The YouTube Marketing Communication Effect on Cognitive, Affective and Behavioural Attitudes among Generation Z Consumers

YouTube (YT) is the largest online video digital channel with more than 2 billion users, and over a billion hours of YT videos are viewed every day, particularly among young consumers. YT has become a massive marketing communication platform, which serves as a medium to target the lucrative Generation Z cohort (first born in the late 1990s), and influence this generation’s infamously unpredictable purchase decision process. The main aim of this paper was to consider the effect of YouTube marketing communication (YMC) on the traditional and non-traditional attitudinal associations of response hierarchy models. A multi-stage sample technique was used and 3750 high school and college learners (aged 13–18 years old) were surveyed via self-administered questionnaires in South Africa. Structural equation modelling was utilised to consider the hypothesised attitudinal associations. The research determined that YMC had a positive influence on the hypothesised attitudinal associations, and young consumers who used YT for fewer years, logged on more frequently, spent shorter time periods on the platform, viewed higher numbers of commercials, aged 13–14 years old, and from the White population group exhibited the most positive attitudinal responses. Hence, organisations should review their strategies in order to develop more sustainable YMC owing to the heterogeneity evident among young African consumers.

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The influence of electronic word-of-mouth adoption on brand love amongst Generation Z consumers

Acta Commercii ◽

10.4102/ac.v21i1.928 ◽

2021 ◽

Vol 21 (1) ◽

Author(s):

Semona Pillay

Keyword(s):

Emerging Markets ◽

Structural Equation ◽

Discriminant Validity ◽

Word Of Mouth ◽

Positive Influence ◽

Electronic Word Of Mouth ◽

Brand Love ◽

Generation Z ◽

Managerial Implications ◽

The Impact

Orientation: The study investigated the influence of electronic word-of-mouth (eWOM) adoption on brand love amongst Generation Z consumers in South Africa that will enable marketers to improve their brand love strategies amongst this generation.Research purpose: The study used the information adoption model to investigate the impact of eWOM adoption on brand love amongst Generation Z consumers.Motivation for the study: This study adds to the limited body of literature on Generation Z consumers in emerging markets. It examines drivers of online purchase decisions of Generation Z consumers, such as eWOM adoption and brand love.Research design, approach and method: The study followed a descriptive quantitative approach. Data were obtained through structured questionnaires from Generation Z consumers. Non-probability, purposive sampling was used to select the sample. Data were captured, coded and cleaned using Statistical package for the social sciences (SPSS) version 25, yielding 284 usable questionnaires. Apart from descriptive statistics, confirmatory factor analysis was used to test the validity of the constructs obtained from previously developed scales through convergent and discriminant validity. The reliability of the constructs was tested using Cronbach’s alpha and composite reliability. The conceptual model was tested using Structural Equation Modelling and the hypotheses were analysed using path modelling in Analysis of moment structures (AMOS) version 25.Main findings: The results revealed a positive, weak relationship between eWOM adoption and brand love. Argument quality had a strong, positive influence on information usefulness, which in turn, had a strong, positive influence on eWOM adoption.Practical/managerial implications: Marketers can use the findings of this study to target Generation Z consumers in emerging markets more effectively by sharing quality, authentic content through Facebook and Instagram to encourage eWOM adoption and somewhat affect brand love.Contribution/value-add: This study adds to the limited body of knowledge on Generation Z consumers in emerging markets. It elucidates how marketers can encourage eWOM adoption amongst this generation, thereby leading to brand love, to some extent.

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How young and older people differ in discriminatory behaviour towards older people? An explanation of the knowledge–attitude–behaviour continuum model

Ageing and Society ◽

10.1017/s0144686x18000405 ◽

2018 ◽

Vol 39 (9) ◽

pp. 1996-2017 ◽

Cited By ~ 1

Author(s):

SOONDOOL CHUNG ◽

HYUNJU PARK

Keyword(s):

Older People ◽

Causal Relationship ◽

Structural Equation Modelling ◽

Structural Equation ◽

Group Analysis ◽

Analysis Data ◽

Positive Influence ◽

Future Research ◽

Equation Modelling ◽

Multi Stage

ABSTRACTThis study examined the causal relationship between knowledge, attitudes and discriminatory behaviour towards older people and further explored age-group differences using multi-group analysis. Data were collected from 1,500 Korean adults aged 20 and older in 2011 using the multi-stage quota sampling method. Trained investigators collected data with a developed survey questionnaire in person and a structural equation modelling method was used for data analysis. Attitudes towards older people was measured using two variables: ‘image of older people’ and ‘prejudice against older people’. The findings revealed that the younger and older generations demonstrated differences regarding the causal relationship between knowledge, attitudes and discriminatory behaviour towards older people. The paths model between independent and dependent variables in the structural equation modelling was non-equivalent in younger and older groups. For both groups, knowledge about ageing and older people led to a positive influence on their image of and prejudice against older people. The effect of prejudice on discriminatory behaviour was significant in the younger group, but not in the older group. Further implications for practice and future research to reduce ageism were discussed.

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Brand addiction: brand characteristics and psychological outcomes

Journal of Consumer Marketing ◽

10.1108/jcm-02-2020-3678 ◽

2020 ◽

Vol ahead-of-print (ahead-of-print) ◽

Author(s):

Barbara Francioni ◽

Ilaria Curina ◽

Sabrina M. Hegner ◽

Marco Cioppi

Keyword(s):

Structural Equation ◽

Quantitative Research ◽

Internal Validity ◽

Population Group ◽

Positive Influence ◽

Equation Modeling ◽

Negative Consequences ◽

Web Based ◽

Content Type ◽

Compulsive Behaviors

Purpose This paper aims to empirically test the influence of brand characteristics on brand addiction, as well as the consumers’ behaviors caused by this construct. Design/methodology/approach The paper adopts a Web-based self-completion survey by achieving a total of 529 completed surveys. Then, structural equation modeling has been employed by using SPSS AMOS. Findings Results highlighted how the brand characteristics of self-expressiveness, innovativeness and authenticity have a positive influence on brand addiction; brand addiction leads consumers to feel emotions of irritability and to adopt obsessive and compulsive behaviors toward the brand. Research limitations/implications Even if the choice of using a survey’s sample composed of students attending an Italian University ensures good internal validity of research (owing to the homogeneous character), the results are not generalizable (except for this population group). Practical implications The study identified two different spheres of brand addiction (one connected to the brand’s characteristics and the other to the consumers’ psychological-behavioral outcomes), along with possible strategies firms could adopt to strengthen the possibilities to transform their customers into addicted ones and to avoid/reduce the negative consequences deriving from brand addiction. Originality/value The paper provides a response to the call for more studies into the brand addiction analysis by empirically testing possible antecedents and outcomes, thus enriching the existing quantitative research focused on this concept.

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Influence of Site Personalization and First Impression on Young Consumers’ Loyalty to Tourism Websites

Sustainability ◽

10.3390/su13031425 ◽

2021 ◽

Vol 13 (3) ◽

pp. 1425

Author(s):

José Alberto Martínez-González ◽

Carmen D. Álvarez-Albelo

Keyword(s):

Purchase Intention ◽

Descriptive Analysis ◽

Positive Influence ◽

Online Purchases ◽

Online Purchase ◽

Generation Z ◽

Positive Attitudes ◽

First Impression ◽

Young Consumers ◽

Tourism Websites

This study analyzes the influence of site personalization, first impression, and design on young consumers’ loyalty to tourism websites. It is a new and necessary study, taking into account the multimedia profile and purchasing potential of the studied segment, the need for increasing online consumer loyalty, and the tourism websites’ relevance. Based on previous findings and using a sample of 609 young consumers, a causal model (PLS) is designed that is practical, novel, and significantly predicts online loyalty. The descriptive analysis results show young consumers’ positive attitudes toward e-commerce and their high online use and potential for making online purchases. The significant influence of site personalization on consumers’ first impression is also confirmed. In addition, first impression influence perceived website quality, and, in turn, this quality affects consumers’ online purchase intention and loyalty to the website. Finally, it is shown that online purchase intention has a direct and positive influence on website loyalty. Thus, this study provides tourism managers with the knowledge to encourage young consumers’ loyalty to their websites in a market orientation context. It can be achieved by acting on the site’s personalisation, the first impression, and the design of the site. The generational approach (Generation Z) also allows the conclusions and implications to be transferred to other regions and sectors.

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Luxury Products and Sustainability Issues from the Perspective of Young Italian Consumers

Sustainability ◽

10.3390/su12010245 ◽

2019 ◽

Vol 12 (1) ◽

pp. 245 ◽

Cited By ~ 2

Author(s):

Tonino Pencarelli ◽

Viktória Ali Taha ◽

Veronika Škerháková ◽

Tomáš Valentiny ◽

Richard Fedorko

Keyword(s):

Structural Equation ◽

Primary Objective ◽

Equation Modeling ◽

Luxury Brands ◽

Csr Strategies ◽

Generation Z ◽

Young Consumers ◽

Sustainable Marketing ◽

Luxury Products ◽

The Impact

The aim of this study is to understand the actual preferences, behaviors, and purchasing decisions of young consumers in the context of sustainability, with an emphasis on luxury products. The primary objective of the research is to determine the impact of ‘sustainable tendencies’ on stimulating the purchase of luxury goods by the Italian Generation Z and Generation Y populations. In addition to examining the intergenerational differences in perception of corporate social responsibility (CSR) and sustainable marketing, the study is aimed at investigating the potential intersection of the consumption of luxury products and the consumption of slow fashion. In particular, through an empirical analysis carried out on a sample of 1314 young consumers in Italy (representing the two generational cohorts), this research provides interesting results which demonstrate the importance of adopting differentiated CSR strategies which are attentive to sustainability based on the demographic characteristics of young consumers of luxury brands. Structural equation modeling is used to analyze and understand the structural relationships between variables. This study thus helps to fill the knowledge gap about the consumption orientation of the younger generations. The results of this study contribute to a growing body of literature on luxury brands and sustainability issues in marketing.

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The role of SMEs in rural development: Access of SMEs to finance as a mediator

PLoS ONE ◽

10.1371/journal.pone.0247598 ◽

2021 ◽

Vol 16 (3) ◽

pp. e0247598

Author(s):

Faiza Manzoor ◽

Longbao Wei ◽

Noman Sahito

Keyword(s):

Rural Development ◽

Rural Areas ◽

Structural Equation ◽

Small And Medium Enterprises ◽

Sampling Technique ◽

Research Society ◽

Positive Influence ◽

Equation Modeling ◽

Multi Stage

Small and Medium Enterprises (SMEs) are considered as the fundamental tool for economic growth, nevertheless, they face continuous financing challenges. SMEs are a major source for generating employment, creation of wealth and alleviating poverty from the rural regions in developing countries. Their access to finance is key to the expansion of this sector. The paper aims to discover the intervening role of “access of SMEs to finance” in the link between SME’s evolution and rural development, in the context of Pakistan. In total 338 entrepreneurs operating SMEs in rural areas completed a survey for the study. Through a multi-stage stratified random sampling technique, entrepreneurs were selected from three districts. Confirmatory factor analysis and structural equation modeling were used to test hypotheses. This study shows that SME’s evolution has a positive and optimistic influence on rural development. Further, the study also reveals that on SME’s progress a positive influence happens by the “access of SMEs to finance”. Particularly, the study finds that “access of SMEs to finance” significantly mediated the effect of SME’s evolution on rural development. The findings of this paper hold significant implications for both the research society and loan-issuing institutions and departments.

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Influence of social media marketing communications on young consumers’ attitudes

Young Consumers Insight and Ideas for Responsible Marketers ◽

10.1108/yc-07-2016-00622 ◽

2017 ◽

Vol 18 (1) ◽

pp. 19-39 ◽

Cited By ~ 50

Author(s):

Rodney Graeme Duffett

Keyword(s):

South Africa ◽

Social Media ◽

Population Group ◽

Black Population ◽

Marketing Communications ◽

Social Media Marketing ◽

Content Type ◽

Generation Z ◽

Young Consumers ◽

The Impact

Purpose This paper aims to examine the influence of interactive social media marketing communications on teenagers’ cognitive, affective and behavioral attitude components in South Africa. The study also considers the impact of a number of additional factors such as usage (access, length of usage, log-on frequency, log-on duration and profile update incidence) and demographic (gender, age and population group) variables on young consumers’ attitudes toward social media marketing communications. Design/methodology/approach A survey was used via three self-administered questionnaires, which were distributed to over 13,000 learners in the age range of 13-18 years (Generation Z cohort) at colleges and high schools in South Africa. A generalized linear model was used for statistical data analysis. Findings The study ascertained that social media marketing communications had a positive on each attitude component among adolescents, but on a declining scale, which correlates to the purchase funnel. The results also revealed that teenagers who used social media for long time periods; updated their profiles frequently and were from the Colored and Black population groups, displayed the most favorable attitudinal responses to social media marketing communications. Research limitations/implications Social media was collectively analyzed and did not consider the number of different social media types, which could be examined individually. This investigation only considered the Generation Z cohort, but other cohorts to attitudes toward social media marketing communications could also be assessed. Practical implications Companies and their brands should consider using and/or adapting their strategies based on the declining impact of social media marketing communications on the hierarchical attitude stages among young consumers and the divergent influence on usage and demographic variables when targeting the lucrative and technologically advanced, but capricious, Generation Z consumers. Originality/value This research established that social media marketing communications had a favorable influence on cognitive, affective and behavioral attitude components among young consumers, but on a declining scale, which is in congruence with the purchase funnel model. This investigation also makes an important contribution to attitudinal research in developing countries, where there is a lack of research in social media marketing communications.

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Memperkuat Loyalitas Melalui Kepercayaan, Kepuasan Dan Komitmen Studi Pada Nasabah PT. Bank Cimb Niaga

Liquidity ◽

10.32546/lq.v4i1.80 ◽

2018 ◽

Vol 4 (1) ◽

pp. 43-52 ◽

Cited By ~ 3

Author(s):

Sri Widyastuti

Keyword(s):

Customer Satisfaction ◽

Relationship Quality ◽

Structural Equation Model ◽

Customer Loyalty ◽

Structural Equation ◽

Positive Influence ◽

Equation Model ◽

Survey Method ◽

Branch Office

Customer loyalty is ‘suspected’not been able to optimizationrepetition of transactions, customer recommendation and durability with the establishment relationship quality of the trust, customer satisfaction and commitment. Therefore, research conducted on Bank CIMB Niaga aims to determine the extent of the trust, and commitment to customer satisfaction can increase X-tra and TabunganKU savings customer loyalty. This research is verification and the method of research is explanatory survey method, the sample is 160 customer X-tra and tabunganKU savings in the branch office Bank CIMB Niaga Bintaro. The analytical method used is structural equation model. The results showed loyalty can be achieved with relationship quality for customers through the establishment of trust, and commitment to customer satisfaction, which all three have a positive influence. Therefore, the management of Bank CIMB Niaga need to improve their ability in trust, satisfactionand commitmentwith the bank's customers to become increasingly favored customers.

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Analisis Peranan Kepuasan Dan Komitmen Sebagai Perantara Pengaruh Kualitas Jasa Tutorial Online Terhadap Loyalitas Mahasiswa

Jurnal Manajemen ◽

10.31937/manajemen.v9i2.718 ◽

2018 ◽

Vol 9 (2) ◽

pp. 18-32

Author(s):

Andy Mulyana ◽

Devi Ayuni

Keyword(s):

Service Quality ◽

Structural Equation ◽

Positive Influence ◽

Management Program ◽

Equation Modeling ◽

Online Tutorial ◽

Student Loyalty ◽

The Relationship ◽

Positive Effect

This study aims to evaluate the role of satisfaction and commitment as mediating the effect of service quality on student loyalty as the user of Open University's Online Tutorial. Based on data analysis on student of Management program 229 as respondents with Structural Equation Modeling (SEM), this study found the relationship between: (1) positive influence of service quality to satisfaction and loyalty of students using tuton; (2) the positive effect of satisfaction on student loyalty using tuton; (3) satisfaction is a mediator between service quality and loyalty of students using tuton. Conversely, commitment has no positive effect on student loyalty as a tuton user. In addition, commitment does not mediates the effect of satisfaction on the loyalty of tuton users. Keywords: service quality, satisfaction, commitment, loyalty

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Analisa Pengaruh Professionalism dan Rewards Terhadap Job Satisfaction Serta Implikasinya Pada Organizational Commitment; Telaah Pada Sopir Taksi Konvensional Bandara Soekarno-Hatta

Jurnal Manajemen ◽

10.31937/manajemen.v9i2.716 ◽

2018 ◽

Vol 9 (2) ◽

pp. 1-17

Author(s):

Aldo Winata

Keyword(s):

Job Satisfaction ◽

Organizational Commitment ◽

Structural Equation ◽

Sampling Technique ◽

Positive Influence ◽

Primary Data ◽

Equation Modeling ◽

Taxi Driver ◽

Probability Method ◽

Positive Effect

Jakarta is the place where the largest number of land transportation in Indonesia, according to Djarot in Kompas.com article, vehicles every day increased about 1500 units. And according to an article from Liputan 6, revenue from conventional taxi drivers dropped dramatically after the entry of online transport by 40-50% during 2016 due to the entry of online transport. Conventional taxi companies must immediately anticipate this phenomenon so that their human resources can survive in the company. The purpose of this research are first, to know is there a positive effect from professionalism factors to organizational commitment and job satisfaction. Second, to know job satisfaction factors have a positive effect to organizational commitment. And the last is to know is there a positive effect from rewards factors to job satisfaction and organizational commitment’s factors. This research uses descriptive method with non-probability method. Through judgmental sampling technique, primary data collection was obtained from questionnaire distribution to conventional taxi driver of Soekarno-Hatta Airport. The data has been collected and then obtained by using Structural Equation Modeling (SEM). The result of this research indicates that there is positive influence from professionalism to organizational commitment but the data do not support the hypothesis, there is positive influence from professionalism to job satisfaction, but there’s negative effect between job satisfaction and organizational commitment, there is positive relation of rewards to job satisfaction, Finally there is a positive effect of rewards on organizational commitment. Keywords: organizational commitment, professionalism, rewards, job satisfaction, ecommerce, conventional taxi driver.

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