| Titre : |
What is the influence of Generation Y’s use of social media on their purchase intention? |
| Type de document : |
Mémoire |
| Auteurs : |
Clara NANGERONI, Auteur |
| Année de publication : |
2019 |
| Importance : |
25 p. |
| Note générale : |
Pour accéder aux fichiers PDF, merci de vous identifier sur le catalogue avec votre compte Office 365 via le bouton CONNEXION en haut de page. |
| Langues : |
Anglais (eng) |
| Mots-clés : |
Management
CLASSE D'AGE ; RESEAU SOCIAL ; COMPORTEMENT DU CONSOMMATEUR ; MARKETING STRATEGIQUE
|
| Résumé : |
The purpose of this paper is to examine the influence of social media marketing activities on Generation Y (Gen Y) consumers’ purchase behavior. More precisely, the study focuses on the social media choice, the online advertisement and the electronic word-of-mouth.
The study surveyed 77 Gen Y consumers (students and recent graduates) in France. The research hypotheses were analyzed via experimental approach such as independent sample t-test and one-way ANOVA test.
The study identified two key findings. First, the retailer’s presence on multiple social media platforms does not bring a competitive advantage among Gen Y users. Gen Y consumers’ purchase intention does not necessarily increase while brands are present on multiple social media platforms. Second, on social media, Gen Y users are more influenced by a single favorable opinion from an acquaintance than multiple eulogistic reviews from unknown users.
This study will help marketing managers to understand Gen Y’s consumer behavior on social media and develop a better social media marketing strategy.
This study is the first to deeply analyze the factors of influence of social media marketing strategy. In addition, it only focuses on Gen Y consumers which are the main users of social media.
Keywords – Social media marketing, Social media platforms, Online advertisement, Electronic word-of-mouth, Purchase intention, Generation Y. |
| Note de contenu : |
Bibliographie p. 21-25 |
| Programme : |
PGE-Reims |
| Spécialisation : |
Marketing |
| Permalink : |
https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=494640 |
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