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

Author:

Mahmoud Ali B.12ORCID,Ball Joan1,Rubin Daniel1ORCID,Fuxman Leonora1,Mohr Iris1,Hack-Polay Dieu34ORCID,Grigoriou Nicholas5ORCID,Wakibi Aziz6

Affiliation:

1. The Peter J. Tobin College of Business, St. John’s University, New York, NY, USA

2. Business School, University of Wales Trinity Saint David, London, UK

3. Management Department, Crandall University, Moncton, Canada

4. Business School, University of Lincoln, Lincoln, UK

5. Business School, Monash University, Victoria, Australia

6. Business School, Makerere University, Kampala, Uganda

Funder

No funding was received

Publisher

Informa UK Limited

Subject

Marketing,Business and International Management

Reference94 articles.

1. Adejumoh, J. 2021. “Facebook Rolls Out Instagram Lite To Sub-Saharan Africa, Others.” MSN Africa, June 29. https://www.msn.com/en-xl/africa/other/facebook-rolls-out-instagram-lite-to-sub-saharan-africa-others/ar-BB1f2zsA

2. Social media in marketing: A review and analysis of the existing literature

3. A Tale of Four Platforms: Motivations and Uses of Facebook, Twitter, Instagram, and Snapchat Among College Students?

4. Exciting on Facebook or competent in the newspaper? Media effects on consumers’ perceptions of brands in the fashion category

5. Arens, E. 2020. “How COVID-19 Has Changed Social Media Engagement.” Sprout Social, June 29. https://sproutsocial.com/insights/covid19-social-media-changes/.

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