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| Author: | Strutton, D. Taylor, D.G. Thompson, K. |
| Title: | Investigating generational differences in e-WOM behaviours: for advertising purposes, does X = Y? |
| Journal: | International Journal of Advertising
2011 : VOL. 30:4, p. 559-586 |
| Index terms: | advertising communication marketing theory research |
| Freeterms: | social media |
| Language: | eng |
| Abstract: | Marketers have generally assumed that Gen X and Gen Y have actionable differences, particularly when electronically mediated marketing is concerned. This study investigates possible generational differences in electronic word-of-mouth (e-WOM) behaviours. Attitudes and behaviours toward e-WOM are studied through focus group research and the two generations show very similar results. The few differences were found mainly in attitudes toward technology, with Gen Y favouring social networking and Gen X e-mail. The article also offers practical implications for people seeking to generate e-viral buzz. |
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