Social Media like decision factor: millennials versus X generation
- Format
- Article
- Status
- publishedVersion
- Description
The importance of ICT development has marked a change on consumer purchasing behavior. Different articles, publications and information sources, with a social, mercadotecnia, business or cultural focus, today analyses Millennials, which are considered the most important generation in today’s society. However, before them there is the X Generation. These two generational groups today represent the biggest quantity of market consumers in most societies. Through conclusive, descriptive and simple cross-section research, which allowed the affirmation of two hypotheses, the present document demonstrates that the main factor by which these generations choose places of social interaction such as restaurants is different. It is discovered that one generation chooses a restaurant because of social media comments and that the other one does it because of word of mouth, that they use the same social media in a different way and how its impact influences their social, commercial and consumption behavior.The importance of ICT development has marked a change on consumer purchasing behavior. Different articles, publications and information sources, with a social, mercadotecnia, business or cultural focus, today analyses Millennials, which are considered the most important generation in today’s society. However, before them there is the X Generation. These two generational groups today represent the biggest quantity of market consumers in most societies. Through conclusive, descriptive and simple cross-section research, which allowed the affirmation of two hypotheses, the present document demonstrates that the main factor by which these generations choose places of social interaction such as restaurants is different. It is discovered that one generation chooses a restaurant because of social media comments and that the other one does it because of word of mouth, that they use the same social media in a different way and how its impact influences their social, commercial and consumption behavior.
La importancia del desarrollo de las TIC ha marcado un cambio en los comportamientos de elección de compra de las personas. En distintos artículos, publicaciones y fuentes de información con enfoque social, de mercadotecnia, empresarial o cultural, hoy se habla de los Millennials, considerada la generación de mayor protagonismo en la sociedad actual. Sin embargo, antes que estos, se encuentran los conocidos como la Generación X. Estos dos grupos generacionales, hoy, representan la mayor cantidad del mercado de consumo en la mayoría de sociedades. A través de una investigación concluyente, descriptiva y de corte trasversal simple que permite la comprobación de dos hipótesis planteadas, el presente trabajo demuestra que el principal factor por el que estas generaciones eligen lugares de interacción social como restaurantes, es diferente. Se descubre que una generación elige un restaurante por los comentarios en redes sociales y que otra generación lo hace por publicidad boca-oído que usan de forma distinta una misma red social y cómo el impacto de las redes sociales influye en su comportamiento social, comercial y de consumo.
- Publication Year
- 2018
- Language
- spa
- Topic
- Repository
- REVISTAUC
- Rights
- openAccess
- License
- Derechos de autor 2018 info:eu-repo/semantics/openAccess