Selling to Millennials with Online Reviews

Business Horizons, Vol. 55, No. 2 (March - April): 141-153, (2012)

34 Pages Posted: 26 Oct 2016

See all articles by Glynn Mangold

Glynn Mangold

Murray State University

Katherine Taken Smith

Texas A&M University-Corpus Christi-College of Business

Date Written: 2012

Abstract

Millennials have heavily influenced social media’s evolution into an important source of product information. They are increasingly basing their product evaluations on information gathered from online reviews. Thus, companies targeting Millennials may wish to pay heed to online reviews. Which products are affected by Millennials’ online reviews? Do the reviews tend to be positive or negative? Where do Millennial customers look for information amongst the plethora of online venues? A survey of 227 Millennials reveals that this generation is undeniably posting reviews online and being influenced by these reviews. Respondents show a definite preference for two online venues, Facebook and company websites, when voicing their opinions. Reviews are broken down by positive and negative comments and how product categories fare for each type. Contrary to popular thinking, the respondents were more prone to post positive reviews than negative reviews. Males voice their opinions online significantly more often than females, and specific gender differences are observed by product category. Recommendations are provided for selling to Millennials by leveraging online reviews.

Keywords: Facebook, Marketing, Online reviews, Word of mouth, Social media, Millennials, Gender differences

Suggested Citation

Mangold, Glynn and Smith, Katherine Taken, Selling to Millennials with Online Reviews (2012). Business Horizons, Vol. 55, No. 2 (March - April): 141-153, (2012), Available at SSRN: https://ssrn.com/abstract=2859179

Glynn Mangold

Murray State University ( email )

Murray, KY 42071-0009
United States

Katherine Taken Smith (Contact Author)

Texas A&M University-Corpus Christi-College of Business ( email )

6300 Ocean Drive
Corpus Christi, TX 78412
United States

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