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Keywords: College students
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Journal Articles
I give discounts, I share information, I interact with viewers: a predictive analysis on factors enhancing college students' purchase intention in a live-streaming shopping environment
Available to Purchase
Young Consumers: Insight and Ideas for Responsible Marketers (2022) 23 (3): 449–467.
Published: 17 January 2022
..., interactivity and professionalism on college students’ purchasing intention in live-streaming shopping. It also attempts to understand if trust plays the role of mediator in the effect of these relationships. Design/methodology/approach This study collected data using a questionnaire protocol adapted...
Journal Articles
Binge watching and college students: motivations and outcomes
Available to Purchase
Young Consumers: Insight and Ideas for Responsible Marketers (2017) 18 (4): 425–438.
Published: 20 November 2017
...Swati Panda; Satyendra C. Pandey Purpose The purpose of the paper is to explore various motivations that influence college students to spend more time binge watching and the subsequent gratifications. Video streaming websites such as Netflix and Amazon Video have changed the viewing habits...
Journal Articles
Applying uses and gratifications theory to students’ LinkedIn usage
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Young Consumers: Insight and Ideas for Responsible Marketers (2015) 16 (1): 17–35.
Published: 20 April 2015
...Bela Florenthal Purpose – The purpose of this paper is to explore what motivates college students to use LinkedIn and what inhibits them from fully adopting it. Design/methodology/approach – A qualitative approach applying a “uses and gratifications” framework was used to identify...
