#5312. A generational investigation and sentiment and emotion analyses of female fashion brand users on Instagram in Sub-Saharan Africa

August 2026publication date
Proposal available till 13-05-2025
4 total number of authors per manuscript0 $

The title of the journal is available only for the authors who have already paid for
Journal’s subject area:
Strategy and Management;
Marketing;
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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 usefulness, enjoyment and intentions to follow and recommend brands’ Instagram accounts and their invariance across three generations. We tested hypotheses using the Partial-Least-Squares Structural Equation Modelling and conducted emotion and sentiment analyses.
Keywords:
Attitudes; Consumer behaviour; Emotion analysis; Fashion; Female consumers; Instagram; Sentiment analysis; Social media marketing analytics; Sub-Saharan Africa

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