Generation X versus Millennials communication behaviour on social media when purchasing food versus tourist services

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dc.contributor.author Dabija, Dan-Cristian
dc.contributor.author Bejan, Brîndușa Mariana
dc.contributor.author Tipi, Nicoleta
dc.contributor.other Ekonomická fakulta cs
dc.date.accessioned 2018-03-29
dc.date.available 2018-03-29
dc.date.issued 2018-03-29
dc.identifier.issn 1212-3609
dc.identifier.uri https://dspace.tul.cz/handle/15240/22795
dc.description.abstract Knowledge and proper understanding of the needs, expectations, desires, demands, values or preferences of Generation X and Millennials is an essential goal of any company. The mission of marketers is increasingly difficult because they have to develop a marketing mix able to target efficiently all customers, invoking satisfaction and loyal behavior. Communication strategy therefore has a special role to play. While Millennials are easier to target, persuade even influence through social media, Gen Xers are more conservative, preferring to look for additional information about products and companies themselves, which makes the marketer’s job even more difficult. Nowadays, social media plays an increasingly important part in influencing consumers and their consumption behavior. Being able to expand beyond geographical borders, social media creates strong links between consumers in different states and social environments. Research conducted among Gen Xers and Millennials shows that whenever they choose food products and tourist services based on recommendations and the information available on social media, their purchasing behavior depends on their own personal desire to become informed, and the characteristics they expect from a piece of information and from the Internet as a general source of information. Given this, companies changed and adapted their communication strategies in order to be more present online. In addition, for those interested, companies create official pages that can represent a strong support for those interested in acquiring information. Quite often, consumers have the possibility to compare goods and services before buying, minimizing the risks attached to these acquisitions. The results reveal that Millennials have stronger affinity with, and place greater reliance upon online information than Gen Xers. From a managerial perspective, this paper provides retailers with the opportunity to better understand the behavior of customers of different ages, making their targeting more successful. en
dc.format text
dc.format.extent 15 stran cs
dc.language.iso en
dc.publisher Technická Univerzita v Liberci cs
dc.publisher Technical university of Liberec, Czech Republic en
dc.relation.ispartof Ekonomie a Management cs
dc.relation.ispartof Economics and Management en
dc.rights CC BY-NC
dc.subject Millennials en
dc.subject generation X en
dc.subject social media communication en
dc.subject food en
dc.subject touristic services en
dc.subject information behaviour en
dc.subject purchasing en
dc.subject.classification M31
dc.subject.classification Q01
dc.subject.classification Q56
dc.title Generation X versus Millennials communication behaviour on social media when purchasing food versus tourist services en
dc.type Article en
dc.publisher.abbreviation TUL
dc.relation.isrefereed true
dc.identifier.doi 10.15240/tul/001/2018-1-013
dc.identifier.eissn 2336-5604
local.relation.volume 21
local.relation.issue 1
local.relation.abbreviation E+M cs
local.relation.abbreviation E&M en
local.faculty Faculty of Economics
local.citation.spage 191
local.citation.epage 205
local.access open
local.fulltext yes
local.filename EM_1_2018_13


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