Differences In Millennials In Emerging Markets and Developed Countries: The Case of Turkey and The United States

Abstract

This study assesses the differences between Millennials (Generation Y) inadvanced and emerging countries, using the United States and Turkey. The purposeis to give marketers more direction in better addressing the needs of Millennialconsumers in advanced and emerging countries. Results showed that Millennialsin the United States are more satisfied with online purchases, have higher brandloyalty, and were more risk-averse compared to the Millennials from Turkey. Thereare no significant differences between the two countries in terms of social mediausage. This study enriches the existing literature and provides directions for furtherresearch.