The Attitude of Children and Parents Towards Children Influencers

Izabela Kołaszewska, Agnieszka Kacprzak

Abstract:

The phenomenon of internet infl uencers is among the most discussed issues in marketing to children. The amount of time children spend on the internet increases every year, which increases the risk of becoming the target of infl uencer marketing. Studying the impact of infl uencers on children is of great importance not only for marketers, but also for parents responsible for upbringing their off spring. This article presents the results of a qualitative study aimed at
describing three components of the attitude (cognitive, emotional and behavioural) of children and parents towards children infl uencers. The methods employed in this study are focus group interviews and individual in-depth interviews with 18 participants: children aged 8–11 and their parents. During the interviews, one sample YouTube video and two TikTok children influencer videos were presented. The analysis of cognitive aspects of attitude showed that children have
a higher level of awareness of product placement in influencer video than their parents suspect. Many parents declare that they are against such content on social media, while children see nothing wrong with promotional content and believe that it is natural. As far as the emotional aspect of attitude is concerned, parents present a wider range of emotions than children, possibly because they are less familiar with such content. Being exposed to product placement in influencer videos also impacts the behavioural aspect of attitude. Children are eager to have the promoted products, but parents are sceptical about such products and declare that they buy them only for special occasions.

JEL classification: M31, M37

Keywords: Children influencers, consumer behaviour, tripartite model of attitude, product placement, YouTube, TikTok

Consumer Behavior on the Organic Fruit and Vegetable Market:  The Evidence from Poland

Joanna Pawlak, Wioletta Wróblewska

Abstract:

Consumer opinion and behavior research plays an important role in the development of the market of specific products. Currently, research in the field of consumer behavior towards organic food, which is gaining popularity on the Polish market whose production is in line with the concept of sustainable development and the European Green Deal related to it, is of particular importance. The aim of the study was to analyze the opinion and behaviors of consumers as regards organic fruit and vegetables and the promotion of these products as a determinant of them. The data for the analyzes came from empirical research conducted in Lublin at the turn of 2019 and 2020 by means of a proprietary questionnaire. The research was carried out on a sample of 534 respondents aged over 18. The scope of the research covered the opinions and behaviors of consumers towards organic fruit and vegetables as well as the factors determining the commencement of making or increasing the frequency of purchases of these products. An attempt was also made to defi ne the relationship between the opinions and behaviors presented by consumers and their demographic and socio-economic characteristics. The results of the research show that half of the respondents purchased organic fruit and vegetables, of which only 1/4 claimed to do so regularly and quite often (several times a week). The respondents most often purchased these products in specialized stores – with organic food. According to the surveyed consumers, organic fruit and vegetables are rich in nutrients, healthy and safe, and produced using environmentally friendly methods. The most important factors influencing the increase in purchases and consumption and thus the development of the market
for organic products were the increase in the availability of this product category in the places of everyday shopping and the reduction of their prices as the most important factors. The conducted research showed that for the respondents, promotional campaigns aimed at popularizing organic food, its values and impact on human health are not without signifi cance.

JEL classification: Q1, Q13, Q18

Keywords: consumer behavior, organic fruit and vegetables, promotion, organic farming

Self-Perceived Job Performance as a Mediator of the Effects of Academic Satisfaction and Quality on Loyalty

Lovemore Chikazhe, Charles Makanyeza

Abstract:
Globally, there is increased customer mobility and competition within the higher education sector. As such, university management and administration practices should consider academic satisfaction, quality and loyalty as important factors to infl uence graduate job performance. The study was conducted to see if self-perceived job performance had a role in mediating the effect of academic satisfaction and perceived academic quality on academic loyalty. Data was collected from 714 respondents using a cross-sectional survey. The covariance-based structural equation modelling was used to test the hypotheses. According to the study results, self-perceived job performance partially mediates the eff ect of both academic satisfaction and academic quality on academic loyalty. The study fi ndings emphasise the importance of graduate quality and satisfaction in influencing loyalty. Thus, the higher education sector should take cognisance of
self-perceived job performance as this also infl uences academic loyalty.

JEL classification: M10, M30, M31

Keywords: academic loyalty, academic quality, academic satisfaction, self-perceived job performance, Zimbabwe

Factors Influencing Young Consumers’ Impulse Intentions Toward Visiting Pop-Up Stores in South Africa

Miriam-Miri Retief, Bertha Jacobs, Ann-Marie Fiore

Abstract:

Consumers are constantly seeking out new and memorable experiences. This study empirically examines how external factors, such as the characteristics of innovation (relative advantage, trialability, observability, low complexity, compatibility) and exterior store design, and internal factors (positive mood, hedonic motivations, consumer innovativeness) aff ect young consumers’ impulse intention toward visiting pop-up stores in the South African context. Survey data was collected from a convenient sample of 461 students from two universities in South Africa via a self-administered questionnaire. Multiple regression analysis revealed that (a) external factors related to the characteristics of innovation (i.e., compatibility and low complexity), (b) exterior store design, and (c) the internal factor, consumer innovativeness, had a signifi cant influence on consumers’ impulse intentions to visit pop-up shops. The study examined pop-up retail through the lens of impulse behaviour in an emerging market. The study contributes to the understanding
of factors infl uencing the success of pop-up stores in emerging markets. In particular, the understanding of the factors that lead to impulse intentions towards pop-up retail, which has been overlooked in research.

JEL classification: M30, M31, O30

Keywords: pop-up stores, impulse intention, innovation characteristics, exterior design, positive mood, hedonic motivations, consumer innovativeness

Entire Volume 2 (15) 2022