publication . Master thesis . 2017

Understanding “Baby Boomers” and “Millennials” motivations to interact with brands on Social Media

Oliveira, Rute Sofia Matos de;
Open Access English
  • Published: 01 Jan 2017
  • Country: Portugal
The emergence and importance of social media and, in particular, social networking sites (SNS), has made it possible for an accessible integration between consumers and brands, by providing unlimited reasons for users to express, share and create content. The aim of this dissertation is to explore what motivates consumers to interact with brands on social media and to understand the relevance of those variables in explaining consumers’ loyalty toward a brand. Members of two distinct generations were studied and compared: Millennials and Baby Boomers. A scale suggested by Enginkaya and Yilmaz (2014) is analysed and comprise five different motivations: Brand Affil...
free text keywords: :Ciências Sociais::Economia e Gestão [Domínio/Área Científica]
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Kane, G. C., Fichman, R. G., Gallaugher, J. & Glaser, J. (2009). Community relations 2.0. Harvard Business Review. Vol. November 2009 Vakratsas, D. & Ambler, T. (1999). How advertising works: What do we really know? Journal of Marketing, 63, pp. 24-43

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