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Keywords: NCA
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Journal Articles
Young Consumers: Insight and Ideas for Responsible Marketers (2026) 27 (4): 458–476.
Published: 01 January 2026
... of personalized ads, influence affective involvement as an attitudinal response and subsequently shape two critical digital behaviours among youth: eWOM and purchase intention. Using data from young Instagram consumers via an online questionnaire and from a necessary conditions analysis standpoint (NCA...
Journal Articles
Young Consumers: Insight and Ideas for Responsible Marketers (2026) 27 (3): 323–340.
Published: 28 October 2025
... of consumption values. Design/methodology/approach Using a self-administered survey, data from 284 Gen Z respondents were collected to test the proposed relationships. The study uses partial least squares structural equation modelling (PLS-SEM), necessary condition analysis ( NCA ) and combined importance...
