Shopping orientations of US males: A generational cohort comparison

Brosdahl, Deborah J.C.; Carpenter, Jason M.

doi:10.1016/j.jretconser.2011.07.005

Cited by 209 publications

(152 citation statements)

References 24 publications

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“…En ocasiones se amplían estos límites hasta los años 1977 y 2004, según el autor o el estudio (DeVaney, 2015). Esta generación se enmarca dentro de la clasificación ampliamente aceptada de cohortes que incluye a la Generación Silenciosa (1925-1945), la Generación Baby Boomer (1946-1960), la Generación X (1961-1981 y la Generación Y o Milenials (Brosdahl & Carpenter, 2011). Esta clasificación ha incorporado recientemente nuevas generaciones más jóvenes como la Z.…”

Section: Delimitación De La Generación Milenialunclassified

Millennials y redes sociales: estrategias para una comunicación de marca efectiva

Cartagena

2017

MHCJournal

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Este artículo recopila las principales claves de comunicación para generar estrategias de marca efectivas dirigidas a la Generación Millennial a través de las redes sociales. Se trata de una revisión narrativa cualitativa, que pretende proporcionar al lector una puesta al día sobre conceptos útiles en el área de marca, redes sociales y generaciones digitales. En primer lugar, se ha delimitado a la Generación Millennial como la formada por personas nacidas entre los años 1981 y 2000. En segundo lugar, se han sintetizado los principales atributos que definen a esta generación: alta exposición a la tecnología y la información, uso intensivo de redes sociales, comportamiento multiplataforma y multitarea, necesidad de socialización, empoderamiento, baja permeabilidad a los medios tradicionales, carácter exigente frente a marcas, rearme ético y personalidad individualista. Por último, se han sintetizado las principales claves de comunicación para generar estrategias de marca efectivas en redes sociales: comunicación multiplataforma, lenguaje empático, contenido relevante, autenticidad y honestidad, uso del boca a boca, comunicación alineada con los valores de la generación, comunicar valores superiores de marca, fomentar la participación activa, desarrollar contenidos en un formato audiovisual y establecer una estrategia de recompensas.

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Section: Delimitación De La Generación Milenialunclassified

Millennials y redes sociales: estrategias para una comunicación de marca efectiva

Cartagena

2017

MHCJournal

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“…Marketers have lost much of the control they once had over the marketing message, but now participate in a "conversation" about the brand (Deighton and Kornfeld, 2009). Although this can be the case among groups belonging to any generation, it is particularly of relevance to Generation Y consumers, or those born after 1981 (Brosdahl and Carpenter, 2011). In consideration of the widespread adoption of social media (Sultan et al, 2009), brands that aim to stimulate conversations and engagement, that build relationships and look to co-create content and value, with Generation Y will reap the most rewards (Peres et al, 2011).…”

Section: E-wom In Social Media Environmentsmentioning

confidence: 99%

Electronic word-of-mouth: successful communication strategies for restaurants

Fox¹,

Longart²

2016

Tour. hosp. manag.

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Purpose -A great deal has been discussed about the importance of using social media in marketing communications programmes because of mistrust in marketer-generated communications and more particularly for generating electronic word of mouth (e-WOM). However, it is not clear what types and styles of communication serve better the purpose using effectively social media for generating positive e-WOM. This study is aimed at exploring the types and styles of communication that work more effectively towards that purpose. Design -The study was conducted in Dublin, Ireland and is qualitative in nature. Methodology -This research involved semi-structured, in-depth interviews with restaurant marketers who currently use social media as part of the integrated marketing communications strategies; it also included a focus group and two sub-sequent personal interviews with restaurant consumers who actively use social media. Approach -A thematic analysis was conducted so as to first investigate the central topics surrounding the stimulation of positive e-WOM and styles and types of communication.Findings -Further analysis of the themes pointed to a number of practical implications which in turn led to the formulation of four (4) practical recommendations for restaurant marketers. Originality -This is the first practical paper that looks into the content, style and type of communication for effective stimulation of e-WOM in the restaurant context.

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“…While the latest generation which is post millennials or also known as Generation Z (Gen Z) has yet to enter the workforce (Sills, 2014). Brosdahl and Carpenter (2011) explained that the categorization of generations, using the following birth dates for each cohort: the silent generation , the baby boomers (1946)(1947)(1948)(1949)(1950)(1951)(1952)(1953)(1954)(1955)(1956)(1957)(1958)(1959)(1960), Gen X (1961Gen X ( -1981, Gen Y (1981Gen Y ( -2000 and Gen Z (born after 2000). Jambulingam et al (2014) indicated that millennials consist of individual who were born in the digital age.…”

Section: Millennialmentioning

confidence: 99%

Online Job Search Among Millennial Students in Malaysia

Fam

Soo

Wahjono

2017

JDM

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This study aims to determine the factors influenced online job search among millennial students in Malaysia Technical University Network (MTUN). A total of 300 university students through on-oneself-reported questionnaires were collected from four MTUN namely Universiti Tun Hussein Onn Malaysia (UTHM), Universiti Malaysia Perlis (UniMAP), Universiti Teknikal Malaysia Melaka (UTeM) and Universiti Malaysia Pahang (UMP). This study performs descriptive analysis, reliability testing, correlation analysis and multiple regression analysis by using IBM-SPSS software version 22. The results indicate that factors such as userperception, social networking sites, and smartphone technology are significantly related to the online job search enhancement. Amongst these three factors, user perception appears to be the strongest predictor toward online job search enhancement. This study concludes that besides consideration of the identified factors which lead to the successful adoption of online job search, effortless and interactive online job search websites in creating a convenient and favorable job search environment would be able to increase the use of online job search. Info Article Perilaku Pekerjaan Online Mahasiswa Generasi Milenial di Malaysia Abstrak Penelitian ini bertujuan untuk menentukan faktor-faktor yang mempengaruhi pencarian kerja di kalangan mahasiswa generasi milenium di Malaysia Technikal University Network (MTUN). Sejumlah 300 mahasiswa dari empat MTUN, yaitu Universiti Tun Hus

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Shopping orientations of US males: A generational cohort comparison

Cited by 209 publications

References 24 publications

Millennials y redes sociales: estrategias para una comunicación de marca efectiva

Millennials y redes sociales: estrategias para una comunicación de marca efectiva

Electronic word-of-mouth: successful communication strategies for restaurants

Online Job Search Among Millennial Students in Malaysia

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