The influence of social networking technology on centennials purchase intent

Abstract

Centennials are the young consumers born into the Internet age who regard social networks as the prime means of communicating with friends, searching for product and brand information. Social networks enable this type of consumer to become a brand agent when they share their opinions through comments and ratings about their products, which contributes to building a brand’s online reputation. This study focuses on the youngest population (under 21 years of age) and its use of social media, as a way to find commercial information about products and understand how these platforms can contribute to increased sales and encourage preference for a particular product type. A survey based on the experience economy theory was disseminated online through Facebook to gauge users’ behavior, and a Social Networks User Experience (SNUX) model was considered to study the youngest user experience associated with the use of these platforms as medium to find and purchase online products. The SNUX model was analyzed through structural equations modeling using SmartPLS 2.0. From the results obtained, it was concluded that social networks can contribute to increase the personal value of the centennials generation, mainly from the technological experience associated with the use of these platforms, which contributes to the education of these users.