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Understanding Generation Y and their use of social media: a review and research agenda

机译:了解Y世代及其对社交媒体的使用:审查和研究议程

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Purpose - The purpose of this paper is to review what we know - and don't know - about Generation Y's use of social media and to assess the implications for individuals, firms and society. Design/methodology/approach - The paper distinguishes Generation Y from other cohorts in terms of systematic differences in values, preferences and behavior that are stable over time (as opposed to maturational or other differences). It describes their social media use and highlights evidence of intra-generational variance arising from environmental factors (including economic, cultural, technological and political/legal factors) and individual factors. Individual factors include stable factors (including socio-economic status, age and lifecycle stage) and dynamic, endogenous factors (including goals, emotions, and social norms).The paper discusses how Generation Y's use of social media influences individuals, firms and society. It develops managerial implications and a research agenda. Findings - Prior research on the social media use of Generation Y raises more questions than it answers. It: focuses primarily on the USA and/or (at most) one other country, ignoring other regions with large and fast-growing Generation Y populations where social-media use and its determinants may differ significantly; tends to study students whose behaviors may change over their life cycle stages; relies on self-reports by different age groups to infer Generation Y's social media use; and does not examine the drivers and outcomes of social-media use. This paper's conceptual framework yields a detailed set of research questions. Originality/value - This paper provides a conceptual framework for considering the antecedents and consequences of Generation Y's social media usage. It identifies unanswered questions about Generation Y's use of social media, as well as practical insights for managers.
机译:目的-本文的目的是回顾有关Y世代使用社交媒体的知识,以及我们不了解这些知识,并评估其对个人,企业和社会的影响。设计/方法/方法-本文将Y代与其他​​同类产品区分开来,即随着时间的推移系统性的价值观,偏好和行为方面的差异(与成熟差异或其他差异相反)。它描述了其社交媒体的使用,并突出了由环境因素(包括经济,文化,技术和政治/法律因素)和个人因素引起的代际差异的证据。个体因素包括稳定因素(包括社会经济地位,年龄和生命周期阶段)以及动态,内生因素(包括目标,情感和社会规范)。本文讨论了Y一代对社交媒体的使用如何影响个人,企业和社会。它发展了管理的意义和研究议程。调查结果-关于Y世代社交媒体使用的先前研究提出的问题多于答案。它:主要侧重于美国和/或(至多)另一个国家,而忽略了拥有庞大且快速增长的Y世代人口的其他地区,这些地区的社交媒体使用及其决定因素可能有很大差异;倾向于研究行为可能在其生命周期阶段发生变化的学生;依靠不同年龄段的自我报告来推断Y一代的社交媒体使用;并且未检查社交媒体使用的驱动力和结果。本文的概念框架提出了一系列详细的研究问题。原创性/价值-本文提供了一个概念框架,用于考虑Y代社交媒体使用的前因和后果。它确定了有关Y一代使用社交媒体的未回答问题,以及针对管理人员的实际见解。

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