STARS

Title

What Makes Them Share: Generation Y, Electronic World of Mouth and Brand Success

Author(s)

Tingting Zhang, University of Central FloridaFollow
Behzad Abounia Omran, Ohio State University - Main Campus
Cihan Cobanoglu, University of South Florida Sarasota-Manatee

Keywords

Generation Y; digital technology; social media

Abstract

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).

Date Created

5-1-2019

Notes

Based on the article:

Zhang, T., Omran, B.A., & Cobanoglu, C. (2017). Generation Y's positive and negative eWOM: Use of social media and mobile technology. International Journal of Contemporary Hospitality Managment, 29(2), 732-762. doi: 10.1108/IJCHM-10-2015-0611

College

Rosen College of Hospitality Management

Type

article

STARS Citation

Zhang, T., Abounia, B., & Cobanoglu, C. (2019). What makes them share: Generation Y, electronic word of mouth and brand success. Rosen Research Review, 1(1), pp. 46-49.