Investigating generational differences in e-WOM behaviours: for advertising purposes, does X = Y?

Marketers have generally assumed actionable differences exist between Gen X and Gen Y, particularly with regard to electronically mediated marketing.

Investigating generational differences in e-WOM behaviours: for advertising purposes, does X = Y?

David Strutton

University of North Texas

David G. Taylor

Sacred Heart University

Kenneth Thompson

University of North Texas

Introduction

Word-of-mouth (WOM) has long been recognised for its contributions to advertising successes. More recently, the diffusion of e-connectivity has radically transformed the reach, scope and velocity of WOM processes – and created myriad settings where WOM might yield even greater value. Like their microscopic namesakes, ‘viral’ WOM messages can quickly and exponentially replicate themselves. Personal or advertising messages originating as one-to-one communiqués can – and occasionally do –...

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