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

Journal article

Mahmoud, A.B., Ball, J., Rubin, D., Fuxman, L., Mohr, I., Hack-Polay, D., Grigoriou, N. and Wakibi, A. (2021). 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. Journal of Marketing Communications. 28 (8), pp. 864-888. https://doi.org/10.1080/13527266.2021.1971282
AuthorsMahmoud, A.B., Ball, J., Rubin, D., Fuxman, L., Mohr, I., Hack-Polay, D., Grigoriou, N. and Wakibi, A.
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.

Year2021
JournalJournal of Marketing Communications
Journal citation28 (8), pp. 864-888
PublisherTaylor & Francis
ISSN 1466-4445
Digital Object Identifier (DOI)https://doi.org/10.1080/13527266.2021.1971282
Web address (URL)https://doi.org/10.1080/13527266.2021.1971282
Publication dates
Online09 Sep 2021
Publication process dates
Accepted17 Aug 2021
Deposited21 Nov 2023
Publisher's version
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Open
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