Investigate the difference of the impact of brand engagement (consumption of content and contribution of content) on social media between Generations X and Y
Subject Areas : Jounal of Marketing Managementsara rostamizad 1 , K. Heidarzadeh 2 , fereshteh lotfizadeh 3
1 - Master student of Business Management, Science and Research Branch, Islamic Azad University, Tehran, Iran
2 - Associate Professor, Department of Business Management, Science and Research Branch, Islamic Azad University, Tehran, Iran
3 - Assistant Professor, Department of Business Management, Zanjan Branch, Islamic Azad University, Zanjan, Iran
Keywords: Generation X, Brand engagement, Motivations, Contribution of content, Instagram, Consumption of content, e-WOM referral intention, Generation Y,
Abstract :
The purpose of this study was to investigate the difference of the impact of brand engagement (consumption of content and contribution of content) on social media between Generations X and Y. in terms of goal, is an applied research and in terms of data collection method is descriptive. In order to gather information in this research, library and field method and a standardized questionnaire whose reliability was confirmed by Cronbach 's alpha coefficient and its composite reliability and its validity was confirmed by Convergent Validity and content validity, were used. The statistical population is the students of Islamic Azad University, Science and Research Branch, Tehran, who has an Instagram page the study sample was calculated using Cochran's formula of 400 people who were selected using stratified sampling method. Data analysis was conducted using SPSS and Minitab software and all hypotheses were confirmed at 95% confidence level. The results show that Brand Affiliation motivation, Investigation Motivation, Opportunity Seeking motivation, Conversation motivation, Contribution of content, e-WOM referral intention is higher in Generation Y than in Generation X. Entertainment motivation and Consumption of content is higher in the Generation X than in Generation Y.
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Baldus, B.J., Voorhees, C. & Calantone, R. (2015). “Online brand community engagement: scale development and validation”, J. Bus. Res, Vol. 68, PP. 978-985. http://dx.doi.org/10.1016/j. jbusres.2014.09.035.
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Booth, N. & Matic, J.A. (2011). “Mapping and leveraging influencers in social media to shape corporate brand perceptions. Corp. Commun.: Int”, J, Vol. 16(3), PP. 184-191. http://dx.doi. org/10.1108/13563281111156853.
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Dye, J. (2007). “Meet Generation C: creatively connecting through content”, EContent, Vol. 30(4), PP. 14-38. (Retrieved October 7, 2015, from ⟨http://www.econtentmag.com/ Articles/Editorial/Feature/Meet-Generation-C-Creatively-Connecting-ThroughContent-35942.htm⟩).
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Hamilton, M., Kaltcheva, V.D. & Rohm, A.J. (2016). “Hashtags and handshakes: consumer motives and platform use in brand-consumer interactions”, J. Consum. Mark, Vol. 33(2), PP. 135-144. http://dx.doi.org/10.1108/JCM-04-2015-1398.
Hardeep, C. & Anu, R. (2017). “How trust moderates social media engagement and brand equity”, Journal of Research in Interactive Marketing, Vol. 11(3), PP. 312-335, https:// doi.org/10.1108/JRIM-10-2016-0104.
Harmeling, C.M., Moffett, J.W., Arnold, M.J. & Carlson, B.D. (2017). “Toward a theory of customer engagement marketing”, J. Acad. Mark. Sci, Vol. 45, PP. 312-335. http://dx.doi.org/ 10.1007/s11747-016-0509-2.
Hayes, M., van Stolk-Cooke, K. & Muench, F. (2015). “Understanding Facebook use and the psychological affects of use across generations”, Comput. Hum. Behav, Vol. 49, PP. 507-511. http://dx.doi.org/10.1016/j.chb.2015.03.040.
Hennig-Thurau, T., Malthouse, E.C., Friege, C., Gensler, S., Lobschat, L., Rangaswamy, A. & Skiera, B. (2010). “The impact of new media on customer relationships”, J. Serv. Res, Vol. 13(3), PP. 311-330. http://dx.doi.org/10.1177/1094670510375460.
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Hollebeek, L.D., Srivastava, R.K. & Chen, T. (2016). “S-D logic-informed customer engagement: integrative framework, revised fundamental propositions, and application to CRM”, J. Acad. Mark. Sci. http://dx.doi.org/10.1007/s11747-016-0494-5.
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Im, H. & Ha, Y. (2012). “Who are the users of mobile coupons? A profile of US consumers”, J. Res. Interact. Mark, Vol. 6, PP. 215-232. http://dx.doi.org/10.1108/17505931211274688.
Jaakkola, E. & Alexander, M. (2014). “Theroleofcustomer engagementbehaviorin valuecocreation a service system perspective”, J. Serv. Res, Vol. 17(3), PP. 247-261. http://dx.doi. org/10.1177/1094670514529187.
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Klein, J.F., Falk, T., Esch, F.-R. & Gloukhovtsev, A. (2016). “Linking pop-up brand stores to brand experience and word of mouth: the case of luxury retail”, J. Bus. Res, Vol. 69(12), PP. 5761-5767. http://dx.doi.org/10.1016/j.jbusres.2016.04.172.
Kneidinger, B. (2014). “Intergenerational contacts online: an exploratory study of cross generational Facebook “friendships”, Stud. Commun. Sci, Vol. 14(1), PP. 12-19. http://dx. doi.org/10.1016/j.scoms.2014.03.004.
Kumar, A. & Lim, H. (2008). “Age differences in mobile service perceptions: comparison of Generation Y and baby boomers”, J. Serv. Mark, Vol. 22(7), PP. 568-577. http://dx.doi.org/ 10.1108/08876040810909695.
Kumar, J. & Nayak, J.K. (2019). “Brand engagement without brand ownership: a case of non-brand owner community members”, Journal of Product & Brand Management, Vol. 28(2), PP. 216-230. https://doi.org/10.1108/JPBM-04-2018-1840.
Lissitsa, S. & Kol, O. (2016). “Generation X vs. Generation Y: a decade of online shopping”, J. Retail. Consum. Serv, Vol. 31, PP. 304-312. http:// dx.doi.org/ 10.1016/ j.jretconser. 2016.04. 015.
Mangold, W.G. Faulds, D.J. (2009). “Social media: the new hybrid element of the promotion mix”, Bus. Horiz, Vol. 52(4), PP. 357-365. http://dx.doi.org/10.1016/j.bushor.2009. 03.002.
Meredith, G., Schewe, C.D. Karlovich, J. (2002). “Defining Markets, Defining Moments: America's Seven Generational Cohorts, Their Shared Experiences”, and why businesses should Care. John Wiley & Sons, New York.
Millennial Marketing, P. (2010). “Millennials want deals, not discounts. Retrieved October 5, 2015, from⟨http://www.millennialmarketing.com/2010/08/millennialswant-deals-not-discounts/⟩.
Muntinga, D.G., Moorman, M. & Smit, E.G. (2011). “Introducing COBRAs: exploring motivations for brand-related social media use”, Int. J. Advert, Vol. 30(1), PP. 13-46. http://dx. doi.org/10.2501/IJA-30-1-013-046.
Nielsen, (2010). “Social networks/blogs now account for one in every four and a half minutes spent online”, Retrieved October 2, 2015, from⟨http://www.nielsen.com/us/ en/insights/news/ 2010/ social-media-accounts-for-22-percent-of-time-online.html⟩.
Nuseir, M.T. (2019). “The impact of electronic word of mouth (e-WOM) on the online purchase intention of consumers in the Islamic countries - a case of (UAE)”, Journal of Islamic Marketing, Vol. 10(3), PP. 759-767. https://doi.org/10.1108/JIMA-03-2018-0059.
O’Cass, A. & Frost, H. (2002). “Status brands: examining the effects of non-product-related brand associations on status and conspicuous consumption”, J. Product Brand Manag, Vol. 11(2), PP. 67-88. http://dx.doi.org/10.1108/10610420210423455.
Pansari, A. & Kumar, V. (2017). “Customer engagement: the construct, antecedents, and consequences”, J. Acad. Mark. Sci, Vol. 45, PP. 294-311. http://dx.doi.org/10.1007/s11747016-0485-6.
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