skip to main content
Guest
My Research
My Account
Sign out
Sign in
This feature requires javascript
Library Search
Find Databases
Browse Search
E-Journals A-Z
E-Books A-Z
Citation Linker
Help
Language:
English
Vietnamese
This feature required javascript
This feature requires javascript
Primo Search
All Library Resources
All
Course Materials
Course Materials
Search For:
Clear Search Box
Search in:
All Library Resources
Or hit Enter to replace search target
Or select another collection:
Search in:
All Library Resources
Search in:
Print Resources
Search in:
Digital Resources
Search in:
Online E-Resources
Advanced Search
Browse Search
This feature requires javascript
Search Limited to:
Search Limited to:
Resource type
criteria input
anywhere in the record
in the title
as author/creator
in subject
Full Text
ISBN
ISSN
TOC
Keyword
Field
Show Results with:
in the title
Show Results with:
anywhere in the record
in the title
as author/creator
in subject
Full Text
ISBN
ISSN
TOC
Keyword
Field
Show Results with:
criteria input
that contain my query words
with my exact phrase
starts with
Show Results with:
Search type Index
criteria input
AND
OR
NOT
This feature requires javascript
Changing Needs of Millennial Customers: Role of social responsibility perception and Instagram engagement in determining purchase intention
Digital Resources/Online E-Resources
Citations
Cited by
View Online
Details
Recommendations
Reviews
Times Cited
External Links
This feature requires javascript
Actions
Add to My Research
Remove from My Research
E-mail
Print
Permalink
Citation
EasyBib
EndNote
RefWorks
Delicious
Export RIS
Export BibTeX
This feature requires javascript
Title:
Changing Needs of Millennial Customers: Role of social responsibility perception and Instagram engagement in determining purchase intention
Author:
Dabas, Chitra Srivastava
;
McCracken, Sarah
;
Romero, Karina
;
Chung, Sarah
Subjects:
Fashion Business
;
Fashion Design
;
Fiber, Textile, and Weaving Arts
Description:
The purpose of this study is to understand how social responsibility perceptions of a brand influence Millennial consumer's brand interaction on Social media. We specifically look at Instagram as it is the most used form of social media by Millennials today. We further investigate the effect of Instagram engagement on perceived brand accessibility and purchase intention towards the brand. This paper analyzes primary data collected from Millennials through online surveys in the United States. Structural equation modelling is used to analyze data and empirical evidence supports the proposed model. Results indicate that Millennials perceive higher value for brands who are socially responsible. They actively pursue such brand online and interact with those. Increased involvement in brand and its efforts through Instagram engagement further enhances intentions to purchase the brand.
Publisher:
Iowa State University Digital Repository
Creation Date:
2017
Language:
English
Source:
Iowa State Digital Repository
This feature requires javascript
This feature requires javascript
Back to results list
This feature requires javascript
This feature requires javascript
Searching Remote Databases, Please Wait
Searching for
in
scope:(TDTS),scope:(SFX),scope:(TDT),scope:(SEN),primo_central_multiple_fe
Show me what you have so far
This feature requires javascript
This feature requires javascript