HCBE Faculty Articles
Title
Social Bonds and Millennial Consumers' Activity in Social Networks
Document Type
Article
Publication Date
2018
Publication Title
International Journal of Internet Marketing and Advertising
ISSN or ISBN
1741-8100
Volume
12
Issue/Number
3
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
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
