Young Consumers
Scope & Guideline
Decoding the Dynamics of Young Consumer Choices
Introduction
Aims and Scopes
- Consumer Behavior and Decision-Making:
The journal extensively examines how young consumers make purchasing decisions, influenced by social media, peer pressure, and marketing strategies tailored to their age group. - Digital Influence and Marketing:
A significant focus is on the impact of digital platforms, influencers, and online marketing tactics on the consumer behavior of young individuals, particularly in the context of social media. - Sustainability and Ethical Consumption:
The journal addresses the growing concern for sustainability among young consumers, exploring their attitudes towards ethical consumption, green marketing, and environmental issues. - Parental Influence and Socialization:
Research often delves into the role of parents in shaping children's consumer behavior, including parental mediation of digital content and financial literacy. - Cultural and Generational Dynamics:
The journal explores how cultural backgrounds and generational differences influence consumer preferences, behaviors, and attitudes among youth. - Health and Well-Being:
Topics related to health, including dietary choices, mental health implications of consumer behavior, and the impact of advertising on youth, are also prevalent.
Trending and Emerging
- Influencer Marketing Dynamics:
There is a rising trend in exploring how influencers, including virtual influencers, affect young consumers' engagement and purchasing decisions, reflecting the growing reliance on social media for marketing. - Sustainable Consumption Practices:
Emerging research focuses on the motivations behind sustainable consumption among young consumers, including their attitudes towards eco-friendly products and corporate responsibility. - Digital Health and Well-Being:
Studies increasingly examine the role of mobile health applications and digital tools in shaping health-related behaviors and financial literacy among youth, emphasizing the intersection of technology and well-being. - Behavioral Economics and Impulse Buying:
There is a growing interest in understanding the psychological and emotional drivers of impulse buying, particularly in the context of e-commerce and social media. - Parental Mediation in Digital Consumption:
Recent research emphasizes the role of parental guidance in mediating children's exposure to digital marketing and their consumer behavior, highlighting the importance of family dynamics in youth consumption. - Cultural Shifts in Consumption Patterns:
Emerging themes also include the exploration of how cultural shifts influence the consumption patterns of Gen Z and younger demographics, particularly in relation to global trends and local adaptations.
Declining or Waning
- Traditional Advertising Impact:
There has been a noticeable decrease in studies specifically analyzing the effects of traditional advertising methods on young consumers, as the focus has shifted towards digital and social media platforms. - Consumer Behavior in Offline Settings:
Research on consumer behavior in physical retail environments has diminished, with more emphasis placed on online shopping behaviors and digital engagement. - Luxury Consumption Trends:
The exploration of luxury brands and their appeal to young consumers has waned, possibly due to a growing preference for sustainability and ethical consumption over materialism. - General Financial Literacy Programs:
The focus on broad financial literacy initiatives has lessened, as research now tends to concentrate on specific financial behaviors and the influence of technology. - Cultural Representation in Marketing:
There appears to be a decline in research specifically addressing the representation of diverse cultures in marketing to young consumers, as the journal has shifted towards more pressing contemporary issues.
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