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Generation Y’s positive and negative eWOM: use of social media and mobile technology

Generation Y’s positive and negative eWOM: use of social media and mobile technology PurposeThis paper aims to explore the factors that influence Generation Y’s positive or negative electronic word-of-mouth (eWOM) behavior via social media and mobile technology in the foodservice sector. Three types of dining experiences were examined: positive and negative customer experiences and negative customer service followed by a satisfactory recovery package.Design/methodology/approachA survey was adopted to test the factors posited to influence Generation Y consumers in these service contexts. Participants were recruited through Amazon Mechanical Turk , and multi-group structural equation modeling was performed to analyze the data.FindingsActive use of social media and peer influence had a sweeping influence on Generation Y’s intentions to engage in eWOM about their service experiences. Technological sophistication with mobile technology influenced Generation Y to spread positive or negative service experiences, rather than satisfactory recovery experiences. Family influence had a mixed influence on Generation Y subgroups (21-24 years old vs 25-35 years old) to engage in eWOM about their satisfactory or poor service experiences. In satisfactory recovery experiences, family influence showed no significant influence on Generation Y’s eWOM behaviors.Research limitations/implicationsThis study enriches online reviews and eWOM marketing theories, adds to service failure and recovery literature and enhances understanding of consumer behavior expressed by Generation Y through the empirical investigation of Generation Y consumers’ behavioral motivations to engage in eWOM through social media and mobile technology.Practical implicationsEngaging Generation Y consumers with social media campaigns and mobile technology development is not merely sufficient in eWOM marketing strategies. Instead, it is essential to create integrative peer communities to motivate Generation Y consumers to engage in eWOM marketing. Marketers need to pay attention to the mixed effects of family influences on the eWOM behaviors of subgroups of Generation Y in positive or negative service experiences.Originality/valueGiven the scarcity of consumer behavior research into Generation Y as an emerging market segment, this paper makes an incremental contribution by developing and validating a model of factors that influence Generation Y consumers’ eWOM intentions through social networking and mobile technologies in three major service contexts: positive, negative and recovery following a service failure. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png International Journal of Contemporary Hospitality Management Emerald Publishing

Generation Y’s positive and negative eWOM: use of social media and mobile technology

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References (80)

Publisher
Emerald Publishing
Copyright
Copyright © Emerald Group Publishing Limited
ISSN
0959-6119
DOI
10.1108/IJCHM-10-2015-0611
Publisher site
See Article on Publisher Site

Abstract

PurposeThis paper aims to explore the factors that influence Generation Y’s positive or negative electronic word-of-mouth (eWOM) behavior via social media and mobile technology in the foodservice sector. Three types of dining experiences were examined: positive and negative customer experiences and negative customer service followed by a satisfactory recovery package.Design/methodology/approachA survey was adopted to test the factors posited to influence Generation Y consumers in these service contexts. Participants were recruited through Amazon Mechanical Turk , and multi-group structural equation modeling was performed to analyze the data.FindingsActive use of social media and peer influence had a sweeping influence on Generation Y’s intentions to engage in eWOM about their service experiences. Technological sophistication with mobile technology influenced Generation Y to spread positive or negative service experiences, rather than satisfactory recovery experiences. Family influence had a mixed influence on Generation Y subgroups (21-24 years old vs 25-35 years old) to engage in eWOM about their satisfactory or poor service experiences. In satisfactory recovery experiences, family influence showed no significant influence on Generation Y’s eWOM behaviors.Research limitations/implicationsThis study enriches online reviews and eWOM marketing theories, adds to service failure and recovery literature and enhances understanding of consumer behavior expressed by Generation Y through the empirical investigation of Generation Y consumers’ behavioral motivations to engage in eWOM through social media and mobile technology.Practical implicationsEngaging Generation Y consumers with social media campaigns and mobile technology development is not merely sufficient in eWOM marketing strategies. Instead, it is essential to create integrative peer communities to motivate Generation Y consumers to engage in eWOM marketing. Marketers need to pay attention to the mixed effects of family influences on the eWOM behaviors of subgroups of Generation Y in positive or negative service experiences.Originality/valueGiven the scarcity of consumer behavior research into Generation Y as an emerging market segment, this paper makes an incremental contribution by developing and validating a model of factors that influence Generation Y consumers’ eWOM intentions through social networking and mobile technologies in three major service contexts: positive, negative and recovery following a service failure.

Journal

International Journal of Contemporary Hospitality ManagementEmerald Publishing

Published: Feb 13, 2017

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