Consumer-to-consumer reselling adoption among European countries: differences between old and young millennials

Lucia‐Palacios, Laura; Bordonoba-Juste, Victoria; Pérez-López, Raúl

doi:10.1007/s11628-021-00442-z

Cited by 3 publications

(8 citation statements)

References 87 publications

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“…Furthermore, interacting with others in an online network can be fun and enjoyable (Y. C. Pai & Arnott, 2013). Due to the interactive resources on the platform, ET via social media can be an immersive experience that provides significant gratification (C. S. Lee & Ma, 2012;N. Park et al, 2009;Yu et al, 2020).…”

Section: Literature Review Theoretical Framework and Hypotheses Devel...mentioning

confidence: 99%

“…The Impact of Social Interaction. Satisfying the need to belong to a group and engage in SIs represents the main motivation that drives individuals to use social media (Alghamdi & Plunkett, 2021;Baek et al, 2011;Hennig-Thurau et al, 2004;Muntinga et al, 2011;N. Park et al, 2009;Whiting & Williams, 2013).…”

Section: Literature Review Theoretical Framework and Hypotheses Devel...mentioning

confidence: 99%

“…The available literature deals mainly with Facebook and identifying the specific motives for using it. N. Park et al (2009) discovered four primary needs in the Facebook context, namely information seeking, entertainment, socialization, and self-status seeking. In contrast, Hunt et al (2012) found only three major predictive motives for frequent Facebook use, namely entertainment, interpersonal communication, and self-expression.…”

Section: Literature Review Theoretical Framework and Hypotheses Devel...mentioning

confidence: 99%

“…The above literature review has found that the four dominant motivations are information seeking (IS), entertainment (ET), social interaction (SI), and selfexpression (SE), and these antecede intentions to share Snapchat Ads and the development of attitudes and purchasing intentions (Gao & Feng, 2016; C. S. Lee & Ma, 2012;N. Park et al, 2009).…”

Section: Literature Review Theoretical Framework and Hypotheses Devel...mentioning

confidence: 99%

“…S. Lee & Ma, 2012;K.-Y. Lin & Lu, 2011;Muntinga et al, 2011;N. Park et al, 2009;Pavelle & Wilkinson, 2020;Raacke & Bonds-Raacke, 2008).…”

Section: Literature Review Theoretical Framework and Hypotheses Devel...unclassified

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Do Millennials’ Motives for Using Snapchat Influence the Effectiveness of Snap Ads?

Amor

Mzoughi

2023

Sage Open

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While the social media app Snapchat has increasingly attracted the attention of millennials around the world, there is limited empirical research dealing with Snapchat marketing. For businesses, it is imperative to know how effective Snap Ads are at reaching millennials. Based on the uses and gratifications theory (UGT), this study aims to fill this research gap by identifying millennials’ motives for using Snapchat and analyzing how they affect their attitudes toward Snap Ads and the subsequent behavioral intentions. Some 265 Saudi, Snapchat-using students aged between 18 and 35 completed an online survey. Our data analysis employed exploratory and confirmatory factor analyses, as well as structural equation modeling. The results indicate that respondents seek four forms of gratification from using Snapchat, namely information seeking, self-expression, entertainment, and social interaction. Of these, only information seeking and entertainment were found to have significant positive influences on attitudes toward Snap Ads, intentions to share then, and purchasing intentions. This research contributes to the theory by proving that the UGT is suitable for gaining knowledge about consumer behavior on social media in general, as well as by proposing a framework for studying the persuasive effectiveness of Snap Ads in particular. From a practical perspective, this study offers guidelines on how customized Snap Ads can be conceived for millennials, so they will not irritate them.

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Section: Literature Review Theoretical Framework and Hypotheses Devel...mentioning

confidence: 99%

Section: Literature Review Theoretical Framework and Hypotheses Devel...mentioning

confidence: 99%

Section: Literature Review Theoretical Framework and Hypotheses Devel...mentioning

confidence: 99%

Section: Literature Review Theoretical Framework and Hypotheses Devel...mentioning

confidence: 99%

“…S. Lee & Ma, 2012;K.-Y. Lin & Lu, 2011;Muntinga et al, 2011;N. Park et al, 2009;Pavelle & Wilkinson, 2020;Raacke & Bonds-Raacke, 2008).…”

Section: Literature Review Theoretical Framework and Hypotheses Devel...unclassified

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Do Millennials’ Motives for Using Snapchat Influence the Effectiveness of Snap Ads?

Amor

Mzoughi

2023

Sage Open

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Live support by chatbots with artificial intelligence: A future research agenda

Camilleri

Troise

2022

Serv Bus

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Market Segmentation in the Film Industry Based on Genre Preference: The Case of Millennials

Nikolic

Kostić-Stanković

Jeremić

2022

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One of the industries that has been hit the most by the Covid-19 is the film industry. Practitioners and experts in the field are in need to better understand the changed consumers and their new behaviour so that they can adequately communicate with them. The population segment which attracts the most attention are the Millennials due to the fact they have a high level of self-interest, they mix streaming services, and their purchase intention building is much slower compared to other generations. This study aimed to propose a segmentation approach in the film industry based on genre preference. To verify the proposed approach, an online survey on consumer habits and attitudes towards different elements of film marketing mix was conducted at the beginning of the Covid-19 lockdown in Serbia. Upon that, biclustering algorithm was employed to segment the respondents. Finally, similarities and differences between retained segments were explored, which provided insights on which elements of film (elements of product, Word of Mouth, Frequency of consumption, and elements of promotion) respondents pay attention to based on their genre preference. The observed similarities and differences led to the creation of tailored communication strategies for each segment, which could improve the effectiveness of marketing activities in the film industry during the Covid-19 era, and could be extended in the post-Covid era.

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Consumer-to-consumer reselling adoption among European countries: differences between old and young millennials

Cited by 3 publications

References 87 publications

Do Millennials’ Motives for Using Snapchat Influence the Effectiveness of Snap Ads?

Do Millennials’ Motives for Using Snapchat Influence the Effectiveness of Snap Ads?

Live support by chatbots with artificial intelligence: A future research agenda

Market Segmentation in the Film Industry Based on Genre Preference: The Case of Millennials

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