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Word-of-mouth: the Key Driver Behind Gen Y’s Buying Trends

Year: 2024

Type: article

Abstract: In today's digital landscape, online word-of-mouth (WOM) has emerged as a powerful influence on purchase decisions, especially among Generation Y through social media (Socmed). This study explores the impact of key factors—innovativeness, trust, social capital, and opinion leadership—on Gen Y's buying behaviour. Surveying 230 respondents from Northern Higher Learning Institution in Malaysia, the analysis used correlation and multiple regressions, revealing significant relationships among the variables. The findings underscore the importance for marketers to craft distinctive and innovative marketing strategies to capture the interest of their target audience.

Source: Advanced International Journal of Business Entrepreneurship and SMEs

DOI: 10.35631/aijbes.621010

Authors: Ima Ilyani Ibrahim, Nurwahida Fuad, Noor Amirah Kamaruddin

Institution: Universiti Teknologi MARA

Language: English

Topic: Digital Marketing and Social Media

Subfield: Sociology and Political Science

Field: Social Sciences

Domain: Social Sciences

Open Access status: diamond

OpenAlex ID: W4405885747

FWCI:

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