{"id":74927,"date":"2019-05-15T11:24:55","date_gmt":"2019-05-15T11:24:55","guid":{"rendered":"https:\/\/essays.homeworkacetutors.com\/effects-of-facebook-brand-marketing-on-millennials\/"},"modified":"2019-05-15T11:24:55","modified_gmt":"2019-05-15T11:24:55","slug":"effects-of-facebook-brand-marketing-on-millennials","status":"publish","type":"post","link":"https:\/\/www.colapapers.com\/us\/effects-of-facebook-brand-marketing-on-millennials\/","title":{"rendered":"Effects of Facebook Brand Marketing on Millennials"},"content":{"rendered":"
\n

Exploring
\nthe Effects of Brand Marketing via Facebook on Purchasing Behaviors of
\nMillennials<\/h4>\n

\u00a0Millennials, also known as
\nGeneration Y, typically refer to the population born from 1980 to 1994 (some
\nsay 2000), almost all of whom have come into adulthood by today. Not only do
\nmillennials consist of more than 25% (75 million) of the U.S. population
\n(Berger, 2016, p.103), they also possess the tremendous annual purchasing power
\nof $200 billion (Solomon, 2015, par.3). As millennials dominate the whole
\nconsumer population of the U.S., they have become the targets and chief
\nsubjects of analysis by marketers. Although some might argue that the
\ncharacteristics of millennials are the general features exhibited by young
\npeople, most scholars have agreed on the existence of cohort effects of
\nmillennials. Schawbel (2015) argued that they seem not to be influenced at all
\nby advertising (par. 2), but in the meantime purchasing an enormous amount of similar
\n\u201cin trend\u201d merchandizes with their peers, including clothes, technology
\nproducts, food and et cetera. According to Walker (2008), a major question to
\nask by marketers is, \u201chow do we square this marketing-resistant generation with
\nanother point that the experts always make: that many members of Generation Y
\ndemand the toniest designer clothes, the best cell phones, the most complex
\nlattes?\u201d (p.103). <\/p>\n

Millennials are too versatile to be analyzed easily, and part of the
\nreason is that their multicultural identities have made them more complex than
\nthe generations before them. A Nielsen report published in 2017 shows that 42%
\nof the millennial cohort population has multicultural heritage, or are
\nambicultural (p.3). With their multicultural heritage, along with being exposed
\nto a diversity of cultures on a regular basis, millennials not only developed a
\nbroad, unique purchasing habit, but are also influencing the buying decisions
\nof their peers and family profoundly.<\/p>\n

When making purchasing decisions, millennials pay a tremendous amount of time and attention choosing the brands that they align their own identities with. A study by the Keller Fay Group released in 2007 claimed that millennials have roughly 145 conversations about brands a week (versus the public average level of 71). Among these conversations, 77 brands are mentioned on average. In addition, brand mentions by millennials are three times as likely to be via digital media and 57% of them cites marketing or media material(p.4) Consumer behaviors have conventionally been disseminated by television, radio and newspapers, but in the twenty-first century, social media has begun to replace traditional media\u2019s enduring and influential role on millennials consumers<\/a>. Like Uitz (2012) argued, this phenomenon puts forward both an opportunity and a challenge from a marketer\u2019s perspective (p.5).<\/p>\n

\u00a0Reacting to the rapid growth and prevalence of social media among millennials, marketers are tirelessly planting advertisements, brand profiles and sponsored contents onto platforms<\/a> such as Facebook, Instagram, YouTube and Twitter to promote sales. According to Yaakop et al.<\/em>, implementing content that is captivating and relevant drives millennial consumers to communicate with each other and advertise the information to their friends (p.155). This process, also known as word-of-mouth (WOM), is not only the future of social media marketing communications, but also the key phenomenon that marketers are aiming to probe into. <\/p>\n

\u00a0\u00a0\u00a0\u00a0 Past researches have proven the crucial
\nrole of Facebook to social media marketers. According to Raice (2012),
\ncustomers spend between 3.5 and 6 hours daily on Google, YouTube or Facebook,
\nwith Facebook having the most time spent at 6 hours average for the user
\n(par.4). Reacting to this astonishing time commitment, brands have invested
\nheavily on Facebook advertising, trying to make their content seen and engaged
\nby users. Advertising spending on Facebook has risen from 1.87 billion to 3.15
\nbillion in merely one year in 2010 (Advertising Age Staff, 2012). In his work,
\nEisenberg (2009) points out that surveys show that millennials spend more time
\nonline than they do with radio, television, and print, which helps explain why
\nadvertisers are so interested in online advertising and why the money
\nadvertisers spend for online advertising has been growing so substantially
\n(p.103). Instead of banner ads, Facebook advertisements either appear on the
\nside column of users\u2019 news feed or in between two posts and usually include
\nimages of the merchandizes and purchase links. Nowadays, more and more Facebook
\nadvertisements are strategically matched with the users\u2019 search history on
\nGoogle or online shopping sites by algorithm, in order to maximize
\nclick-through rate (CTR). Besides, more and more businesses are allocating
\nlarge budgets on the establishments and operations of brands Facebook pages,
\nwhere users are able to stay up-to-date of discounts, new arrivals, events
\ninformation and et cetera. As Jones et al. (2009) found, Millennials and
\nyounger generations carry the internet with them and feel at a loss if not
\ntuned in to what is happening with friends, celebrities, or favorite retailers
\n(par.7). Facebook is able to influence users\u2019 purchase decisions by utilizing
\ntheir social network \u2013 showing them which friends liked certain brands and what
\nbrands influencers and celebrities are currently liking.<\/p>\n

While all the data points to millennials and Facebook as paramount and
\ninseparable subjects of investigation, existing studies are lacking and
\nunfruitful in providing a comprehensive theoretical viewpoint of Facebook being
\nutilized as a tool of social media marketing among millennials. Okazaki and
\nTaylor (2013) reported that it was because it took time and was a cumulative
\nprocess to develop theoretical foundations (p.58). Bolton et al. (2013) agreed
\nand added that that few studies assessed whether there were differences within
\na separate cohort (p.247). As discussed above, millennials have unique
\npurchasing behaviors generated partly from their multicultural identities, and
\ntherefore studies investigating millennials specifically are in need. Besides,
\nBolton et al. (2013) pointed out that past studies have focused chiefly on
\nstudent population and overlooked the fact that a considerable percentage of
\nmillennials have entered the workspace and altered their purchasing behaviors
\naccordingly (p.247). Furthermore, past researches focused on attitudes towards Facebook
\nmarketing have yielded different conclusions on the topic. Bannister et al.
\n(2013) concluded that attitudes towards Facebook marketing communications were
\nnegative or indifferent, whereas Chandra et al. (2012) found a significantly
\npositive behavioral propensity.<\/p>\n

Consequently, this study seeks to explore the following research
\nquestions: Firstly, what is the attitude of millennials towards brand marketing
\nvia Facebook? Secondly, what impact does brand marketing through Facebook have
\non millennials intention-to-purchase? Thirdly, what effect does engagement with
\nFacebook (time spent, level of activity, number of friends and public accounts
\nfollowed) have on brand purchase decisions of millennials? Last but not least,
\nwhat roles do demographic factors (race, gender and et cetera) play in
\nmillennials\u2019 brand purchases driven by Facebook brand marketing? <\/p>\n

References<\/p>\n

Advertising Age Staff. (2012). Where have the first
\nquarter ad dollars gone. Advertising Age<\/em>.
\nRetrieved from: http:\/\/adage.com\/article\/media\/quarter-ad-dollars\/233706\/<\/a>.<\/p>\n

Bannister, A., Kiefer,
\nJ. and Nellums, J. (2013). College students\u2019 perceptions of and behaviours regarding Facebook advertising:
\nan exploratory study, The Catalyst<\/em>, (3)1, 1-20. <\/p>\n

Berger, A. (2016).\u00a0Marketing and American Consumer Culture: A
\nCultural Studies Analysis<\/em>.<\/p>\n

Bolton, R.N.,
\nParasuraman, A., Hoefnagels, A., Migchels, N., Kabadayi, S., Gruber, T., Loureiro, Y.K. and Solnet, D. (2013). Understanding Generation Y and
\ntheir use of social media: a review
\nand research agenda, Journal of Service Management<\/em>, (24)3, 245-267. <\/p>\n

Chandra, B., Goswami, S.
\nand Chouhan, V. (2012). Investigating attitude towards online advertising on social
\nmedia \u2013 an empirical study, Management Insight<\/em>, (8)1, 1-14. <\/p>\n

Eisenberg, L.
\n(2009).\u00a0Shoptimism: Why the American consumer will keep on buying no
\nmatter what<\/em>. New York: Free Press.<\/p>\n

Jones, S, Johnson-Yale,
\nC, Millermaier, S, and Perez, F. (2009). Everyday life, online: U.S. college
\nstudents\u2019 use of the internet. First Monday, 14.(10-5) <\/em><\/p>\n

Keller Fay Group. (2007).\u00a0 \u2018Word of Mouth\u2019 Winners Among Teens: iPod,
\nAmerican Eagle, Dr Pepper, Chevrolet and Nintendo. Wireless News,<\/em>\u00a01.<\/p>\n

Okazaki, S. and Taylor,
\nR.T. (2013). Social media and international advertising: theoretical challenges
\nand future directions. International Marketing Review<\/em>, (30)1, 56-71. <\/p>\n

Raice, S. (2012). Days of wild user growth appear over at Facebook. Wall
\nStreet Journal On-line. <\/em>Retrieved from: https:\/\/www.wsj.com\/articles\/SB10001424052702303296604577454970244896342<\/a><\/p>\n

Schawbel, D. (2015). 10
\nNew Findings About The Millennial Consumer. Forbes<\/em>. Retrieved from: https:\/\/www.forbes.com\/sites\/danschawbel\/2015\/01\/20\/10-new-findings-about-the-millennial-consumer\/#2c512b616c8f<\/a><\/p>\n

Solomon, M. (2015). The
\nMillennial Customer Has $200 Billion To Spend (But Wants A New Style Of
\nCustomer Service). Forbes<\/em>. Retrieved from:<\/p>\n

\n
\nhttps:\/\/www.forbes.com\/sites\/micahsolomon\/2015\/01\/21\/the-millennial-customer-has-arrived-has-200-billion-to-spend-and-wants-a-new-style-of-customer-service\/#73c7a8c03e29\n<\/div>\n<\/figure>\n

The Nielsen Company. (2017). Multicultural
\nMillennials: The Multiplier Effect<\/em>. Retrieved from: http:\/\/www.nielsen.com\/us\/en\/insights\/reports\/2017\/multicultural-millennials\u2013the-multiplier-effect.html<\/a><\/p>\n

Uitz, I. (2012). Social media:
\nis it worth the trouble?, Journal of Internet Social Networking and Virtual
\nCommunities<\/em>, 1-14. <\/p>\n

Walker, R. (2009).\u00a0Buying in: What we buy and who we are<\/em>.
\nRandom House Trade Paperbacks.<\/p>\n

Yaakop, A., Anuar, M. M., & Omar, K. (2013). Like it or not: issue
\nof credibility in Facebook advertising.\u00a0Asian Social Science<\/em>,\u00a09<\/em>(3),
\n154-163.<\/p>\n<\/div>\n","protected":false},"excerpt":{"rendered":"

Exploring the Effects of Brand Marketing via Facebook on Purchasing Behaviors of Millennials \u00a0Millennials, also known as Generation Y, typically refer to the population born from 1980 to 1994 (some say 2000), almost all of whom have come into adulthood by today. Not only do millennials consist of more than 25% (75 million) of the […]<\/p>\n","protected":false},"author":6,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[5820],"tags":[9845,5294,9887,9867,9888,9889,9890,9886,9885],"class_list":["post-74927","post","type-post","status-publish","format-standard","hentry","category-marketing","tag-1-dissertation-writing-service-in-uk","tag-bishops-writing-bureau","tag-cn","tag-create-a-paper-using-the-following-criteria","tag-homework-help-assignment-answers","tag-in-1050-word-essay","tag-in-a-4-to-6-page-essay","tag-in-a-page-paper-assignment","tag-write-an-essay-in-words"],"_links":{"self":[{"href":"https:\/\/www.colapapers.com\/us\/wp-json\/wp\/v2\/posts\/74927","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.colapapers.com\/us\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.colapapers.com\/us\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.colapapers.com\/us\/wp-json\/wp\/v2\/users\/6"}],"replies":[{"embeddable":true,"href":"https:\/\/www.colapapers.com\/us\/wp-json\/wp\/v2\/comments?post=74927"}],"version-history":[{"count":0,"href":"https:\/\/www.colapapers.com\/us\/wp-json\/wp\/v2\/posts\/74927\/revisions"}],"wp:attachment":[{"href":"https:\/\/www.colapapers.com\/us\/wp-json\/wp\/v2\/media?parent=74927"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.colapapers.com\/us\/wp-json\/wp\/v2\/categories?post=74927"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.colapapers.com\/us\/wp-json\/wp\/v2\/tags?post=74927"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}