Social Bonds and Millennial Consumers' Activity in Social Networks

Author(s)

Maria Petrescu, Nova Southeastern UniversityFollow
Costinel Dobre, West University of Timisoara
Anca-Maria Milovan-Ciuta, West University of Timisoara

Document Type

Article

Publication Title

International Journal of Internet Marketing and Advertising

ISSN

1741-8100

Publication Date

2018

Abstract/Excerpt

This study uses the Relational Bonds Theory to analyse the importance placed on activities in online social networks about variables such relational bonds and number of friends, in a cross-cultural context. We also take into consideration the differences that age can bring in consumers' social media participation behaviour and analyse intra-generational differences within the Millennial group. We use a cross-cultural sample and assess the differences between consumer groups based on cultural characteristics of the country of origin. We showed that consumers who are satisfied with the social value brought to them by their contacts have higher activity rates in social media.

DOI

10.1504/IJIMA.2018.093411

Volume

12

Issue

3

NSUWorks Citation

Petrescu, Maria; Dobre, Costinel; and Milovan-Ciuta, Anca-Maria, "Social Bonds and Millennial Consumers' Activity in Social Networks" (2018). HCBE Faculty Articles. 1102.
https://nsuworks.nova.edu/hcbe_facarticles/1102