The influence of social media and electronic word of mouth (e-WOM) on consumer’s purchase intentions : a comparison between Generation Y and Generation X

Abstract

Purpose – Social media platforms are essential marketing tools that marketers use to connect with their customers. More and more buyers around the world are using social media to share their experiences, thoughts and suggestions with their network concerning products or services that they have been purchased or that they are thinking of purchasing. Social media has created an area where customers and marketers can exchange information which can be dispersed easily and rapidly. The purpose of this paper, therefore, is to analyse and compare the influence of social media, electronic word-of-mouth on the consumers’ purchase intentions between individuals from Generation X and Generation Y. Research Design – Firstly, a revision of the relevant literature was conducted; the items for the questionnaire were collected from literature, and these items were measured by using a five-point Likert-scale. The literature reviewed the items, and the experts validated these. The data was gathered using a quantitative research method. The sample selected for this study was of 204 (n=204), which consists of participants from Generation X and Y, suitable for comparative analysis. Research Findings and Implications – There is not a significant difference in the influence of social media and electronic word of mouth on the purchase intentions between consumers of Generation Y and consumers of Generation X.