Abstract:
Purpose -This research paper explores the various factors that influence Generation Y’s use
of electronic word of mouth (eWOM) on social media and its effects on customer purchase
intention.
Methodology & Design - A survey was adopted to research Generation Y factors - social
media usage, technological savviness, family influence, and peer influence - and respondents
were reached through convenient random sampling. The study used 293 respondents. The
IBM SPSS Statistics 21 software was used to analyze the data.
Findings - Social media usage, family influence, and peer influence showed a significant
effect on Generation Y’s eWOM, while technological savviness proved to have no
significance to this behavior. 1 he study examines how Generation Y’s usage ofsocial media
affects people, businesses, and society. It also contributes to management implications as
well as a research agenda.
Limitations - While eWOM is not a new concept and a dearth of information exists, few
pertain to Pakistan. This research will add to the literature and help managers and marketers.
The study focused on a particular cohort within the Generation Y segment, not taking into
account the socio-economic differences of Pakistan. Future research can address these
concerns and use the study as a stepping stone.
Recommendations — The study provides valuable insight for managers and marketers of
Pakistan, allows a better understanding of a large segment of the market, and helps make
informed decisions regarding eWOM.
