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. Issue 8 (17th November 2022)

• Record Type: Journal Article
• Authors: Mahmoud, Ali B.; Ball, Joan; Rubin, Daniel; Fuxman, Leonora; Mohr, Iris; Hack-Polay, Dieu; Grigoriou, Nicholas; Wakibi, Aziz
• Is Part Of: Journal of marketing communications. Volume 28:Issue 8(2022)
• Page Start: 864
• Page End: 888
• Publication Date: 2022-11-17
• Subjects: Social media marketing -- Instagram -- branding -- fashion -- attitudes -- consumer behaviour -- technology-based generational differences -- Sub-Saharan Africa; Communication in marketing -- Periodicals; 658.8
• DOI: 10.1080/13527266.2021.1971282
• Languages: English
• ISSNs: 1352-7266

Abstract

ABSTRACT: This study represents a novel attempt to investigate the cascading effects of COVID-19 perceptions onto behavioural patterns towards fashion brands on Instagram and across two generations tech-native vs tech non-native) in a Sub-Saharan African context. We drew our study on a sample of 338 Instagram users that experienced fashion brands on Instagram in two Sub-Saharan African countries: Uganda and Nigeria. We used partial least square structural equation modelling (PLS-SEM) to test the hypothetical model. We found that COVID-19 perception positively predicted enjoyment and usefulness, leading to more satisfaction with fashion brand accounts on Instagram and hence greater intention to follow and recommend those accounts. Finally, running a multigroup analysis (MGA), we found the effects of COVID-19 perceptions pronounced into both intentions to follow and intention to recommend via the sequence of mediators: enjoyment and satisfaction were only valid amongst the tech-native generational cohort. Our research suggested a new generational categorisation based on technology nativity – offering a new direction of generational studies in digital marketing communications.