What drives college-age Generation Y consumers?
By S. Noble, Diana L. Haytko, J. Phillips. 2009
535 citations recorded by the source corpus.
View Paper: https://www.semanticscholar.org/paper/6193598f6c2654565c481b92d4b71f0ecfa437cf
How researchers see this paper
The researchers whose trusted networks rank it highest, strongest advocate first. Every researcher gets a different order.
- David G. Taylor
- Rodney Graeme Duffett
- Caroline Ritchie
- David Strutton
- Anil Bilgihan
- K. Thompson
- Liz Thach
- Abhishek Dwivedi
Citations in the corpus
- Travel Decision Making (2013, background): “Although a qualitative exploratory study of Generation Y consumers proposed a model of Generation Y purchase motivations (Noble et al. 2008), this model has limited application to explain Baby Boomer and Generation X consumer behavior.”
- Gen Y customer loyalty in online shopping: An integrated model of trust, user experience and branding (2016, background): “Theoretical and empirical research about Gen Y online shopping behaviors is limited (Noble et al., 2009), especially in the context of online services.”
- Facebook advertising's influence on intention-to-purchase and purchase amongst Millennials (2015, background): “Hence, marketers should attempt to stimulate interactivity and WOM by proactively endorsing the sharing of marketing communication content between Facebook users by linking it to competitions, discounts, giveaways and other sales promotions, which would stimulate an increase in behavioural activitie”
- Investigating generational differences in e-WOM behaviours (2011, background): “Moreover, Gen Y may be far more tech savvy that Gen X, in ways that enable its membership to connect continuously and easily on a peer-to-peer basis through multiple social networking channels (Noble et al. 2009).”
- Factors influencing consumers’ purchase intention of green sportswear (2015, background): “close relationships, such as whether their referents think he or she should purchase a product and his or her motivations to conform to the referents (Noble et al. 2009).”
- Celebrity endorsement, self-brand connection and consumer-based brand equity (2015, background): “Studies into Generation-Y consumers reveal that self-identification with brands is a crucial aspect of Generation-Y’s brand behavior, resulting in preference for brands that match their sense of self (Noble et al., 2009; Sbarbaro et al., 2011).”