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Winning consumers and influencing them using social media: A cross generational impact case study

Garfield, Joy, O'Hare, B. and Bell, Viv (2020) Winning consumers and influencing them using social media: A cross generational impact case study. In: ICESM 2020, 22nd International Conference on Effects of Social Media, 24-25 September 2020, Istanbul, Turkey. (In Press)

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Abstract

The use of social media is continuing to grow and is now widely used for product and service advertising. This research investigated the social media usage across all age ranges in the United Kingdom to determine the impact on purchasing habits. A questionnaire was distributed to people of different ages and with different experiences of social media usage. The results showed that Facebook continues to be the most popular social media network. Respondents in the younger age group were more likely to be influenced by brand marketing and advertising, but the study concluded that celebrity endorsements had little or no influence.

Item Type: Conference or Workshop Item (Paper)
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Uncontrolled Discrete Keywords: Social media advertising, social networking sites, electronic word of mouth
Subjects: H Social Sciences > H Social Sciences (General)
T Technology > T Technology (General)
Divisions: College of Business, Psychology and Sport > Worcester Business School
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Depositing User: Joy Garfield
Date Deposited: 30 Jun 2020 08:32
Last Modified: 30 Jun 2020 08:32
URI: https://eprints.worc.ac.uk/id/eprint/9539

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