺术基础的活动。研究发现研究人员的预期角色,以及孩子对此的解释,会影响访谈中的权力关系。然而,一个一致的预测是具有挑战性的,研究人员有必要根据儿童的需求和行为来调整他们的角色。让儿童选择活动是一种有效的权力分享策略,儿童对这些任务的专注提供了丰富的观察数据和儿童在任务中的“喋喋不休”。原创性/价值使用《我的世界》作为一种参与性方法,使孩子们能够利用他们优越的技术能力在采访中获得权力,并在3D中虚拟地展示他们自己的个人地理位置,并为其他定性研究人员提供了与代理儿童进行研究的潜力。
{"title":"Using participative techniques to mediate power relationships between the researcher and child participant","authors":"Cheryl Greyson, Sara Spear","doi":"10.1108/yc-10-2022-1618","DOIUrl":"https://doi.org/10.1108/yc-10-2022-1618","url":null,"abstract":"\u0000Purpose\u0000This 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 techniques, can mediate power relationships between the researcher and child, and impact children’s agency.\u0000\u0000\u0000Design/methodology/approach\u0000The research formed part of a wider study on children’s digital device use, with children aged 4 to 11 in a UK school. Eight pairs of children participated in buddy interviews, completing several creative and arts-based activities using a choice of equipment and materials, including PlayDoh, LEGO and most innovatively, Minecraft.\u0000\u0000\u0000Findings\u0000The study found the researcher’s projected role, and children’s interpretation of this, impacted the power relations in the interviews. A consistent projection was challenging however, and it was necessary for the researcher to adapt their role according to children’s needs and behaviour. Offering children a choice of activities was an effective power sharing strategy, and children’s absorption in these tasks provided a wealth of data from observations and children’s on-task “chatter”.\u0000\u0000\u0000Originality/value\u0000Using Minecraft as a participative method enabled the children to use their superior technical abilities to take power in the interview, and show their own personal geographies virtually in 3D, and offers potential for other qualitative researchers in conducting research with the agentic child.\u0000","PeriodicalId":46660,"journal":{"name":"Young Consumers","volume":null,"pages":null},"PeriodicalIF":3.0,"publicationDate":"2023-06-02","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"75139452","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}
引用次数: 0
Mothers’ self-representations and representations of childhood on social media 母亲在社交媒体上的自我表现与童年表现
IF 3 Q1 Economics, Econometrics and Finance Pub Date : 2023-05-19 DOI: 10.1108/yc-06-2022-1541
Minna Kallioharju, Terhi‐Anna Wilska, Annamari Vänskä
PurposeThe 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 of the mothers’ extended self and the kind of childhood representations produced by the social media accounts. They also investigated mothers’ perceptions of children’s privacy when engaging in sharenting – the sharing of information about children or parenting online.Design/methodology/approachThe study is based on 16 semi-structured interviews with Finnish mothers who had Instagram accounts focusing on children’s fashion.FindingsChildren’s fashion photos play a diverse role in mothers’ identity work. The photos can be used to express a mother’s taste and aesthetic skills, to express values, to fit into peer groups and to store memories of oneself and the children. Through the photos, representations of the prevailing Finnish childhood ideals, such as authenticity, naturalness and playfulness, are reproduced. The mothers perceived the children as part of their extended self and justified sharenting with mother- and child-centered arguments.Originality/valueThrough shedding light on the practices of social media fashion photography, this paper provides insights into how commercialism and social media shape cultural expectations for both motherhood and childhood. The paper contributes to previous research on sharenting, extending it to the context of fashion photography.
本文的目的是研究母亲关注儿童时尚的社交媒体账户。作者探讨了儿童的时尚照片实践作为母亲扩展自我的代表,以及社交媒体账户产生的那种童年代表。他们还调查了母亲在分享孩子信息或在网上分享育儿信息时对孩子隐私的看法。设计/方法/方法该研究基于对16位芬兰母亲的半结构化采访,这些母亲在Instagram上有关注儿童时尚的账户。儿童时尚照片在妈妈们的身份识别工作中扮演着不同的角色。这些照片可以用来表达母亲的品味和审美技巧,表达价值观,融入同龄人群体,储存自己和孩子的记忆。通过这些照片,再现了芬兰流行的童年理想,如真实性、自然性和游戏性。母亲们将孩子视为自我延伸的一部分,并以母亲和孩子为中心的争论为育儿辩护。原创性/价值通过对社交媒体时尚摄影实践的揭示,本文提供了商业主义和社交媒体如何塑造对母亲和童年的文化期望的见解。本文是对前人关于sharenting的研究的补充,将其扩展到时尚摄影的语境中。
{"title":"Mothers’ self-representations and representations of childhood on social media","authors":"Minna Kallioharju, Terhi‐Anna Wilska, Annamari Vänskä","doi":"10.1108/yc-06-2022-1541","DOIUrl":"https://doi.org/10.1108/yc-06-2022-1541","url":null,"abstract":"\u0000Purpose\u0000The 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 of the mothers’ extended self and the kind of childhood representations produced by the social media accounts. They also investigated mothers’ perceptions of children’s privacy when engaging in sharenting – the sharing of information about children or parenting online.\u0000\u0000\u0000Design/methodology/approach\u0000The study is based on 16 semi-structured interviews with Finnish mothers who had Instagram accounts focusing on children’s fashion.\u0000\u0000\u0000Findings\u0000Children’s fashion photos play a diverse role in mothers’ identity work. The photos can be used to express a mother’s taste and aesthetic skills, to express values, to fit into peer groups and to store memories of oneself and the children. Through the photos, representations of the prevailing Finnish childhood ideals, such as authenticity, naturalness and playfulness, are reproduced. The mothers perceived the children as part of their extended self and justified sharenting with mother- and child-centered arguments.\u0000\u0000\u0000Originality/value\u0000Through shedding light on the practices of social media fashion photography, this paper provides insights into how commercialism and social media shape cultural expectations for both motherhood and childhood. The paper contributes to previous research on sharenting, extending it to the context of fashion photography.\u0000","PeriodicalId":46660,"journal":{"name":"Young Consumers","volume":null,"pages":null},"PeriodicalIF":3.0,"publicationDate":"2023-05-19","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"80177975","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}
引用次数: 0
The emergence of virtual influencers: a shift in the influencer marketing paradigm 虚拟网红的出现:网红营销模式的转变
IF 3 Q1 Economics, Econometrics and Finance Pub Date : 2023-05-10 DOI: 10.1108/yc-05-2022-1529
Anand Jhawar, Prashant Kumar, S. Varshney
PurposeThis study aims to gain insights into the rise of virtual social media influencers and identify the significant theories governing virtual influencers’ (VIs) interaction with followers on social media platforms. Studies on VI being scarce in marketing literature, the authors attempt to propose a theoretical model to understand the acceptance of VIs by social media users (SMUs).Design/methodology/approachUsing a structured literature review and a case study approach, a conceptual model is developed and propositions are offered.FindingsParasocial interaction (PSI) between the SMU and VIs builds up source credibility, thereby leading to the acceptance of VIs. Thus, the authors establish that PSI and source credibility theory combine to explain the acceptance of VIs by SMUs. Furthermore, similarity with the VI is another added dimension of source credibility, as suggested by this study. A comparative analysis of the growth of five major VIs elucidates that the fashion, electronic, tourism and health-care industries can use them for promotions and as influencers, especially for luxury products.Research limitations/implicationsVIs are a potent tool to achieve improved brand awareness and to target young consumers (especially Gen Y and Gen Z – millennials).Originality/valueThe emergence of VIs being recent; little is comprehended about their interaction with SMUs. Hence, it becomes important to delineate the foundations of VI–SMU interaction. Thus, this study addresses the gap in identifying the theoretical background and proposes a conceptual model elucidating VI acceptance by SMUs.
本研究旨在深入了解虚拟社交媒体影响者的兴起,并确定虚拟影响者在社交媒体平台上与关注者互动的重要理论。市场营销文献中对虚拟形象的研究较少,作者试图提出一个理论模型来理解社交媒体用户对虚拟形象的接受程度。设计/方法论/方法使用结构化的文献综述和案例研究方法,开发概念模型并提出建议。发现SMU与VIs之间的泛社会互动(parassocial interaction, PSI)建立了源可信度,从而导致了VIs的接受。因此,作者建立了PSI与源可信度理论相结合来解释SMU对VIs的接受。此外,与VI的相似性是来源可信度的另一个附加维度,正如本研究所表明的那样。对五个主要VIs增长的比较分析表明,时尚、电子、旅游和医疗保健行业可以利用它们进行促销和影响,特别是对奢侈品。研究局限/启示svi是提高品牌知名度和瞄准年轻消费者(尤其是Y世代和Z世代——千禧一代)的有力工具。独创性/价值:VIs的出现是最近的;人们对它们与smu之间的相互作用知之甚少。因此,描述VI-SMU相互作用的基础变得很重要。因此,本研究解决了在识别理论背景方面的空白,并提出了一个解释中小学生接受VI的概念模型。
{"title":"The emergence of virtual influencers: a shift in the influencer marketing paradigm","authors":"Anand Jhawar, Prashant Kumar, S. Varshney","doi":"10.1108/yc-05-2022-1529","DOIUrl":"https://doi.org/10.1108/yc-05-2022-1529","url":null,"abstract":"\u0000Purpose\u0000This study aims to gain insights into the rise of virtual social media influencers and identify the significant theories governing virtual influencers’ (VIs) interaction with followers on social media platforms. Studies on VI being scarce in marketing literature, the authors attempt to propose a theoretical model to understand the acceptance of VIs by social media users (SMUs).\u0000\u0000\u0000Design/methodology/approach\u0000Using a structured literature review and a case study approach, a conceptual model is developed and propositions are offered.\u0000\u0000\u0000Findings\u0000Parasocial interaction (PSI) between the SMU and VIs builds up source credibility, thereby leading to the acceptance of VIs. Thus, the authors establish that PSI and source credibility theory combine to explain the acceptance of VIs by SMUs. Furthermore, similarity with the VI is another added dimension of source credibility, as suggested by this study. A comparative analysis of the growth of five major VIs elucidates that the fashion, electronic, tourism and health-care industries can use them for promotions and as influencers, especially for luxury products.\u0000\u0000\u0000Research limitations/implications\u0000VIs are a potent tool to achieve improved brand awareness and to target young consumers (especially Gen Y and Gen Z – millennials).\u0000\u0000\u0000Originality/value\u0000The emergence of VIs being recent; little is comprehended about their interaction with SMUs. Hence, it becomes important to delineate the foundations of VI–SMU interaction. Thus, this study addresses the gap in identifying the theoretical background and proposes a conceptual model elucidating VI acceptance by SMUs.\u0000","PeriodicalId":46660,"journal":{"name":"Young Consumers","volume":null,"pages":null},"PeriodicalIF":3.0,"publicationDate":"2023-05-10","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"90901614","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}
引用次数: 4
Generation Z response toward sponsorship disclosure on Instagram: Where do they look? What do they perceive? How do they act? Z世代对Instagram上披露赞助信息的反应:他们会从哪里看?他们感知到了什么?他们是怎么做的?
IF 3 Q1 Economics, Econometrics and Finance Pub Date : 2023-04-28 DOI: 10.1108/yc-03-2022-1497
Patrícia Ianelli Rocha, Marina Lourenção, Adriano Alves Teixeira, E. G. Araújo, Janaina de Moura Engracia Giraldi, Jorge Henrique Caldeira De Oliveira
PurposeThis paper aims to analyze the visual attention, transparency perception and attitude of Brazilian women from generation Z toward sponsorship disclosures with a different number of text messages used in native advertisements made by a digital influencer.Design/methodology/approachA quantitative and multi-method experiment was conducted through a within-subjects experimental design with 149 women. The eye-tracker assessed visual attention and questionnaires measured transparency perception of sponsorship and attitude toward native advertisements. To analyze eye-tracking and transparency perception data, Friedman’s analysis of variance was used. Structural equations were modeled for analyzing attitude data.FindingsThe quantitative results indicate that disclosures with a single textual message obtain more visual attention than multiple textual messages. However, sponsorship disclosures with multiple textual messages obtain the best transparency perception and generate a better attitude toward native advertisements.Research limitations/implicationsThis study extends the theory by investigating the relationship between visual attention to sponsorship disclosure with a different number of textual messages and the target audience's responses to them.Practical implicationsThe analysis of Brazilian generation Z women's responses to native ads might contribute to companies, marketing professionals and digital influencers obtaining great visual attention, transparency perception and attitude toward ethical and transparent ads to this audience.Originality/valueTo the best of the authors’ knowledge, this is the first study to analyze Brazilian generation Z women's visual attention, transparency perception and attitude toward sponsorship disclosure with single and multiple textual messages in native advertisements.
本研究旨在分析巴西Z世代女性在数字网红制作的原生广告中使用不同数量的短信时,对赞助信息披露的视觉关注、透明度感知和态度。设计/方法/方法通过受试者内实验设计对149名女性进行了定量和多方法实验。眼动仪评估视觉注意力,问卷测量赞助的透明度和对本地广告的态度。为了分析眼动追踪和透明度感知数据,采用弗里德曼方差分析。为分析姿态数据,建立了结构方程。定量结果表明,单个文本信息的披露比多个文本信息的披露获得更多的视觉关注。然而,多文本信息的赞助披露获得了最好的透明度感知,并产生了对原生广告更好的态度。研究局限/启示本研究扩展了这一理论,探讨了不同数量的文本信息对赞助信息披露的视觉注意与目标受众对这些信息的反应之间的关系。对巴西Z世代女性对原生广告的反应的分析可能有助于公司、营销专业人士和数字影响者获得巨大的视觉关注、透明的感知和对这一受众的道德和透明广告的态度。原创性/价值据作者所知,这是第一个分析巴西Z世代女性的视觉注意力、透明度感知和对原生广告中单个和多个文本信息的赞助披露态度的研究。
{"title":"Generation Z response toward sponsorship disclosure on Instagram: Where do they look? What do they perceive? How do they act?","authors":"Patrícia Ianelli Rocha, Marina Lourenção, Adriano Alves Teixeira, E. G. Araújo, Janaina de Moura Engracia Giraldi, Jorge Henrique Caldeira De Oliveira","doi":"10.1108/yc-03-2022-1497","DOIUrl":"https://doi.org/10.1108/yc-03-2022-1497","url":null,"abstract":"\u0000Purpose\u0000This paper aims to analyze the visual attention, transparency perception and attitude of Brazilian women from generation Z toward sponsorship disclosures with a different number of text messages used in native advertisements made by a digital influencer.\u0000\u0000\u0000Design/methodology/approach\u0000A quantitative and multi-method experiment was conducted through a within-subjects experimental design with 149 women. The eye-tracker assessed visual attention and questionnaires measured transparency perception of sponsorship and attitude toward native advertisements. To analyze eye-tracking and transparency perception data, Friedman’s analysis of variance was used. Structural equations were modeled for analyzing attitude data.\u0000\u0000\u0000Findings\u0000The quantitative results indicate that disclosures with a single textual message obtain more visual attention than multiple textual messages. However, sponsorship disclosures with multiple textual messages obtain the best transparency perception and generate a better attitude toward native advertisements.\u0000\u0000\u0000Research limitations/implications\u0000This study extends the theory by investigating the relationship between visual attention to sponsorship disclosure with a different number of textual messages and the target audience's responses to them.\u0000\u0000\u0000Practical implications\u0000The analysis of Brazilian generation Z women's responses to native ads might contribute to companies, marketing professionals and digital influencers obtaining great visual attention, transparency perception and attitude toward ethical and transparent ads to this audience.\u0000\u0000\u0000Originality/value\u0000To the best of the authors’ knowledge, this is the first study to analyze Brazilian generation Z women's visual attention, transparency perception and attitude toward sponsorship disclosure with single and multiple textual messages in native advertisements.\u0000","PeriodicalId":46660,"journal":{"name":"Young Consumers","volume":null,"pages":null},"PeriodicalIF":3.0,"publicationDate":"2023-04-28","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"78974241","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}
引用次数: 0
Cannabis infused soft drinks - buying behavior amongst Canadian students: An empirical study 加拿大学生的大麻饮料购买行为:一项实证研究
IF 3 Q1 Economics, Econometrics and Finance Pub Date : 2023-04-19 DOI: 10.1108/yc-09-2021-1384
M. Basha, F. Wahid, G. Hafidh
PurposeThis 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 is an area of accelerated growth potential, with little research data currently available, and findings would inform stakeholders in the soft drinks market. The research participants were all university students in Ontario province, Canada.Design/methodology/approachRandom convenience sampling data collection techniques were used to gather data from the Ontario-based participants. Reliability, factors loading and multiple regression analysis were administered to understand the impact of factors towards positive attitude.FindingsThe results reveal that price, impulsive personality, social insecurity and social norms all have a positive influence towards positive attitude. However, energy, taste and past experience failed to show any relationship with positive attitude. The results suggest that the individual consumer’s personality and social context have greater influence than price, a useful insight into the market trends for stakeholders within the industry.Research limitations/implicationsThe use of convenience sampling, due to the potentially sensitivity nature of the area of study, hinders the use of a sampling frame.Originality/valueTo the best of the authors’ knowledge, this study is the first of its kind to examine positive attitude with respect to cannabis-infused soft drinks among young consumers in Canada. It is of particular interest to stakeholders in the production and marketing sectors of the global beverage industry, and its findings will help inform this fledgling wing of that industry on how to move forward through the unknown territory with regard to consumer motivations.
目的本文旨在调查在多模式大麻消费上升后,加拿大年轻消费者中大麻注入的软饮料饮料的吸引力。这是一个具有加速增长潜力的领域,目前几乎没有可用的研究数据,研究结果将为软饮料市场的利益相关者提供信息。研究参与者都是加拿大安大略省的大学生。设计/方法/方法采用随机方便抽样数据收集技术从安大略省的参与者中收集数据。采用信度分析、因素负荷分析和多元回归分析了解各因素对积极态度的影响。结果表明,价格、冲动性格、社会不安全感和社会规范对积极态度均有正向影响。然而,精力、品味和过去的经历与积极态度没有任何关系。结果表明,个体消费者的个性和社会背景对价格的影响大于价格,这对行业内的利益相关者了解市场趋势很有用。研究限制/启示由于研究领域的潜在敏感性,使用方便抽样阻碍了抽样框架的使用。原创性/价值据作者所知,这项研究是第一次在加拿大的年轻消费者中对大麻注入的软饮料进行积极态度的研究。它对全球饮料行业的生产和营销部门的利益相关者特别感兴趣,其研究结果将有助于告知该行业的羽翼如何在消费者动机方面通过未知领域前进。
{"title":"Cannabis infused soft drinks - buying behavior amongst Canadian students: An empirical study","authors":"M. Basha, F. Wahid, G. Hafidh","doi":"10.1108/yc-09-2021-1384","DOIUrl":"https://doi.org/10.1108/yc-09-2021-1384","url":null,"abstract":"\u0000Purpose\u0000This 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 is an area of accelerated growth potential, with little research data currently available, and findings would inform stakeholders in the soft drinks market. The research participants were all university students in Ontario province, Canada.\u0000\u0000\u0000Design/methodology/approach\u0000Random convenience sampling data collection techniques were used to gather data from the Ontario-based participants. Reliability, factors loading and multiple regression analysis were administered to understand the impact of factors towards positive attitude.\u0000\u0000\u0000Findings\u0000The results reveal that price, impulsive personality, social insecurity and social norms all have a positive influence towards positive attitude. However, energy, taste and past experience failed to show any relationship with positive attitude. The results suggest that the individual consumer’s personality and social context have greater influence than price, a useful insight into the market trends for stakeholders within the industry.\u0000\u0000\u0000Research limitations/implications\u0000The use of convenience sampling, due to the potentially sensitivity nature of the area of study, hinders the use of a sampling frame.\u0000\u0000\u0000Originality/value\u0000To the best of the authors’ knowledge, this study is the first of its kind to examine positive attitude with respect to cannabis-infused soft drinks among young consumers in Canada. It is of particular interest to stakeholders in the production and marketing sectors of the global beverage industry, and its findings will help inform this fledgling wing of that industry on how to move forward through the unknown territory with regard to consumer motivations.\u0000","PeriodicalId":46660,"journal":{"name":"Young Consumers","volume":null,"pages":null},"PeriodicalIF":3.0,"publicationDate":"2023-04-19","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"73486218","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}
引用次数: 0
An investigation of the nexus between online impulsive buying and cognitive dissonance among Gen Z shoppers: Are female shoppers different? 在线冲动购买与Z世代购物者认知失调关系的调查:女性购物者是否有所不同?
IF 3 Q1 Economics, Econometrics and Finance Pub Date : 2023-04-19 DOI: 10.1108/yc-06-2022-1548
Youssef Chetioui, Laila El bouzidi
PurposeThough 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 few studies suggest that engaging in unplanned purchase actions (i.e. impulsive buying) is not always associated with negative emotions among customers (i.e. postpurchase cognitive dissonance), others suggest that impulsive buying is directly associated with cognitive dissonance. This paper aims to investigate and understand the key antecedents of online impulsive buying among Moroccan Gen Z consumers, and how it contributes to postpurchase dissonance. The authors also try to gain deeper insights by investigating the disparities between males and females using mutigroup analysis.Design/methodology/approachBased on data collected from 333 Moroccan Gen Zers, the hypothesized model was empirically tested using a partial least squares estimation.FindingsFirst, the results confirm that impulsive buying is positively associated with postpurchase dissonance. Second, while hedonic shopping motivation, fear of missing out and materialism were found to significantly impact online impulsive buying, price value and online reviews had no significant effect on online impulsive purchases. The importance–performance matrix also suggests that the fear of missing out is the most important factor leading to online impulsive buying, followed by hedonic shopping motivation and materialism. Finally, the results confirm that female shoppers are more likely to engage in impulsive buying behavior, and this was mainly due to higher fear of missing out, hedonic shopping motivation and materialism.Practical implicationsFirst, the study findings can help online merchants to construct well-designed online shopping platforms and effective e-marketing tactics to stimulate purchase intentions among Gen Z shoppers. Online merchants should also attempt to reduce the negative feelings associated with unplanned buying behavior by introducing additional incentives, effective consumer interactivity and flexible return policies. This would help online suppliers in retaining customers and transforming impulse purchases into more recurrent ones. Second, online retailers should take into consideration the differences between male and female consumers by appealing to the role of gender in purchase situations when marketing their products and services. Finally, the findings offer interesting implications to society by allowing online shoppers to make well-informed purchase decisions without being influenced by personal and products’ traits.Originality/valueWhile prior research assessed the investigated constructs in separate models, the study suggests an integrated framework that incorporates different determinants of online impulsive shopping as well as its impact on postpurchase cognitive dissonance. Additionally, the authors explored the moderating effect of gender to gain deeper insights
虽然网上冲动购物主要出现在西方文化中,但在新兴市场中,它已经作为一种重要的在线消费者模式得到了广泛的扩展。有趣的是,虽然很少有研究表明,参与计划外的购买行为(即冲动购买)并不总是与顾客的负面情绪(即购后认知失调)有关,但也有研究表明,冲动购买与认知失调直接相关。本文旨在调查和了解摩洛哥Z世代消费者在线冲动购买的关键前因,以及它如何导致购后不和谐。作者还试图通过使用多组分析调查男性和女性之间的差异来获得更深入的见解。设计/方法/方法基于收集的333名摩洛哥z世代的数据,使用偏最小二乘估计对假设模型进行实证检验。首先,研究结果证实,冲动购买与购后失调呈正相关。其次,享乐购物动机、害怕错过和物质主义对在线冲动购买有显著影响,而价格价值和在线评论对在线冲动购买没有显著影响。重要性-表现矩阵还表明,害怕错过是导致网上冲动购物的最重要因素,其次是享乐购物动机和物质主义。最后,结果证实,女性购物者更有可能从事冲动购买行为,这主要是由于更高的恐惧错过,享乐购物动机和物质主义。首先,研究结果可以帮助网络商家构建精心设计的网络购物平台和有效的网络营销策略,以激发Z世代购物者的购买意愿。在线商家还应该尝试通过引入额外的激励措施、有效的消费者互动和灵活的退货政策来减少与计划外购买行为相关的负面情绪。这将有助于在线供应商留住客户,并将冲动消费转化为更频繁的消费。其次,在线零售商在营销产品和服务时,应考虑到男性和女性消费者之间的差异,在购买情况下吸引性别的作用。最后,这些发现还为社会提供了有趣的启示,它允许网上购物者在不受个人和产品特征影响的情况下做出明智的购买决定。原创性/价值虽然先前的研究在单独的模型中评估了所调查的结构,但该研究提出了一个综合框架,该框架包含了在线冲动购物的不同决定因素及其对购后认知失调的影响。此外,作者还探讨了性别的调节作用,以更深入地了解男性和女性在参与在线冲动购买时的差异。据作者所知,这项研究是第一次调查阿拉伯国家和非洲Z世代消费者在线冲动购买的前因。
{"title":"An investigation of the nexus between online impulsive buying and cognitive dissonance among Gen Z shoppers: Are female shoppers different?","authors":"Youssef Chetioui, Laila El bouzidi","doi":"10.1108/yc-06-2022-1548","DOIUrl":"https://doi.org/10.1108/yc-06-2022-1548","url":null,"abstract":"\u0000Purpose\u0000Though 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 few studies suggest that engaging in unplanned purchase actions (i.e. impulsive buying) is not always associated with negative emotions among customers (i.e. postpurchase cognitive dissonance), others suggest that impulsive buying is directly associated with cognitive dissonance. This paper aims to investigate and understand the key antecedents of online impulsive buying among Moroccan Gen Z consumers, and how it contributes to postpurchase dissonance. The authors also try to gain deeper insights by investigating the disparities between males and females using mutigroup analysis.\u0000\u0000\u0000Design/methodology/approach\u0000Based on data collected from 333 Moroccan Gen Zers, the hypothesized model was empirically tested using a partial least squares estimation.\u0000\u0000\u0000Findings\u0000First, the results confirm that impulsive buying is positively associated with postpurchase dissonance. Second, while hedonic shopping motivation, fear of missing out and materialism were found to significantly impact online impulsive buying, price value and online reviews had no significant effect on online impulsive purchases. The importance–performance matrix also suggests that the fear of missing out is the most important factor leading to online impulsive buying, followed by hedonic shopping motivation and materialism. Finally, the results confirm that female shoppers are more likely to engage in impulsive buying behavior, and this was mainly due to higher fear of missing out, hedonic shopping motivation and materialism.\u0000\u0000\u0000Practical implications\u0000First, the study findings can help online merchants to construct well-designed online shopping platforms and effective e-marketing tactics to stimulate purchase intentions among Gen Z shoppers. Online merchants should also attempt to reduce the negative feelings associated with unplanned buying behavior by introducing additional incentives, effective consumer interactivity and flexible return policies. This would help online suppliers in retaining customers and transforming impulse purchases into more recurrent ones. Second, online retailers should take into consideration the differences between male and female consumers by appealing to the role of gender in purchase situations when marketing their products and services. Finally, the findings offer interesting implications to society by allowing online shoppers to make well-informed purchase decisions without being influenced by personal and products’ traits.\u0000\u0000\u0000Originality/value\u0000While prior research assessed the investigated constructs in separate models, the study suggests an integrated framework that incorporates different determinants of online impulsive shopping as well as its impact on postpurchase cognitive dissonance. Additionally, the authors explored the moderating effect of gender to gain deeper insights ","PeriodicalId":46660,"journal":{"name":"Young Consumers","volume":null,"pages":null},"PeriodicalIF":3.0,"publicationDate":"2023-04-19","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"72603527","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}
引用次数: 4
How influencers’ social media posts have an influence on audience engagement among young consumers 网红的社交媒体帖子如何影响年轻消费者的受众参与度
IF 3 Q1 Economics, Econometrics and Finance Pub Date : 2023-04-18 DOI: 10.1108/yc-08-2022-1588
Fei Fan, Kara Chan, Yan Wang, Yupeng Li, M. Prieler
PurposeOnline 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 terms of presentation style and brand communication among online influencers in China. The authors identified how characteristics of social media posts influence young consumers’ engagement with the posts.Design/methodology/approachThe authors analyzed 1,779 posts from the Sina Weibo accounts of ten top-ranked online influencers by combining traditional content analysis with Web data crawling of audience engagement with social media posts.FindingsOnline influencers in China more frequently used photos than videos to communicate with their social media audience. Altogether 8% and 6% of posts carried information about promotion and event, respectively. Posts with promotional incentives as well as event information were more likely to engage audiences. Altogether 22% of the sampled social media posts mentioned brands. Posts with brand information, however, were less likely to engage audiences. Furthermore, having long text is more effective than photos/images in generating likes from social media audiences.Originality/valueCombining content analysis of social media posts and engagement analytics obtained via Web data crawling, this study is, to the best of the authors’ knowledge, one of the first empirical studies to analyze influencer marketing and young consumers’ reactions to social media in China.
全球的品牌越来越多地利用网红来建立品牌传播。本研究旨在探讨中国网络网红的社交媒体内容在呈现风格和品牌传播方面的特点。作者确定了社交媒体帖子的特征如何影响年轻消费者对帖子的参与。设计/方法/方法作者将传统的内容分析与受众参与社交媒体帖子的网络数据抓取相结合,分析了10位排名靠前的网络影响者的1779条新浪微博。中国的网红更频繁地使用照片而不是视频与他们的社交媒体受众交流。总共有8%和6%的帖子分别包含促销和活动信息。带有促销激励和活动信息的帖子更有可能吸引观众。总共有22%的社交媒体帖子提到了品牌。然而,带有品牌信息的帖子不太可能吸引观众。此外,在获得社交媒体用户的点赞方面,长文字比照片/图片更有效。据作者所知,本研究结合了社交媒体帖子的内容分析和通过网络数据抓取获得的参与度分析,是第一个分析中国网红营销和年轻消费者对社交媒体反应的实证研究之一。
{"title":"How influencers’ social media posts have an influence on audience engagement among young consumers","authors":"Fei Fan, Kara Chan, Yan Wang, Yupeng Li, M. Prieler","doi":"10.1108/yc-08-2022-1588","DOIUrl":"https://doi.org/10.1108/yc-08-2022-1588","url":null,"abstract":"\u0000Purpose\u0000Online 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 terms of presentation style and brand communication among online influencers in China. The authors identified how characteristics of social media posts influence young consumers’ engagement with the posts.\u0000\u0000\u0000Design/methodology/approach\u0000The authors analyzed 1,779 posts from the Sina Weibo accounts of ten top-ranked online influencers by combining traditional content analysis with Web data crawling of audience engagement with social media posts.\u0000\u0000\u0000Findings\u0000Online influencers in China more frequently used photos than videos to communicate with their social media audience. Altogether 8% and 6% of posts carried information about promotion and event, respectively. Posts with promotional incentives as well as event information were more likely to engage audiences. Altogether 22% of the sampled social media posts mentioned brands. Posts with brand information, however, were less likely to engage audiences. Furthermore, having long text is more effective than photos/images in generating likes from social media audiences.\u0000\u0000\u0000Originality/value\u0000Combining content analysis of social media posts and engagement analytics obtained via Web data crawling, this study is, to the best of the authors’ knowledge, one of the first empirical studies to analyze influencer marketing and young consumers’ reactions to social media in China.\u0000","PeriodicalId":46660,"journal":{"name":"Young Consumers","volume":null,"pages":null},"PeriodicalIF":3.0,"publicationDate":"2023-04-18","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"82695075","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}
引用次数: 3
Generation Z’s response to the virtual reality advertising in China Z世代对中国虚拟现实广告的反应
IF 3 Q1 Economics, Econometrics and Finance Pub Date : 2023-04-11 DOI: 10.1108/yc-07-2022-1558
Bin Yu, Fei Fan
PurposeVirtual reality (VR), as a new type of media technology, significantly improves the audience experience with product presentation in the marketing communication field. The apartment rental market, particularly in China, has no exception in adopting VR technology in its communication strategy. VR usage has been boosted since the outbreak of COVID-19 and has become a widespread application in the global apartment rental market. Although extant studies have analyzed how real estate companies use VR technology to enhance customer experience, few studies have been made to explore the power of VR in apartment rental advertising, particularly in targeting the youth in China market. To fill this research gap, this study aims to figure out how young consumers perceive VR advertising and characteristics of VR used in apartment rental advertisements, and how VR advertising affects young consumers’ intentions to rent an apartment.Design/methodology/approachA cross-sectional survey was conducted in 2021 with 301 Chinese university students aged 18 to 23. All respondents were invited offline and guided to watch one selected rental advertisement with VR technology featuring an apartment of about 50 square meters and then complete a questionnaire.FindingsVR’s media richness in the apartment rental advertising increases its sense of presence perceived by the survey respondents. Both VR’s media richness and sense of presence positively influence respondents’ attitudes toward the advertised apartment. If respondents evaluate the advertised apartment positively, they are more willing to rent the advertised apartment.Research limitations/implicationsThe sample size is not large enough to represent all Generation Z consumers in China. The use of the nonprobability sampling method also limits the generalizability of the study results.Practical implicationsTo counter the challenges created by COVID-19, apartment rental service providers and apartment owners/landlords are suggested to enhance the application of VR technology to the apartment rental advertisements to grow young consumers’ interest in the advertised apartments and even their renting intention.Originality/valueTo the best of the authors’ knowledge, this is the first quantitative study to assess young consumers’ responses to VR apartment rental advertising in China.
目的虚拟现实(VR)作为一种新型的媒体技术,在营销传播领域显著提高了受众对产品呈现的体验。公寓租赁市场,特别是在中国,也不例外地采用VR技术作为其传播策略。新型冠状病毒感染症(COVID-19)疫情爆发后,虚拟现实的使用得到了大幅提升,在全球公寓租赁市场上得到了广泛应用。尽管现有的研究已经分析了房地产公司如何使用VR技术来增强客户体验,但很少有研究探讨VR在公寓租赁广告中的作用,特别是在中国市场针对年轻人的广告中。为了填补这一研究空白,本研究旨在了解年轻消费者对VR广告的感知以及VR在公寓租赁广告中的特点,以及VR广告如何影响年轻消费者的租房意愿。设计/方法/方法在2021年对301名18 - 23岁的中国大学生进行了横断面调查。所有受访者都被邀请到线下,并被引导观看一个使用VR技术的租赁广告,该广告展示了一套约50平方米的公寓,然后完成一份问卷。发现svr在公寓租赁广告中的媒体丰富性增加了被调查者对其存在感的感知。VR的媒体丰富性和现场感都对受访者对广告公寓的态度产生了积极的影响。如果受访者对广告中的公寓评价积极,他们会更愿意租用广告中的公寓。研究局限性/启示:样本量不足以代表中国所有的Z世代消费者。非概率抽样方法的使用也限制了研究结果的可推广性。为了应对新冠肺炎带来的挑战,建议公寓租赁服务提供商和公寓业主/房东加强VR技术在公寓租赁广告中的应用,以提高年轻消费者对广告中的公寓的兴趣甚至租房意愿。据作者所知,这是第一个评估中国年轻消费者对VR公寓租赁广告反应的定量研究。
{"title":"Generation Z’s response to the virtual reality advertising in China","authors":"Bin Yu, Fei Fan","doi":"10.1108/yc-07-2022-1558","DOIUrl":"https://doi.org/10.1108/yc-07-2022-1558","url":null,"abstract":"\u0000Purpose\u0000Virtual reality (VR), as a new type of media technology, significantly improves the audience experience with product presentation in the marketing communication field. The apartment rental market, particularly in China, has no exception in adopting VR technology in its communication strategy. VR usage has been boosted since the outbreak of COVID-19 and has become a widespread application in the global apartment rental market. Although extant studies have analyzed how real estate companies use VR technology to enhance customer experience, few studies have been made to explore the power of VR in apartment rental advertising, particularly in targeting the youth in China market. To fill this research gap, this study aims to figure out how young consumers perceive VR advertising and characteristics of VR used in apartment rental advertisements, and how VR advertising affects young consumers’ intentions to rent an apartment.\u0000\u0000\u0000Design/methodology/approach\u0000A cross-sectional survey was conducted in 2021 with 301 Chinese university students aged 18 to 23. All respondents were invited offline and guided to watch one selected rental advertisement with VR technology featuring an apartment of about 50 square meters and then complete a questionnaire.\u0000\u0000\u0000Findings\u0000VR’s media richness in the apartment rental advertising increases its sense of presence perceived by the survey respondents. Both VR’s media richness and sense of presence positively influence respondents’ attitudes toward the advertised apartment. If respondents evaluate the advertised apartment positively, they are more willing to rent the advertised apartment.\u0000\u0000\u0000Research limitations/implications\u0000The sample size is not large enough to represent all Generation Z consumers in China. The use of the nonprobability sampling method also limits the generalizability of the study results.\u0000\u0000\u0000Practical implications\u0000To counter the challenges created by COVID-19, apartment rental service providers and apartment owners/landlords are suggested to enhance the application of VR technology to the apartment rental advertisements to grow young consumers’ interest in the advertised apartments and even their renting intention.\u0000\u0000\u0000Originality/value\u0000To the best of the authors’ knowledge, this is the first quantitative study to assess young consumers’ responses to VR apartment rental advertising in China.\u0000","PeriodicalId":46660,"journal":{"name":"Young Consumers","volume":null,"pages":null},"PeriodicalIF":3.0,"publicationDate":"2023-04-11","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"75327274","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}
引用次数: 1
Picturing food: the visual style of teen-targeted food marketing 想象食物:青少年食品营销的视觉风格
IF 3 Q1 Economics, Econometrics and Finance Pub Date : 2023-04-11 DOI: 10.1108/yc-08-2022-1577
Kirsten L. Ellison, Emily Truman, Charlene Elliott
PurposeDespite the pervasiveness of teen-targeted food advertising on social media, little is known about the persuasive elements (or power) found within those ads. This research study aims to engage with the concept of “visual style” to explore the range of visual techniques used in Instagram food marketing to teenagers.Design/methodology/approachA participatory study was conducted with 57 teenagers, who used a specially designed mobile app to capture images of the teen-targeted food marketing they encountered for seven days. A visual thematic analysis was used to assess and classify the advertisements that participants captured from Instagram and specifically tagged with “visual style”.FindingsA total of 142 food advertisements from Instagram were tagged with visual style, and classified into five main styles: Bold Focus, Bespoke, Absurd, Everyday and Sensory.Research limitations/implicationsThis study contributes to an improved understanding about how the visual is used as a marketing technique to capture teenagers’ attention, contributing to the persuasive power of marketing messages.Originality/valueFood marketing is a significant part of the young consumer’s marketplace, and this study provides new insight into the sophisticated nature of such marketing – revealing the visual styles used to capture the attention of its brand-aware audience.
尽管针对青少年的食品广告在社交媒体上无处不在,但人们对这些广告中的说服元素(或力量)知之甚少。本研究旨在利用“视觉风格”的概念,探索Instagram上针对青少年的食品营销中使用的视觉技巧的范围。设计/方法/方法对57名青少年进行了一项参与性研究,他们使用专门设计的移动应用程序在七天内捕捉他们遇到的针对青少年的食品营销图像。视觉主题分析用于评估和分类参与者从Instagram上捕获的广告,并特别标记为“视觉风格”。共有142个来自Instagram的食品广告被贴上了视觉风格的标签,并分为五种主要风格:Bold Focus、Bespoke、荒诞、Everyday和Sensory。研究的局限性/启示本研究有助于我们更好地理解如何使用视觉作为一种营销技巧来吸引青少年的注意力,从而提高营销信息的说服力。创意/价值食品营销是年轻消费者市场的重要组成部分,这项研究为这种营销的复杂本质提供了新的见解——揭示了用于吸引品牌意识受众注意力的视觉风格。
{"title":"Picturing food: the visual style of teen-targeted food marketing","authors":"Kirsten L. Ellison, Emily Truman, Charlene Elliott","doi":"10.1108/yc-08-2022-1577","DOIUrl":"https://doi.org/10.1108/yc-08-2022-1577","url":null,"abstract":"\u0000Purpose\u0000Despite the pervasiveness of teen-targeted food advertising on social media, little is known about the persuasive elements (or power) found within those ads. This research study aims to engage with the concept of “visual style” to explore the range of visual techniques used in Instagram food marketing to teenagers.\u0000\u0000\u0000Design/methodology/approach\u0000A participatory study was conducted with 57 teenagers, who used a specially designed mobile app to capture images of the teen-targeted food marketing they encountered for seven days. A visual thematic analysis was used to assess and classify the advertisements that participants captured from Instagram and specifically tagged with “visual style”.\u0000\u0000\u0000Findings\u0000A total of 142 food advertisements from Instagram were tagged with visual style, and classified into five main styles: Bold Focus, Bespoke, Absurd, Everyday and Sensory.\u0000\u0000\u0000Research limitations/implications\u0000This study contributes to an improved understanding about how the visual is used as a marketing technique to capture teenagers’ attention, contributing to the persuasive power of marketing messages.\u0000\u0000\u0000Originality/value\u0000Food marketing is a significant part of the young consumer’s marketplace, and this study provides new insight into the sophisticated nature of such marketing – revealing the visual styles used to capture the attention of its brand-aware audience.\u0000","PeriodicalId":46660,"journal":{"name":"Young Consumers","volume":null,"pages":null},"PeriodicalIF":3.0,"publicationDate":"2023-04-11","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"83852772","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}
引用次数: 1
期刊
Young Consumers
全部 Acc. Chem. Res. ACS Applied Bio Materials ACS Appl. Electron. Mater. ACS Appl. Energy Mater. ACS Appl. Mater. Interfaces ACS Appl. Nano Mater. ACS Appl. Polym. Mater. ACS BIOMATER-SCI ENG ACS Catal. ACS Cent. Sci. ACS Chem. Biol. ACS Chemical Health & Safety ACS Chem. Neurosci. ACS Comb. Sci. ACS Earth Space Chem. ACS Energy Lett. ACS Infect. Dis. ACS Macro Lett. ACS Mater. Lett. ACS Med. Chem. Lett. ACS Nano ACS Omega ACS Photonics ACS Sens. ACS Sustainable Chem. Eng. ACS Synth. Biol. Anal. Chem. BIOCHEMISTRY-US Bioconjugate Chem. BIOMACROMOLECULES Chem. Res. Toxicol. Chem. Rev. Chem. Mater. CRYST GROWTH DES ENERG FUEL Environ. Sci. Technol. Environ. Sci. Technol. Lett. Eur. J. Inorg. Chem. IND ENG CHEM RES Inorg. Chem. J. Agric. Food. Chem. J. Chem. Eng. Data J. Chem. Educ. J. Chem. Inf. Model. J. Chem. Theory Comput. J. Med. Chem. J. Nat. Prod. J PROTEOME RES J. Am. Chem. Soc. LANGMUIR MACROMOLECULES Mol. Pharmaceutics Nano Lett. Org. Lett. ORG PROCESS RES DEV ORGANOMETALLICS J. Org. Chem. J. Phys. Chem. J. Phys. Chem. A J. Phys. Chem. B J. Phys. Chem. C J. Phys. Chem. Lett. Analyst Anal. Methods Biomater. Sci. Catal. Sci. Technol. Chem. Commun. Chem. Soc. Rev. CHEM EDUC RES PRACT CRYSTENGCOMM Dalton Trans. Energy Environ. Sci. ENVIRON SCI-NANO ENVIRON SCI-PROC IMP ENVIRON SCI-WAT RES Faraday Discuss. Food Funct. Green Chem. Inorg. Chem. Front. Integr. Biol. J. Anal. At. Spectrom. J. Mater. Chem. A J. Mater. Chem. B J. Mater. Chem. C Lab Chip Mater. Chem. Front. Mater. Horiz. MEDCHEMCOMM Metallomics Mol. Biosyst. Mol. Syst. Des. Eng. Nanoscale Nanoscale Horiz. Nat. Prod. Rep. New J. Chem. Org. Biomol. Chem. Org. Chem. Front. PHOTOCH PHOTOBIO SCI PCCP Polym. Chem.
×
引用
GB/T 7714-2015
复制
MLA
复制
APA
复制
导出至
BibTeX EndNote RefMan NoteFirst NoteExpress
×
0
微信
客服QQ
Book学术公众号 扫码关注我们
反馈
×
意见反馈
请填写您的意见或建议
请填写您的手机或邮箱
×
提示
您的信息不完整,为了账户安全,请先补充。
现在去补充
×
提示
您因"违规操作"
具体请查看互助需知
我知道了
×
提示
现在去查看 取消
×
提示
确定
Book学术官方微信
Book学术文献互助
Book学术文献互助群
群 号:481959085
Book学术
文献互助 智能选刊 最新文献 互助须知 联系我们:info@booksci.cn
Book学术提供免费学术资源搜索服务,方便国内外学者检索中英文文献。致力于提供最便捷和优质的服务体验。
Copyright © 2023 Book学术 All rights reserved.
ghs 京公网安备 11010802042870号 京ICP备2023020795号-1