This week Matt and Fred are joined by two special guests to talk about millennials buying based on celebrity endorsement. ‘Influencer’ is a job description that seems quite modern, but ‘brands’ have existed for a long time and so we want to learn more about how they interact.

Joined by our excellent research assistant Nicola Binks, and a marketing expert Cadie Doorley, we discuss why young people buy the way they do. Join us to learn more about the latest fashion tips and social trends.

Academic sources and further reading:

Arnett, J., 2004. Emerging adulthood. Oxford, UK: Oxford University Press.

Bakewell, C. and Mitchell, V., 2003. Generation Y female consumer decision‐making styles. International Journal of Retail & Distribution Management, 31(2), pp.95-106.

Davies, A. and Fitchett, J., 2010. Material man is not an island: Coping with cultural fracture. Journal of Marketing Management, 26(11-12), pp.1005-1020.

Giambatista, R., Hoover, J. and Tribble, L., 2017. Millennials, learning, and development: Managing complexity avoidance and narcissism. The Psychologist-Manager Journal, 20(3), pp.176-193.

Heo, J. and Muralidharan, S., 2017. What triggers young Millennials to purchase eco-friendly products?: the interrelationships among knowledge, perceived consumer effectiveness, and environmental concern. Journal of Marketing Communications, 25(4), pp.421-437.

Lissitsa, S. and Kol, O., 2016. Generation X vs. Generation Y – A decade of online shopping. Journal of Retailing and Consumer Services, 31, pp.304-312.

Smith, K. and Brower, T., 2012. Longitudinal study of green marketing strategies that influence Millennials. Journal of Strategic Marketing, 20(6), pp.535-551.