Millennials Consumers' Behaviors between Trends and Experiments

2021 ◽  
pp. 1492-1508
Author(s):  
Muhammad Anshari ◽  
Yabit Alas ◽  
Abdur Razzaq ◽  
Masitah Shahrill ◽  
Syamimi Ariff Lim
Keyword(s):  
Social Media ◽  
Group Discussion ◽  
Analytical Framework ◽  
Business Strategies ◽  
Generational Cohort ◽  
Technology Advancement ◽  
The Social ◽  
New Business ◽  
Huge Impact ◽  
User Friendly

Millennial consumer behaviors approach purchasing or shopping things differently when compared to what earlier generations encountered. Each generational cohort shares a common technological, social, political, historical, and economic environment that shapes and distinguishes them from one another and the millennial generation is using social media as a shopping platform. Technology advancement has become far more user-friendly during millennials' lifetimes, as they are attached to the social media given that it has become a platform that is utilized to communicate and shop. The aim of the study is to look at the characteristics of consumers' behaviors as it has a huge impact on the development of new business strategies. This article provides an analytical framework of millennial consumers' behaviors based on previous studies along with data collected from a focus group discussion. The study finds that millennials are more confident compared to earlier generations, more willing to be experimented on and willing to experiment, and are fashionable trend-wise. In terms of technology adoption, millennials have adopted technology as a way of life which makes full use of its functions ranging from communication to entertainment and optimized social media presence is essential for brands that are targeting millennials.

Millennials Consumers' Behaviors between Trends and Experiments

2019 ◽  
Vol 9 (4) ◽  
pp. 45-60 ◽  
Author(s):  
Muhammad Anshari ◽  
Yabit Alas ◽  
Abdur Razzaq ◽  
Masitah Shahrill ◽  
Syamimi Ariff Lim
Keyword(s):  
Social Media ◽  
Group Discussion ◽  
Analytical Framework ◽  
Business Strategies ◽  
Way Of Life ◽  
Technology Advancement ◽  
The Social ◽  
New Business ◽  
Huge Impact ◽  
User Friendly

Millennial consumer behaviors approach purchasing or shopping things differently when compared to what earlier generations encountered. Each generational cohort shares a common technological, social, political, historical, and economic environment that shapes and distinguishes them from one another and the millennial generation is using social media as a shopping platform. Technology advancement has become far more user-friendly during millennials' lifetimes, as they are attached to the social media given that it has become a platform that is utilized to communicate and shop. The aim of the study is to look at the characteristics of consumers' behaviors as it has a huge impact on the development of new business strategies. This article provides an analytical framework of millennial consumers' behaviors based on previous studies along with data collected from a focus group discussion. The study finds that millennials are more confident compared to earlier generations, more willing to be experimented on and willing to experiment, and are fashionable trend-wise. In terms of technology adoption, millennials have adopted technology as a way of life which makes full use of its functions ranging from communication to entertainment and optimized social media presence is essential for brands that are targeting millennials.

scholarly journals Student Writen Conversation In The Midst Of Social Media Era

2020 ◽  
Vol 5 (1) ◽  
pp. 12-18
Author(s):  
Eko Kuntarto
Keyword(s):  
Social Media ◽  
Focus Group ◽  
Positive Attitude ◽  
Negative Impact ◽  
Group Discussion ◽  
Real Life ◽  
Real Relationship ◽  
The Social ◽  
Data Source ◽  
Oral Interaction

This research aimed to explain the model of writen conversationin the social media era, such presence of WhatsApp (WA) as well as to explore some of the positive contributions of WA used in building the Real Life Communication. By applying the Exploratory design, this research involved 4 participants as a purposively selected data source with indicators as WA users. Data were collected through Focus Group Discussion, Interview, and Observation and analyzed by several stages i.e. data reduction, displaying data, categorizing, and verifying and concluding. The results showed that Indonesia writen conversationcan decrease as the dominant use of WA was not wise. Nevertheless, the use of WA applications also had some positive contributions in building a real relationship. Finally, the assumption that the negative impact of using the WA application should be able to change the mindset and positive attitude in initiating and defending an oral interaction.

scholarly journals THE DEVELOPMENT OF A CONCEPTUAL FRAMEWORK FOR MOBILE SOCIAL COMMERCE AND PURCHASING DECISIONS: A SYSTEMATIC LITERATURE REVIEW FROM 2010 – 2020

2021 ◽  
Vol 18 (2) ◽  
pp. 115-132
Author(s):  
Shirley Law Kheen ◽  
◽  
Mohd Nazri Mohd Noor ◽  
Keyword(s):  
Social Media ◽  
Online Community ◽  
Risk Tolerance ◽  
Consumer Involvement ◽  
User Engagement ◽  
Social Commerce ◽  
Purchasing Decisions ◽  
Positive Attitudes ◽  
Technology Advancement ◽  
New Business

This paper aims to develop a framework for mobile social commerce purchase decisions based on the existing literature. Social media and mobile technology advancement has shifted the way contemporary selling is conducted online. This new business model has revolutionised the relationship between consumers and businesses. Mobile social commerce integrates the features of social media, which enables the interactions between users during their mobile shopping experience. Users’ creativities provide innovative solutions in user generated content (UGC) that not only solves their own problems, but also provides possible improvements to products and services. Even so, the authenticity of UGC and the possibility of fabrication remains a challenge that needs to be resolved. Previous studies have shown that user engagement in UGC has a significant effect on enhancing the efficiency of social interaction between businesses and consumers. The corresponding purchasing decisions depend on the degree of consumer involvement in UGC. Based on a review of the literature from 2010 – 2020, the positive attitudes towards online community knowledge sharing will positively influence consumers’ purchasing decisions. A favourable review about the products or services that generate strong positive attitudes is more likely to be considered by consumers. Thus, their purchasing decisions are determined by their commitment to an attitude. The risk perception of consumers differs from various dimensions and capacities. The risk tolerance of each purchasing goal will have an effect on their purchasing decisions. The framework proposed in this study can be further tested in the context of Malaysian consumers.

scholarly journals The Dynamic Evolution Mechanism of Heterogeneous OWOM—An Improved Viral Marketing Model

Information ◽  
2020 ◽  
Vol 11 (3) ◽  
pp. 140
Author(s):  
Mengjie Liao ◽  
Lin Qi ◽  
Jian Zhang
Keyword(s):  
Social Media ◽  
Negative Impact ◽  
Viral Marketing ◽  
Dynamic Visualization ◽  
Agent Based ◽  
Marketing Model ◽  
Online Word Of Mouth ◽  
The Social ◽  
Huge Impact ◽  
Multi Agent

The negative impact of brand negative online word-of-mouth (OWOM) on social images in social media is far greater than the promotion of positive OWOM. Thus, how to optimize brand image by improving the positive OWOM effect and slowing the negative OWOM communication has turned into an urgent problem for brand enterprises. On this basis, we analyze the evolution process of the OWOM communication group of the social media brand network based on the SOR (stimulus-organism-response) theory of psychology. Through constructing the heterogeneous brand OWOM communication dynamic model and conducting the multi-agent-based simulation experiment, the dynamic visualization of brand OWOM communication effect combined the thinking model of viral marketing is realized. Experiments show that the ability of brand communicators to persuade has a direct impact on the persistence and breadth of brand communication. When the acceptance of the consumer market is high, the negative OWOM of the brand has a relatively huge impact on consumers.

scholarly journals The competitive advantage of the Tunisian palm date sector in the Mediterranean region

2015 ◽  
Vol 13 (2) ◽  
pp. e0101 ◽  
Author(s):  
Rihab Ben-Amor ◽  
Encarnación Aguayo ◽  
M. Dolores De Miguel-Gómez
Keyword(s):  
Competitive Advantage ◽  
Mediterranean Area ◽  
Business Strategies ◽  
Traditional Concept ◽  
Chemical Treatments ◽  
New Business ◽  
Huge Impact ◽  
Eu Policies ◽  
The Mediterranean ◽  
The Eu

<p>In Tunisia, date-palm cultivation and production are of clear strategic importance in terms of economic, social and environmental development. However, the globalization of markets has had a huge impact on the traditional concept of the comparative advantage enjoyed by Tunisia in date exports, highlighting the necessary determinants for competitiveness in the international scenario. In fact, an analysis of the competitive advantage of the Tunisian date industry in the Mediterranean area and Iran over the last 20 years shows that Tunisia is still the main supplier of dates to the EU. The Deglet-Nour variety, in particular, puts Tunisia ahead of traditional competitors such as Algeria and Iran, with average of competitiveness indices as BIS 6405.99, DI 17.38, CMS 41.04 and TBI 99.50 are more stable than those countries during the studied period. But it is currently facing new competitors like Israel and re-exporting countries like France. New business strategies (conditioning, new non-chemical treatments, packing, opening new markets, new distribution channels) would be positive responses to tackle current market limitations, the emergence of new producers and restrictive EU policies.</p>

scholarly journals “The Social Media Blue Bird Creating an Online Sensation”: A Sentimental Analysis with Reference to Coke-studio Hashtags

2019 ◽  
Vol 18 (1) ◽  
pp. 15-33
Author(s):  
Anand Shankar Raja Ram ◽  
Amaravathi M
Keyword(s):  
Social Media ◽  
Brand Image ◽  
Consumer Preferences ◽  
Media Analysis ◽  
Social Media Analysis ◽  
Differential Approach ◽  
The Social ◽  
The World ◽  
Huge Impact ◽  
Media Platform

Coke-Studio, an online platform hosted in YouTube has been successful in both countries and has been discussed on another popular social media platform Twitter. However, studies report that Pakistan Coke-studio fares better in terms of its emotive content than its Indian edition. The paper analyses how the ―Hashtag fever‖ which has created a huge impact on brand image and profitability position of firms all around the world leads to the differential approach. Though a detailed Social Media Analysis (SMA), this paper aims to examine how hashtags work on the Twitter platforms and conclude how social-media often offers a glimpse of subconscious consumer preferences and its implications thereof.

scholarly journals Foodstagramming Hyperreality in Youth Consumption Behavior in Indonesia

2020 ◽  
Vol 7 (1) ◽  
Author(s):  
Nabilah Mahdiyyah Destriana ◽  
Nurhadi Nurhadi ◽  
Sigit Pranawa
Keyword(s):  
Social Media ◽  
Data Analysis ◽  
Consumption Behavior ◽  
The Public ◽  
Media Usage ◽  
Technology Advancement ◽  
News Websites ◽  
Analysis Technique ◽  
The Social ◽  
Survey Results

 This research studies the foodstagramming phenomena that happened on most young people in Surakarta which has been the new lifestyle that causes hyperreality in social media. The purpose of this study was to know the motives behind the activities of foodstagramming done by Instagram users and their effects on the people’s consumptive interest that impacted the hyperreality phenomenon on social media. The actions of foodstagramming are now widely popular since more cafés and restaurants are built-in Surakarta. The technology advancement has changed the eating culture, which in the past, it see as a necessity fulfilment. Still, now it becomes the ‘mark’ of what to expose to the public through simulation in social media that eventually forms fake realities, as mentioned by Jean Baudrillard as hyperreality. This study used the qualitative approach and phenomenology method to dig out the motives behind the Surakarta people’s activities foodstagramming. The data collection techniques used were interviews, observation, and documentation from Instagram, news websites, and survey results about consumptive patterns and social media usage. The informant’s criteria were Instagram users, such as cafés and restaurant consumers, entrepreneurs, and the café or restaurant workers. The data analysis technique was an interactive model data analysis by Miles and Huberman. The result showed that ‘Makan Cantik’ and Foodstagramming were simulations that intentionally create to form a particular image to represent the social status and gain prestige. ‘Makan Cantik’ and Foodstagramming were called hyperreality in social media where fake realities were exposed to be more real than the truth itself.

Social Media Intelligence in the Exploration of National Cultural Dimensions for Online Social Communities

2011 ◽  
Vol 2 (1) ◽  
pp. 68-79 ◽  
Author(s):  
Sharon F. Dill ◽  
Cynthia Calongne ◽  
Caroline Howard ◽  
Debra Beazley
Keyword(s):  
Social Media ◽  
Online Community ◽  
Cultural Dimensions ◽  
Business Strategies ◽  
Social Communities ◽  
The Social ◽  
Individualism And Collectivism ◽  
Use Of Social Media ◽  
Effective Use ◽  
The Impact

Companies are increasingly embracing the use of social media in global online communities as an important part of their business strategies. Use of social media enables organizations to extend their reach and engage with customers in a shared community. These provide forums for interacting with customers and collecting information so that companies can better make informed decisions that directly relate to customer needs. However, effective use of social media requires matching both organizational and user requirements with the features of the social media. To support the development of successful social communities, this research uses Hofstede’s dimensions to examine the impact of user’s national culture on social media feature preference in a global international scuba diving online community. Specifically, this paper focuses on the Hofstede’s Individualism and Collectivism (IC) dimension which the study found is a significant determinant of feature preferences.

Social Media Strategies for Small and Medium Scale Enterprise in the Klang Valley Region of Malaysia

2020 ◽  
pp. 154-177
Author(s):  
Donovan Chan ◽  
Sameer Kumar
Keyword(s):  
Social Media ◽  
Educational Attainment ◽  
The Social ◽  
New Business ◽  
Travelling Time ◽  
Klang Valley ◽  
Marketing Tool ◽  
Use Of Social Media ◽  
Staffing And Training ◽  
Industry Sectors

Despite the current widespread adoption and use of social media as a marketing tool, very little empirical research focusing on local small and medium-sized enterprises (SMEs) is available. This study examines the usage of social media by small and medium-sized enterprises (SMEs) in Malaysia. The study assesses the impacts of age, educational attainment, and industry characteristics to the utilization, perceived benefits and barriers of SMEs. Results of the study indicate that social media is used by most SMEs for customer acquisition and its benefits are developing new business opportunities, reduced cost of advertising, 24 hours accessibility and decreased travelling time. The results however indicate that there is a lack of allocation of resources mainly in staffing and training when adopting the social media. Results also indicate that manager's age and educational attainment had significant impacts on social media strategies. The results did not reveal any evidence of different industry sectors relevance towards social media strategies. Implications for research are discussed.

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