...Meena Rambocas; Jenna Metivier Purpose Marketers increasingly use social media influencers to appeal to young consumers. This study aims to investigate the impact of the influencers’ country of origin (COO) on young customers' online brand advocacy (OBA). It also tests the mediating effects...

... and the data was subjected to thematic analysis. The interview was done through the Zoom application. Findings The results reveal that the key variables that expedite the adoption process among Generation Z is Observability, Country of Origin, Brand and Word of mouth. Observability is the most influential...

...Srdan Zdravkovic Purpose This study aims to examine how members of American Generation Y cohort feel about the USA and the USA's major trading partners. In addition, the study's purpose is to find out whether product's country‐of‐origin (COO) plays a role when members of Generation Y evaluate...

...Amjad Hadjikhani; Aswo Safari; Peter Thilenius Purpose The purpose is to gain deeper knowledge of young consumers' purchasing behaviour towards web sites' country of origin and compare this with the behaviour of adults. The question is why web sites from some countries are perceived as safe...