Pandemic pains to Instagram gains! : COVID-19 perceptions effects on behaviours towards fashion brands on Instagram in Sub-Saharan Africa : tech-native vs non-native generations
Year of publication: |
2022
|
---|---|
Authors: | Mahmoud, Ali B. ; Ball, Joan P. ; Rubin, Daniel ; Fuxman, Leonora ; Mohr, Iris ; Hack-Polay, Dieu ; Grigoriou, Nicholas ; Wakibi, Aziz |
Published in: |
Journal of marketing communications. - London : Routledge, ISSN 1466-4445, ZDB-ID 2020291-X. - Vol. 28.2022, 8, p. 864-888
|
Subject: | attitudes | branding | consumer behaviour | fashion | Instagram | Social media marketing | Sub-Saharan Africa | technology-based generational differences | Mode | Fashion | Markenführung | Brand management | Coronavirus | Konsumentenverhalten | Consumer behaviour | Online-Marketing | Internet marketing | Social Web | Social web | Zentralafrika | Central Africa | Subsahara-Afrika |
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