Age Differences In Responses To Marketing Communication Techniques Used In Online Social Networks

In order to demonstrate that there are age differences in the way online consumers react to online marketing communication techniques, the study builds on a previously tested and validated empirical model showing the influence of online marketing communication via social networks on behavioral intentions, by continuing in a structural equation modeling approach. Significant differences between users of different age categories are found and implications for online communication practitioners are discussed, with strategic proposals stemming from these results. The study addresses the manner in which potential consumers of different ages react to and examine online social media marketing communication efforts, and how their perceptions influence various intentions. By drawing from theories of consumer behavior, a previously confirmed model for online user behavior in response to online marketing messages is tested for each age group. The results demonstrate that direct and positive links between the user perceptions of online marketing communication, and direct and positive links between users' attitudes towards online communication and their intentions vary in strength with different age groups. Conclusions also feature strategic communication proposals, based on the findings.