Focus and Scope

The journal considers manuscripts in the following areas:

• Youth and young-adult consumer behavior
• Digital consumption and platform economies
• Social media, influencers, and creator culture
• Advertising, branding, and youth markets
• Technology adoption and digital lifestyles
• Online communities and digital identity
• Consumer well-being and vulnerable consumers
• Privacy, datafication, and algorithmic influence
• Ethical and sustainable consumption
• Financial behavior and digital financial services among youth
• Youth entrepreneurship and market participation
• Social responsibility, climate awareness, and responsible lifestyles

Interdisciplinary manuscripts are welcome when the contribution is clearly anchored in the journal's principal field. Manuscripts that are primarily outside the scope, are purely descriptive without scholarly contribution, or lack adequate methodological or analytical rigor may be declined during editorial screening.