What Advertisers Need to Know about the iYGeneration: An Australian Perspective

Luck, Edwina; Mathews, Shane

doi:10.1080/10496490903574559

Cited by 14 publications

(4 citation statements)

References 20 publications

(17 reference statements)

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“…The use of students was appropriate for this particular situation, as many of them are familiar with the need to set up an Internet connection in their homes and make concomitant arrangements such as purchasing a broadband modem. Furthermore, this sample is relatively homogeneous not only in age (M = 21.8, SD = 1.77) but also in terms of values, life experience, and behaviour as consumers (Colwell, Aung, Kanetkar, & Holden, 2008;Finn, 2005;Luck & Mathews, 2010;Luo, 2002). The gender was evenly distributed with 51% females.…”

Section: Sample and Designmentioning

confidence: 99%

The role of personality characteristics and service failure severity in consumer forgiveness and service outcomes

Tsarenko

Tojib

2012

Journal of Marketing Management

108

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This study investigates how consumer personality characteristics of religiosity, spirituality, and emotional intelligence and the severity of service failure affect emotional and decisional forgiveness as a response to service failure. Further, the study explores the relationships between these two forms of forgiveness and service outcomes, including the intention to switch the service provider and spread negative word of mouth. Findings reveal that consumer religiosity has a strong and positive effect on both types of forgiveness. However, contrary to expectations, consumer spirituality has a negative relationship with decisional and no relationship with emotional forgiveness. While consumers' perceived severity of service failure is negatively related to both types of forgiveness, the findings also suggest that emotional intelligence exerts a significant moderating influence on the relationship between service failure severity and emotional forgiveness, whereas its moderating effect on decisional forgiveness does not appear to be significant. Results demonstrate the asymmetric effects of perceived severity of service failure and the two types of forgiveness on negative service outcomes. These findings contribute to the understanding on the role of consumers' implicit personality characteristics in interpretation of service failure incidents.

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Section: Sample and Designmentioning

confidence: 99%

The role of personality characteristics and service failure severity in consumer forgiveness and service outcomes

Tsarenko

Tojib

2012

Journal of Marketing Management

108

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“…Gen Y expresses interest in wide variety of media, they use blogs, reviews, and social networks on a regular basis to express their interests and feelings and state opinions (Hershatter and Epstein, 2010). They consume several media simultaneously, which is a characteristic that might overwhelm senior generations (Luck, Mathews, 2010). Media meshing represents global behavioral trend which implicates that Gen Y share their attention span on several media at once.…”

Section: Literature Reviewmentioning

confidence: 99%

Influencers as a segment of digital marketing communication: Generation Y attitudes

Vukmirović¹,

Kostić-Stanković²,

Domazet³

2020

Marketing

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The aim of the research presented in this paper is to provide insights into marketing communication changes induced by digital transformation and social media use. Contemporary marketing communication strategies are observed in the context of dominant information sources shift, as well as demographic trends that have placed Generation Y in marketing theorists' and practitioners' focus of interest. This paper examines the role and significance of prominent social media users-influencers in creating contemporary marketing communication. Considering the fact that modern customers are characterized by a high degree of digital sophistication, the research in this paper focused on the prominence of social media as main sources of information sharing. This paper presents the results of an empirical research which aim was to examine the attitudes of Generation Y members in Serbia regarding influencer marketing. The contribution of this paper is reflected in the critical analysis of obtained results, thus increasing the corpus of relevant knowledge.

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“…These people need time to learn and understand digital technology (Prensky, 2001(Prensky, , 2004. Therefore, it is unlikely for both (Chappuis, Gaffey, & Parvizi, 2011;Luck & Mathews, 2010;Moore, 2012;Obal & Kunz, 2013;Reisenwitz & Iyer, 2009;Thomas Kilian & Langner, 2012). Gen Y also spent more time using the internet than other traditional media (e.g.…”

Section: Self-congruity With Mediamentioning

confidence: 99%

“…In contrast, Gen Y have a higher preference for digital technologies (e.g. interactive media, internet) than the previous generational cohorts (Chappuis et al, 2011;Luck & Mathews, 2010;Moore, 2012;Obal & Kunz, 2013;Reisenwitz & Iyer, 2009;Thomas Kilian & Langner, 2012). It could be argued that Gen Y regularly use social-networking sites (SNS) as a communication medium (Ellison et al, 2007;Subrahmanyam et al, 2008) and spend more time on the Internet rather than with traditional media (Chan & Fang, 2007).…”

Section: Generational Cohort and Mediamentioning

confidence: 99%

The Influence of Generational Cohort and Self-Congruity in Social Sponsorship: a Study in a Developing Country

Sharipudin¹

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<p>Social sponsorship has increased interest both in the academic area and in practice as a marketing communication tool to achieve brands’ objectives. Participation in social sponsorship enhances a brand’s goodwill and brand equity as well as image. Despite growing interest in social sponsorship, few studies have utilised generational cohort and self-congruity theory in one study, especially in a social sponsorship context. This study explored how generational cohorts’ self-congruity influences sponsorship attitude within social sponsorship, particularly in the context of a developing country, Malaysia. Three specific questions have been raised: (1) does self-congruity of different generational cohorts affect preferences for social sponsorship programmes? (2) Does it affect sponsor attitudes and loyalty? (3) To what extent does ethnicity impact generational cohorts’ preferences for sponsorship programmes? This study believes that generational cohorts have varying degrees of self-congruity, and a brand might consider participating in social sponsorship programmes congruent with its target consumers. This study applied generational cohort theory as a segmentation technique to identify consumers’ characteristics and the segmentation of the consumers. Besides, self-congruity theory was used to evolve the degree of consumers’ self-congruity with social sponsorship programmes based on generational cohort profiles (e.g. characteristics, preferences, and attitudes). Malaysia was chosen as a context for this study because of the country’s ethnic diversity, as well as being a plural society where all ethnic groups experience socialisation processes separately. An experimental method was applied in this study. Among the respondents, there were two generational cohorts (Boomers and Generation Y) and two ethnic groups (Malays and Chinese). The respondents included current students, alumni, students’ parents or relatives, and staff of Malaysian public universities. In total, this study collected 501 useable responses among the treatment and control groups. Single and multi-group analysis was applied to analyse the data since this study aimed to investigate differences between generational cohorts and ethnic groups with respect to attitudes towards sponsorship and brand loyalty. Hence, a combination of analysis methods has been employed such as the t-test, ANOVA and Covariance-based Structural Equation Modelling (SEM). This study found that generational cohort profiles influenced consumers’ responses on perceived congruency with a social sponsorship programme (i.e. event, brand and media). Findings from the research suggest that consumers held a more favourable attitude towards social sponsorship and brand loyalty that was congruent to them. On the other hand, both generational cohorts did not statistically differ on their attitudes toward sponsorship for international events and brands. In terms of ethnicity, the study found mixed findings on social sponsorship preferences and sponsorship attitudes. Interestingly, this study found that ethnicity affects Malays and Chinese Gen Y’s attitudes towards sponsorship on both brand conditions (i.e. ethnic-based and international) since both ethnic groups perceived congruency differently. This study contributes to the growing body of research on social sponsorship since it is the first study that attempts to utilise Generational Cohort Theory and Self-congruity theory in a social sponsorship context and developing country. It also contributes to developing and empirically testing models in heterogeneous environments (i.e. across generational cohorts and in a multicultural society), especially in a developing country. From a managerial perspective, this study allows brands to identify a social sponsorship programme’s congruence with its own consumers’ self-congruity. Brands will then be able to implement social sponsorship programmes that are congruent with their target consumers and that achieve their objectives.</p>

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What Advertisers Need to Know about the iYGeneration: An Australian Perspective

Cited by 14 publications

References 20 publications

The role of personality characteristics and service failure severity in consumer forgiveness and service outcomes

The role of personality characteristics and service failure severity in consumer forgiveness and service outcomes

Influencers as a segment of digital marketing communication: Generation Y attitudes

The Influence of Generational Cohort and Self-Congruity in Social Sponsorship: a Study in a Developing Country

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