Teenagers are major contributors of online content because of continuous communication
and sharing with peers using social media or instant messaging apps. They like to …

Purpose The purpose of this study is to examine the value co-creation at bottom of the
pyramid (BOP) using social media and to investigate how it is impacted by age, gender and …

The importance of the symbolic properties of goods has been explored in depth among adult
consumers, but there has been less attention given to the symbolic consumption of young …

Purpose–Since the advent of the internet, social networking sites (SNS) have grown rapidly
in popularity. This paper aims to explore Generation Y's information seeking and sharing …

Product placements in entertainment media are increasing, particularly in content targeted to
adolescents. This marketing communication tactic is examined in the context of media …

The study attempts to (1) demonstrate whether the purchase of branded fashion accessories
is motivated by consumers' desire to reflect their social status, convey their self-image, and …

Purpose–This cross‐cultural study examines inter‐relationships between values (using the
list of values), collective self‐esteem (CSE), and consumer susceptibility to interpersonal …

This study explores the role of consumption in the lives of B ritish adolescents, with a
particular focus on its role in forming and maintaining self‐esteem. Through a large …

This study examines the impact of consumerism and consumer culture on low‐income
British adolescents. Specifically, it investigates the effects of branding and advertising on the …

During the past three decades, consumer demand for luxury goods has been growing on a
global scale. The luxury and status market base has expanded beyond the traditional …