.../methodology/approach Narrative interviews were employed to gather data from Generation Y women. Analysis was conducted using inductive thematic analysis. Findings Two main themes emerged from the data: the importance of social media and the influence of the internet. Findings suggest social networks have...

... of these studies employed experimental designs. There is a lack of observational and field‐based studies on social comparison and material possessions among adolescents. Adolescents play an important part in the market place as they exert great influence over personal and family spending across a variety...

... consumption experience and market institutions. Design/methodology/approach Based on practical questions related to community research, where individuals act in communal contexts, shape the community and are influenced by the community, the importance of studying micro‐macro phenomena are discussed...

...Christina Kwai Choi Lee; Roger Marshall Many consumer behaviour researchers have concluded that using self reports in the measurement of influence in family decision making may provide data which is not reflective of actual influence among family members. This suggests the need for different...