La influencia de las recomendaciones en las redes sociales sobre la intención de compra: un estudio comparativo entre la generación millenial y centeniall

Abstract

The social networks have become virtual spaces that facilitate interaction between individuals and allow the sharing of personal and professional information. Upon identifying this characteristic, companies to take advantage of it to attract customers, leaving traditional communication actions to develop digital strategies that would allow them to position their products and services, so that they could build closer ties with users In this context, the present research aims to analyze whether recommendations on social networks influence the purchase intention of generations Y (millennials) and Z (centennials). Two types of recommendations were considered: online reviews and those made by opinion leaders; it was also determined whether the electronic word of mouth (eWOM) effect influences purchase intention. A quantitative methodology with an explanatory scope was used to review a sample of 388 participants, who are between 25-39 years old (generation Y) and 15-24 years old (generation Z). The results showed that the purchase intention of millennials is influenced by eWOM, online reviews and opinion leaders; similarly the purchase intention of centennials is influenced by eWOM and opinion leaders, however, in the case of this group, online reviews have no impact.