Social bonds and millennial consumers' activity in social networks

Maria Petrescu, Costinel Dobre and Anca-Maria Milovan-Ciuta

International Journal of Internet Marketing and Advertising, 2018, vol. 12, issue 3, 290-304

Abstract: 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.

Keywords: relational bonds theory; social network activity; millennials; collectivism. (search for similar items in EconPapers)
Date: 2018
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Persistent link: https://EconPapers.repec.org/RePEc:ids:ijimad:v:12:y:2018:i:3:p:290-304

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