A generational investigation and sentiment and emotion analyses of female fashion brand users on Instagram in Sub-Saharan Africa

Abstract

Graphic abstract Renewed interest in gender-sensitive studies focussing on fashion brands marketing communications across diverse cultures and generational cohorts of consumers has heightened the need for uniqueness when developing marketing strategies for fashion brands in both domestic and international markets. Following that, we surveyed 1,329 Sub-Saharan African female Instagram users to investigate the mediating role of consumer satisfaction concerning the relationships between perceived usefulness, enjoyment and intentions to follow and recommend brands’ Instagram accounts and their invariance across three generations. We tested hypotheses using the Partial-Least-Squares Structural Equation Modelling and conducted emotion and sentiment analyses. We found that satisfaction fully translates the positivity of usefulness and enjoyments into higher intention to follow and recommend amongst the female Instagram users surveyed. Usefulness effects on satisfaction are more intense amongst Generation X. However, Generation Z developed a stronger intention to follow. Generations Y and Z are more likely to recommend than Generation X based on a positive experience. Satisfaction is a stronger transmitter of usefulness indirect effects onto following intentions amongst Generation X than its descendants who express intention to recommend due to indirect enjoyment effects conveyed via satisfaction. Finally, sentiment and emotion analyses of the users’ comments were reported using a natural language-processing method.

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“…J Henseler, R-JBJ R. Sinkovics, R Daekwan Kim, CM Ringle and M Sarstedt [ 65 ] contend that running group comparisons through PLS-SEM can be “misleading” unless the equivalency of their measures is confirmed [ 66 ]. By utilising the “Measurement Invariance of the Composite Models” (MICOM) technique, this condition may be fulfilled [ 65 , 66 ].…”

“…Then, as a result of that, we ran a permutation test. The results are that all this study’s variates/constructs have their “Permutation P -values” more than 0.05; thus, we consider the null hypothesis to be accepted—meaning that the initial correlations of these constructs are non-substantially “different from 1” [ 66 , 67 ] (See Table 8 ). This result offers valid evidence of compositional equivalency, implying a feasible multigroup assessment [ 59 , 66 ].…”

“…J Henseler, R-JBJ R. Sinkovics, R Daekwan Kim, CM Ringle and M Sarstedt [65] contend that running group comparisons through PLS-SEM can be "misleading" unless the equivalency of their measures is confirmed [66]. By utilising the "Measurement Invariance of the Composite Models" (MICOM) technique, this condition may be fulfilled [65,66]. Therefore, before conducting any multigroup investigations (in our particular instance: "with no data pooling"), both configural equivalency and compositional invariance need to be established and verified [59,[65][66][67].…”

“…By utilising the "Measurement Invariance of the Composite Models" (MICOM) technique, this condition may be fulfilled [65,66]. Therefore, before conducting any multigroup investigations (in our particular instance: "with no data pooling"), both configural equivalency and compositional invariance need to be established and verified [59,[65][66][67]. Because we are using a PLS-SEM technique, we are able to achieve measurement configural invariance as a matter of course [59,66].…”

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“…For that purpose, SmartPLS 3 (v. 3.3.3) is utilised (Ringle, Wende, and Becker 2015). Our choice of the PLS-SEM approach is based on previous research recommendations when assessing predictive models (Hair, Ringle, and Sarstedt 2014;Mahmoud et al 2021b). Moreover, the literature (e.g., Mahmoud et al 2020a) suggests that multivariate normality is likely to contravened by most data.…”