The four millennial groups in online brand communities | WARC | The Feed

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.