Intention to Use Social Media as a Source of Information for Consumers of Y and Z Generations

Abstract

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