The use of social media for purchasing intent : a cohort analysis of Baby Boomers and Generation Y
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Date
2017
Authors
Mkhize, Cammy
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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.
Description
MBA
Keywords
eWOM, OCR, Facebook, Baby Boomers, Generation Y, Purchase Intent and Social Media