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15 April 2021
The four millennial groups in online brand communities
Youth lifestyles & attitudes
United Kingdom
Online panels & communities
Millennial consumers in online brand communities (OBCs) can be divided into four groups – judgementalists, bias situators, sugar-coaters and rationalisers – based on the discussions they engage in.
Such findings came from a qualitative study within the fashion industry, entitled Determinants of online brand communities’ and millennials’ characteristics: A social influence perspective, published in the journal Psychology & Marketing.
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