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

Joy Garfield; Breda O'Hare; Viv Bell

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

Joy Garfield, Breda O'Hare, Viv Bell

Research output: Unpublished contribution to conference › Unpublished Conference Paper › peer-review

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.

Original language	English
Publication status	Published - 24 Sept 2020
Event	22nd International Conference on Effects of Social Media, 24-25 September 2020, Istanbul, Turkey - , Turkey Duration: 24 Sept 2020 → 25 Sept 2020

Conference

Conference	22nd International Conference on Effects of Social Media, 24-25 September 2020, Istanbul, Turkey
Abbreviated title	ICESM 2020
Country/Territory	Turkey
Period	24/09/20 → 25/09/20

Bibliographical note

Best presentation award.

Cite this

@conference{3282a9e51c1044b8b545b362f51ad535,

title = "Winning consumers and influencing them using social media:: A cross generational impact case study",

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.",

author = "Joy Garfield and Breda O'Hare and Viv Bell",

note = "Best presentation award.; 22nd International Conference on Effects of Social Media, 24-25 September 2020, Istanbul, Turkey, ICESM 2020 ; Conference date: 24-09-2020 Through 25-09-2020",

year = "2020",

month = sep,

day = "24",

language = "English",

}

Winning consumers and influencing them using social media: A cross generational impact case study. / Garfield, Joy; O'Hare, Breda; Bell, Viv.
2020. Paper presented at 22nd International Conference on Effects of Social Media, 24-25 September 2020, Istanbul, Turkey, Turkey.

Research output: Unpublished contribution to conference › Unpublished Conference Paper › peer-review

TY - CONF

T1 - Winning consumers and influencing them using social media:

T2 - 22nd International Conference on Effects of Social Media, 24-25 September 2020, Istanbul, Turkey

AU - Garfield, Joy

AU - O'Hare, Breda

AU - Bell, Viv

N1 - Best presentation award.

PY - 2020/9/24

Y1 - 2020/9/24

N2 - 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.

AB - 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.

UR - https://eprints.worc.ac.uk/9539/

M3 - Unpublished Conference Paper

Y2 - 24 September 2020 through 25 September 2020

ER -

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

Abstract

Conference

Bibliographical note

Other files and links

Fingerprint

Cite this