New rules of social media shopping: Personality differences of U.S. Gen Z versus Gen X market mavens

Published on Jul 1, 2021in Journal of Consumer Behaviour
· DOI :10.1002/CB.1893
Deborah Goldring5
Estimated H-index: 5
(Stetson University),
Carol Azab4
Estimated H-index: 4
(Stetson University)
#1Ahmed Rageh Ismail (Misr University for Science and Technology)H-Index: 9
#2Bang NguyenH-Index: 29
Last. Bahtiar Mohamad (UUM: Universiti Utara Malaysia)H-Index: 8
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#1Munyaradzi W. Nyadzayo (Swinburne University of Technology)H-Index: 10
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Last. Lester W. Johnson (Swinburne University of Technology)H-Index: 42
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This study investigates the effects of customers’ trust and satisfaction with the focal brand and brand identification (self-expressive brand) on customer brand engagement (CBE) dimensions (cognitive processing, affection and activation), which can promote brand outcomes (brand evangelism and repurchase intention). The model was tested using survey data from 466 Australian consumers of mobile phone brands. The results suggest that brand trust enhances affection, followed by cognitive processing,...
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The purpose of this study is to summarize the findings of consumer factor research and to suggest future lines of inquiry connected to branding outcomes. Consumers are comfortable with social media and accept firms occupying the same digital space. However, some consumers more readily engage with firms online than others. Consumer factor antecedents are numerous and yet not fully explored. Online consumer engagement has also been defined and measured in various ways. The resultant outcomes relat...
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Abstract This paper focuses on postpurchase complaint behavior to understand under which conditions omnichannel shoppers choose to complain at the physical store instead of doing it through online channels. Using fuzzy-set Qualitative Comparative Analysis (fsQCA), we find that four different combinations of situational, channel-related, and individual variables lead to complaining at the store. The motivation of seeking redress together with assertiveness and high dissatisfaction, play an essent...
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ABSTRACTModern users demand control over their advertising experience and a sense of empowerment throughout the communication process. In response, some platforms have introduced online features th...
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Social media brand communities (SMBCs) have been heralded for their co‐creative, participatory potential whereby consumers actively contribute to the proliferation of meaningful brand avenues in a virtuously circular relationship with brands. Elevated loyalty and enhanced brand equity have been posited repeatedly as likely outcomes of a positively engaged community of brand aficionados. However, evidence to the contrary as negative brand co‐creation or brand co‐destruction has been progressively...
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There is limited research examining social drivers and mediators of online brand community identification in the context of business models development. This study aims to identify them behind the social mechanisms and present essential factors which should be applied in business models to foster value co-creation.,Data were collected from a convenience sample of 712 cases gathered among young European Facebook users via an electronic survey and analyzed using the structural equation modeling me...
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AbstractSocial commerce has become a hot topic since the beginning of Web 2.0 era; however, relevant research is scarce in emerging economies. This study aims to fill this research gap and answer t...
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#1Isar Kiani (St. John Fisher College)H-Index: 3
#2Michel Laroche (Concordia University)H-Index: 72
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#1Ethel Claffey (WIT: Waterford Institute of Technology)H-Index: 4
#2Mairead Brady (Trinity College, Dublin)H-Index: 7
ABSTRACTEmergent perspectives in marketing highlight new opportunities for leveraging social media as a means to build customer–firm relationships through consumer engagement. Drawing from cognitiv...
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#2Marina V. RybakovaH-Index: 2
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The transition from a semi-digital to digital society depends on the nature of work with information, and the speed and quality of digitalization largely depend on Generation Z. The purpose of the article is to identify and evaluate Gen Z’s views in Russia and Slovakia on the search and assessment of information in a semi-digital society. The empirical research methods are a questionnaire survey, in-depth interviews, and a focus group. In the context of the COVID-19 pandemic, they were conducted...
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