Document Type : Original Research
Author
Vytautas Magnus University, Kaunas, Lithuania
Abstract
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.
Keywords
Ayeh, J. K. (2015). Travellers’ acceptance of consumer-generated media: An integrated model of technology acceptance and source credibility theories. Computers in Human Behavior, 48, 173-180. doi:10.1016/j.chb.2014.12.049
Bahtar, A. Z., & Muda, M. (2016). The Impact of User–Generated Content (UGC) on Product Reviews towards Online Purchasing–A Conceptual Framework. Procedia Economics and Finance, 37, 337-342.
Bilgin, M. H., Danis, H., Demir, E., & Can, U. (2017) Financial Environment and Business Development. Springer.
Brabham, D. C. (2013). Crowdsourcing. Cambridge, MA: MIT Press.
Brandtzaeg, P. B., & Heim, J. (2008, January). User loyalty and online communities: why members of online communities are not faithful. In Proceedings of the 2nd international conference on intelligent technologies for interactive entertainment (p. 11).
Dana Lynn Driscoll (2011). Introduction to Primary Research: Observations, Surveys, and Interviews. Writing Spaces: Readings on Writing, 2. 153-174.
Daugherty, T., Eastin, M. S., & Bright, L. (2008). Exploring consumer motivations for creating user-generated content. Journal of Interactive Advertising, 8(2), 16-25.
Diakopoulos, N., & Naaman, M. (2011, March). Towards quality discourse in online news comments. In Proceedings of the ACM 2011 conference on Computer supported cooperative work (pp. 133-142). ACM.
Eastin, M. S., & LaRose, R. (2000). Internet self‐efficacy and the psychology of the digital divide. Journal of Computer‐Mediated Communication, 6(1), 0-0.
Fuchs, C., Boersma, K., Albrechtslund, A., & Sandoval, M. (Eds.). (2013). Internet and surveillance: The challenges of Web 2.0 and social media (Vol. 16). Routledge.
Fuller, L. (2016, August 24). Azerbaijan's Central Bank Downplays Rumors Of Fresh Devaluation Of Manat. Retrieved August 01, 2017, from https://www.rferl.org/a/caucasus-report-azerbaijan-manat-devaluation-rumors/27944045 .html
Gil, G. (2013). Why Your eCommerce Store Needs User Generated Content. Retrieved August 02, 2017, from https://www.3dcart.com/ecommerce-university/why-your-eCommerce-store-needs-user-generated-content.html
Hassan, S., Nadzim, S. Z. A., & Shiratuddin, N. (2015). Strategic use of social media for small business based on the AIDA model. Procedia-Social and Behavioral Sciences, 172, 262-269.
Inversini, A., Cantoni, L., & Buhalis, D. (2009). Destinations Information Competition and Web Reputation. Information Technology & Tourism, 11(3), 221-234. doi:10.3727/109830509x12596187863991
IWS. (2017). European Union Internet Usage and Population Stats. Retrieved August 10, 2017, from http://www.internetworldstats.com/europa.htm
Jansen, B. J., Zhang, M., Sobel, K., & Chowdury, A. (2009). Twitter power: Tweets as electronic word of mouth. Journal of the Association for Information Science and Technology, 60(11), 2169-2188.
Kaplan, A. M., & Haenlein, M. (2010). Users of the world, unite! The challenges and opportunities of Social Media. Business horizons, 53(1), 59-68.
Khan, M. L. (2017). Social media engagement: What motivates user participation and consumption on YouTube?. Computers in Human Behavior, 66, 236-247.
Kim, E. M., & Sun, Y. H. (2006). The effect of replies in Internet news on the audience. Korean Journal of Journalism & Communication Studies, 50(4), 33-64.
Krishnamurthy, S., & Dou, W. (2008). Note from special issue editors: advertising with user-generated content: a framework and research agenda. Journal of Interactive Advertising, 8(2), 1-4.
Lee, E. J., & Jang, Y. J. (2010). What do others’ reactions to news on Internet portal sites tell us? Effects of presentation format and readers’ need for cognition on reality perception. Communication Research, 37(6), 825-846.
Malthouse, E. C., Haenlein, M., Skiera, B., Wege, E., & Zhang, M. (2013). Managing customer relationships in the social media era: introducing the social CRM house. Journal of Interactive Marketing, 27(4), 270-280.
Manap, K. A., & Adzharudin, N. A. (2013). The Role of User Generated Content (UGC) in Social Media for Tourism Sector. In The 2013 WEI International Academic Conference Proceedings (pp. 52-58).
Mavrck. (2017, February 14). 8 User-Generated Content Trends We Learned from 25 Million Facebook Posts [Report]. Retrieved August 11, 2017, from http://www.mavrck.co/8-user-generated-content-trends-we-learned-from-25-million-facebook-posts-report/
Mill, J. S., & Nagel, E. (1950). John Stuart Mill's Philosophy of scientific method. New York: Hafner.
Nov, O., Naaman, M., & Ye, C. (2009, May). Motivational, Structural and Tenure Factors that Impact Online Community Photo Sharing. In ICWSM.
OECD. (2007). Participative web and user-created content: Web 2.0, wikis, and social networking. Paris: Organisation for Economic Co-operation and Development
Parment, A. (2013). Generation Y vs. Baby Boomers: Shopping behavior, buyer involvement and implications for retailing. Journal of retailing and consumer services, 20(2), 189-199.
Pirolli, P., Preece, J., & Shneiderman, B. (2010). Cyberinfrastructure for social action on national priorities. Computer, 43(11), 20-21.
Presi, C., Saridakis, C., & Hartmans, S. (2014). User-generated content behaviour of the dissatisfied service customer. European Journal of Marketing, 48(9/10), 1600-1625.
Psfk. (2017, January 30). Consumers Are Creating Their Own Entertainment. Retrieved August 01, 2017, from https://www.psfk.com/2017/01/consumers-creating-entertainment-trends-forecast.html
Rafaeli, S. (1984). The electronic bulletin board: A computer-driven mass medium. Social Science Micro Review, 2(3), 123-136.
Ruggiero, T. E. (2000). Uses and gratifications theory in the 21st century. Mass communication & society, 3(1), 3-37.
Shao, G. (2009). Understanding the appeal of user-generated media: a uses and gratification perspective. Internet Research, 19(1), 7-25.
Statista. (2017). Global social media ranking 2017 | Statistic. Retrieved August 01, 2017, from https://www.statista.com/statistics/272014/global-social-networks-ranked-by-number-of-users/
Statista. (2017). UGC content impact on U.S. online shoppers 2017 | Statistic. Retrieved August 02, 2017, from https://www.statista.com/statistics/253371/ways-online-customer-reviews-affect-opinion-of-local-businesses/
Strizhakova, Y., Coulter, R. A., & Price, L. L. (2012). The young adult cohort in emerging markets: Assessing their glocal cultural identity in a global marketplace. International Journal of Research in Marketing, 29(1), 43-54.
Takahashi, M., Fujimoto, M., & Yamasaki, N. (2003, November). The active lurker: influence of an in-house online community on its outside environment. In Proceedings of the 2003 international ACM SIGGROUP conference on Supporting group work (pp. 1-10). ACM.
Tedjamulia, S. J., Dean, D. L., Olsen, D. R., & Albrecht, C. C. (2005, January). Motivating content contributions to online communities: Toward a more comprehensive theory. In System Sciences, 2005. HICSS'05. Proceedings of the 38th Annual Hawaii International Conference on (pp. 193b-193b). IEEE.
Telecompaper. (2017). Azerbaijan internet penetration reaches 76%. Retrieved August 01, 2017, from https://www.telecompaper.com/news/azerbaijan-internet-penetration-reaches-76--1190508
UNECE. (2016). Percentage of Population Using Internet by Age, Sex, Variable, Countryand Year. Retrieved August 01, 2017, from http://w3.unece.org/PXWeb2015/ pxweb/en/STAT/STAT__30-GE__09-Science_ICT/02_en_GEICT_InternetUse_r.px/ ?rxid=3d514ef5-73da-4564-be6b-f5bc761d5c55
Van Dijck, J. (2009). Users like you? Theorizing agency in user-generated content. Media, culture & society, 31(1), 41-58.
Verhellen, Y., Dens, N., & De Pelsmacker, P. (2013). Consumer responses to brands placed in YouTube movies: The effect of prominence and endorser expertise. Journal of Electronic Commerce Research, 14(4), 287.
We are social (2017). Digital in 2017: Global Overview. Retrieved August 02, 2017, from https://wearesocial.com/special-reports/digital-in-2017-global-overview
Yoo, K., & Gretzel, U. (2011). Influence of personality on travel-related consumer-generated media creation. Computers in Human Behavior, 27(2), 609-621. doi:10.1016/j.chb.2010.05.002
)