Effectiveness of Social Media Campaigns in Improving Participation of Younger Generations in Beach-Cleaning Programs

Hanan, Hanif; Wee, Hassnah; Aminudin, Norliza; Hamid, Zuliah Abdul

doi:10.1166/asl.2018.12251

Cited by 6 publications

(4 citation statements)

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“…Generations Y and Z are similar in that their members are advanced in using information technology, especially the use of SMSs (Hanan et al, 2018). According to Fietkiewicz (2017), they most frequently visit Facebook, YouTube, and Instagram, and, less often, Twitter and Pinterest.…”

Section: Social Media Engagement Behaviormentioning

confidence: 99%

“…negative eWord-of-Mouth (eWOM); Ek Styvén and Foster, 2018;Rissanen and Luoma-Aho, 2016). Through SMSs, marketers can disseminate information to the young generations easily, quickly, directly, and cost effectively (Hanan et al, 2018). Rissanen and Luoma-Aho (2016) demonstrated that young consumers' engagement behavior related to brands on SMSs can vary by degree (active/passive engagement or disengagement) and valence (positive, neutral, or negative).…”

Section: Social Media Engagement Behaviormentioning

confidence: 99%

“…increase their bonding and sense of belonging with friends and family members (Triantafillidou and Siomkos, 2018). Later, as more companies opened accounts on SMSs, brand engagement strategies tailored toward younger people started to emerge (Berthon et al, 2012;El-Haddadeh et al, 2012;Fietkiewicz et al, 2016;Hanan et al, 2018).…”

Section: Introductionmentioning

confidence: 99%

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Young consumers’ motivational drivers of brand engagement behavior on social media sites

Florenthal

2019

JRIM

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Purpose A comprehensive operational framework is proposed to explain young consumers’ (i.e. generations Y and Z) engagement with brands on social media sites (SMSs). This paper aims to synthesize two motivational theories: uses and gratifications (U&G) theory and the technology acceptance model (TAM). Design/methodology/approach A selective literature review was conducted to examine recent publications related to young consumers’ brand-driven engagement behavior on SMSs in which either TAM or U&G theory was applied. A three-stage method was used: an initial search was followed by vertical and horizontal searches and then a targeted search of scholarly publications. At each stage, the university’s library databases and Google Scholar were searched for relevant, mainly peer-reviewed articles, using appropriate filters and keywords. The articles’ references and the studies that cited those articles were added to the initially identified research pool (vertical search), coupled with publications of a similar nature based on keywords (horizontal search). The final stage, the targeted search, involved identifying and adding specific articles (e.g. literature reviews and integrated models). Findings After a review of a significant number of U&G and TAM studies, similarities and differences of the two theories were identified, and an integrated operational framework was developed. Based on empirical findings of existing U&G and TAM studies, testable propositions were presented. Research limitations/implications The proposed hybrid model and the associated propositions provide a research opportunity to empirically examine how young consumers’ motivational (i.e. motivating and demotivating) drivers, normative influence, perceived value and attitudes (toward brand content and engagement) predict intention or actual brand-related behavior on SMSs. Practical implications Much of current research indicates that generations Y and Z (“digital natives”) spend considerably more time on SMSs than any of the older generations (“digital immigrants”). Thus, brands that aim to target this cohort need to develop successful engagement strategies (e.g. gamification and influencer marketing) on current and emerging SMSs. The suggested conceptualization provides guidelines for companies to effectively use such communication strategies to motivate young people to engage with their brands on sites such as Twitter, Instagram and Facebook. Originality/value A review of TAM research indicates that it lacks rich motivating/demotivating constructs, and thus borrows from other theories to complement this weakness. An examination of U&G frameworks, particularity Ducoffe (1996)-based models, indicates that these frameworks mainly test engagement with social media advertising but seldom other types of brand-driven engagement on SMSs. In addition, many U&G studies focus less than TAM studies do on outcome variables such as behavioral intentions and behavior. Thus, the authors propose a synthesized U&G and TAM framework that mitigates both theories’ weaknesses and builds on their strengths, enriching the growing research on brand-driven engagement behavior via SMSs.

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Section: Social Media Engagement Behaviormentioning

confidence: 99%

Section: Social Media Engagement Behaviormentioning

confidence: 99%

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Young consumers’ motivational drivers of brand engagement behavior on social media sites

Florenthal

2019

JRIM

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“…the Internet) may it be for purpose of education, professional or personal purpose (Fietkiewicz et al, 2016;Roblek et al, 2018;Salajan et al, 2010). As both Generation Z and Y are very well aware of the advanced technology and also very fast and experience with information technology, mainly the SMSs they are similar (Hanan et al, 2018). The entrance of social media has evolved a lot of the young participants into active participants that are participating actively in creating, consuming, and sharing content on numerous SMSs (Hanna et al, 2011) and (PrakashYadav and Rai, 2017).…”

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confidence: 99%

Role of Marketing Strategies to Generation Z in Emerging Markets

Raza¹,

Zaman²,

Qabool³

et al. 2023

JOSI

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The aim of this research is to examine the marketing strategies to Generation Z, social media cognitive engagement, social media influencer, perceived corporate social responsibility and user-generated media communication and hedonic brand image as moderator on generation Gen Z purchase intention, and examining these effects in Covid’19 pandemic recession phase in Pakistan. Research was completed on Generation Z respondents, using an online survey questionnaire were evaluated using through factor analysis, model fit, SEM via Smart PLS 4. Empirical results via structural equation modeling demonstrate that the impact of the four constructs played a partially significant role on Gen Z purchase intention. Gen Z has strong bonding with social media engagement and aware of CSR activities of an organization and confirmed their behavior toward e-shopping. Brand equity and Citizen Behavior are could be examined as a dependent variable but we didn’t due to lack of literature. Social media cognitive engagement and perceived corporate social responsibility has strong relation with generation Z purchase intention which indicates generation Z is engage with social media and CSR activities. Online business operators and trend setter can identify and promote their business on social media sites. Through this study marketers and professionals can also formulate strategies to increase promote their business. The empirical results provide academic contributions to the current group of knowledge in the marketing to capture Gen Z. Using advanced quantitative data analysis will eventually enable future researchers to explain the contribution of the current study to understanding the importance of Generation Z psychology.

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