The Influence of Recommendations in Social Media on Purchase Intentions of Generations Y and Z

Abstract

The aim of this study is to explore how the impact of recommendations in social media on intention to purchase varies between generations Y and Z. The research focuses on two types of online recommendations, namely online reviews and opinion leaders' recommendations, and e-WOM, which refers to recommendations made by followers. It also aims to examine which of the two types predominates among generations. Based on various studies, a theoretical research model was developed as well as quantitative and qualitative research was employed. The research findings supported the idea that social media recommendations have an influence on purchasing intentions of consumers, however, the main managerial applications of this study are connected with the differences among consumers. Online reviews had been an influential source of information for Generation Y; however, it is losing its influential power towards shaping purchasing intentions. E-WOM is still important, thus brands and retailers are advised to develop and maintain branded communities in social media, encourage their consumers to share feedback not only in social media, but also in rating websites, apps and services. Retailers are advised to segment their target audience very carefully, as differences in generations' social media habits and information adoption exist.

sWOM and Online Shopping within a Disease Menace: The Case of Vietnam

“…An overarching investigation of this work is the mechanism of ST toward sWOM, hinting that sWOM facilitates online shopping in the Covid-19 context. This outcome is aligned with prior arguments (Pauliene & Sedneva, 2019). On the one hand, sWOM significantly affects perceived value-related dimensions of online shopping under Covid-19.…”

“…Shopping tendency indicates an increase in the chance of shopping. Social media (Zhao, 2019), eWOM (Bulut & Karabulut, 2018), and sWOM (Chu & Chen, 2019;Pauliene & Sedneva, 2019) are among the most influential communication channels and provide useful information for customers when making shopping decisions. The Covid-19 crisis accelerated the ongoing shift to online shopping (Lavuri, 2021).…”

The Influence of Information Sharing through Social Network Sites on Customers’ Attitudes during the Epidemic Crisis of COVID-19

“…The SIA items are proposed based on the idea of the need to acquire information from an organization during a crisis as stated by [11]. In addition, PR and PI items are proposed based on the idea of the need to acquire more information from various customers during a crisis, as addressed by [39].…”

“…Purchase Intention (PI) PI2: I would do more purchases with organizations that adopt precautionary measures in the future. [39] PI3: I intend to buy from organizations that update customers about pandemic crisis regularly. PI4: I intend to buy from organizations that online reviews recommend their adherence to precautionary measures instructions.…”

Effectiveness of social responsibility marketing in young millennials - Generation Y: analysis of three cases for brand positioning

“…As practical contributions, the study suggests that those brands that have young millennials of Generation Y as their target audience should perform SRM actions, taking into account a very conscious analysis of the social concerns of their customers, and proposes aligning SRM action with a realistic and assertive solution that allows the success of the campaign ( Diniso and Duh, 2020 ). For example, taking into account the new forms of internet advertising ( Eastman et al., 2019 ), such as fan pages ( Sánchez Torres et al., 2018 ) and influencers, can be more effective ( Casaló et al., 2018 ; Pauliene and Sedneva, 2019 ). Likewise, it should be taken into consideration that cause marketing actions are not necessarily linked with effects on direct commercial relationships, such as increased sales, given that these purchase decisions are more complex ( Sung and Yan, 2020 ).…”