{"title":"From “For You” to Fork: TikTok's Influence on Young Consumers' Food Behaviors","authors":"Oliwia Mizielska, Artur Strzelecki","doi":"10.1111/ijcs.70184","DOIUrl":"https://doi.org/10.1111/ijcs.70184","url":null,"abstract":"<div>\u0000 \u0000 <p>The aim of this study was to examine the impact of the TikTok platform on shaping the dietary preferences of young people. The research focused on analyzing the mechanisms through which social media influence consumer behavior in the area of nutrition, which is a particularly important issue in the context of the growing popularity of digital platforms and their effect on everyday decision-making. The study employed an individual model of technology acceptance and use that included eight analytical dimensions: perceived usefulness, entertainment content, virality, influencer review, social influence, subjective bond, attitude, and food behaviors. Data were collected through an online survey conducted in 2025 among 406 active TikTok users. The analysis was carried out using SmartPLS4 and structural equation modeling. The results confirm that TikTok functions as a powerful tool for shaping consumer behavior, utilizing algorithmic mechanisms, social influence, and users' emotional engagement. The most influential external factors are entertainment content, followed by subjective bond and perceived usefulness. Based on the estimation, the variance of attitude towards culinary trends was explained in 68.8% and food behaviors was explained in 54.5%. The platform affects dietary preferences through various channels of influence, ranging from culinary inspiration to the development of bonds with content creators.</p>\u0000 </div>","PeriodicalId":48192,"journal":{"name":"International Journal of Consumer Studies","volume":"50 1","pages":""},"PeriodicalIF":7.6,"publicationDate":"2026-01-28","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"146130185","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":2,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Dorvanique Cocks, Letizia Alvino, Hans Luyten, Michel Ehrenhard
{"title":"Advertising: Company Asset or Liability? A Systematic Literature Review on Deception","authors":"Dorvanique Cocks, Letizia Alvino, Hans Luyten, Michel Ehrenhard","doi":"10.1111/ijcs.70187","DOIUrl":"https://doi.org/10.1111/ijcs.70187","url":null,"abstract":"<p>Research on deception in advertising has expanded over the last 50 years, yet existing reviews focus on specific forms of deception in advertising and rarely integrate the individual, organisational and contextual factors that shape deception in advertising. This paper systematically reviews 193 publications on deception in advertising, using an integrated ADO-TCM framework. Based on the insights from the framework, this review proposes a comprehensive conceptual model that captures the interactions between consumer and brand-level processes, clarifying the pathways through which deceptive advertising operates. The review also identifies critical gaps in the literature, including the strong theoretical emphasis on the Persuasion Knowledge Theory (PKT), the limited work in non-Western contexts, the dependence on self-reported measures and the underuse of neuroscientific methods. These gaps present promising avenues for future research, such as incorporating tools like the electroencephalogram (EEG) or virtual reality (VR) to examine consumers' subconscious responses to deceptive advertising.</p>","PeriodicalId":48192,"journal":{"name":"International Journal of Consumer Studies","volume":"50 1","pages":""},"PeriodicalIF":7.6,"publicationDate":"2026-01-22","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://onlinelibrary.wiley.com/doi/epdf/10.1111/ijcs.70187","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"146091239","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":2,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"OA","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Chun Sing Maxwell Ho, Sedat Gumus, Soobin Choi, Basad Barajeeh
{"title":"Financial Literacy Education, Confidence, and Digital Financial Behavior Among Adolescents: Evidence From 19 Countries","authors":"Chun Sing Maxwell Ho, Sedat Gumus, Soobin Choi, Basad Barajeeh","doi":"10.1111/ijcs.70188","DOIUrl":"https://doi.org/10.1111/ijcs.70188","url":null,"abstract":"<p>This study examined the relationship between financial literacy education (FLE) and adolescents' use of digital financial services, with a focus on the mediating role of confidence. Using data from the 2022 Programme for International Student Assessment (PISA), which surveyed 94,704 15-year-old students across 19 countries, we measured FLE using indicators of cross-curricular integration and students' reported pedagogical strategies. Path analysis and multigroup confirmatory factor analyses were employed to test the hypothesized relationships and assess cross-national differences. The findings revealed that FLE had a significant, albeit largely indirect, effect on adolescents' use of digital financial services, operating through students' confidence in managing digital transactions. Cross-curricular learning and interactive pedagogies enhanced knowledge and built confidence, thereby increasing engagement with digital finance. The results highlight that confidence is the key mechanism by which education translates into digital financial behavior. These findings underscore the need for financial literacy curricula to evolve in line with digital innovation and support policymakers and educators in designing programs that build both financial knowledge and confidence for responsible participation in digital financial environments.</p>","PeriodicalId":48192,"journal":{"name":"International Journal of Consumer Studies","volume":"50 1","pages":""},"PeriodicalIF":7.6,"publicationDate":"2026-01-22","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://onlinelibrary.wiley.com/doi/epdf/10.1111/ijcs.70188","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"146096411","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":2,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"OA","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
{"title":"From Packshots to Consumer Selfies: How Brand-Image Types Influence Consumer Enjoyment of Brand Experiences in User-Generated Image Campaigns","authors":"Jiang Zhu, Leting Tang, Wenyu Dou, Cheng Lu Wang, Xiangyu Wang, Liying Zhou","doi":"10.1111/ijcs.70186","DOIUrl":"https://doi.org/10.1111/ijcs.70186","url":null,"abstract":"<div>\u0000 \u0000 <p>In social media marketing, brands increasingly rely on user-generated image (UGI) campaigns, yet limited research examines how different types of brand-related images shape consumer enjoyment of the brand experience. Grounded in impression management theory, this study proposes that brand-related image types, including packshots (product-only), consumer selfies (consumer's face with the brand), and brand selfies (branded products held by an invisible consumer), influence consumer enjoyment through self-presentational concern. We further theorize that platform tie strength moderates this process. Across two laboratory experiments, we test a moderated mediation model. Study 1 indicates that sharing consumer selfies significantly reduces enjoyment relative to packshots and brand selfies, and that this effect is driven by elevated self-presentational concern. Study 2 replicates these findings and suggests a nuanced moderation pattern: on strong-tie platforms, self-presentational concern is elevated for packshots and brand selfies, whereas on weak-tie platforms it is highest for consumer selfies, where the sharer's face is visible.</p>\u0000 </div>","PeriodicalId":48192,"journal":{"name":"International Journal of Consumer Studies","volume":"50 1","pages":""},"PeriodicalIF":7.6,"publicationDate":"2026-01-19","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"146091234","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":2,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
{"title":"Do Consumer Attitudes Toward Gender Equality Matter? Brand-Related Consumer Responses to Femvertising in a Country With a Low Gender Equality Index","authors":"Anna Török, Erzsébet Malota, Jhanghiz Syahrivar","doi":"10.1111/ijcs.70183","DOIUrl":"https://doi.org/10.1111/ijcs.70183","url":null,"abstract":"<div>\u0000 \u0000 <p>Femvertising, a form of advertising aimed at empowering women, has been widely examined and is generally associated with positive consumer responses. However, less attention has been given to how foundational consumer beliefs, such as attitudes toward gender role equality, shape responses to femvertising, particularly in those Eastern European contexts where gender equality remains low. This study examines the brand-related consumer responses of femvertising, while considering gender role equality attitudes as a potential moderator. An experiment was conducted in a low-gender-equality context, comparing a femvertisement with a traditional gender-stereotypical advertisement in one marketplace. Data from 286 Generation Y women were analyzed using covariance-based structural equation modelling in AMOS and moderated serial mediation analysis using PROCESS (Models 6 and 83). The findings indicate that the femvertisement evoked favorable evaluative responses among the sampled Hungarian Generation Y participants. Perceived female empowerment enhanced the attitude toward the advertisement, which in turn related to more favorable brand evaluations and higher purchase intentions. Gender role equality attitudes further strengthened the association between perceived empowerment and attitude toward the advertisement. Overall, the results suggest that consumer responses to empowerment-oriented advertising vary with underlying gender equality beliefs and contextual conditions, with particular relevance for Generation Y women. This study contributes to research on advertising and societal gender norms by linking attitudes toward gender equality with variation in consumer responses to empowering advertising.</p>\u0000 </div>","PeriodicalId":48192,"journal":{"name":"International Journal of Consumer Studies","volume":"50 1","pages":""},"PeriodicalIF":7.6,"publicationDate":"2026-01-17","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"146002458","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":2,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Maqsood H. Bhutto, Denitsa Dineva, Joel Mero, Heikki Karjaluoto
{"title":"Exploring Customer Incivility in the Service Sector: A Systematic Review and Roadmap for Future Research","authors":"Maqsood H. Bhutto, Denitsa Dineva, Joel Mero, Heikki Karjaluoto","doi":"10.1111/ijcs.70180","DOIUrl":"https://doi.org/10.1111/ijcs.70180","url":null,"abstract":"<p>Customer incivility (CI) increasingly shapes service work, from frontline hospitality staff to digital agents in retail and banking. This study applies the PRISMA protocol to review 112 empirical articles published between 2009 and 2025. Using the Theory, Context, Characteristics and Methods (TCCM) framework, we synthesise key findings and highlight the dominant themes in CI research. Our analysis identifies under-explored areas, including digital CI dynamics and cultural influences and proposes a framework to guide future inquiry. We set out a research agenda across five themes: theory development, cultural comparisons, digitalisation, intersectionality and intervention design. Conceptually, the review advances the theorisation of CI by clarifying boundaries and neglecting dynamics. Methodologically, it demonstrates the value of TCCM for structuring evidence and systematic analysis. Practically, it translates insights into strategies such as de-escalation training, platform-level moderation and organisational policies that reduce reliance on individual resilience.</p>","PeriodicalId":48192,"journal":{"name":"International Journal of Consumer Studies","volume":"50 1","pages":""},"PeriodicalIF":7.6,"publicationDate":"2026-01-17","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://onlinelibrary.wiley.com/doi/epdf/10.1111/ijcs.70180","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"146002410","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":2,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"OA","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Andrzej Cwynar, Tomasz Potocki, Marek Cierpiał-Wolan, Sebastian Heidel, Roland Happ
{"title":"Language Gender Marking and the Gender Gap in Financial Knowledge","authors":"Andrzej Cwynar, Tomasz Potocki, Marek Cierpiał-Wolan, Sebastian Heidel, Roland Happ","doi":"10.1111/ijcs.70168","DOIUrl":"https://doi.org/10.1111/ijcs.70168","url":null,"abstract":"<div>\u0000 \u0000 <p>Studies show that women perform worse on financial knowledge tests, which contributes to broader gender-based inequalities. However, the reasons for this phenomenon are not yet fully understood. Using data on grammatical categories related to gender from the World Atlas of Language Structures, combined with financial knowledge data from the Eurobarometer survey, we test the hypothesis that the gender gap in financial knowledge to the disadvantage of women is associated with the degree of gender marking in languages spoken across European Union countries. Anchored in human capital theory, social identity theory, and the linguistic relativism hypothesis, the analysis reveals that women consistently perform worse than men in financial knowledge tests and that this gap is significantly larger in countries where more gendered languages are spoken. Our results are robust to the specification of the critical variables—financial knowledge and the language gendering index—and to the model used. The findings underscore the socio-economic implications of linguistic structures and advocate for culturally aware financial education interventions to mitigate gender disparities in financial literacy.</p>\u0000 </div>","PeriodicalId":48192,"journal":{"name":"International Journal of Consumer Studies","volume":"50 1","pages":""},"PeriodicalIF":7.6,"publicationDate":"2026-01-15","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"146007536","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":2,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Francisco Rejón-Guardia, Virginia Palomas-Gómez, Sebastian Molinillo
{"title":"Effects of Product Type on Persuasion Mechanisms of Human and Virtual Influencers","authors":"Francisco Rejón-Guardia, Virginia Palomas-Gómez, Sebastian Molinillo","doi":"10.1111/ijcs.70169","DOIUrl":"https://doi.org/10.1111/ijcs.70169","url":null,"abstract":"<p>The emergence of virtual influencers (VIs) as an alternative to human influencers (HIs) for product promotion raises questions about the psychological mechanisms that determine their effectiveness and whether this varies depending on the product type. This study contributes to understanding the factors that shape influencer effectiveness by conducting a 2 (VIs vs. HIs) × 2 (utilitarian vs. hedonic product) experiment, using Instagram-based stimuli and a sample of 1681 social media users. The results indicate that both HIs and VIs positively impact the intention to follow recommendations and purchase intention, but through different persuasive processes. HIs foster greater identification and parasocial relationships (i.e., intimacy, friendship), which are particularly relevant in promoting hedonic products and enhancing brand credibility. In contrast, VIs are perceived as more objective, excelling in promoting utilitarian products, although their ability to establish parasocial relationships is more limited. Product type moderates these effects, highlighting the importance of aligning influencer strategy with product characteristics. These findings provide an incremental refinement of existing theoretical models of social influence by demonstrating that identification with the influencer remains comparatively stable across product types. In contrast, parasocial relationships are more sensitive to whether the endorsed product is hedonic or utilitarian. In doing so, the study also provides actionable guidance for brands and digital marketing professionals. Limitations and avenues for future research are discussed, particularly with respect to the inclusion of other types of influencer profiles and platforms.</p>","PeriodicalId":48192,"journal":{"name":"International Journal of Consumer Studies","volume":"50 1","pages":""},"PeriodicalIF":7.6,"publicationDate":"2026-01-15","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://onlinelibrary.wiley.com/doi/epdf/10.1111/ijcs.70169","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"146002361","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":2,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"OA","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
{"title":"I Am What I'm Proud of: How Does Perceive Brand Heritage Influence Brand Purchase Through Consumer Emotional Resonance and Self-Brand Identification","authors":"Meilian Liu, Miao Yu, Cheng Lu Wang","doi":"10.1111/ijcs.70175","DOIUrl":"https://doi.org/10.1111/ijcs.70175","url":null,"abstract":"<div>\u0000 \u0000 <p>Brand heritage is widely acknowledged as a critical brand asset; however, the mechanisms underlying how perceived brand heritage (PBH) shapes consumer decision-making in digital contexts (e.g., live commerce) remain inadequately explored. Grounded in customer-based brand equity theory and knowledge management theory, we propose a dual-mediation model wherein emotional resonance and consumer–brand identification transmit the impact of PBH on purchase intention. A preregistered empirical study was conducted on a real-world live-streaming platform to test the hypothesized framework. The findings demonstrate that PBH significantly enhances PI through both ER and consumer–brand identification. Moreover, brand awareness moderates the mediating effect of consumer–brand identification, whereas interactivity moderates the effect of emotional resonance on purchase intention. This research enriches the consumer–brand relationship literature by delineating the psychological pathways linking PBH to PI, and provides actionable insights for brands aiming to leverage brand heritage to strengthen consumer engagement in live-streaming commerce.</p>\u0000 </div>","PeriodicalId":48192,"journal":{"name":"International Journal of Consumer Studies","volume":"50 1","pages":""},"PeriodicalIF":7.6,"publicationDate":"2026-01-14","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"146002103","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":2,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
{"title":"Selfie Behaviours and Body Image Concerns: A Systematic Literature Review and Future Research Directions","authors":"Ibrahim Taylan Dortyol, Merve Nalbant, Asli Guven","doi":"10.1111/ijcs.70179","DOIUrl":"https://doi.org/10.1111/ijcs.70179","url":null,"abstract":"<div>\u0000 \u0000 <p>Body image concerns are a widely recognised and important health issue. Of particular concern is the potential association between selfie behaviours and body image, given the increasing focus on physical appearance in selfies and the tendency of individuals to portray an idealised version of themselves. To date, several reviews have provided valuable insights into selfie behaviours and their relationship with body image. However, they have certain limitations in terms of methodology, with studies tending to narrowly focus on a specific age group, gender, or topic. To address these limitations, a systematic review was conducted, comprising a total of 37 Web of Science (WoS) articles from 20 peer-reviewed journals across a range of disciplines, including psychology, marketing, and media studies. This study was conducted following the Scientific Procedures and Rationales for Systematic Reviews (SPAR-4-SLR) protocol and guided by the Theory-Context-Characteristics-Methodology (TCCM) frameworks to provide insights into the selfie behaviours within the body image literature. Further, the study introduced an integrated conceptual framework that identifies the independent, mediating, moderating, and dependent variables of the phenomenon examined in this review. Thus, the current review identifies certain overlooked areas that require further investigation and have the potential to significantly advance this field of study. This study has also significant implications for public policy and government strategies, which may be relevant to policymakers, practitioners, and individuals in assessing the impact of selfie behaviours on body image, particularly within the context of the United Nations' Sustainable Development Goal 3 (Good Health and Well-being).</p>\u0000 </div>","PeriodicalId":48192,"journal":{"name":"International Journal of Consumer Studies","volume":"50 1","pages":""},"PeriodicalIF":7.6,"publicationDate":"2026-01-14","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"146002104","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":2,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}