Social media communications and festival brand equity: Millennials vs Centennials

Llopis-Amorós, María-Pilar; Saura, Irene Gil; Ruiz‐Molina, María‐Eugenia; Blasco, María Fuentes

doi:10.1016/j.jhtm.2019.08.002

Cited by 61 publications

(66 citation statements)

References 88 publications

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“…Centennials, also known as “Generation Z” ( Llopis-Amorós, Gil-Saura, Ruiz-Molina, & Fuentes-Blasco, 2019 ), have distinctive characteristics that differentiate them from other generational cohorts. It is a digitally native generation that feels natural and at ease around technology ( Singh & Dangmei, 2016 ).…”

Section: Literature Reviewmentioning

confidence: 99%

The effect of positive TRI traits on centennials adoption of try-on technology in the context of E-fashion retailing

Qasem

2021

International Journal of Information Management

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Highlights This study aims to examine individuals’ characteristics that influence centennials to adopt virtual try-on systems. The min concentration of this study is to clarify centennials behavior in online retailing context. The proposed conceptual model was based on UTAUT2 factors and two dimensions of TRI; optimism and innovativeness. The results support the significant role of TRI motivators on enhancing centennials intention to adopt virtual try-on systems.

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Section: Literature Reviewmentioning

confidence: 99%

The effect of positive TRI traits on centennials adoption of try-on technology in the context of E-fashion retailing

Qasem

2021

International Journal of Information Management

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“…There is a clear need to enhance the tourism use of the smartphones among the youngest group (16)(17)(18)(19), to promote the creation of positive feelings and emotions. The intermediate age group (20)(21)(22)(23)(24)(25)(26)(27)(28)(29) uses the tourist functionalities frequently and is characterized by a more neutral emotional behavior. Finally, the oldest age segment (30)(31)(32)(33)(34)(35)(36)(37)(38) requires strategies that combine the virtual and real worlds because, for them, smartphones by themselves do not generate any kind of feeling, which is the main trigger of eWOM.…”

Section: Discussionmentioning

confidence: 99%

“…As Richards [7] points out, Gen Y (as this generation is often referred to) is a market segment of great value to tourist destinations due to the economic potential and availability of its members to travel more frequently and for longer periods. The professional and academic fields have shown great interest in this generation, which is reflected in the recent publication of a remarkable number of research works, both general in scope [2,3,[8][9][10][11][12][13] and specific to the tourism sector [5,[14][15][16][17][18]] The latter sector is particularly interested in this generation's use of information and communication technologies (ICTs) for tourism purposes [19][20][21][22][23][24].…”

Section: Introductionmentioning

confidence: 99%

“…Within the diversity of ICTs, the boom and massive adoption of smartphones among Gen Y [20,[25][26][27][28] as well as the proven relevance of these mobile devices for the tourism sector highlight the need for more studies on this regard to contribute to the development of a still incipient and scarce line of research [18,[29][30][31]. Just like with any other ICTs, the integration of smartphones into the digital marketing and communication strategies of the tourism business should take into account the particularities of the different stakeholders of the destinations [5,17,18,[32][33][34][35][36] to ensure their use actually generates positive emotions and sensations [31,[37][38][39]] that contribute to a different, original, and satisfying tourist experience [40][41][42].…”

Section: Introductionmentioning

confidence: 99%

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Gen Y: Emotions and Functions of Smartphone Use for Tourist Purposes

Martínez‐Sala¹,

Alhama²,

Soler³

2021

Tourism

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Smartphones have revolutionized the tourism industry due to their ability to create and improve the tourist experience, mostly among young users, especially those belonging to the Generation Y (Gen Y). Millennials, as the Generation Y is often referred to, stand out for their ability to travel more frequently and for longer periods, as well as for their often-addictive use of smartphones. Despite nomophobia is not a recent phenomenon, there are few research works on information and communication technologies and tourism that address the effects of smartphone use on the tourist experience. The objective of this exploratory study is to describe the feelings Gen Y experiences as a result of use smartphones during their travels, their tourism functionality, and the relationship between the two. The study is based on the application of an online survey to a representative sample. The results confirm the problems associated with smartphone use, especially among young people (16–19) and the existence of a correlation between smartphone use for tourist purposes and a positive travel experience. It has confirmed that they experience negative feelings and emotions. The study presents crucial information that destination marketing organizations can use to successfully integrate smartphones into their digital marketing and communication strategies.

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“…Their research utilized off-site interviews with 622 festival attendees from the Arenal Sound Festival. In a follow-up examination of this data, Llopis-Amorós et al (2019) highlighted the distinctiveness of Generation Z, as compared to older market groups, signaling that they are largely impervious to advertising, that their interactions are spread irregularly through different media channels and that they can, thus, be a challenge to communicate with.…”

Section: Brand Equitymentioning

confidence: 97%

An Attitudinal Impacts Analysis of Social Media Platforms And Brand Relationship Quality at Music Festivals

Strand¹,

Robertson²

2020

Event Management

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The purpose of this study is determination of ways in which music festival organizers can target their social media communication with greater certainty toward younger generations, i.e., Generation Z (also called “digital natives”). This research has two core purposes: the first is to investigate how music festivals’ use of social media can affect their brand relationship quality (BRQ) with their audience, and the second is to determine how connecting to online brand communities prior to, during, and after a music festival affects the satisfaction and loyalty of attendees. The research follows a positivist epistemological framework and a deductive research approach. The research design grew from a collected body of e-research and uses asynchronous data from the social media platform Twitter to understand consumers’ perception of brands in a music festival context. A social network analysis framework is applied. The findings show that social media does affect brand experience, brand image transfer, and BRQ in a positive way and that social media can, therefore, strengthen BRQ with Generation Z music event attendees. The results indicate that music festivals can strengthen BRQ with young consumers through social networking platforms if digital marketing strategies are utilized to their full potential. Reflection is made of the psycho-social value of this networking for young people at a time of socio-economic turbulence. The practical implications for these findings are also discussed.

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Social media communications and festival brand equity: Millennials vs Centennials

Cited by 61 publications

References 88 publications

The effect of positive TRI traits on centennials adoption of try-on technology in the context of E-fashion retailing

The effect of positive TRI traits on centennials adoption of try-on technology in the context of E-fashion retailing

Gen Y: Emotions and Functions of Smartphone Use for Tourist Purposes

An Attitudinal Impacts Analysis of Social Media Platforms And Brand Relationship Quality at Music Festivals

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