engleski

Individual differences and WOM communication: cross-generational analysis

Word-of-mouth (WOM) communication represents a very powerful tool in marketing, for both individual consumers and businesses, while individual differences denote central consumer traits playing an important role in creating an adequate marketing strategy. In the focus of this study were three large consumer groups, i.e. generational cohorts (Baby boomers, Generation X and Generation Y). The main purpose of this paper was to determine the differences and similarities of generational cohorts in the context of WOM communication (both sending and receiving information) with respect to their personality traits. Researched traits encompassed consumer innovativeness, the need to belong, the need for uniqueness/individuality, time perception, price sensitivity and intellect. The sample included 413 Baby boomer respondents, 317 Generation X and 261 Generation Y representatives. The results show that there are significant differences among the researched generational cohorts, but they also tend to share some personality characteristics (consumer innovativeness, the need to belong, price sensitivity) influencing WOM sending and receiving information with different intensity. The paper also provides the main conclusions, limitations and future research suggestions.

WOM communication, Baby boomers, Generation X, Generation Y, Individual differences

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