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Female consumers' fanning of companies on Facebook: the influence of generational cohort

Author

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  • Karen H. Hyllegard
  • Jennifer Paff Ogle
  • Ruoh-Nan Yan
  • Amy R. Reitz

Abstract

Informed by generational cohort and uses and gratifications theories, this study explored if and how women of different generational cohorts vary with respect to fanning of consumer goods companies on Facebook. An online survey was used to collect data from 411 female Facebook users representing three generational cohorts: Gen Y, Gen X, and Baby Boomers. Findings suggest that female consumers of different generational cohorts identify varied motives that may encourage them to fan, with hedonic and utilitarian motives emerging as the most salient. Product/brand consumption emerged as the most likely outcome of fanning, suggesting that fanning has the capacity to shape patterns of behaviour related to consumption, including store/website visits, product purchasing, and brand loyalty. Thus, a key implication of this work is that Facebook does offer companies a valuable means by which to stimulate the consumer decision-making process, and potentially, to generate sales and revenue.

Suggested Citation

  • Karen H. Hyllegard & Jennifer Paff Ogle & Ruoh-Nan Yan & Amy R. Reitz, 2013. "Female consumers' fanning of companies on Facebook: the influence of generational cohort," International Journal of Electronic Marketing and Retailing, Inderscience Enterprises Ltd, vol. 5(3), pages 222-241.
    • Handle: RePEc:ids:ijemre:v:5:y:2013:i:3:p:222-241
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    Cited by:

    1. Sajad Rezaei & Wan Khairuzzaman Wan Ismail, 2014. "Examining online channel selection behaviour among social media shoppers: a PLS analysis," International Journal of Electronic Marketing and Retailing, Inderscience Enterprises Ltd, vol. 6(1), pages 28-51.

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