Abstract

GONZALEZ LOYOLA, Pablo A.; CANIZARES ALVARADO, Carlos A.  and  PATINO MOSQUERA, Gustavo A.. SOCIAL MEDIA LIKE DECISION FACTOR: MILLENNIALS VERSUS X GENERATION. Revista Economía y Política [online]. 2018, n.27, pp.3-34.  Epub Jan 03, 2018. ISSN 2477-9075.  https://doi.org/10.25097/rep.n27.2018.01.

The importance of ICT development has marked a change on consumer purchasing behavior. Different articles, publications and information sources, with a social, mercadotecnia, business or cultural focus, today analyses Millennials, which are considered the most important generation in today's society. However, before them there is the X Generation. These two generational groups today represent the biggest quantity of market consumers in most societies. Through conclusive, descriptive and simple cross-section research, which allowed the affirmation of two hypotheses, the present document demonstrates that the main factor by which these generations choose places of social interaction such as restaurants is different. It is discovered that one generation chooses a restaurant because of social media comments and that the other one does it because of word of mouth, that they use the same social media in a different way and how its impact influences their social, commercial and consumption behavior.

Keywords : Behavior; Consumption; Influence; Millennials; Social Media; X Generation.

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