... Licensed re-use rights only Retail consumer Selfie campaign Selfie marketing Selfie culture Gen Z Gen Y Retailers have little control over promotional activities compared with large firms. Retailers depend on the brands they sell (Villanova et al., 2021). Clicking selfies...

... by showing the usage preferences, the study also provides information for retailers, especially those needing to approach the Gen Z customers, improving the development of strategies. Originality/value This research explores further the complementary role of the mobile device in an in-store purchase...

...Durgesh Kumar Agrawal Purpose COVID-19 pandemic endured for more than two years in many countries which caused higher levels of risk, crisis and vulnerability among people. The present study aims at justifying the COVID-19 pandemic as the ‘defining moment’ for Z generational cohort (Gen Z...