The use of social media for purchasing intent : a cohort analysis of Baby Boomers and Generation Y

Abstract

The study analyses the effect Facebook has on purchase intent focusing on two social media factors, namely eWOM and OCR. The evaluation is based on two generational cohorts, namely Baby Boomers and Generation Y, using Gibson, Regina, & Edwards (2009) categorisation of cohorts. The existing literature elaborates that the two cohorts are different as they grew up in different settings; Generation Y grew up in the digital space, thus more techno-savvy and already familiar with Facebook (Bolton, et al., 2013), whilst Baby Boomers are resistant to change and are non-accepting of Facebook because of security, privacy and fraud fears (Baldwin, 2015) . However, this study reveals that Baby Boomers have become more Facebook inclined as they utilise OCR and eWOM as credible sources of information that influences their purchase intentions. OCR had the strongest relationship with both cohorts, as it was the biggest influencer. The hypotheses result on social media’s influence on eWOM and OCR were significant and supported; the hypotheses results on the influence of eWOM and OCR on purchasing intent on both cohorts were also significant and supported. Therefore, the study confirms Prinyaka’s (2013) assumption that social media in the form of eWOM and OCR will play a large part in purchasing decisions.