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Selling to Millennials with online reviews

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  • Mangold, W. Glynn
  • Smith, Katherine Taken

Abstract

Millennials have heavily influenced social media's evolution into an important source of product information. They are increasingly basing their product evaluations on information gathered from online reviews. Thus, companies targeting Millennials may wish to pay heed to online reviews. Which products are affected by Millennials’ online reviews? Do the reviews tend to be positive or negative? Where do Millennial customers look for information amongst the plethora of online venues? As presented herein, a survey of 227 Millennials reveals that this generation is undeniably posting reviews online and being influenced by these reviews. Respondents show a definite preference for two online venues, Facebook and company websites, when voicing their opinions. Reviews are broken down by positive and negative comments, and how product categories fare for each type. Contrary to popular thinking, the respondents were more prone to post positive reviews than negative reviews. Males voice their opinions online significantly more often than females, and specific gender differences are observed by product category. Recommendations are provided for selling to Millennials by leveraging online reviews.

Suggested Citation

  • Mangold, W. Glynn & Smith, Katherine Taken, 2012. "Selling to Millennials with online reviews," Business Horizons, Elsevier, vol. 55(2), pages 141-153.
  • Handle: RePEc:eee:bushor:v:55:y:2012:i:2:p:141-153 DOI: 10.1016/j.bushor.2011.11.001
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    References listed on IDEAS

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    1. repec:eee:touman:v:55:y:2016:i:c:p:15-24 is not listed on IDEAS
    2. Gheorghe EPURAN & Ioana Simona IVASCIUC & Adrian MICU, 2015. "From 4P's to 4 E's – How to Avoid the Risk of Unbalancing the Marketing Mix in Today Hotel Businesses," Economics and Applied Informatics, "Dunarea de Jos" University of Galati, Faculty of Economics and Business Administration, issue 2, pages 77-85.

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