Generation Y has redefined the way customers seek, share and consider information about products and services before purchasing. Proficient users of digital technologies and social media, members of Generation Y are quick to share their experiences with brands and companies and their opinions have a significant influence on brand revenue and reputation. Dr. Tingting (Christina) Zhang from Rosen College of Hospitality Management and collaborators Dr. Behzad Abounia Omran (Ohio State University) and Dr. Cihan Cobanoglu (University of South Florida Sarasota-Manatee) examined what influences Gen Y's decision to participate in electronic work of mouth (eWOM).
Zhang, Tingting; Omran, Behzad Abounia; and Cobanoglu, Cihan
"What Makes Them Share: Generation Y, Electronic World of Mouth and Brand Success,"
Rosen Research Review: Vol. 1
, Article 11.
Available at: https://stars.library.ucf.edu/rosen-research-review/vol1/iss1/11