2021
DOI: 10.1057/s41262-021-00244-8
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A generational investigation and sentiment and emotion analyses of female fashion brand users on Instagram in Sub-Saharan Africa

Abstract: Graphic abstract Renewed interest in gender-sensitive studies focussing on fashion brands marketing communications across diverse cultures and generational cohorts of consumers has heightened the need for uniqueness when developing marketing strategies for fashion brands in both domestic and international markets. Following that, we surveyed 1,329 Sub-Saharan African female Instagram users to investigate the mediating role of consumer satisfaction concerning the relationships between perceived usefu… Show more

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Cited by 38 publications
(32 citation statements)
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“…J Henseler, R-JBJ R. Sinkovics, R Daekwan Kim, CM Ringle and M Sarstedt [ 65 ] contend that running group comparisons through PLS-SEM can be “misleading” unless the equivalency of their measures is confirmed [ 66 ]. By utilising the “Measurement Invariance of the Composite Models” (MICOM) technique, this condition may be fulfilled [ 65 , 66 ].…”
Section: Resultsmentioning
confidence: 99%
See 3 more Smart Citations
“…J Henseler, R-JBJ R. Sinkovics, R Daekwan Kim, CM Ringle and M Sarstedt [ 65 ] contend that running group comparisons through PLS-SEM can be “misleading” unless the equivalency of their measures is confirmed [ 66 ]. By utilising the “Measurement Invariance of the Composite Models” (MICOM) technique, this condition may be fulfilled [ 65 , 66 ].…”
Section: Resultsmentioning
confidence: 99%
“…Then, as a result of that, we ran a permutation test. The results are that all this study’s variates/constructs have their “Permutation P -values” more than 0.05; thus, we consider the null hypothesis to be accepted—meaning that the initial correlations of these constructs are non-substantially “different from 1” [ 66 , 67 ] (See Table 8 ). This result offers valid evidence of compositional equivalency, implying a feasible multigroup assessment [ 59 , 66 ].…”
Section: Resultsmentioning
confidence: 99%
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“…For that purpose, SmartPLS 3 (v. 3.3.3) is utilised (Ringle, Wende, and Becker 2015). Our choice of the PLS-SEM approach is based on previous research recommendations when assessing predictive models (Hair, Ringle, and Sarstedt 2014;Mahmoud et al 2021b). Moreover, the literature (e.g., Mahmoud et al 2020a) suggests that multivariate normality is likely to contravened by most data.…”
Section: Resultsmentioning
confidence: 99%