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Original paper

New rules of social media shopping: Personality differences of U.S. Gen Z versus Gen X market mavens

Volume: 20, Issue: 4, Pages: 884 - 897
Published: Nov 6, 2020
Abstract
This study compares differences in market mavenism between two generations: the young adult portion of Gen Z, born from approximately 1997 through 2012, to their Gen X parents, born from 1965 through 1980, using a field study of traits, shopping habits, and social media behaviors. Building on generational cohort theory, we conducted paired comparisons across generations and in mavens versus non‐mavens. We found differences between mavens and...
Paper Details
Title
New rules of social media shopping: Personality differences of U.S. Gen Z versus Gen X market mavens
Published Date
Nov 6, 2020
Volume
20
Issue
4
Pages
884 - 897
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