YouTuber icons: an analysis of the impact on buying behaviour of young consumers

Misra, Pooja; Mukherjee, Ankita

doi:10.1504/ijbcg.2019.104076

Cited by 3 publications

(1 citation statement)

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“…One example is the significant increase in the number of second-hand store customers and the growing number of vegetarian and vegan consumers [71][72][73][74]. Young consumers are mass participants of prosumption, which for this age group means not so much the involvement in the process of designing and manufacturing goods, but rather the sharing of experiences, insights, ideas and knowledge with other consumers and producers via social media [75,76]. It is thus a process of continuous consumer-to-consumer or consumer-enterprise interaction [73].…”

Section: New Trends In Young Consumers' Purchasing Behaviormentioning

confidence: 99%

Young Consumers’ Perceptions of Family Firms and Their Purchase Intentions—The Polish Experience

et al. 2022

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Although family-owned businesses have been widely investigated, the question of consumers’ perceptions of family firms is still worth more in-depth study. Drawing on the theories of family businesses and consumer behavior, this paper investigates the relationship between the consumers’ perceptions of family-owned enterprises and their purchasing decisions. Using a questionnaire, we surveyed 1069 young Polish consumers. Our findings demonstrate that young consumers’ convictions about family businesses are well-formed, despite their quite modest knowledge of these business entities. The vast majority of the survey participants were not able to provide any family business names. This implies that young consumers’ views on family businesses result from speculation or adoption of opinions that are dominant in a given society. To raise the level of awareness of their brands and transform consumers’ intentions into real purchasing behavior, family business entities need to intensify the educational significance of their promotional activities to help counteract the stereotypes about family businesses. The analysis presented here has important implications for current debates on whether the development of emotional relationships with family business entities and their brands is a suitable strategy to shape the purchasing attitudes towards the products made by family companies. The research findings could also form the basis for an extended study exploring what strategies family companies can implement in order to effectively shape young consumers’ perceptions about these firms. The research results can also serve as an aid for family firm owners and managers in rebuilding their client-oriented activities. The aforementioned knowledge can support family firm owners and managers in establishing effective marketing strategies. It also opens interesting avenues for further research.

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