“Y” Generation Engagement on Consumer-Generated Media: Differences between Lithuania and Azerbaijan

Document Type: Original Research


School of Business Management, Universiti Utara Malaysia, Sintok, Kedah, Malaysia


The development of Web 2.0 and the evolving interest for online social networks have prompted the exchange of this ‘‘word-of-mouth’’ phenomenon to online spaces. Consumer-generated media (CGM) offers consumers the opportunity of sharing their knowledge, contribute their view and connect with other users. While an increasing number of individual engages in consumer-generated media (CGM) consuming, participating and producing levels, the gap between various users each day remaining large. Accordingly, the aim of the article is to determine how Millennials engagement with CGM are different in Azerbaijan and Lithuania. Data from 311 users of CGM from Azerbaijan and Lithuania were analysed through in three different engagement levels of CGM. The findings suggest that except consuming CGM, there is a statistically significant difference in two countries “Y” generation engagement with CGM.


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