This article analyzes interactive media usage patterns among millennial consumers compared to Generation X and Baby Boomer cohorts. The study uses decision tree analysis of survey data from over 3,000 US consumers to generate models of usage across 21 technology applications. The models show that millennials use interactive media significantly more than older cohorts for 14 applications. Millennials employ interactive technologies for both utilitarian purposes like information gathering as well as entertainment. However, they are less likely to purchase online compared to older groups, presenting opportunities for multi-channel retailers and challenges for online-only retailers.
Interactive media usage among millennial consumerAsliza Hamzah
This document discusses a study on interactive media usage among millennial consumers. The study uses decision tree analysis to generate models comparing millennial usage to Generation X and Baby Boomers across 21 technology applications. The models found that millennials use interactive technologies more than older generations, for both utilitarian purposes like information gathering as well as entertainment. However, millennials are less likely to purchase online than older groups. The findings suggest opportunities for multi-channel marketers given millennials' preference to research online but purchase in stores.
Children's experience of retailers' mobile applicationsLaurent Muzellec
The purpose of this paper is to describe the nature of a branded mobile application experience for children, and analyse how these experiences affect the children’s and parents’ brand perceptions.
Design/methodology/approach – The authors use a qualitative approach focussing on the consumer perspective. Children were asked to use two selected applications from an I-Pad
tablet (“La Grande Récré” – A1 and “MonkiMi” – A2). Children and parents were subsequently interviewed.
Findings – Children primarily valued the emotional experience of the application (app).The parents appreciated their children’s cognitive experience of the mobile app. Parents are
much more responsive to mobile application communication, as they perceive to have more control over this new media and value the cognitive and emotional dimension of their children experience of the app.
Research limitations/implications – The study shows that branded apps can be an extremely effective way in delivering valuable brand content which positively impact brand erceptions.
This initial and exploratory study calls for further extensive research in this area.
Practical implications – This research demonstrates the untapped potential of sponsored apps as a communication medium.
Originality/value – The paper indicates that mobile applications constitute a new communication
channel for retailers and brand owners to interact at an emotional level with their existing or prospective customers.
Keywords Retailing, Experiential marketing, Child behaviour, Mobile applications
Impact of Key Purchasing Determinants on Purchase Intention of Hybrid Vehicle...University of Kelaniya
According to Researchers knowledge this is the first research on purchase intentions of Hybrid Vehicles in
Sri Lanka. This research has been done to determine the purchase intention of Hybrid Vehicles in Sri Lanka.
This research article focuses mainly on determining the links between customer’s environmental attitudes,
subjective norms, price perception, preferences, knowledge, perceived risk, intentions as well as expectations
of the customers given to the environment while buying a hybrid vehicle. The research survey questionnaires
were developed to get information for each and every aspect mentioned in the objectives. To go deep in to
the study areas researcher referred secondary data sources such as other research studies that were done in
Tokyo Japan and India. The data for the present work has been collected personally by the researcher as well
as helps has been taken from others in getting structured non- disguised questionnaire filled properly. By
using the snowball sampling, 200 survey questioners were distributed and 150 useable responses were taken
in to this research. All the responses were collected online and taken them to one data base for the purpose
of analyzing. For this study, respondents who were identified as “being in the market” and other potential
respondents who intended to purchase cars in the near future. After the analysis has been done researcher
has identified the impact of predetermined variables over buying intention of Hybrids vehicles in Sri Lanka.
As per the results, researcher has also come up with the managerial implications of the study and
recommendations.
Goffman (1959) as (cited in Schulz 2012), used theatric allegory to define how a consumer behaves in his “impression management theory”, as a consumer is a social scientist who behaves in public, the way an actor performs on stage in front of an audience .
Schulz 2012 also elaborates; another useful measure of a consumer’s behavioral traits is “reflexivity” by which a customer’s response and reaction can be analyzed by his past experience.
Factor Analysis of Students’ Exposure to Social Media for Food and Beveragesajjalp
Food and beverage marketing on social media is
a powerful factor to influence students’
exposure to social media and application for
food and beverage. It is a well-known fact that
most of the food and beverage business target
young people on the social media. The objective
of the study is to identify the factors associated
to the students’ exposure in the social media
platforms for food and beverage. The young
students between the ages 20 to 26 years
completed a self-administered questionnaire
survey on their media use for food and
beverages. The questionnaire was prepared
using Likert scale with five options from
strongly agree to strongly disagree. The data set
was described with descriptive statistics such as
mean and standard deviation. The exploratory
factor analysis with varimax rotation method
was used to extract the factors. The most
popular social media among the respondents
were Facebook, Instagram, and You Tube.
73.3% of the students were exposed to food and
beverage application in their mobile device and
76% of them followed the popular food and
beverage pages in social media. The result
revealed that social media posts, promotional
offer, and hygienic concept have positively
influenced majority of the students’ exposure to
social media for food and beverage.
Keywords: Factor analysis, Social Media, Food
and Beverage, Student, Promotional Offer
Impacts of online word-of-mouth and personalities on intention to choose a de...Nghiên Cứu Định Lượng
This study aimed to assess the link between electronic word-of-mouth (eWOM) on social media and personalities on intention to choose a tourism destination. The researchers developed a model combining the Information Adoption Model and the Big Five personality model. They surveyed 647 participants in Vietnam and found that the Information Adoption Model can predict behavioral intention to select tourism destinations. Additionally, certain personality traits like agreeableness, extraversion, and openness influenced how people adopt travel information from eWOM. However, personality's impact on behavioral intention was only partly explained by the model, suggesting other variables are also involved. The findings provide insights for targeting customers and improving eWOM advertising content.
The study was undertaken with a purpose to study the attitude of students towards T.V advertisements on economic and social aspects. The sample comprised of 100 students selected by random sampling technique from Panjab University, Chandigarh. The findings revealed that advertisement helps to raise our standard of living whereas in social aspect an advertisement produces potentially negative side effects. Apart from that, the research serves as a good baseline for future research.
Understanding online brand communities the role of NVivo and NCaptureQSR International
Want to understand what drives brand communities and their behavior? Interested in discussing Netnography, a qualitative research methodology that adapts ethnographic research techniques to the study of culture and communities emerging through computer-mediated communications?
See how you can gather and work with social media data using NCapture from within NVivo and then automatically code social media data quickly and easily in order to visualize the results.
Interactive media usage among millennial consumerAsliza Hamzah
This document discusses a study on interactive media usage among millennial consumers. The study uses decision tree analysis to generate models comparing millennial usage to Generation X and Baby Boomers across 21 technology applications. The models found that millennials use interactive technologies more than older generations, for both utilitarian purposes like information gathering as well as entertainment. However, millennials are less likely to purchase online than older groups. The findings suggest opportunities for multi-channel marketers given millennials' preference to research online but purchase in stores.
Children's experience of retailers' mobile applicationsLaurent Muzellec
The purpose of this paper is to describe the nature of a branded mobile application experience for children, and analyse how these experiences affect the children’s and parents’ brand perceptions.
Design/methodology/approach – The authors use a qualitative approach focussing on the consumer perspective. Children were asked to use two selected applications from an I-Pad
tablet (“La Grande Récré” – A1 and “MonkiMi” – A2). Children and parents were subsequently interviewed.
Findings – Children primarily valued the emotional experience of the application (app).The parents appreciated their children’s cognitive experience of the mobile app. Parents are
much more responsive to mobile application communication, as they perceive to have more control over this new media and value the cognitive and emotional dimension of their children experience of the app.
Research limitations/implications – The study shows that branded apps can be an extremely effective way in delivering valuable brand content which positively impact brand erceptions.
This initial and exploratory study calls for further extensive research in this area.
Practical implications – This research demonstrates the untapped potential of sponsored apps as a communication medium.
Originality/value – The paper indicates that mobile applications constitute a new communication
channel for retailers and brand owners to interact at an emotional level with their existing or prospective customers.
Keywords Retailing, Experiential marketing, Child behaviour, Mobile applications
Impact of Key Purchasing Determinants on Purchase Intention of Hybrid Vehicle...University of Kelaniya
According to Researchers knowledge this is the first research on purchase intentions of Hybrid Vehicles in
Sri Lanka. This research has been done to determine the purchase intention of Hybrid Vehicles in Sri Lanka.
This research article focuses mainly on determining the links between customer’s environmental attitudes,
subjective norms, price perception, preferences, knowledge, perceived risk, intentions as well as expectations
of the customers given to the environment while buying a hybrid vehicle. The research survey questionnaires
were developed to get information for each and every aspect mentioned in the objectives. To go deep in to
the study areas researcher referred secondary data sources such as other research studies that were done in
Tokyo Japan and India. The data for the present work has been collected personally by the researcher as well
as helps has been taken from others in getting structured non- disguised questionnaire filled properly. By
using the snowball sampling, 200 survey questioners were distributed and 150 useable responses were taken
in to this research. All the responses were collected online and taken them to one data base for the purpose
of analyzing. For this study, respondents who were identified as “being in the market” and other potential
respondents who intended to purchase cars in the near future. After the analysis has been done researcher
has identified the impact of predetermined variables over buying intention of Hybrids vehicles in Sri Lanka.
As per the results, researcher has also come up with the managerial implications of the study and
recommendations.
Goffman (1959) as (cited in Schulz 2012), used theatric allegory to define how a consumer behaves in his “impression management theory”, as a consumer is a social scientist who behaves in public, the way an actor performs on stage in front of an audience .
Schulz 2012 also elaborates; another useful measure of a consumer’s behavioral traits is “reflexivity” by which a customer’s response and reaction can be analyzed by his past experience.
Factor Analysis of Students’ Exposure to Social Media for Food and Beveragesajjalp
Food and beverage marketing on social media is
a powerful factor to influence students’
exposure to social media and application for
food and beverage. It is a well-known fact that
most of the food and beverage business target
young people on the social media. The objective
of the study is to identify the factors associated
to the students’ exposure in the social media
platforms for food and beverage. The young
students between the ages 20 to 26 years
completed a self-administered questionnaire
survey on their media use for food and
beverages. The questionnaire was prepared
using Likert scale with five options from
strongly agree to strongly disagree. The data set
was described with descriptive statistics such as
mean and standard deviation. The exploratory
factor analysis with varimax rotation method
was used to extract the factors. The most
popular social media among the respondents
were Facebook, Instagram, and You Tube.
73.3% of the students were exposed to food and
beverage application in their mobile device and
76% of them followed the popular food and
beverage pages in social media. The result
revealed that social media posts, promotional
offer, and hygienic concept have positively
influenced majority of the students’ exposure to
social media for food and beverage.
Keywords: Factor analysis, Social Media, Food
and Beverage, Student, Promotional Offer
Impacts of online word-of-mouth and personalities on intention to choose a de...Nghiên Cứu Định Lượng
This study aimed to assess the link between electronic word-of-mouth (eWOM) on social media and personalities on intention to choose a tourism destination. The researchers developed a model combining the Information Adoption Model and the Big Five personality model. They surveyed 647 participants in Vietnam and found that the Information Adoption Model can predict behavioral intention to select tourism destinations. Additionally, certain personality traits like agreeableness, extraversion, and openness influenced how people adopt travel information from eWOM. However, personality's impact on behavioral intention was only partly explained by the model, suggesting other variables are also involved. The findings provide insights for targeting customers and improving eWOM advertising content.
The study was undertaken with a purpose to study the attitude of students towards T.V advertisements on economic and social aspects. The sample comprised of 100 students selected by random sampling technique from Panjab University, Chandigarh. The findings revealed that advertisement helps to raise our standard of living whereas in social aspect an advertisement produces potentially negative side effects. Apart from that, the research serves as a good baseline for future research.
Understanding online brand communities the role of NVivo and NCaptureQSR International
Want to understand what drives brand communities and their behavior? Interested in discussing Netnography, a qualitative research methodology that adapts ethnographic research techniques to the study of culture and communities emerging through computer-mediated communications?
See how you can gather and work with social media data using NCapture from within NVivo and then automatically code social media data quickly and easily in order to visualize the results.
Assessing the costs of public higher education in the commonwealth of virgini...Robert M. Davis, MPA
It has been identified that market failures can result from lack of information between individuals engaged in a transaction in a given market. The market being discussed in the context of this research has been the public higher education market. The analysis thus far has focused on asymmetry of information creating market failures in general.
In China, a mobile education app is one of the top-three most popular apps, and its market size is
continually growing. As the age of the largest group of mobile app users in China is between 26 and 30 years
old, college students will become the largest potential group to use mobile education apps in the future.
Therefore, understanding the Chinese potential consumers’ attitude and behavior intention to use mobile
education apps is a good way for marketers to set up competitive strategies during promotions. Based on the
TAM model, this study used perceived usefulness, perceived ease of use, and perceived enjoyment to measure
students’ attitude and behavior intention to use mobile education apps in China. Based on the research of 125
Chinese college students, the result indicated that perceived usefulness and perceived enjoyment were positively
influencing users’ attitude and intention to use mobile education apps. However, the perceived ease of use didn’t
affect participants’ behavior intention to use education apps. It confirms that the perceptions of usefulness and
enjoyment are indicators of attitude and intention to use mobile education apps among Chinese college students.
Moreover, the perceived ease of use has a positive impact on the Chinese college students’ attitude toward
education apps but not the individual intention to use the apps. Therefore, in order to target Chinese college
students, marketers can focus on the usefulness and enjoyment of using education apps.
Impact of Brand Image and Service Quality on Consumer Purchase Intention: A S...Muhammad Arslan
The objective of this research is to determine the relationship between brand image, service quality and price on
consumer purchase intention. Normative and informative susceptibility has indirect effect on consumer purchase
intention. The empirical analysis were determined by collecting data from sample of 301 consumers of large
retail stores. The findings of study reveal the positive effect of brand image and service quality on consumer
purchase intention. Results reveal the insignificant relationship between price and consumer purchase intention.
The findings also documented that consumers in large retail stores don’t bother prices because consumers
consider that the stores charge reasonable prices. Most of consumer’s purchases depend upon the brand image
and service quality. Normative and informative susceptibility have positive effect on brand image. The
recommendations and suggestions are very helpful for managers and operators of large stores. Brand image
depends on informative and normative susceptibility.
Tapanainen et al-2018-the_electronic_journal_of_information_systems_in_develo...Nghiên Cứu Định Lượng
This research article investigates factors that affect the adoption of 3G mobile services in Vietnam by analyzing survey data using structural equation modeling. The study found that perceived usefulness has the strongest influence on intention and attitude to adopt 3G services. Social influence does not impact 3G adoption. The results also support including attitude as a variable in technology acceptance models. The findings suggest 3G providers should focus on enhancing perceived usefulness by developing useful applications in collaboration with content developers, and better understand customer needs rather than relying on social advertising to promote 3G services. Future research could examine the effects of different combinations of perceived enjoyment, usefulness and ease of use, and the relationship between perceived cost, social influence and intention on 3G adoption.
Consumers’ Information Source Horizon in a Decision-Making Process – A Europe...inventionjournals
The aim of this paper is to compare the information source horizon of consumers looking for products in a decision-making process in select countries of the European Union. An additional purpose is to verify the role of word of mouth (WOM) and e-WOM in the process of obtaining information about the product. The article is a reinterpretation of the results of the Consumer Barometer survey, which was carried out by research agency TNS on behalf of Google in 56 countries, including the EU countries, for three years, for a sample of at least 1,000 consumers 16 years of age and older randomly selected from each country.The majority of consumers from EU countries behave quite similarly. The largest difference in behaviour can be observed in the case of advertising. Although WOM is the most reliable source of information [Nielsen, 2015], it is not a primary chosen source in the EU. Considering only informal communication (WOM) in the process of finding information, consumers prefer personal contact. The value of the study is in the fact, that the answers to research questions can help marketers to better planning of marketing communications activities, particularly aimed at EU markets
28th Workshop on Information Systems and EconomicsYunkun Zhao, PhD
The document discusses evaluating the effectiveness of different online customer touchpoints in omni-channel retailing environments. It identifies three gaps in previous research: a focus on distribution channels rather than information channels, consideration of only within-brand effects rather than cross-brand effects, and ignoring interdependencies among touchpoints. The study aims to address these gaps by analyzing a unique dataset from an omni-channel retailer to understand the relative impact of owned, paid, and earned media touchpoints on customer demand, including potential cross-brand effects and interdependencies among touchpoints. Preliminary results indicate customers on average spend 51 RMB, purchase 0.163 items with a 14.432% conversion rate given their exposures to different touchpoint media.
Study International - Q1 Digital device trends among international studentsChristine McFadden
The document discusses digital device trends among international students based on a study conducted by Study International and the University of Salford Business School. Some key findings include:
- Between 2013-2014, Study International saw a significant increase in the percentage of international student enquiries coming from mobile devices, rising from 11.9% to 27%.
- A survey of 804 international students found that while desktop was still the most popular device for course searches at 65.6%, 24.65% used mobile and 9.75% used tablets, indicating increasing mobile usage.
- Analysis of over 5.3 million visits to Study International sites between 2013-2014 showed a rising trend in mobile and tablet usage for accessing information,
This document summarizes a research paper that examined how electronic word-of-mouth (eWOM) influences online consumers' purchasing decisions. It developed an information adoption model to understand what factors encourage consumers to accept and adopt online consumer reviews. The model was tested using data from users of the online customer community Openrice.com. The research found that comprehensiveness and relevance of the information were the most influential components of argument quality, making them key drivers of information adoption. Only 46% of variance in adoption was explained however, indicating there may be additional motivational factors beyond information usefulness alone.
3: Reliability analysis of variables
Variables No. of Items Cronbach's Alpha
Use of social media 7 0.872
Trust 4 0.849
Retention 3 0.791
1) The study examined relationships between use of social media, trust, and customer retention in the hotel industry.
2) A survey found positive correlations between the three variables, suggesting that greater use of social media builds customer trust and retention.
3) Limitations included a focus on metropolitan Malaysia and reliance on self-reported experiences rather than measured behaviors. Future research could address limitations and further analyze relationships.
The Evaluation of Smartphone Brand Choice: an Application with The Fuzzy Elec...inventionjournals
The purpose of our study is to measure consumers’ evaluation of purchasing smartphones while considering the most effective criteria on buying smartphones. We consider top five smartphone brands that mostly comes into mind. First, we carried out a preliminary examination to determine the top five brands favoured by consumers. Furthermore, we asked about consumers’ smartphone choosing criterias. Findings of the preliminary examination showed that the most preferred brands are Samsung, Apple, LG, HTC and Sony, respectively. The effective criteria in consumer preferences are noted as price, screen size, heaviness, ease of use, resolution, design and durability. Our main sample consisted of 250 students at Gazi University, Ankara. We used fuzzy ELECTRE I method to analyse the data. Considering seven criteria, we found that consumers firstly prefer Samsung, secondly iPhone and thirdly LG
This document presents a comparative case study of four virtual customer communities from the media industry and their role in continuous product development. It analyzes different types of customer interactions that take place within these communities, including interactions between customers (C2C), between customers and the company (C2B), and between the company and customers (B2C). These interactions provide varying levels of support for continuous product development, from more instrumental interactions that provide one-time input, to more equal interactions that help companies understand customer needs and co-develop products with customers over time. The cases demonstrate that customers can contribute more to development when they are able to influence the virtual community and its operations.
The document outlines research objectives and findings for understanding consumers' desktop monitor usage and perceptions. Quantitative research with 153 respondents aged 18-24 found that most own smartphones and use them daily for communication, social media, and streaming. Brand familiarity is highest for Apple, Dell, and HP. Qualitative focus groups explored mobile device usage, tech purchase drivers, and perceptions of HP. Respondents were familiar with Apple and Dell brands from personal ownership and reported brand loyalty influenced purchases. HP brand perception was less positive until respondents experienced expanding mobile device capabilities onto a desktop monitor.
This study examines factors influencing online shopping behavior among postgraduate students in Tiruvalla, Kerala, India. An online survey of 75 students found that gender and certain website factors correlated with preference for online shopping. Males had a more positive attitude than females. Privacy of personal information and availability of offers on websites had a significant positive correlation with online shopping preference, but variety of products did not influence preference. The study provides implications for how online retailers can target different demographic groups and priorities privacy and offers to influence consumer behavior.
DETERMINING FACTORS THAT INFLUENCE STUDENTS’ INTENTION TO ADOPT MOBILE BLACKB...ijma
As a newly developing academic domain, researches on Mobile learning are still in their initial stage.
Meanwhile, M-blackboard comes from Mobile learning. This study attempts to discover the factors
impacting the intention to adopt mobile blackboard. Eleven selected model on the Mobile learning
adoption were comprehensively reviewed. From the reviewed articles, the most factors are identified. Also,
from the frequency analysis, the most frequent factors in the Mobile blackboard or Mobile learning
adoption studies are performance expectancy, effort expectancy, perceived playfulness, facilitating
conditions, self-management, cost and past experiences. The descriptive statistic was performed to gather
the respondents’ demographic information. It also shows that the respondents agreed on nearly every
statement item. Pearson correlation and regression analysis were also conducted.
Digital Media Education for Korean YouthHafidzah Aziz
This document examines digital media education policies for youth in Korea. It provides an overview of trends in digital media education in English-speaking countries to frame the analysis. Digital media education aims to both empower youth and protect them, and can be categorized into awareness, access to hardware/software, and digital skills. The document then reviews digital media usage statistics for Korean youth and Korean government policies related to digital media education. It finds that while Korea has attempted a sophisticated framework, a formally established media education curriculum is still lacking.
A Study on the Impact of Social Media Marketing on Consumer Behaviorijtsrd
The fastest and developed, adoption of social media on consumer behavior provides different new things of new marketing on a new product. Todays the internet, social media has been taken the status of high growth of every firm growth and these technology changes ways of doing business in their business world. Social media marketing for every organization, firms can adopt their own technology to advertising their products. In this research, we can assess the impact of social media marketing on consumer behavior towards buying a product or marketing a decision to buy a new product. While social media marketing also assess the impact a promotion marketing and door to door marketing. In this study totally 250 questionnaires were distributed among the colleges students and got back responses from 200questionnaire only. The research used convenient simple random sampling method. Researcher were used statistical tools such as Multiple regression analysis, ANOVA, Chi Square test, and Simple Percentage Analysis and interpret the analysis finally results shows that the positive impact on the social media marketing on consumer behavior. Mr. S. Ganesan | Mr. M. Suresh "A Study on the Impact of Social Media Marketing on Consumer Behavior" Published in International Journal of Trend in Scientific Research and Development (ijtsrd), ISSN: 2456-6470, Volume-4 | Issue-3 , April 2020, URL: https://www.ijtsrd.com/papers/ijtsrd30487.pdf Paper Url :https://www.ijtsrd.com/management/marketing/30487/a-study-on-the-impact-of-social-media-marketing-on-consumer-behavior/mr-s-ganesan
A study on Gen y consumer attitude toward social media marketing in TrichyAnup Mohan
This document summarizes a study on Generation Y consumers' attitudes toward social media marketing in Trichy, India. The study surveyed 150 students ages 18-33 on their internet, YouTube, and Facebook usage and attitudes toward social media marketing. It was found that more frequent use of these platforms correlated with more positive attitudes toward social media marketing. The study concluded that familiarity with social media influences consumer attitudes, and marketers should engage consumers on these platforms through entertaining, informative content to promote their brands.
The document discusses utilizing weight allocation in a term frequency-inverse document frequency (TF-IDF) environment to identify and remove noisy data from social media for improved customer segmentation and targeted advertising. Specifically, it aims to recognize keywords that can help cluster social media users based on demographics and behaviors while eliminating uninfluential data. The approach assigns higher weight to words that frequently appear in a document but rarely in the entire collection compared to common words.
This document summarizes a literature review on the use of social media as a marketing tool. It begins by defining key terms related to social media and marketing, such as social media marketing, virtual brand communities, and factors that influence consumer attitudes. It then examines four main themes in current research: virtual brand communities and how they can influence consumer behavior; how consumer attitudes and motives are affected by social media use; the role of user-generated content; and the use of viral advertising. The review notes gaps in research, such as a lack of studies on the long-term promotional benefits of social media marketing for retailers.
Assessing the costs of public higher education in the commonwealth of virgini...Robert M. Davis, MPA
It has been identified that market failures can result from lack of information between individuals engaged in a transaction in a given market. The market being discussed in the context of this research has been the public higher education market. The analysis thus far has focused on asymmetry of information creating market failures in general.
In China, a mobile education app is one of the top-three most popular apps, and its market size is
continually growing. As the age of the largest group of mobile app users in China is between 26 and 30 years
old, college students will become the largest potential group to use mobile education apps in the future.
Therefore, understanding the Chinese potential consumers’ attitude and behavior intention to use mobile
education apps is a good way for marketers to set up competitive strategies during promotions. Based on the
TAM model, this study used perceived usefulness, perceived ease of use, and perceived enjoyment to measure
students’ attitude and behavior intention to use mobile education apps in China. Based on the research of 125
Chinese college students, the result indicated that perceived usefulness and perceived enjoyment were positively
influencing users’ attitude and intention to use mobile education apps. However, the perceived ease of use didn’t
affect participants’ behavior intention to use education apps. It confirms that the perceptions of usefulness and
enjoyment are indicators of attitude and intention to use mobile education apps among Chinese college students.
Moreover, the perceived ease of use has a positive impact on the Chinese college students’ attitude toward
education apps but not the individual intention to use the apps. Therefore, in order to target Chinese college
students, marketers can focus on the usefulness and enjoyment of using education apps.
Impact of Brand Image and Service Quality on Consumer Purchase Intention: A S...Muhammad Arslan
The objective of this research is to determine the relationship between brand image, service quality and price on
consumer purchase intention. Normative and informative susceptibility has indirect effect on consumer purchase
intention. The empirical analysis were determined by collecting data from sample of 301 consumers of large
retail stores. The findings of study reveal the positive effect of brand image and service quality on consumer
purchase intention. Results reveal the insignificant relationship between price and consumer purchase intention.
The findings also documented that consumers in large retail stores don’t bother prices because consumers
consider that the stores charge reasonable prices. Most of consumer’s purchases depend upon the brand image
and service quality. Normative and informative susceptibility have positive effect on brand image. The
recommendations and suggestions are very helpful for managers and operators of large stores. Brand image
depends on informative and normative susceptibility.
Tapanainen et al-2018-the_electronic_journal_of_information_systems_in_develo...Nghiên Cứu Định Lượng
This research article investigates factors that affect the adoption of 3G mobile services in Vietnam by analyzing survey data using structural equation modeling. The study found that perceived usefulness has the strongest influence on intention and attitude to adopt 3G services. Social influence does not impact 3G adoption. The results also support including attitude as a variable in technology acceptance models. The findings suggest 3G providers should focus on enhancing perceived usefulness by developing useful applications in collaboration with content developers, and better understand customer needs rather than relying on social advertising to promote 3G services. Future research could examine the effects of different combinations of perceived enjoyment, usefulness and ease of use, and the relationship between perceived cost, social influence and intention on 3G adoption.
Consumers’ Information Source Horizon in a Decision-Making Process – A Europe...inventionjournals
The aim of this paper is to compare the information source horizon of consumers looking for products in a decision-making process in select countries of the European Union. An additional purpose is to verify the role of word of mouth (WOM) and e-WOM in the process of obtaining information about the product. The article is a reinterpretation of the results of the Consumer Barometer survey, which was carried out by research agency TNS on behalf of Google in 56 countries, including the EU countries, for three years, for a sample of at least 1,000 consumers 16 years of age and older randomly selected from each country.The majority of consumers from EU countries behave quite similarly. The largest difference in behaviour can be observed in the case of advertising. Although WOM is the most reliable source of information [Nielsen, 2015], it is not a primary chosen source in the EU. Considering only informal communication (WOM) in the process of finding information, consumers prefer personal contact. The value of the study is in the fact, that the answers to research questions can help marketers to better planning of marketing communications activities, particularly aimed at EU markets
28th Workshop on Information Systems and EconomicsYunkun Zhao, PhD
The document discusses evaluating the effectiveness of different online customer touchpoints in omni-channel retailing environments. It identifies three gaps in previous research: a focus on distribution channels rather than information channels, consideration of only within-brand effects rather than cross-brand effects, and ignoring interdependencies among touchpoints. The study aims to address these gaps by analyzing a unique dataset from an omni-channel retailer to understand the relative impact of owned, paid, and earned media touchpoints on customer demand, including potential cross-brand effects and interdependencies among touchpoints. Preliminary results indicate customers on average spend 51 RMB, purchase 0.163 items with a 14.432% conversion rate given their exposures to different touchpoint media.
Study International - Q1 Digital device trends among international studentsChristine McFadden
The document discusses digital device trends among international students based on a study conducted by Study International and the University of Salford Business School. Some key findings include:
- Between 2013-2014, Study International saw a significant increase in the percentage of international student enquiries coming from mobile devices, rising from 11.9% to 27%.
- A survey of 804 international students found that while desktop was still the most popular device for course searches at 65.6%, 24.65% used mobile and 9.75% used tablets, indicating increasing mobile usage.
- Analysis of over 5.3 million visits to Study International sites between 2013-2014 showed a rising trend in mobile and tablet usage for accessing information,
This document summarizes a research paper that examined how electronic word-of-mouth (eWOM) influences online consumers' purchasing decisions. It developed an information adoption model to understand what factors encourage consumers to accept and adopt online consumer reviews. The model was tested using data from users of the online customer community Openrice.com. The research found that comprehensiveness and relevance of the information were the most influential components of argument quality, making them key drivers of information adoption. Only 46% of variance in adoption was explained however, indicating there may be additional motivational factors beyond information usefulness alone.
3: Reliability analysis of variables
Variables No. of Items Cronbach's Alpha
Use of social media 7 0.872
Trust 4 0.849
Retention 3 0.791
1) The study examined relationships between use of social media, trust, and customer retention in the hotel industry.
2) A survey found positive correlations between the three variables, suggesting that greater use of social media builds customer trust and retention.
3) Limitations included a focus on metropolitan Malaysia and reliance on self-reported experiences rather than measured behaviors. Future research could address limitations and further analyze relationships.
The Evaluation of Smartphone Brand Choice: an Application with The Fuzzy Elec...inventionjournals
The purpose of our study is to measure consumers’ evaluation of purchasing smartphones while considering the most effective criteria on buying smartphones. We consider top five smartphone brands that mostly comes into mind. First, we carried out a preliminary examination to determine the top five brands favoured by consumers. Furthermore, we asked about consumers’ smartphone choosing criterias. Findings of the preliminary examination showed that the most preferred brands are Samsung, Apple, LG, HTC and Sony, respectively. The effective criteria in consumer preferences are noted as price, screen size, heaviness, ease of use, resolution, design and durability. Our main sample consisted of 250 students at Gazi University, Ankara. We used fuzzy ELECTRE I method to analyse the data. Considering seven criteria, we found that consumers firstly prefer Samsung, secondly iPhone and thirdly LG
This document presents a comparative case study of four virtual customer communities from the media industry and their role in continuous product development. It analyzes different types of customer interactions that take place within these communities, including interactions between customers (C2C), between customers and the company (C2B), and between the company and customers (B2C). These interactions provide varying levels of support for continuous product development, from more instrumental interactions that provide one-time input, to more equal interactions that help companies understand customer needs and co-develop products with customers over time. The cases demonstrate that customers can contribute more to development when they are able to influence the virtual community and its operations.
The document outlines research objectives and findings for understanding consumers' desktop monitor usage and perceptions. Quantitative research with 153 respondents aged 18-24 found that most own smartphones and use them daily for communication, social media, and streaming. Brand familiarity is highest for Apple, Dell, and HP. Qualitative focus groups explored mobile device usage, tech purchase drivers, and perceptions of HP. Respondents were familiar with Apple and Dell brands from personal ownership and reported brand loyalty influenced purchases. HP brand perception was less positive until respondents experienced expanding mobile device capabilities onto a desktop monitor.
This study examines factors influencing online shopping behavior among postgraduate students in Tiruvalla, Kerala, India. An online survey of 75 students found that gender and certain website factors correlated with preference for online shopping. Males had a more positive attitude than females. Privacy of personal information and availability of offers on websites had a significant positive correlation with online shopping preference, but variety of products did not influence preference. The study provides implications for how online retailers can target different demographic groups and priorities privacy and offers to influence consumer behavior.
DETERMINING FACTORS THAT INFLUENCE STUDENTS’ INTENTION TO ADOPT MOBILE BLACKB...ijma
As a newly developing academic domain, researches on Mobile learning are still in their initial stage.
Meanwhile, M-blackboard comes from Mobile learning. This study attempts to discover the factors
impacting the intention to adopt mobile blackboard. Eleven selected model on the Mobile learning
adoption were comprehensively reviewed. From the reviewed articles, the most factors are identified. Also,
from the frequency analysis, the most frequent factors in the Mobile blackboard or Mobile learning
adoption studies are performance expectancy, effort expectancy, perceived playfulness, facilitating
conditions, self-management, cost and past experiences. The descriptive statistic was performed to gather
the respondents’ demographic information. It also shows that the respondents agreed on nearly every
statement item. Pearson correlation and regression analysis were also conducted.
Digital Media Education for Korean YouthHafidzah Aziz
This document examines digital media education policies for youth in Korea. It provides an overview of trends in digital media education in English-speaking countries to frame the analysis. Digital media education aims to both empower youth and protect them, and can be categorized into awareness, access to hardware/software, and digital skills. The document then reviews digital media usage statistics for Korean youth and Korean government policies related to digital media education. It finds that while Korea has attempted a sophisticated framework, a formally established media education curriculum is still lacking.
A Study on the Impact of Social Media Marketing on Consumer Behaviorijtsrd
The fastest and developed, adoption of social media on consumer behavior provides different new things of new marketing on a new product. Todays the internet, social media has been taken the status of high growth of every firm growth and these technology changes ways of doing business in their business world. Social media marketing for every organization, firms can adopt their own technology to advertising their products. In this research, we can assess the impact of social media marketing on consumer behavior towards buying a product or marketing a decision to buy a new product. While social media marketing also assess the impact a promotion marketing and door to door marketing. In this study totally 250 questionnaires were distributed among the colleges students and got back responses from 200questionnaire only. The research used convenient simple random sampling method. Researcher were used statistical tools such as Multiple regression analysis, ANOVA, Chi Square test, and Simple Percentage Analysis and interpret the analysis finally results shows that the positive impact on the social media marketing on consumer behavior. Mr. S. Ganesan | Mr. M. Suresh "A Study on the Impact of Social Media Marketing on Consumer Behavior" Published in International Journal of Trend in Scientific Research and Development (ijtsrd), ISSN: 2456-6470, Volume-4 | Issue-3 , April 2020, URL: https://www.ijtsrd.com/papers/ijtsrd30487.pdf Paper Url :https://www.ijtsrd.com/management/marketing/30487/a-study-on-the-impact-of-social-media-marketing-on-consumer-behavior/mr-s-ganesan
A study on Gen y consumer attitude toward social media marketing in TrichyAnup Mohan
This document summarizes a study on Generation Y consumers' attitudes toward social media marketing in Trichy, India. The study surveyed 150 students ages 18-33 on their internet, YouTube, and Facebook usage and attitudes toward social media marketing. It was found that more frequent use of these platforms correlated with more positive attitudes toward social media marketing. The study concluded that familiarity with social media influences consumer attitudes, and marketers should engage consumers on these platforms through entertaining, informative content to promote their brands.
The document discusses utilizing weight allocation in a term frequency-inverse document frequency (TF-IDF) environment to identify and remove noisy data from social media for improved customer segmentation and targeted advertising. Specifically, it aims to recognize keywords that can help cluster social media users based on demographics and behaviors while eliminating uninfluential data. The approach assigns higher weight to words that frequently appear in a document but rarely in the entire collection compared to common words.
This document summarizes a literature review on the use of social media as a marketing tool. It begins by defining key terms related to social media and marketing, such as social media marketing, virtual brand communities, and factors that influence consumer attitudes. It then examines four main themes in current research: virtual brand communities and how they can influence consumer behavior; how consumer attitudes and motives are affected by social media use; the role of user-generated content; and the use of viral advertising. The review notes gaps in research, such as a lack of studies on the long-term promotional benefits of social media marketing for retailers.
Measuring the impact of social media marketing campaign.docxbala krishna
The document discusses a study on measuring the impact of social media marketing campaigns. It begins with an introduction on social media and its importance in marketing. The objectives of the study are to understand perceptions and awareness of social media marketing among respondents in Hyderabad, India. The scope covers how companies use social media platforms and data analytics to track marketing campaigns. The methodology section describes the descriptive research design used, including primary and secondary data collection and analysis of a sample of 100 industrialists in Hyderabad.
International Journal of Marketing Studies; Vol. 6, No. 5; 201TatianaMajor22
International Journal of Marketing Studies; Vol. 6, No. 5; 2014
ISSN 1918-719X E-ISSN 1918-7203
Published by Canadian Center of Science and Education
21
Digital Strategies of Consumer Involvement and Innovation Dynamics:
A Cross-Sector Explorative Study
Eleonora Paolocci1
1 IULM University, Milan, Italy
Correspondence: Eleonora Paolocci, IULM University, Milan, Italy. E-mail: [email protected]
Received: May 24, 2014 Accepted: June 26, 2014 Online Published: September 28, 2014
doi:10.5539/ijms.v6n5p21 URL: http://dx.doi.org/10.5539/ijms.v6n5p21
Abstract
The study aims at exploring the collaborative dynamics between firms and consumers through Web tools. At
present, there is limited empirical research aimed at investigating if and how the involvement of consumers in
the implementation of open approaches, mediated by digital technologies, is actually implemented. The study
presents a recent multifactorial investigation of the topic where literature lacks in. Through the Web-analysis of
practices of a sample group of 180 companies operating in different market sectors, the author wants to explore
spread and type profiles of collaborative strategies, investigating the existence of a possible correlation with the
served markets and other moderator variables. Findings, identifying a ‘spectrum’ of engagement and co-creation
mechanisms, suggest forms of aggregation and profiling in the approach followed by the firms and illustrate how
the characteristics of virtual spaces allow them to explore new frontiers in the implementation of open
approaches, with different degrees of involvement.
Keywords: co-creation, consumer insight, empirical research, open innovation (OI), virtual integration
1. Introduction
Existing academic literature suggests a significant potential of collaboration with consumers in the process of
market value creation through ICTs (von Hippel, 2001; von Hippel & Katz, 2002; Sawhney, Verona, & Prandelli,
2005; Prandelli, Verona, & Raccagni, 2006; Bilgram, Brem, & Voigt, 2008; Füller & von Hippel, 2008;
Prandelli, Sawhney, & Verona, 2008; Füller, Muhlbacher, Matzler, & Jawecki, 2009; Morgan & Wang, 2010).
Considerable attention has been given to the benefits offered by the advent of digital technologies: low-cost
interaction; increase in the speed and duration of the engagement process; easier sharing processes if compared
to what can be done offline, where dynamics are limited to contexts of physical closeness (Dahan & Hauser,
2002; Afuah, 2003). The importance of collaborating with consumers in the development of innovative products
and services has been recognised for many years and there has been a steady proliferation of studies on this topic
(von Hippel, 1976, 1978, 1986, 1988; Grönross, 1990; Day, 1991; Bruce, Leverick, Littler, & Wilson, 1995;
Gales & Mansour-Cole, 1995; Prahalad & Ramaswamy, 2004a; Vargo & Lusch, 2004). However, it is only
recently that the attention g ...
This thesis examines differences in Twitter usage between college student season ticket buyers and non-buyers. Specifically, it investigates the role of social media and marketing in students' decisions to purchase ticket memberships and any constraints that may prevent attendance. The results show that students who purchased ticket memberships are more likely to follow the athletic organization on Twitter. However, no significant difference was found in overall Twitter usage between ticket buyers and non-buyers. The thesis contains 54 pages and examines this topic through analyzing students' social media behaviors and survey responses regarding sports ticket purchasing.
Article 5 A STUDY ON MARKETING OF ORGANIC PRODUCTS THROUGH SOCIAL MEDIA PLATF...Dr UMA K
The document discusses marketing organic products through social media platforms. It begins with an abstract that outlines the rise of organic products and niche markets. It then discusses how social media can serve as a powerful marketing tool for organic producers due to the "Long tail" theory. The introduction provides background on how social media has become an important part of marketing strategies. The literature review summarizes several studies on topics like social media marketing strategies and the use of platforms like Facebook and Twitter by organic food companies. The objectives are to understand traditional vs social media marketing and analyze social media channel use by the organic industry.
The effect of social media on pre- and post purchasing behavior: Evidence fro...Tuncay Taşkın
The document analyzes the effect of social media on consumer purchasing behavior in Turkey. It finds that social media has a meaningful positive impact on both pre-purchase and post-purchase behavior. Specifically:
1) Social media is found to have a positive effect on consumers' research and decision making before purchasing a product.
2) Social media also has a positive impact on consumer behavior after purchasing, though consumers are less likely to share on company pages or recommend products on social media.
3) There is a meaningful but not strong relationship between how frequently consumers use social media and the impact it has on their purchasing decisions.
IMPACT OF SOCIAL MEDIA MARKETING ON PURCHASE INTENTIONlobnaqassem
This study examined the impact of social media marketing on purchase intention and brand loyalty in Indonesia's banking industry. A survey of 286 respondents was conducted. The results found:
1) Social media marketing has a positive impact on both purchase intention and brand loyalty. Customers who engaged more with banks on social media were more likely to purchase from and remain loyal to those banks.
2) Purchase intention also positively impacts brand loyalty. Customers with a stronger intention to purchase from a bank in the future were more loyal to that bank's brand.
3) All hypotheses were supported, providing insights for both research and practice. Social media marketing can influence customer purchasing behaviors and long-term loyalty to bank brands in Indonesia.
This document discusses online research communities (MROCs) for connecting companies with consumers to collaborate on qualitative research projects. It provides tips for successfully running online research communities in Asian markets. The key points are:
1) Engagement is important for generating interactions between participants; natural engagement comes from topics of interest while method engagement relies on fun/interactive research methods.
2) Impact engagement within companies is needed to activate managers' use of consumer insights; this can be achieved through positive disruption and allowing executives to observe consumer conversations.
3) When running communities in Asia, it is best to conduct them in local languages by default, though some can be global, and the technology needs to facilitate participation anywhere by Asian consumers.
Uses and gratification theory and the optimization of the media in the privat...Alexander Decker
This document summarizes a journal article that examines how the Bureau of Public Enterprises (BPE) in Nigeria utilizes media and the uses and gratification theory during privatization efforts. The study aims to determine how BPE applies uses and gratification concepts in its public relations practices, how messages are crafted, what factors influence media selection, and how audiences make media choices. The document provides background on BPE and privatization in Nigeria. It also reviews literature on uses and gratification theory and discusses how BPE's audiences and messaging may limit which audiences are reached. The review suggests BPE could better understand its audiences' motivations for media exposure when developing communication strategies.
IMPACT OF SOCIAL MEDIA MARKETING IN THE BUYING INTENTION OF FASHION PRODUCTSindexPub
People in the twenty-first century do not have the time to visit and engage with one another. Through social media, users may join to social networking sites and stay in touch even when they are far away. In addition, social media platforms like Facebook foster a devoted relationship between the fashionable product and the consumer also helps in influencing customers for buying motive, opening up significant advertising prospects. Similar to this, other social media platforms, such as blogs, offer a place for people to comment on events that require publicising and can be used as a marketing tool for both customer adoption and promotions of fashion industry. People are now finding your social media page for buying by following and subscribing to fashionable pages and blogs. Since there is a lag between the time a social event occurs and when it is transmitted, these media have an advantage over other widely used public media, such as television. This study focuses on the tactics that can expand the current viral marketing model outside the realm of traditional social media. Consequently, it can aid in forging a strong enough community to support initiative buying and efficient marketing.
Audience Perspective, Fun Message, Online Media Commercial Impressions with I...AJHSSR Journal
ABSTRACT:Objective: This research is motivated by the world situation, all countries are squirming out of
economic stagnation. The commercial message is a moving symbol of the industry. Post-pandemic, commercial
messages show their creativity to look more attractive. Commercial messages on the one hand are needed to find
information on products and services. Commercial messaging is also needed in providing alternative options. In
the midst of the dense frequency and intensity of impressions, commercial messages are able to compete with
other media content. On the other hand, some people avoid commercial messages with skip behavior, because
commercial messages are considered annoying and boring. Others enjoy commercial messaging as entertaining
and fun content. There are viewers who want a commercial message but some who don't. method: The research
uncovered pleasant commercial messages. A pleasant message will create an effective commercial message
because the commercial message is able to be conveyed to the viewer. Commercial messages were studied with
phenomenological analysis as a method from Smith.
Results: The messages as findings are proposed by presenting a different angle from previous research studies,
namely the aspect of phenomenological interpretative analysis.Implication: This research builds awareness and
understanding for the public about commercial message advertising, which is fun, continues to be seen, the
message is conveyed and to support marketing success.Conclusions: Marketers understand people's preference
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KEYWORD : Message, commercial, Fun, Online Media.
Think Big and Connect to the Max: How Pepsico (re)connected the Ruffles brand...InSites Consulting
PepsiCo wanted to (re)connect the Ruffles brand with the Turkish youth. For six weeks a ‘Market Research Online Community’ (or ‘Consumer Consulting Board’) was the central hub in which the dialogue between Gen Y, the Ruffles brand team and the advertising agencies of PepsiCo took place. In three sequential stages we moved from generating insights into Turkish youth’s everyday life and their aspirations over testing and fine-tuning activation platforms and campaigns to creating an understanding of the role of social media in brand activation today. To enhance decision making, we wanted to connect all stakeholders to a maximum extent with the target group. To realize that, we created several touch points between the consumer world (the research results) and the business world (the marketing team and their objectives) while sharing our research results: online and offline consumer immersion exercises with all stakeholders, intermediate debriefs and workshops, a creative brainstorming session and a live chat session with members of the community during that brainstorm. This paper gives insights into the power of using research communities to deeply understand a target group and in the value of ‘triangulation’ in qualitative research (tackling the same issue from different angles and with different eyes). It also illustrates how creating several touch points between the consumer world and the business world can deliver bigger impact on marketing thinking.
Ruffles wanted to reconnect with Turkish youth as the brand faced challenges from competitors. An online research community of 100 young people was used over 6 weeks to understand this target group. Insights were generated through online and offline research including blogs, forums, workshops. Bringing together the consumer and business perspectives enhanced decision making. The project highlighted opportunities to reposition Ruffles from a "me" to a "we" brand and make it more unisex to attract more consumers. It provided learnings on empowering Generation Y and translating insights into brand positioning and activation strategies.
Do Social Media Impact Consumer Buying Decisions in the Fashion Industry duri...Dr. Amarjeet Singh
Impact on consumer shopping behavior ramped up despite the fluctuations in the pandemic and lockdown in the past year due to of the social media. Because the advent of social media has changed the globe and the whole way it operates, putting the society and its peoples closer together even as a means of boosting customer assets through powerful communication during this challenging period. The purpose of this study is to define the characteristics of social media marketing factors and to examine the impact of those perceived factors upon customer purchasing decisions, given the immense concern in using social media marketing among fashion brands during the period of covid-19 pandemic. This research primarily fixated on five variables in social media, such as entertainment, interactions, trendiness, customization and word of mouth effect on the consumer purchasing decisions. A deductive methodology was taken, and 100 questionnaires, via the Google online form, were circulated to gather data. For data interpretation using SPSS, descriptive and inferential statistics were used such as mean value, standard deviation and correlation and regression analysis. The study of the data shows that social media-marketing factors like entertainment, communications, trends, customizing and word of mouth influence customer buying decisions, and that these factors have a positive relation with consumer purchase decisions. These results also revealed that women and individuals aged twenty-five to thirty-four years of age are more inclined to buy fashion-related products during this pandemic situation and suggested to develop marketing tools targeted at this particular category. Further, the results of this study will help fashion companies more specifically forecast the purchasing habits of their customers and control their investments and marketing efforts in this challenging period.
Understanding Online Consumer Purchase Behaviour for Varied Consumer Clusters...inventionjournals
: We are living in a digital age. The wave of digitalisation is in full swing to make its presence felt
in every sphere of life. It has not just challenged the geographical limitations narrowing the gaps between the
places that are situated faraway from each other and made the life easier with huge number of facilities but has
also influenced our attitudes and values. In such a situation, online shopping has started emerging as a popular
shopping option among urban and modernised consumers. Not all the consumers show similar trends while
using ecommerce. People of different clusters have different comfort zones as far as online shopping behaviour
is concerned. Product preferences vary with a change in demographics. Level of satisfaction is also different for
different set of consumers. Though window shopping is no longer an alien concept even for the internet
immigrants, purpose of use is certainly different for every age group. Literatures reveal that the attractive
features of the medium have tempted many researchers from time to time to throw light on lesser known areas
but there is still much to be explored. This paper is an endeavour to study about the potential of the medium to
market consumer electronics analysing in details the electronic shopping behaviour of different age groups. A
random survey has been conducted among the people of the age group of 19 – 35 (n – 100) and the samples
have been divided into four groups 19 – 22, 23 -26, 27 – 30 and 30 – 35. Reactions have been studied through
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INSTRUCTIONSDiscussion 1 Contextualizing Quantitative Data .docxcarliotwaycave
INSTRUCTIONS
Discussion 1: Contextualizing Quantitative Data in the Workplace- CORPORATE BANK FACILITATOR
What role does quantitative research play in your current (Corporate Bank Facilitator) professional role?
Share 1-2 specific examples of ways in which you have, or might, use quantitative data.
Include projects where you would like to do some analysis (quantitative, qualitative or mixed methods) but have not.
Describe the project and ask your classmates for their feedback!
· Your initial post (approximately 200-250 words) should address each question in the discussion
Running head: RESEARCH PROPOSAL 1
RESEARCH PROPOSAL 5
Topic: “The Effect of Social Media Marketing On Business Growth and Prosperity”
Introduction
Since early 2000s, businesses have seen the need of utilizing social media as a convenient platform to reach and engage their potential customers (Pourkhani et al., 2019). Social media has revolutionized the way businesses connect with consumers for the purpose of growing their brand. Notably, social media offers cheaper and highly accessible tools of marketing used by businesses to advance their promotional activities (Fan & Gordon, 2014). In United States, social media has highly transformed the world of business –allowing firms to innovate and improve their business plans in order to attain maximum growth and prosperity (As' ad & Alhadid, 2014). Therefore, this study explores the impact, benefit, and importance of social media to the growth and performance of businesses.
Purpose of the Study
According to Kane (2015), a researcher should have a tangible reason (s) for undertaking a particular study in any filed. Marketing is very crucial to each and every business. Marketing entails the need for companies to access the target markets and engage their potential customers. This is aimed at understanding customer needs and wants –something that is crucial in developing a product (s) which offer maximum satisfaction to consumers. Until late 90s, businesses relied on traditional mode of marketing which included radio, TV, newspaper, billboards, field-marketing, among others. Notably, these marketing channels were very expensive. However, the introduction of social media platforms in early 2000s availed cheap, accessible, and reliable means of reaching the target audiences. Consequently, there is need to explore the element of social media in order to establish its superiority and contribution in helping organizations to attain maximum growth and performance. Thus, this study seeks to establish the impact and benefit of social media platforms to organizations as far as elements of building brand awareness, increasing sales, and expanding markets are concerned.
Study Rationale
Before conducting a research, a researcher is supposed to explain clearly the importance of the study he or she is carrying out. This involves providing specific, valid, and ideally arguments in support of the research topic. The rationale of th ...
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Interactive media usage among millennial consumers
Marguerite Moore
Article information:
To cite this document:
Marguerite Moore, (2012),"Interactive media usage among millennial consumers", Journal of Consumer Marketing, Vol. 29 Iss 6
pp. 436 - 444
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http://dx.doi.org/10.1108/07363761211259241
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Dennis Pitta, Katherine Taken Smith, (2012),"Longitudinal study of digital marketing strategies targeting Millennials", Journal of
Consumer Marketing, Vol. 29 Iss 2 pp. 86-92
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2. Interactive media usage among millennial
consumers
Marguerite Moore
College of Textiles, North Carolina State University, Raleigh, North Carolina, USA
Abstract
Purpose – The purpose of this study is to determine a comprehensive model of millennial usage of interactive technologies in the current marketing
environment based upon actual behavior.
Design/methodology/approach – A data mining approach using decision tree analysis (DTA) generates two comparative models (i.e. millennial
versus generation X and millennial versus baby boomers) of interactive media usage across 21 technology applications. A large national sample
(n ¼ 3,289) sourced from the Kantar Retail IQ constitutes the data for the models.
Findings – Millennial respondents indicate significantly higher usage of interactive media compared to both generation X and boomers across 14
applications. Models indicate that millennials use interactive technologies for utilitarian/information gathering purposes as well as for entertainment.
However, they are less likely to purchase online compared to their older counterparts.
Research limitations/implications – Models provide evidence that both supports and extends previous research into interactive media from a uses
and gratifications perspective. Findings suggest theoretical directions for research for economic versus emotional uses of interactive media.
Practical implications – Findings suggest that while millennials are adept at using technology for research and interactive purposes they tend to buy
in stores, presenting opportunities for multiple channel marketers and challenges for those who market online exclusively.
Originality/value – The paper provides a realistic, comprehensive empirical model of interactive consumer behaviors across three prominent US
cohorts within the current generational cycle.
Keywords Millennial generation, Cohort analysis, Interactive marketing, Decision trees, User studies, Individual behaviour, Marketing starategy
Paper type Research paper
An executive summary for managers and executive
readers can be found at the end of this article.
Introduction
The accelerated pace of technological change in markets over
the past 20 years is unprecedented. The generation of
consumers that is coming of age along with the proliferation
of technology into nearly every facet of daily life is commonly
referred to as The Millennial Generation including members
of the US population born between 1982 and 2000. In
addition, technology drives global homogeneity among
worldwide population within the Millennial age group,
generating cross-border cohorts who exhibit similar attitudes
and behaviors. Members of the Millennial Cohort pose
challenges for their Baby Boomer and Generation X
predecessors in terms of education, management and
marketing (Reisenwitz and Iyer, 2009). Though academics
and practitioners recognize the importance of technology in
the daily function of Millennial consumers (e.g. Kavounis,
2008; Tsao and Steffes-Hansen, 2008), and have made
progress into understanding the motivations for using these
technologies (e.g. Grant and O’Donohoe, 2007), empirical
investigation of interactive technology usage in today’s
dynamic marketing environment is lagging behind the rapid
adoption of these technologies.
The purpose of this research is to determine a
comprehensive empirical model of interactive media usage
specifically among US Millennial consumers, to contribute to
an increasingly important knowledge base related to
technology driven marketing media. To achieve this end, an
inductive approach is employed that compares actual
interactive media usage among Millennial consumers to
their older counterparts: Generation X and Baby Boomers.
The research establishes a realistic model of interactive media
usage in the consumer decision process that provides direct
implications for practitioners who seek knowledge specific to
Millennial behaviors. Further, the research provides
important theoretical direction for understanding adoption
behaviors of interactive marketing technologies among the
three prominent cohorts currently driving US markets:
Millennial, Generation X and the Baby Boomers.
Literature
Consumer interactive media usage
A stream of marketing and more specifically, advertising
literature is evolving along with dissemination of the internet
as a tool for communication and commerce. Among this body
of work, a number of researchers focus upon various aspects
of interactive media and the young consumer’s acceptance or
avoidance of these media over the past five to ten years. This
stream of research focuses primarily upon the motivations and
outcomes of interactive media usage with the majority of
empirical investigation performed within the US using survey
designs with high-school and college student convenience
samples. With the exception of a single study (Reisenwitz and
The current issue and full text archive of this journal is available at
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Journal of Consumer Marketing
29/6 (2012) 436–444
q Emerald Group Publishing Limited [ISSN 0736-3761]
[DOI 10.1108/07363761211259241]
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3. Iyer, 2009) intergenerational research designs are absent from
this literature. The research can be broadly classified into two
areas: application of uses and gratifications theory, and the
role(s) of involvement, persuasion and information search in
motivating interactive behaviors. Across both of these areas,
consumer attitudes, intentions and behaviors in the context of
interactive media or marketing channels are integrated into
research designs, with limited evidence related to actual
behaviors.
Uses and gratifications theory (UGT) represents the
predominant approach to understanding interactive media
usage, particularly among young consumers. UGT assumes
that individuals select and use media in a goal-directed
manner to achieve a level of desired gratification, therefore
different types of media are perceived as unique by individuals
and must compete for their attention (Katz et al., 1974).
UGT is popular among interactive media researchers due to
its guidance in examining goal-directed behaviors which are
inherent in these dynamic technologies (Ruggiero, 2000).
Grant (2005) and Grant and O’Donahoe (2007) investigate
young consumer’s behavior with online marketing practices
and mobile marketing communications, respectively. Both
studies, performed on Scottish student samples, underscore
the potential negative impact of interactive marketing efforts
on the younger consumer’s market perspective. The former
study finds that young consumers most often use the internet
for “mood enhancement” and “experiential learning”.
Qualitative data from the same study indicates that students
find online advertising to be mundane and boring compared
to television advertising. The latter study, also performed on a
sample of 13-17 year olds, indicates further evidence that
young consumers use interactive media (i.e. mobile phones)
for entertainment and social stimulation as opposed to
marketing research to inform their purchases. More recently,
Tsao and Steffes-Hansen (2008) using a UGT approach find
that US high school and middle school also tend to use the
internet for entertainment and technology exploration.
The literature also indicates that consumer involvement and
the role of persuasion impact adoption of interactive
technologies. Leug et al. (2006) find that involvement,
accessibility and time spent in a given channel positively
impact ultimate channel choice in their comparative study of
traditional versus online channels among US teens. Sullivan
and Heitmeyer (2008) also report that retailer preference
positively impacts Generation Y patronage intentions in their
study of traditional (i.e. non-interactive) retail channels. From
a marketing communications perspective, Tsao and Steffes-
Hansen (2008) report that teens who exhibit a preference for
“cyber-communication” spend more time surfing the internet
than those who prefer human communication.
Consistent with the tone of Grant (2005) and Grant and
O’Donohoe (2007), Henrie and Taylor (2009) report that
Millennial consumers (i.e. US college student sample) who
recognize that they are targets of persuasion tend to develop
negative attitudes towards the persuader. Related research
also suggests that “teen internet mavens”, or teens with
extensive internet experience and knowledge tend to influence
family information search using marketing media sourced
from the Internet (Belch et al., 2005).
In summary, the academic literature offers insights into
young consumers’ motivations for using interactive media,
particularly the Internet medium. In addition to UGT driven
research, evidence that consumer involvement plays a positive
role in interactive media usage for information search is also
demonstrated. The research also underscores the skepticism
with which young consumers perceive persuasive marketing
efforts from both traditional and technology driven
environments.
Generational cohort theory
Generational cohort theory (GCT) asserts that populations
can be grouped into generations based upon placement in the
historical cycle which includes specific events that shape the
attitudes and behaviors of members within each cohort.
Though GCT is most commonly applied within the US
context, global homogenization supported by technology
drives the development of cross border cohorts (Schewe and
Meredith, 2004). GCT is commonly applied to market
analysis, given its efficiency and effectiveness in targeting
markets. The cohort analysis methodological approach has
been present in the literature for over thirty years (Reynolds
and Rentz, 1981; Reynolds and Rentz, 1981) and continues
to be strategically relevant in today’s data intensive market
environment. Different terminology and timeframes are used
to define and describe the generational cohorts. The
comprehensive framework of US generations purported by
Howe and Strauss (1991) informs the design for this research.
The Millennial Generation includes population born
between 1982 and 2004 and includes approximately 78
million members. Due to its size and growing market power,
the Millennial Generation is currently the primary focus of
popular media and marketers. The preceding group,
Generation X includes population born between 1961 and
1981 and is proportionately smaller than the Millennial
Generation and the older Baby Boomer Generation. For this
reason, Generation X is characterized as forgotten or ignored
by marketers. Howe and Strauss (1991) refer to Generation X
as the 13th generation. The Baby Boomer generation includes
population born between 1943 and 1960. The Baby Boom
generation includes approximately 80 million members and is
so large that it youngest members are referred to as Generation
Jones. Boomers are known for being values driven and seek
instant gratification. In recent years, Boomers have been
challenged with decreasing real estate values and losses in
portfolio value forcing a new frugality among this group.
The empirical research into interactive media usage
presented in the previous section primarily offers insight into
young consumers’ motivations for adopting these technologies.
Indeed, researchers and marketers tend to assume that young
consumers will aggressively integrate technology into their daily
lives, yet the manner that they use the numerous tools available
to them remains underexplored and potentially misunderstood.
The research reported in this study, directly addresses this
knowledge gap using a comparative cohort analysis on a multi-
generational US sample.
Methods
The research employs a reductionist data mining approach to
construct realistic models of interactive media usage among
Millennial consumers using a large national sample. Decision
tree analysis (DTA) is used to generate comparative models
between Millennials and Generation X and Baby Boomers,
respectively, to determine behaviors unique to the
generational cohorts. Data for the study (n ¼ 3,289) are
provided by the Kantar Retail IQ database.
Interactive media usage among millennial consumers
Marguerite Moore
Journal of Consumer Marketing
Volume 29 · Number 6 · 2012 · 436–444
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4. Decision tree analysis
Decision tree analysis provides a powerful tool for
investigating numerous relationships among quantitative
data in a simultaneous manner. DTA produces a
hierarchical model of effects that predict a single dependent
variable referred to as the target variable. Compared to
traditional statistical linear and discrete approaches, DTA is
useful for exploring relationships among diverse data due to
fewer operational constraints and thus greater modeling
flexibility. The primary requirement of DTA is the availability
of very large datasets.
Chi-square automatic interaction detector (CHAID) is
used to model interactive marketing usage among Millennial
consumers. The CHAID algorithm is required to model the
effects of binomial predictor variables on a single binomial
target variable. CHAID uses chi-squares to systematically
compare variables and split them in groups, referred to as
nodes, based on significance testing. Tree configuration
indicates hierarchical effects, with more significant effects
commonly occurring in earlier tree splits. Further, CHAID
allows variable to split in multiple nodes within the tree
configuration. A priori model settings include: a maximum of
five levels for each tree, a minimum 25 cases per parent note
and ten cases per child node. Pearson chi-squares are used to
detect differences in the cases with alpha designated at 0.01
for both splitting and merging. A Bonferroni adjustment is
also used in the model to further reduce the likelihood of
Type I error occurrence.
CHAID facilitates cross-validation by performing both
training and testing models. The training model is first
generated to establish tree structure followed by the testing
model which is generated to ensure that the training model
structure holds among the sample data. In cases that sample
sizes are limited, a larger portion of the data is used to
generate the initial training model and a smaller portion is
used to generate the subsequent testing model (SPSS, 2002).
For both models, 70 percent of the respective samples are
used to generate the training models while the remaining 30
percent of respondents are used to generate the testing
models. Given adequate structure consistency between the
initial and testing models, effects from the training model are
interpreted.
Measures
For both the Millennial versus Generation X model and the
Millennial versus Baby Boomer model the predictor variables
include 21 items which probe interactive marketing usage in
the context of clothing, shoes and accessories purchases and
recent interactive marketing usage not related to a specific
purchasing context (i.e. over the past six months) (Appendix).
All predictor variables are measured binomially, indicating
engagement or no engagement in the 21 focal interactive
marketing activities. The binomial target (i.e. dependent)
variable for each model is depicted by generational cohort
membership. Therefore, the 21 interactive marketing
behaviors are used to predict the target variable for cohort
membership, thereby profiling the unique behaviors of these
groups in terms of the measured independent variables.
Sample data
Total sample size consists of 3,289 respondents including:
616 Millennial cases, 1,552 Generation X cases and 1,121
Baby Boomer cases. Data are accessed from the Kantar Retail
IQ database which uses a nationwide online consumer panel
as the sample frame. The Kantar panel includes
approximately one million households across the US,
recruited through different channels including web portals,
web communities, web aggregators and Internet advertising
firms. All respondents designate themselves as the primary
household shopper. The data for this study were collected
during June 2010 and focused upon consumers’ use of
interactive technologies in their everyday shopping behaviors
for clothing, shoes and accessories as well as their specific
behaviors over the past six months (Appendix).
Findings
Sample characteristics
Sample characteristics are evaluated for each cohort
including: gender, income, marital status, ethnicity,
household size, and home ownership. Frequencies are used
to analyze sample demographics. In cases that response rates
vary for the observed demographic variables, actual
percentages based upon the full sub-sample sizes are used
to calculate population proportions.
Millennial respondents are predominantly female (85
percent) and report the highest frequency of annual
household incomes between $35K-$49,999K (16 percent)
and $50K-$79,999K (20 percent). The majority of
Millennials report that they are single (58 percent), followed
by married (39 percent). Though the Millennial sub-sample is
predominantly Caucasian (75 percent), the cohort sample is
the most ethnically diverse among the study with Hispanic
and Asian/Pacific Islander representing 11 percent each and
African Americans representing 6 percent of the group. The
majority household sizes for Millennial respondents include
one to two members (54 percent) with most Millennials
reporting that they rent (46 percent) or own (34 percent) their
home.
Generation X respondents are also predominantly female
(82 percent) and report the highest incomes among the
cohorts: $50K-$79,999K (20 percent) and above $100K (23
percent). The Generation X subsample is also predominantly
Caucasian (84 percent) followed by African-American (6
percent), Hispanic (5 percent) and Asian (4 percent).
Generation X respondents report the highest incidence of
marriage among the cohorts (63 percent). The majority
household size among Generation X is the largest among the
cohorts with 47 percent reporting households with two or
three members. Generation X respondents report the second
highest level of home ownership (65 percent) behind
Boomers.
Again, female respondents (81 percent) represent the
majority of the Baby Boomer sub-sample. Baby Boomers
report the second highest incomes, slightly behind Generation
X with 19 percent reporting household incomes between
$50K-$79,999K and 19 percent reporting incomes above
$100K. The Boomer sub-sample is the least ethnically diverse
among the sample with 89 percent of respondents reporting
that they are Caucasian, followed by African American (5
percent), Hispanic (4 percent) and Asian (1 percent).
Boomers report household sizes larger than Millennials, but
smaller than Generation X with 67 percent including two or
less members. Among the cohorts, Boomers indicate the
highest level of home ownership with 77 percent.
Interactive media usage among millennial consumers
Marguerite Moore
Journal of Consumer Marketing
Volume 29 · Number 6 · 2012 · 436–444
438
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5. Decision trees
CHAID generated two distinct models that compare and
classify interactive marketing usage among Millennial
consumers with Generation X and Baby Boomers. Both
models indicate identical structure and similar risk estimates
between respective training and testing versions which
suggests the models generalize well across the data. Based
upon the consistency between the training and testing models,
interpretation of the decision trees proceeded.
Millennials versus Generation X
The CHAID model comparing Millennial behaviors to those of
Generation X indicated a four level structure with twelve total
nodes and six significant variable splits (Figure 1 and Table I).
The initial split is indicated by the variable “accessed social
network from my mobile device in the past six months”
(x2
¼ 17.35, p , 0.000), followed by the second most
significant split “download retailer widget” (x2
¼ 13.00,
p , 0.000) and the third most significant split “follow retailer
or brand on Twitter” (x2
¼ 7.85, p , 0.005). The remaining
three splits in order of significance include: “purchased a
product online in the past six months” (x2
¼ 7.71, p , 0.005),
“like a retailer or brand on Facebook” (x2
¼ 7.19, p , 0.007)
and “spent time on a social networking over the past six
months” (x2 ¼ 6.92, p , 0.008).
Interpretation of the chi-square statistics indicates that
Millennials were proportionately more likely to have accessed
a social networking site from their mobile device in the past
six months compared to Generation X. Among the sample
Figure 1 Comparative model of interactive marketing usage: Millennial versus Generation X
Table I Decision tree effects Millennial versus Generation X marketing usage
Split Variable Chi-square p-value Effect order
1 Accessed social networking site from mobile device in past six months 17.3579 0.0000 1
2 Follow retailer or brand on Twitter 7.8354 0.0051 3
3 Download retailer widget 13.0095 0.0003 2
4 Purchased a product online in past six months 7.7190 0.0055 4
5 “Like” a retailer/brand on Facebook 7.1914 0.0073 5
6 Spent time on a social networking site (e.g. Facebook, Twitter, blog, etc.) in past six months 6.9257 0.0085 6
Note: *Effects presented for training model (n ¼ 2,168)
Interactive media usage among millennial consumers
Marguerite Moore
Journal of Consumer Marketing
Volume 29 · Number 6 · 2012 · 436–444
439
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6. respondents who accessed a social network in the past six
months, Millennials were also more likely to report that they
regularly follow brands on Twitter. However, out of both
Millennial and Generation X respondents who follow Twitter,
Millennial consumers were less likely to have purchased a
product online in the past six months. Interestingly,
Millennial consumers who report that they did not purchase
online also indicate that they did not spend time on social
networking sites over the past six months.
Among respondents who indicate (i.e. split one) that they
do not use a mobile device to engage in social networking, the
Millennials reported that they were more likely to download a
retailer widget compared to Generation X. Among the
respondents who downloaded a widget to connect to retailers,
Millennials were more likely to have “liked a retailer or brand
on Facebook”.
Millennials versus Baby Boomers
The decision tree that compares Millennials’ interactive
marketing behaviors with those of Baby Boomers indicated a
five level structure, with 16 total nodes and eight significant
predictors (Figure 2 and Table II). Overall model effects
indicate more pronounced differences between the Millennial
Generation and the Baby Boomers compared to the differences
indicated in the Millennial versus Generation X model. The
initial split for the model is indicated by “downloaded utility
‘app’ in the past six months” (x2
¼ 60.12, p , 0.000) followed
by “sign-up or receive e-mail or text” (x2
¼ 40.30, p , 0.000).
The third most significant predictor for the model is
“downloaded game or entertainment app to mobile device in
past six months” (x2
¼ 17.56, p , 0.000), followed by “read or
post on retailer blog” (x2
¼ 15.98, p , 0.000) and “purchased
a product online in past six months” (x2
¼ 15.64, p , 0.000).
The last three significant predictors include: “accessed retailer
website from mobile device in past six months” (x2
¼ 10.35,
p , 0.001), “downloaded and used coupons for an online
purchase in the past six months” (x2
¼ 8.36, p , 0.003) and
“purchased a product online in past six months” (x2
¼ 8.23,
p , 0.004).
The initial split that differentiates Millennial and Boomer
interactive behaviors is whether respondents downloaded a
utility application to their mobile device over the past six
months. Millennials were highly more likely to have
downloaded a utility application compared to the older
Boomers. Among all respondents who downloaded a utility
Figure 2 Comparative model of interactive marketing usage: Millennial versus Boomers
Interactive media usage among millennial consumers
Marguerite Moore
Journal of Consumer Marketing
Volume 29 · Number 6 · 2012 · 436–444
440
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7. application, Millennials were also more likely to have signed
up for retailer e-mail over the past six months. Among those
who signed up for retailer e-mail, the Millennial respondents
were less likely to purchase a product online compared to the
Boomers. Further, among the respondents who did not
purchase online, Millennials were far more likely to have read
or posted on a retailer blog in the past six months.
Respondents who indicate that they did not sign-up for
retailer e-mail in the past six months, further split into three
additional levels. The Millennials among this group indicate
that they downloaded gaming or entertainment applications at
a significantly higher rate than Boomers. Among those who did
not download gaming applications, the Boomers were more
likely to have purchased a product online in the past six months
(i.e. split seven). However, among those who purchased online,
the Millennial respondents were more likely to have used an
online coupon for their purchases (i.e. split eight).
Respondents who indicate that they did not download a
utility application in the initial model split indicated a second
significant level (i.e. split three). Among this group,
Millennials indicated a higher incidence of accessing retailer
websites from their mobile device in the past six months. This
variable represented the terminal node for this portion of the
decision tree.
Conclusions and discussion
The DTA suggests several patterns of behavior among
Millennial consumer use of interactive media that
underscores the cohorts’ distinct manner with which they
appear to integrate these tools into their daily lives. Not
unexpectedly, the model that contrasts usage between
Millennials and Boomers indicates more marked differences
in both the variety of significant variables as well as in the
magnitude of effect sizes. The differences between Millennial
behaviors and Generation X were less pronounced compared
to the former contrast.
Compared to Generation X, Millennials are more active at
integrating technologies into their daily lives for marketing
purposes. Millennials use their mobile device and traditional
internet means to connect to retailers or brands. They engage
in social networking using their mobile device, but do not
report regular social networking to the degree that Generation
X respondents report. The model also suggests a clear
indication that Millennials do not use the Internet to purchase
products compared to Generation X, despite their noted
frequent use of interactive technologies to connect with
retailers and brands.
According to the DTA model that contrasts usage between
Millennials and Boomers, the differences are more distinct
(i.e. stronger effects) and more extensive (i.e. more significant
variables or tree depth). The two groups are significantly
different across seven different variables, with the “purchased
product online in past six months” variable splitting twice
within the DTA hierarchy. For all significant variables, with
the exception of purchasing online, Millennial respondents
demonstrate significantly higher integration of interactive
media. Using both mobile devices and traditional internet
tools, Millennials accessed online resources for both
utilitarian and entertainment purposes. They also indicate
significantly higher interactive connections with retailers or
brands through their blogging activities and couponing
behaviors. Again, Millennials were less likely to purchase a
product online compared to the Boomer respondents.
From a general perspective, both models indicate significant
usage of interactive media among Millennials for a variety of
reasons: information seeking, entertainment focused, increased
utility and deal focused. However, despite this activity
Millennial consumers do not purchase products online to a
comparable degree of the older generations considered in the
study. The findings suggest implications for both practice and
future research (for practical implications see managerial
implications and applications). The study’s design is grounded
in actual behavioral data and is exploratory in this sense.
However, interpretation of the findings through the uses and
gratifications perspective indicates partial agreement with past
research using this approach. Consistent with Grant (2005)
and Tsao and Steffes-Hansen (2008), the models suggest that
US Millennials actively use interactive technology for
entertainment as well as technology exploration (i.e.
downloading applications). Contrary to Grant’s study of
young Scots (Grant, 2005) the results suggest that US
Millennials actively engage in marketing research over using a
variety of means: blogs, e-mail, mobile connections, utilities
and various applications.
The findings also suggest that as expected Millennials are
superiorly adept at using these technologies in their daily life
compared to the older generations. The comparison between
Millennials and Generation X indicates that members of the
older cohort are more likely to engage in social networking
from a non-mobile connection while Milllennials are more
likely to access social networks from their mobile phone.
Given the variety and speed with which Millennials use the
potential portfolio of interactive tools, this generation appears
to control the technology in a manner that is integrated into
their daily lives from both utilitarian and entertainment
Table II Decision tree effects Millennial versus Boomers interactive marketing usage
Split Variable Chi-square p-value Effect order
1 Downloaded utility “app” in past six months 60.1298 0.0000 1
2 Sign-up or receive e-mail from retailer in past six months 40.3015 0.0000 2
3 Accessed retailer website from mobile device in past six months 10.3520 0.0013 6
4 Purchased a product online in past six months 15.6454 0.0001 5
5 Downloaded game or entertainment app to mobile device in past six months 17.5625 0.0000 3
6 Read or post on retailer blog 15.9833 0.0001 4
7 Purchased a product online in past six months 8.2361 0.0041 8
8 Downloaded and used coupons for an online purchase in past six months 8.3660 0.0038 7
Note: *Effects presented for training model (n ¼ 1,737)
Interactive media usage among millennial consumers
Marguerite Moore
Journal of Consumer Marketing
Volume 29 · Number 6 · 2012 · 436–444
441
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8. perspectives. However, a substantial question remains
regarding the Millennial consumer’s resistance to online
purchasing. Potential limitations related to this finding are
noted in the Limitations and Future Research section.
Managerial implications and applications
Results suggest that older Millennials (i.e. born between 1982
and 1992) use interactive technologies for multiple purposes: to
connect with retailers or brands online, to download coupons
online, to source entertainment and utility applications, etc.
Further, Millennial consumers also report active usage of
mobile devices to carry out these behaviors. However, these
consumers do not buy products online at rates comparable to
the older generations. The lack of willingness to purchase online
does not appear to have arisen from accessibility or income
limitations given the sample data characteristics.
A major distinction among Millennials is the propensity to
download applications particularly “utility apps” to connect
to retailers or brands. Marketers including retailers and
manufacturers should incorporate practical uses of technology
into their interactive marketing media when targeting
Millennials. Firms who undertake these efforts must also
ensure that they deliver value in terms of information and
time to the dubious Millennial consumer. This approach may
not prove as useful for the older cohorts, particularly the
Boomer Generation who does not use these technologies as
efficiently as the younger cohort.
Millennial consumers in the study do not purchase
products online compared to the older cohorts. They use
interactive media to gather information on the go (i.e. using
their mobile device) including promotional media. This
finding suggests an opportunity for brands who market in
multiple channels to connect with Millennials and stimulate
retail patronage using interactive promotional tactics. Based
on previous research, marketers should be cognizant of the
potential to irritate the Millennial consumer with too much
contact or potentially inflated promotional promises (Henrie
and Taylor, 2009). The same principles apply to firms who
market online exclusively, however this model is further
challenged to convert Millennials to online purchasers.
Analysts and academics commonly assume that Millennials
inter-mix function and entertainment using interactive
technology. The models suggest that Millennials use their
technology in directed, brief sessions. The research indicates a
higher incidence of social networking on a home computer
among Generation X respondents, with Millennials preferring
to use their mobile device for this purpose. Therefore, efforts
to integrate business with pleasure may actually irritate rather
than attract the Millennial consumer. When approaching this
consumer, marketers must have clear messages, effective
technology and follow through on their claims.
Limitations and future research
The purpose of this study is to determine the actual
interactive behaviors of Millennial consumers in a
comparative multi-generational format grounded in robust
national data. Research tradeoffs were consciously undertaken
to pursue the study’s purpose. Limitations are primarily
related the study’s design including use of secondary data and
the DTA method. Though the sample data are accessed from
a reputable and reliable source, the questionnaire design was
not determined by the researcher and as such covered only
those questions important to the firm. Fortunately, the
interactive technology questions were extensive in the scope of
applications that they covered. Further, the six items that
evaluated general interactive behaviors (Appendix), as
opposed to actions taken in the past six weeks, were
anchored to the context of clothing, shoes and accessories
purchasing. Findings could be markedly different for different
product categories such as consumer electronics or services.
The age range of the Millennial Cohort within the sample
includes respondents born between 1982 and 1992 due to a
minimum age requirement of eighteen for participating in the
survey. Therefore, younger Millennials are not included in the
analysis and may use interactive technologies differently from
older Millennials. Previous generational analyses note
intergenerational differences between younger and older
portions of large cohorts such as the Boomers with
Generation Jones. As rapid diffusion of these technologies
continues, marketing research will be critical to understand
the nuances with which this large consumer group adopts and
uses these tools.
The sample data are heavier in female and Caucasian
respondents. Potential gender differences may affect use of
interactive technologies and thus the outcomes of the study’s
usage models. This sample characteristic should be
considered when interpreting the results, particularly from a
practical perspective. Brands that market exclusively to males
should carefully interpret the study’s results for their
respective business contexts. Additionally gender differences
may also impact future theoretical work in this area.
When using decision tree analysis (DTA), replication of tree
structure over multiple samples bolster the ability to
generalize findings. Though cross-validation analyses suggest
stable model structure for both comparisons among the
sample data, replication of the tree structure using new
datasets would be ideal. Likewise, though the sample size is
considerably larger than those used for traditional statistical
models, extremely large sample sizes provide additional power
for CHAID which considers each case in its algorithm.
Though the data are recent (i.e. June 2010), given the rapid
pace of change in interactive capabilities, the applicability of
the research directly to markets is potentially short-lived.
Therefore, research should continue to evolve along with this
phenomenon from practical and theoretical standpoints.
Consumer integration of interactive technology will
continue to be an important focus for academic and
marketing researchers in the foreseeable future. From an
academic perspective, the study suggests further work from
the uses and gratifications perspective by examining media
use through economic/utilitarian versus social/entertainment
purposes. From a practical perspective, actionable research in
this particular area is promising due to the availability of rich
secondary data sets that reflect a range of actual behavior.
Therefore, replication studies for interactive technology and
usage are needed to build direct practical knowledge which
can also lead to theoretical knowledge through identification
of behavioral patterns.
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Interactive media usage among millennial consumers
Marguerite Moore
Journal of Consumer Marketing
Volume 29 · Number 6 · 2012 · 436–444
442
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Appendix
Measure items *
Thinking specifically about specifically about clothing, shoes
and accessories retailers which of the following ways do you
shop?
.
Sign-up for e-mail or text.
.
Follow a retailer or brand on Twitter.
.
Like a retailer or brand on Facebook.
.
Read or post on retailer blog.
.
Download retailer widget.
.
Searched for coupons or promotional codes online.
Which of the following activities, if any, have you engaged in
the past six months?
.
Downloaded a retailer or shopping “app” to my mobile
device.
.
Downloaded a game or entertainment “app” to my mobile
device.
.
Downloaded a utility “app” to by mobile device.
.
Downloaded a social networking “app” to my mobile
device.
.
Downloaded coupons to my mobile device.
.
Researched product from my mobile device while
shopping in store.
.
Researched product online before making a purchase in
store.
.
Signed-up to receive e-mails from a retailer.
.
Purchased a product online.
.
Downloaded and used coupons for an in store purchase.
.
Downloaded and used coupons for an online purchase.
.
Spent time on a social networking site (Facebook, Twitter,
blog, etc.).
.
Engaged in social networking conversations online
(posting, chatting, etc.).
.
Accessed social networking site on my mobile device.
.
Accessed retailer website on my mobile device.
*Response categories for all items: yes/no.
Corresponding author
Marguerite Moore can be contacted at: Marguerite_moore@
ncsu.edu
Executive summary and implications for
managers and executives
This summary has been provided to allow managers and executives
a rapid appreciation of the content of this article. Those with a
particular interest in the topic covered may then read the article in
toto to take advantage of the more comprehensive description of the
research undertaken and its results to get the full benefits of the
material present.
Over the last two decades or so, technology has continued to
advance at an unparalleled rate. This means that consumers
in the US born between 1982 and 2000 are surrounded by
technology in most aspects of their everyday lives.
Furthermore, the ubiquitous nature of technology has
produced “global homogeneity” for this so-called Millenial
Generation. One significant consequence is the emergence of
cross-national cohorts of individuals whose attitudes and
behaviors are comparable.
The pervasive role of technology in the lives of Millenial
consumers is widely acknowledged in academic circles. Some
understanding of what factors motivate usage of these
technologies has also occurred. However, empirical research
into the use of interactive technologies among this consumer
cohort remains limited considering the rate of adoption.
Interactive media and its significance among younger
consumers has attracted the attention of researchers
exploring the internet’s use for communication and business
purposes. But the approaches adopted thus far have
concentrated more on attitudes and intentions rather than
actual usage behavior.
Interactive media usage among millennial consumers
Marguerite Moore
Journal of Consumer Marketing
Volume 29 · Number 6 · 2012 · 436–444
443
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10. It is the opinion of several scholars that users and gratification
theory (UGT) provides an established framework for
understanding how young consumers use interactive media.
That selection and usage of media is goal-driven is a key
premise of UGT, which also purports that a level of gratification
is the desired end-result. Individuals regard different media
types as unique and thus rivals for their attention.
Previous work involving Scottish students indicated that
“entertainment and social stimulation” motivated their use of
mobile phones. By comparison, information seeking to inform
buying decisions inspired minimal interest. A conclusion of
this and other studies was that marketing appeals using
interactive media may not prove effective.
Adoption of interactive technologies is also influenced by
consumer involvement and persuasion, the literature reports.
For instance, evidence shows that internet surfing occurs more
frequently among adolescents who prefer “cyber
communication” than those who mainly interact face-face-face.
There is also evidence that internet-savvy teens strongly
influence family use of marketing media accessed online. Such
consumers are also seemingly unresponsive to persuasion
attempts and are negative towards those responsible for them.
A typical marketing strategy is to group consumers into
different age cohorts. It is widely accepted that the attitudes
and behaviors of members within each generation are shaped
by significant events which they experience as they grow up.
Generational cohort theory (GCT) thus incorporates
knowledge of these unique characteristics to target
consumer groups more effectively.
The population born between around 1982 and 2004 are
labeled as Millenials, a generation which interests marketers
due to its size and growing market influence. Generation X
consumers represent the preceding era and this cohort is
much smaller then Millenials or Baby Boomers, identified as
those born between 1943 and 1960. This generation is
renowned for being “values driven” and enticed by instant
gratification. But harsh economic realities have necessitated a
more frugal attitude among these consumers in recent years.
In the present study, Moore aims to acquire knowledge of
ways in which younger consumers use the interactive
technologies available to them. Her analysis involves
comparing Millenial consumers with both Generation X and
Baby Boomers. Various factors are considered to explore
interactive marketing usage in relation to the purchase of
clothing, shoes and accessories. Recent usage not linked to a
particular marketing context is likewise addressed.
A nationwide consumer panel was used to obtain secondary
data pertaining to 3,289 of US consumers, all identifying
themselves as the main shopper for their household. The total
sample consisted of 616 Millenials, 1,552 Generation X and
1,121 Baby Boomers. Demographic information was
recorded for each cohort and data examination showed that:
.
females accounted for at least 80 percent in all three
cohorts;
.
ethnic diversity was greatest in the Millenial sample and
least among Baby Boomers;
.
Generation X consumers generally reported the highest
incomes, with Baby Boomers second largest; and
.
home ownership was most evident among Baby Boomers,
followed by Generation X then Millenials.
Moore uses decision tree analysis (DTA) as it is a proven
means of scrutinizing relationships in diverse data. It reveals
distinct ways in which Millenial consumers routinely engage
with interactive media. When measured against the other
generational cohorts, analysis exposed more pronounced
differences to Baby Boomers than with Generation X
consumers.
In comparison with the Generation X population,
Millenials are more inclined to:
.
habitually use interactive technologies for marketing
purposes;
.
connect with retailers and brands using both mobile
devices and conventional internet methods; and
. use their mobile device for social networking but engage in
the activity less.
Millenials indicate a markedly greater integration of
interactive media than Baby Boomers in all but one aspect:
.
deploying mobile device and traditional online tools;
.
using internet resources for functional and entertainment
reasons; and
.
interactive links with brands or retailers via blogs and
couponing activities.
Despite their considerably greater engagement with
interactive media, Millenials indicated a much lower
inclination to make online purchases than either or the two
older cohorts.
The author believes that scope thus exists for brands to use
“interactive promotional tactics” as a means to gain their
custom. Marketing which cover multiple channels will have a
greater chance of success since the current work indicates that
Millenial consumers prefer to access interactive media via
their mobiles phones. In contrast, non-mobile connections to
social networking sites are more favored by older consumers.
Evidence shows that both functional and entertainment
reasons prompt Millenials to use of interactive technology. It
is crucial that marketers who target this cohort recognize this
and integrate “practical uses of technology” into the
interactive media used. Providing value in respect of
information and time could help lessen the skepticism that
currently prevails. Moore additionally advises against overkill,
pointing to other research showing how too much contact and
exaggerated promises can alienate the Millenial consumer.
Clear communication, efficient technology and delivering on
promises are therefore imperative.
Minimum age requirements meant that Millenials aged below
18 were not included in this study. Future research might
therefore investigate potential differences in usage between such
consumers and older members of their generational cohort.
The author also acknowledges the sample bias towards female
and Caucasian subjects and warns against generalizing results to
a wider population without further study. And although data
used was recent, marketers and practitioners are made aware
that the applicability of findings could be transient due to the
ongoing rapid evolvement of interactive media.
(A pre´cis of the article “Interactive media usage among millennial
consumers”. Supplied by Marketing Consultants for Emerald.)
Interactive media usage among millennial consumers
Marguerite Moore
Journal of Consumer Marketing
Volume 29 · Number 6 · 2012 · 436–444
444
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