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Knowledge and proper understanding of the needs, expectations, desires, demands, values or of Generation X and Millennials is an essential goal of any company. The mission marketers is increasingly diffi cult because they have to develop a marketing mix able to target ciently all customers, invoking satisfaction and loyal behavior. Communication strategy therefore a special role to play. While Millennials are easier to target, persuade even infl uence through media, Gen Xers are more conservative, preferring to look for additional information products and companies themselves, which makes the marketer’s job even more diffi cult. , social media plays an increasingly important part in infl uencing consumers and their behavior. Being able to expand beyond geographical borders, social media creates links between consumers in different states and social environments. conducted among Gen Xers and Millennials shows that whenever they choose food and tourist services based on recommendations and the information available on social, their purchasing behavior depends on their own personal desire to become informed, and characteristics they expect from a piece of information and from the Internet as a general source information. Given this, companies changed and adapted their communication strategies in order be more present online. In addition, for those interested, companies create offi cial pages that represent a strong support for those interested in acquiring information. Quite often, consumers the possibility to compare goods and services before buying, minimizing the risks attached to acquisitions. results reveal that Millennials have stronger affi nity with, and place greater reliance upon information than Gen Xers. From a managerial perspective, this paper provides retailers the opportunity to better understand the behavior of customers of different ages, making their more successful.
Dabija et al. (Thu,) studied this question.