Mahmoud, Ali B. and Ball, Joan and Rubin, Daniel and Fuxman, Leonora and Mohr, Iris and Hack-Polay, Dieu and Grigoriou, Nicholas and Wakibi, Aziz (2021) Pandemic pains to Instagram gains! COVID-19 perceptions effects on behaviours towards fashion brands on Instagram in Sub-Saharan Africa: Tech-native vs non-native generations. Journal of Marketing Communications, 28 (8). pp. 864-888. ISSN 1466-4445
Full text not available from this repository.Abstract
This study represents a novel attempt to investigate the cascading effects of COVID-19 perceptions onto behavioural patterns towards fashion brands on Instagram and across two generations tech-native vs tech non-native) in a Sub-Saharan African context. We drew our study on a sample of 338 Instagram users that experienced fashion brands on Instagram in two Sub-Saharan African countries: Uganda and Nigeria. We used partial least square structural equation modelling (PLS-SEM) to test the hypothetical model. We found that COVID-19 perception positively predicted enjoyment and usefulness, leading to more satisfaction with fashion brand accounts on Instagram and hence greater intention to follow and recommend those accounts. Finally, running a multigroup analysis (MGA), we found the effects of COVID-19 perceptions pronounced into both intentions to follow and intention to recommend via the sequence of mediators: enjoyment and satisfaction were only valid amongst the tech-native generational cohort. Our research suggested a new generational categorisation based on technology nativity – offering a new direction of generational studies in digital marketing communications.
| Item Type: | Article |
|---|---|
| Additional Information: | ** From Crossref journal articles via Jisc Publications Router ** History: epub 09-09-2021; issued 09-09-2021; ppub 17-11-2022. |
| Uncontrolled Keywords: | Marketing, Business and International Management |
| Subjects: | D History General and Old World > DT Africa Q Science > QA Mathematics > QA75 Electronic computers. Computer science R Medicine > RA Public aspects of medicine > RA0421 Public health. Hygiene. Preventive Medicine |
| Divisions: | Institutes and Academies > Institute of Inner City Learning |
| SWORD Depositor: | JISC Publications Router |
| Depositing User: | JISC Publications Router |
| Date Deposited: | 18 Nov 2022 14:48 |
| Last Modified: | 23 Aug 2024 01:18 |
| URI: | https://repository.uwtsd.ac.uk/id/eprint/2152 |
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