#4624. 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

August 2026publication date
Proposal available till 20-05-2025
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Journal’s subject area:
Business and International Management;
Marketing;
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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). We drew our study on a sample of 338 Instagram users that experienced fashion brands on Instagram. 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.
Keywords:
attitudes; branding; consumer behaviour; fashion; Instagram; Social media marketing; technology-based generational differences

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