2024 journal article
Understanding the role of Instagram in young adult consumers' purchase and post-purchase evaluation behaviors
Journal of Fashion Marketing and Management: An International Journal.
www.lib.ncsu.edu (repository)
Source: ORCID
Added: January 27, 2024
PurposeThis study explored the role that Instagram, a prominent social media platform, plays in the consumer decision-making process of young adults (age 18–27 years) in the United States as they shop online for apparel and interact with the digital profiles of apparel brands. Specifically, this study compared consumers' purchase and post-purchase evaluation behaviors on Instagram between Millennials and Generation Z, and investigated the role of consumers' trust of Instagram on these behaviors.