Marketing a obchod
GENERATION X VERSUS MILLENNIALS COMMUNICATION BEHAVIOUR ON SOCIAL MEDIA WHEN PURCHASING FOOD VERSUS TOURIST SERVICES
The success of 21st century retailers depends increasingly on their online presence and the development of interesting and attractive communication and presentation of offers to internauts who spend a lot of time on social media interacting with people, catching up on the latest news, commenting on various events and situations and sharing other people’s posts (Young, 2015; Dabija et al., 2018).
Jméno a příjmení autora:
Dan-Cristian Dabija, Brîndușa Mariana Bejan, Nicoleta Tipi
Millennials, generation X, social media communication, food, tourist services, information behaviour, purchasing
DOI (& full text):
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…více
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 inﬂ uence 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 inﬂ uencing 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.
Marketing a obchod