Brand engagement and search for brands on social media: Comparing Generations X and Y in Portugal

Brand engagement and search for brands on social media: Comparing Generations X and Y in Portugal This paper characterizes both Generation X's and Generation Y's brand engagement on referral intentions and electronic word-of-mouth (e-WOM) through social media, namely Facebook. Using an online questionnaire conducted across 332 participants in Portugal, the results showed that Generation Y members consumed more content on Facebook brands’ pages than Generation X. Also, they were more likely to have an e-WOM referral intention as well as being more driven by brand affiliation, promotions and discounts. Additionally, currently employed individuals were found to contribute more frequently (e.g., posting, liking, following and sharing) than students. Our findings also revealed that Generation Y was regarded as the most cost-conscious generation. Finally, practical implications are discussed, as brands should adapt their posted online content to the characteristics of their specific audience. Accordingly, value co-creation among community participants acts as a prominent driving force in the context of social media. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of Retailing and Consumer Services Elsevier

Brand engagement and search for brands on social media: Comparing Generations X and Y in Portugal

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Publisher
Elsevier
Copyright
Copyright © 2018 Elsevier Ltd
ISSN
0969-6989
D.O.I.
10.1016/j.jretconser.2018.04.003
Publisher site
See Article on Publisher Site

Abstract

This paper characterizes both Generation X's and Generation Y's brand engagement on referral intentions and electronic word-of-mouth (e-WOM) through social media, namely Facebook. Using an online questionnaire conducted across 332 participants in Portugal, the results showed that Generation Y members consumed more content on Facebook brands’ pages than Generation X. Also, they were more likely to have an e-WOM referral intention as well as being more driven by brand affiliation, promotions and discounts. Additionally, currently employed individuals were found to contribute more frequently (e.g., posting, liking, following and sharing) than students. Our findings also revealed that Generation Y was regarded as the most cost-conscious generation. Finally, practical implications are discussed, as brands should adapt their posted online content to the characteristics of their specific audience. Accordingly, value co-creation among community participants acts as a prominent driving force in the context of social media.

Journal

Journal of Retailing and Consumer ServicesElsevier

Published: Jul 1, 2018

References

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