Title: Social bonds and millennial consumers' activity in social networks

Authors: Maria Petrescu; Costinel Dobre; Anca-Maria Milovan-Ciuta

Addresses: Nova Southeastern University, 3301 College Ave., Fort Lauderdale, FL 33314, USA ' West University of Timisoara, Timisoara, Romania ' West University of Timisoara, Timisoara, Romania

Abstract: This study uses the Relational Bonds Theory to analyse the importance placed on activities in online social networks about variables such relational bonds and number of friends, in a cross-cultural context. We also take into consideration the differences that age can bring in consumers' social media participation behaviour and analyse intra-generational differences within the Millennial group. We use a cross-cultural sample and assess the differences between consumer groups based on cultural characteristics of the country of origin. We showed that consumers who are satisfied with the social value brought to them by their contacts have higher activity rates in social media.

Keywords: relational bonds theory; social network activity; millennials; collectivism.

DOI: 10.1504/IJIMA.2018.093411

International Journal of Internet Marketing and Advertising, 2018 Vol.12 No.3, pp.290 - 304

Accepted: 25 Jan 2018
Published online: 25 May 2018 *

Full-text access for editors Access for subscribers Purchase this article Comment on this article