SPECIFICS OF GENERATION Y E-COMMERCE IN SOCIAL NETWORKS

Abstract

This article examines the main features of media consumption and economic activity of millennials in social networks Facebook Inc., the main patterns of consumer models and sales via social networks.
 Purpose: to analyze media and commercial consumption of Generation Y at Facebook Inc social networks over the past decade.
 Methods of research: historical, didactic, dialectical research methods, as well as methods of comparative analysis and interviews were used. The object of the research is generation Y or millennials. The topic of the research is the consumer patterns of the considered social group. The objective of the research is to identify the ways how millennials interact with online content, social media as well as to understand the ways and factors of online generation Y consumption.
 Results: the main consumer patterns of millennials were identified: more time is needed for interaction between the consumer and the seller, the simultaneous use of several platforms, a better perception of product and brand through mascots and a game format.
 Practical implications: the results can be used for further research of the generation of millennials and the theory of generations as well as for practical purposes in the field of marketing and e-commerce.