The International Journal of Business & Management

The PDF file you selected should load here if your Web browser has a PDF reader plug-in installed (for example, a recent version of Adobe Acrobat Reader).

If you would like more information about how to print, save, and work with PDFs, Highwire Press provides a helpful Frequently Asked Questions about PDFs.

Alternatively, you can download the PDF file directly to your computer, from where it can be opened using a PDF reader. To download the PDF, click the Download link above.

Fullscreen Fullscreen Off


This research addresses the intention to use social media as a source of information for consumers of Y and Z generations. A questionnaire was administered face-to-face to consumers of both generations. A total of 496 consumers participated in the investigation. The results demonstrated that, for these consumers, perceived usefulness is the only determinant of intention to use social media as a source of information. On the other hand, perceived usefulness, trust and electronic word-of-mouth play a significant role in developing an attitude towards these social media. Several managerial implications have emerged from this research
User
Notifications
Font Size