SOCIAL MEDIA MARKETING TO THE MILLENNIAL GENERATION Honors Portfolio Volume II University Honors 464 June 11, 2018
ACKNOWLEDGEMENTS First and foremost, I would like to thank my primary sponsor, Dr. Rizkallah and my secondary sponsor, Dr. Mallery, for their constant support throughout the project; I would like to thank the Honors Department for giving me a platform on which to do this research study; and finally, I would like to thank my friends for their constant support and willingness to listen to my complaints.
CONTENTS
26 Case Study Glossier
64 Discussion Interpretation of Results Limitations and Future Research
7 Abstract
8 Review of Literature Millennials and the Internet Millennials and Consumerism Nature of Current Study
34 Focus Group
Perceptions of Social Media
70 References
40 Online Survey Method Results
74 Appendices Interview with Professor Razzouk Focus Group Question and Answer Notes Survey Questionnaire
Abstract The millennial generation, born 1980 – 2000, has a high level of spending power but are resistant to traditional marketing efforts. Prior research has found that social media marketing can be very instrumental in garnering millennial interest and retaining them as long-term customers. This study tests that theory. It looks at five different type of social media marketing: user-generated content contests, sponsored links, brand utilities, sponsored conversations, and social proof, to see which kind would be the most effective. It then takes an in-depth look at social proof marketing, which other researchers have postulated to be the most effective type of marketing to this generation. Five types of social proof marketing are examined: expert social proof, celebrity social proof, user social proof, wisdom of crowds social proof, and wisdom of friends social proof. Results showed low overall effectiveness of social media marketing. Social proof marketing was one of the most effective types of social media marketing, and wisdom of friends social proof was the most effective type of social proof.
10 | Honors Scholarship Project Volume II
Recently, the term “millennial” has been used to describe a generation of individuals who are now coming of age. Although this word has been used sporadically to describe a variety of age ranges, many agree that at this point in history, “millennials” are now coming into adulthood, and thus into their buying power. This has made millennials a primary focus of marketers, as they try to figure it out how to best use advertisements to tap into this buying power and increase overall company sales. This study is based on the acknowledgment of the relatively new, and therefore untapped, buying power of the millennial generation at this point in history, the role that social media and the internet plays in the life of a millennial, and the access to said buying power marketers could gain via social media marketing.
Review of Literature
Millennials & The Internet Researchers have been dividing groups of individuals into generational cohorts for years. These social groupings are created from the idea that the members of a generation will share common characteristics that serve to distinguish them from the generation before or after them (Mannheim, 1952; Sessa, Kabacoff, Deal, & Brown, 2007). Traditionally, each generation is classified by a 20 year period (Horovitz, 2001). As stated before, we will be looking at the generation known as the millennials, and we will be defining this age range as individuals born between 1980 and 2000. Table 1 lists a variety of years that researchers have used to identify this generation. As with all generations before it, the actual birth years vary depending on the researcher studying it (Koeppel, 2017). Some researchers place the beginning of the millennial generation as early as 1977 while others have it spanning from 1984 to 2002 ( (Alch, 2000; Bakewell & Vincent-Wayne, 2003; Bush, Martin, & Bush, 2004; Farris, Chong, & Danning, 2002; Horovitz, 2001; Martin & Turley, 2004). This study uses the time frame of 1980 to 2000 because this set of years brings the two extreme definitions of birth years (1977 – 1994 and 1984 – 2002) to a middle ground. Several other researchers, especially those more recent, have also used
these years to define this generation (Eastman, Iyer, Liao-Troth, Williams, & Griffin, 2014; McDonald, 2015; Weber, 2017). There are a few critiques of this 20-year time frame as well as the idea of a millennial as a whole. Horovitz, 2001 notes that with technology changing so quickly and lifestyles changing due to it, perhaps groups of individuals only share characteristics with individuals within ten years of their birth. In an interview done with Professor Razzouk, a professor of marketing at La Sierra University (see Appendix A for a full transcript of the interview) it was noted that people born in the 80s are not very similar to those born in the later 90s and early 2000s (Razzouk, 2018). Later-born individuals were not old enough to remember some of the significant, life-changing events that brought together those born in the 80s. Further, Razzouk (2018) went on to mention that the term “millennials” is often used as a marketing ploy designed to be a catch-all for a large group people, projecting on to them what a millennial ought to be to better influence their behavior. This research acknowledges the issues with the term millennial and the discrepancies with the 20-year period, but to effectively match previous research findings to this study, the 20-year period will be used.
12 | Honors Scholarship Project Volume II
TABLE 1. SUMMARY OF DIFFERENCES IN INTERVALS OF MILLENNIAL BIRTH YEARS BIRTH YEAR INTERVAL 1977 – 1994
STUDY Sports Celebrity Influence on the Behavioral Intentions of Generation Y (Bush et al., 2004) Malls and consumption motivation: an exploratory examination of older Generation Y consumers (Martin & Turley, 2004)
1977 – 1997
The echo-boom generation: A growing force in American society (Alch, 2000) Generation Y female consumer decision-making styles (Bakewell & Vincent- Wayne, 2003) Generation Y: Purchasing Power and Implications for Marketing (Farris et al., 2002)
1978 – 1994 1979 – 2000
Endlessly Creating Myself: Examining Marketplace Inclusion Through the Lived Experience of Black and White Male Millennials (Thomas, 2013) Developers Give Gen Y What They Want (Kirk, 2011)
1980 - 1999
Monotony of social networking among millennial and its effect on social advertisement: a challenge to digital marketers (Singh, 2016)
1980 - 1999
The Role of Involvement on Milennials’ Mobile Technology Behaviors: The Moderating Impact of Status Consumption, Innovation, and Opinion Leadership (Eastman et al., 2014) 5 Ways Marketers Can Break Through to Millennials (Koeppel, 2017) Are Millennials Really the “Go-Nowhere” Generation? (McDonald, 2015) Discovering the Millennials’ Personal Values Orientation: A Comparison to Two Managerial Populations. (Weber, 2017)
1981 – 1996
Pew Research Center
1981 – 1999
Understanding Generation Y and their use of social media: a review and research agenda (Bolton et al., 2013)
1982 – 1999
Generational Differences in Work Values: Leisure and Extrinsic Values Increasing, Social and Intrinsic Values Decreasing (Twenge, Campbell, Hoffman, & Lance, 2010)
1984 – 2002
After Gen X, Millennials, what should next generation be? (Horovitz, 2001)
Social Media Marketing to the Millennial Generation |13
These birth years encompass all individuals turning 18 – 38 in 2018. This group includes teens and young adults finally maturing into adulthood, and this maturity means that they have established their own sets of norms and behaviors (Mascarenhas & Higby, 1993). Many of these behaviors that we will heretofore note as generational personalities were derived from group stereotypes researchers found within this generation. A few of the personality traits of this cohort includes confident, self-expressive behavior, liberalism, racial and ethnic diversity, less religiosity and more education than the generation before them (Pew Research Center, 2010). This group is said to be very narcissistic in their attitudes and behaviors, with more self-sufficiency and focus on individuating passions than the generations before them (Campbell, Goodie, & Foster, 2004; Farris et al., 2002; Kroeger & Abugideiri, 2017; Sebor, 2006; Twenge & Campbell, 2008; Weber, 2017). Numerically, they are the largest generation segment in the United States (McDonald, 2015), and researchers have estimated that they take up a fourth of the world’s population, numbering around 76 to 80 million worldwide (Farris et al., 2002; Kirk, 2011; Singh, 2016). Although all these characteristics are very useful in differentiating this generation from the ones before it, there is one characteristic that most researchers agree to be defining of this generation. This is the integration of technology into their daily lives. The individuals of this generation are digital natives, having had early and frequent exposure to computers (Bolton et al., 2013; Kilian, Hennigs, & Langner, 2012; Koeppel, 2017). They came of age in a time where there were rapid advances in communication, technologies, media, and globalization (Park & Gursoy, 2012). This pervasiveness of technology and media had a notable effect on their behavior (Farris et al., 2002). They are significantly more likely than the generations before them to participate in technologyassisted behaviors (Djamasbi, Siegel, & Tullis, 2010). According to a study done by the Pew Research Center (2010), 6 in 10 U.S. millennials cite the internet as their primary source for news, 9 in 10 spend time browsing the web, and 8 in 10 sleep with a cell phone by their bed. 93% of U.S. millennials own a smartphone (Jiang, 2018). Figure 1 chronicles the rise of technology, specifically the internet, during the years of growth and maturity of a millennial. As you can see, by the year 1990, when
the oldest of Millennials would be just ten years old, almost half of American adults had used a computer. Five years later, 18 million Americans would have a computer in the home with access to the internet. By the time older millennials were reaching the latter half of their teenage years, the first cellphone with internet capabilities would be released by Nokia. By the year 2000, when all of the members of this generation had been born, about half of all American adults had used the internet. As millennials grew into their maturity, technology mirrored their growth. The early 2000s saw the rise of popular social media sites such as Myspace, Facebook, YouTube and Twitter, and by 2008, 19% of Americans could access these sites from their mobile devices. Favorite products such as the iPhone and the famous massively multiplayer online role-playing game World of Warcraft were also developed at this time. By 2010, 35% of adults had cell phones with application capabilities and social photo sharing sites like Pinterest and Instagram launch. The timeline, unfortunately, ends with 2013, but at that time Facebook had reached 1 billion active users, and Ecommerce sales had topped $1 trillion worldwide (Pew Research Center, 2014). With this unprecedented, rapid growth of technology occurring within the developmental period of this generation. It’s easy to see then, why researchers say that technology is the key differentiating factor that sets apart the millennial life (Eastman et al., 2014). From their love of technology came the millennial’s love of social media (Hewlett, Sherbin, & Sumberg, 2009). According to Razzouk (2018), social media is content that is generated then distributed socially. There is a platform by which this media gets distributed which is called a social media site. Colloquially, social media has now come to mean the mediums themselves rather than the media that is shared. Within this paper, the terms “social media” and “social media site” will be used interchangeably to mean the mediums by which content is distributed. With this in mind, social media sites are internet-based mediums through which people can create public or semi-public profiles to connect, interact, and share media with a group of others (Uhrig, Bann, Williams, & Evans, 2010). This model allows a many to many sharing of content among users (Kilian et al., 2012). There are many different types of social media sites. There are online review/rating sites,
14 | Honors Scholarship Project Volume II
1995 Pierre Omidyar launches eBay, originally named Auction Web
1997 Netflix launches as a company to send DVDs to homes via mail
1995 Amazon opens for business
1995 18 million American homes now online
2001 Wikipedia launches and writes over 20,000 encyclopedia entries in the first year
1997 Google.com registers as a domain
2003 Myspace.com is founded and is adopted by musicians seeking to share music and build their fan bases
2001 The average internet user spends 83 minutes online
1999 41% of adults are now using the internet
2003 Linkedin launches
2003 Skype lauches
1996 Nokia releases the first cellphone with internet capabilities
1995
2000
Social Media Marketing to the Millennial Generation |15
2010 Social photo-sharing sites like Pinterest and Instagram are launched
2004 Facebook is launched and goes on to become the world’s biggest social media site
2005 YouTube is found on Valnetines Day
2013 56% of Americans own a smart phone of some kind
2006 Twitter Launches
2007 Apple releases first Iphone 2012 E-commerce sales top $1 trillion world wide
2005
2010
16 | Honors Scholarship Project Volume II
social networking services, virtual game worlds, video sharing sites, content community sites, wikis, internet forums, and location-based social media (Krishnamurthy & Dou, 2008; Zeng & Gerritsen, 2014). The sites have become a part of everyday life (Chu & Kim, 2011). They are so pervasive within modern culture that they are the top online destination in every country, encompassing the majority of time spent online and reaching over half of all internet users (Nielsen, 2009). This type of Internet-based social interaction is not entirely new; in fact, it has been around for 20 years (Inks, Schetzsle, & Avila, 2012). Recently, however, it has grown to an unprecedented amount, allowing people to express themselves in a way that has never been so widespread and immediate (Kroeger & Abugideiri, 2017). In America alone, social media sites have overtaken the routines of daily life. Pew Research Center has identified six major social media sites: YouTube, Facebook, Instagram, Pinterest, Snapchat, and Twitter. Americans use YouTube more than any other site, with 7 in 10 considering themselves an active user (Pew Research Center, 2018). About 7 in 10 Americans also use Facebook, 4 in 10 use Instagram, 3 in 10 use Pinterest and Snapchat, while only 2 in 10 use Twitter (Pew Research Center, 2018). Those who do use social media tend to include it as a part of their daily routine. 70% of Facebook users, 60% of Snapchat and Instagram users, and 50% of Twitter and YouTube users incorporate each social media into their daily life (Pew Research Center, 2018).
According to Pew Research Center (2018), the generation that uses social media the most are the millennials. This generation uses social media to generate and maintain not only interpersonal relationships but also fictitious ideas of their ideal personas (Wickel, 2015). They spend an average of eight hours a day on social media (Leonhardt, 2015), with about two-thirds of them always connected, regularly updating their social media profiles on the go via smartphone (Twenge, 2009). In fact, millennials are so techno-literate that they often update social media profiles while also browsing the internet, texting, shopping, and reading at the same time (Ofcom, 2013; Singh, 2016). By the time they are 21 years old, it is estimated that millennials will have seen 23 million media messages, or perhaps even more for those of the generation who are not yet at that age (Sebor, 2006). They do not just spend a lot of time browsing these sites, but they also actively contribute with follows, likes and retweets, the social currency of the generation (Bolton et al., 2013; Zhang, Abound Omran, & Cobanoglu, 2017). Statistically, 9 in 10 millennials use at least one form of social media; 94% use YouTube, 80% use Facebook 78% use Snapchat, 71% use Instagram, 45% use Twitter and 71% visit a platform multiple times per day (A. Smith & Anderson, 2018). It is clear that social media use is paramount to the individuals of this generation. How, then, do the traits of this generation, and their technological use relate to marketing?
Social Media Marketing to the Millennial Generation |17
Review of Literature
Millennials & Consumerism According to historians Hollander and Germain (as cited in Wolburg & Pokrywczynski, 2001), marketers as early as the 1920s saw the value in the young adult market segment, and this continues today as this segment is one of the most coveted of all. There are several reasons why a tremendous amount of effort is put into reaching this group. Those who live on college campuses are especially popular due to their sheer size, the role of trendsetter they are often placed in, the loyalty to brands that students develop then take way into adulthood, and their receptiveness to new products (Wolburg & Pokrywczynski, 2001). At this point in history, millennials include college students and those just entering the workplace. They are now the largest segment of U.S. consumers coming it at thrice the size of the generation before them (Cheng, 1999; Koeppel, 2017). Not only do they surpass the previous generation in size, but they also do so in economic power. Researchers have cited them as enormously wealthy (Cheng, 1999; Djamasbi et al., 2010; Eastman et al., 2014; Farris et al., 2002). They have more spending power now than any previous generations did at their age (Wolburg & Pokrywczynski, 2001). Some estimates put their spending ex-
penses between $155 - $200 billion a year (Djamasbi et al., 2010; Lazarevic, 2012; Nusair, Bilgihan, Okumus, & Cobanoglu, 2013). They are very compulsive shoppers with little concern for costs, few financial responsibilities, a hunger for new products, and a propensity to buy products immediately (Sebor, 2006). It is behaviors like these coupled with their economic prosperity that has led marketers to believe that this generation represents the perfect customer (Sebor, 2006). Unfortunately for marketers, this generation is resistant to traditional marketing efforts (Megehee, Dobie, & Grant, 2003; Wolburg & Pokrywczynski, 2001). Traditional marketing includes mostly outbound marketing, the type of marketing in which an advertisement is created then sent out to the general population with hopes that at least 10 – 15% of the population will see the ad and it will be relevant to their needs (Razzouk, 2018). Common examples of traditional marketing techniques include billboards, newspaper advertisements, television advertisements, and radio advertisements. Researchers have found that millennials are difficult to reach using these strategies (Barnes & Lescault, 2014; Cheng, 1999). Part of the
Social Media Marketing to the Millennial Generation |19
reason they are so difficult to reach via these media is the fact that they are more diverse than the generations before them and they seek their entertainment from a wide variety of outlets (Wolburg & Pokrywczynski, 2001). With such a diverse generation using a variety of media, there is no one size fits all. A marketer who is sending out flyers or billboards in hopes to reach this generation will have a hard time because the chances that many millennials are not only seeing but internalizing the messages on those advertisements are meager. They have become so accustomed to intrusive marketing practices of this kind that they are not likely to focus on the messages portrayed (Bakewell & Vincent-Wayne, 2003). This resistance to traditional marketing tactics makes it difficult for marketers to acquire them as customers and makes it even harder to maintain their loyalty (Farris et al., 2002; Sebor, 2006; Wood, 2004). Wolburg & Pokrywczynski (2001) hypothesized that this lack of brand loyalty could be in part because most millennials grew up with constant exposure to advertising. Cheng (1999) found that the internet is an effective alternative to traditional marketing efforts. However, other research has found that people tend to see online advertisements as intrusive and ineffective (K. T. Smith, 2011). This is even truer for millennials because they are subjected to 23 million media messages by the time they are 21, they are desensitized to an onslaught of identical marketing media (Sebor, 2006).
been the internet (Ha, 2008). This tool provides effective marketing strategies, most notably its precision in targeting consumers. Most social media sites give you the option of age ranges, gender, interests and more for marketers defining the parameters of the individuals they are trying to reach (Razzouk, 2018). The internet is not only useful in allowing precise targeting of consumers but also in allowing consumers to find and connect with brands. Over half of all active social media users follow a brand (Nielsen, 2009). This spells good news for brands because they are able to use these connections for effective image building and brand awareness, thus leading to the increase of sales (Alameddine, 2013). Further, users who find brands they love are likely to create and post positive content regarding these brands which can create new customers from the people these users are connected with (Bowen, 2015). If consumers are not posting or contributing to a brand’s hype, it is likely that they are at least observing the movements of the brand (Schlosser, 2005; Shao, 2009). In fact, most consumers use social media to observe rather than to actively participate (Jones, Ravid, & Rafaeli, 2004). Bilgihan and colleagues (2014) found that this observation has two goals, to find information and to experience pleasure. Razzouk (2018) suggests that if a consumer is in need of making a purchase, a quick search on social media can help them decide which business to give their patronage to. This could signify that in order to attract patrons, a business needs to exist on the sites where consumers are searching. Finally, marketing to millennials via social media also follows a simple marketing principle – go where your consumers are. With 93% of millennials using some form social media site, it follows that a marketer trying to reach this generation would need to be on these sites as well (Smith & Anderson, 2018). Finally, social media has been very crucial in the develOpment of their consumer identity. These
Research shows that it is through the use of social media that marketers are the most successful in reaching this generation of cohorts
Social Media Marketing While consumers have reported online ads are annoying and intrusive, research shows that it is through the internet, specifically through the use of social media, that marketers are the most successful in reaching this generation of cohorts. The fastest growing marketing medium of the past decade has
20 | Honors Scholarship Project Volume II
websites affect their expectations of service, formations of buying habits, engagements with brands, and brand loyalty (Bolton et al., 2013). The consumer socialization of this generation has been propelled by their constant presence on social media which suggests that a business presence on these sites is crucial for the formation of a relationship between a brand and a millennial. Because of this newfound knowledge of social media marketing, many firms have begun incorporating social media as a key component to their marketing tactics (Lim, Jeen-Su, Lim, Kee-Sook, & Heinrichs, 2014). Researchers believe that social media could be the key to leveling the playing fields when it comes to big and small businesses (K. T. Smith, 2009). With a surplus of brands utilizing social media marketing, how then does a company diversify itself from its competition? This paper will examine a variety of different social media marketing techniques that can be utilized by brands, hopefully giving readers insight into effective ways marketers can turn social media into sales, even amidst competition. Researchers have not spent much time detailing the different types of social media marketing. Most firms use what is known as sponsored advertising in order to reach their target markets. This include image and video advertisements created by a company, with payments going directly to the social media site, for a guarantee of an audience. While a quick scroll through any social media site finds mostly sponsored advertisements, there are other types of advertising campaigns as well. These campaigns focus mostly on electronic word of mouth, using user-generated content to get the word out about brands or products. This area, again, has not been well researched. One company that has taken its time to detail these types of usergenerated social media ad campaigns is Dummies. Dummies is a company dedicated to transforming hard to understand facts into easy to use data (“About For Dummies,” n.d.). It details five types of social media ad campaigns: user-generated content contests, brand utilities, podcasts, sponsored conversations, and blogger outreach. This study will not be taking into account podcast campaigns because podcasts are not a whole social media marketing campaign, but rather are syndicated as parts of other campaigns
(Consumer Dummies, n.d.). User-generated content contests are structured competitions built around users who contribute something in return for rewards. For example, a competition could ask users to repost a photo of a product the brand is advertising and one of the individuals who reposts the photo is then chosen to win the advertised product. Brand utilities are those that provide a consumer with some sort of utility application of actual value. A simple example of this is a brand-sponsored Snapchat filter. Some brands will sponsor a fun filter that users can take photos with and send to their friends that advertises the specific company or a specific product. Sponsored conversations are any kind of online conversation about a brand. The most basic kind of sponsored conversation is a hashtag. Many brands, especially on Twitter, will sponsor a hashtag, asking people who follow the brand to tweet about the company as a whole or a specific product using that hashtag. Finally, there is blogger outreach. Despite the word “blogger” in its title, this is really just outreach to influential members of a social media community, asking them to use their brand then communicate to with followers what they like about the company. While all of the previously mentioned ad campaigns are very popular, Dummies has indicated that blogger outreach is the most common.
Social Proof Marketing This paper postulates that perhaps blogger outreach ad campaigns are the most popular because they are the most successful. The theory behind what makes blogger outreach so popular is the Theory of Social Proof. Social Proof is rooted in the idea of consumer socialization, a process by which young people learn relevant skills and knowledge about their function as consumers in the marketplace (Ward, 1974). One way these individuals can determine appropriate behavior for themselves is through observing the behavior of others, especially those they believe to be similar to themselves (Cialdini, Wosinska, Barrett, Butner, & Gornik-Durose, 1999). In essence, social proof is just what the name suggests: proof. When an individual sees another behaving a certain way, that becomes proof that this is acceptable (Rieck, 2000). Researchers have found evidence that individuals do
Social Media Marketing to the Millennial Generation |21
behave as their peers do in a variety of diverse situations. The effect of social proof is observed in small behaviors such as returning a lost wallet (Hornstein, Fisch, & Holmes, 1968), or littering in a public space (Cialdini, Reno, & Kallgren, 1990), to more dangerous behaviors like approach a scary dog (Bandura, Grusec, & Menlove, 1967), engaging in promiscuous activity (Buunk & Bakker, 1995), or even in deciding whether or not to commit suicide (Garland & Zigler, 1993). Perhaps if these mimicking behaviors are so pervasive throughout everyday life, a degree of mimicking can take place via social media as well. Hypothetically, if an individual posts on social media, explicitly saying “this is the product I use, and this is why I like it,” it could become a way by which others decide that using this product is okay. This idea that social proof can affect people by offering evidence that those close to them are using a product, thus heightening their awareness of and likelihood to use the product, is mostly unexplored by researchers and marketers (Das, Kramer, Dabbish, & Hong, 2014). This paper suggests that the theory could be useful as a marketing tactic, specifically through social media and specifically with the millennial generation. Social media is shifting the socialization pattern of individuals from one person socializing with another to many people capable of reaching many others (Solis, 2010). Thus, just by reaching out to one influencer within a community and asking that individual to provide direct proof about their love of a product, tens of thousands of individuals can be affected by this social proof instantaneously. And these tens of thousands of people are just the followers of the influencer. If a few of that influencer’s followers then share their love of a product, the number of people being affected by social proof grows exponentially. This theory should be especially useful in affecting the consumer socialization of millennials because, as found by Viswanathan & Jain (2013), when looking for a product or service, millennials seek their peer’s approval to raise their confidence and to better fit in with their friends. This process of socialization in millennials is significantly affected by social media because it helps them develop their identity (Kilian et al., 2012). Researchers have found that another key way for individuals to develop and express their
identity is through consumption. This theory, termed symbolic consumption, suggests that people use different products to convey attributes about themselves (Belk, Mayer, & Bahn, 1982). This makes social media the perfect platform for marketing to millennials because they are able to use both this platform and the products they buy to assert their identity. This is good news for marketers for two reasons. First, if an individual likes a brand so much that they view it as a part of their identity, they are likely to share their love of this brand with their friends. Christofides and colleagues (2011), supports this idea with their findings that what individuals share about themselves on social media are a part of what they believe to be their identities. Next, if individuals are looking to their friends for cues on what products to buy as the theory of social proof and consumer socialization suggests, posts by other users about the brands they love could be very instrumental. Brands have found that social media posts from users praising their brands can turn their simple marketing messages into viral marketing phenomenon (Kaplan, 2012). This type of viral marketing through a sort of electronic word of mouth helps a marketer’s message better penetrate a medium. It allows users to feel like they have happened upon a product rather than had this product thrust upon them which leads to higher loyalty and return over the long term (Sebor, 2006). Marketing to millennials in the most straightforward sense is giving them something to talk about (Sebor, 2006). It is evident that they are willing to compliment brands via social media and Chu and Kim (2011) have found that this type of electric word of mouth is a very effective strategy. It is also not a complicated strategy to utilize because millennials like engaging with companies and sharing their opinions of brands (Zeng & Gerritsen, 2014). In fact, with a primary goal of delighting customers, a brand is likely to generate user content about their products because about 62% of delighted consumers share their experiences (Swanson & Davis, 2012). Razzouk (2018) expresses it as such: if an individual spends time engaging and connecting with a brand, and has a delightful experience doing it, they may then consider themselves as a friend to the brand. When a consumer moves from being just a consumer to being a friend, then they will
22 | Honors Scholarship Project Volume II
establish a lasting sense of loyalty. This is crucial to any millennial marketing tactic because when an individual is fiercely loyal to a brand, it will be harder for competitors to steal them. In tying all this back into the theory of social proof, it is important to remember that customers will always trust other customer’s opinions or the opinions of their friends and family, more than any advertisement (Chevalier & Mayzlin, 2006; Kerrane, Hogg, & Bettany, 2012). So, marketers who reach out to Influencers in the social media community, asking them to share their favorable opinions of a brand, are creating what is hypothesized here to be the best way to reach a millennial. With millennials, it is not only feasible to influence them using proof from other users on a site, but it is also possible to shape them into becoming an evangelist for a brand. This paper regards social proof as the best marketing tactic to use when trying to influence a millennial. Social proof can further be broken down into five types. These types were coined by Aileen Lee, a partner at a venture firm that focuses on consumer internet ventures. She is cited as believing that engineering a product to generate social proof can lead to amplifying a product’s discovery and influence (Lee, 2011). She lists five ways in which a marketer can engineer their product to do so. The first is expert social proof. Expert social proof, as the name suggests, is having approval from a credible expert. An example of this within the social media sphere is having an endorsement from a beauty guru. Beauty gurus are usually YouTubers, sometimes Instagram or Twitter stars who have spent years making videos on how to use specific makeup products. People who watch their videos regard them as experts within the sphere of beauty because of the sheer volume of products they have tried and the vast amount of makeup arrangements they can put together. Getting expert social proof in this sense would mean having a beauty guru express how much they enjoy a particular product within a social media post or video. The next type of social proof Lee describes is celebrity social proof. Celebrity social proof has been around long before social media. Halstead (2006) found that celebrities are an essential part of the consumer socialization process of millennial females, and Bush and colleagues
(2004) found that celebrity sports athletes have some influences on the brand choices of adolescence. User social proof are basic testimonials that come from other users. A primary example of this is individuals who write reviews on products online. This type of social proof marketing does not necessarily have to include people a consumer knows. Just the act of seeing another consumer that is satisfied can have an impact on the choices of individuals. Remember, Chevalier and Mayzlin (2006) found that consumers trust other consumers opinions. The last two types of social proof marketing include groupings of people. The first is wisdom of crowds social proof who’s basic idea is that when a brand is wildly popular, the numbers imply that such a significant subset of people cannot be wrong. An example of this on social media is brands that have a large follower count. Lastly, there is the wisdom of friends social proof which can be explained by the basic consumer socialization process that young adults usually go through. Friends have been found to be the primary socialization agent, especially for young adults who are establishing themselves as independent from their parents (Goerge P. Moschis, Moore, & Stanley, 1984). The basic idea behind this is that just through a friend on social media saying that they like or use a specific brand, another user can be persuaded to try that brand. While this paper is suggesting that social proof is the best kind of social media marketing for millennials, it also acknowledges that there are issues with the theory. Firstly, it has been found that a need for social approval is low and a dislike for conformity is paramount in the Millennial generation (Twenge, Campbell, Hoffman, & Lance, 2010). With a small need for social approval, this generation would not be susceptible to social proof. The whole concept of social proof being effective to millennials hinges on the idea that millennials want to conform to the behavior of their peers. Further, it has also been found that media messages suggesting a behavior as the “norm” is not very influential on this generation either (Mascarenhas & Higby, 1993). Again, these findings negate the very idea of social proof marketing which pushes normative media messages. With social proof marketing, the message is “everyone is doing it, so you should too.” Although these researches have interesting find-
Social Media Marketing to the Millennial Generation |23
EXPERT SOCIAL PROOF
BRAND UTILITIES SOCIAL MEDIA CONTESTS
CELEBRITY SOCIAL PROOF
SOCIAL PROOF
USER SOCIAL PROOF
SOCIAL MEDIA MARKETING
SPONSORED LINKS
WISDOM OF CROWDS
WISDOM OF FRIENDS
BRAND CONVERSATIONS
Figure 2. Subsects of social media marketing and social proof marketingon social media
ings, this paper still hypothesizes that social proof marketing is the best kind of social media marketing to millennials, because while a few studies detail the lack of conformity of the generation, there is a wealth of studies that claim the individuals of this generation to be conformists. Finally, to touch on the fact that user-generated content contests, brand utilities, and sponsored conversations also have a hint of social proof marketing within them, it is important to note that most of these other kinds of user-driven social media marketing tactics do not have the critical testimonial component. So, when participating in a contest or using a brand utility or joining a sponsored
conversation, it is not necessary for an individual to testify as to why they enjoy using a brand. With blogger outreach it is. Blogger outreach, or as it will be referred to from here onwards, social proof marketing, requires users to utilize social media to testify about their feelings towards a product.
24 | Honors Scholarship Project Volume II
Review of Literature
Nature of Current Study The literature reviewed here has led to one realization: millennials are ready to spend, but marketers are having a hard time converting their advertisements to sales. Previous research has been done on the effectiveness of ads on this generation (Joshi, 2013; K. T. Smith, 2011, 2012) and it has been found that social media is the most effective due to the importance of social media to this generation. The newness of social media, however, presents a problem. Because social media is relatively recent in the history of advertising, not much research has gone into understanding how it is utilized by marketers (Alameddine, 2013). Research has shown that social media is the most effective advertising tool for this generation, but it is unknown if one type of social media advertisement is better than the other. Any research that has been done on this topic is limited to nonexistent. This is best summed up by Razzouk (2018) when he noted that most marketers are really just trying to figure out how to best reach this generation, but realistically, they do not know how. This current study is important because it will be attempting to fill these gaps in research and hopefully give marketers more insight on how to effectively garner millennial interest. This study will be looking at a case study, a focus group,
and quantitative data from an online questionnaire to answer several research questions. The research questions are as follows: RQ 1: How important is social media to a millennial’s daily lifestyle? RQ 2: How effective are social media marketing tactics to millennials? RQ 3: How does social proof marketing compare to other social media marketing tactics they experience? RQ 4: What type of social proof marketing is the most effective? The first two question are confirmatory questions, to match the data of this study with that of other studies. Although the overall climate of marketing research to date suggesting that social media is essential to the millennial’s lifestyle, not many pieces of research asks millennials how they feel about social media. This study will focus on doing that. Next, other researches have also suggested that social media marketing is very effective to this generation, but this study will attempt to both quantify and qualify this effectiveness. The next two research questions will be analyzed through the testing of
Social Media Marketing to the Millennial Generation |25
two hypothesis. For the first question, it is hypothesized that social proof marketing will be the most effective in garnering interest amongst millennials via social media. This hypothesis is based on research that has found this type of marketing to be very useful (Amblee & Bui, 2011; Chu & Kim, 2011; Lee, 2011; Sebor, 2006). It is also hypothesized that wisdom of friends social proof marketing will be the most effective type because of research that states that friends are very influential in the consumerization of millennials (Halstead, 2006; George P. Moschis, 1976; Viswanathan & Jain, 2013). This paper will be broken down into three studies
to look at these research question. The first two studies are qualitative. The first is a case study about the make-up brand Glossier and their social media marketing tactics. This will look at research questions four and five, specifically at the effectiveness of social proof marketing and its different types. Next, a focus group will be used to look at all the research questions and to get a qualitative idea of the answers to them. Finally, an online survey questionnaire will be employed to obtain quantitative data that assesses all the research questions and both hypotheses.
26 | Honors Scholarship Project Volume II
Social Media Marketing to the Millennial Generation |27
28 | Honors Scholarship Project Volume II
One of the reasons why this paper hypothesizes that social proof marketing is the best kind of social media marketing is because there are many examples of its success on the web. One outstanding example of said success is the brand Glossier. The following pages will examine this brand’s use of social proof marketing and the effect this type of marketing has had on the brand’s success.
Case Study
GLOSSIER
Overview. The makeup company Glossier was started in 2014 by the former art student, model, TV personality and Vogue employee, Emily Weiss (Bruner, 2016; Larocca, 2018). From her time working in the beauty industry, she began to feel that a lot of companies were built on telling women that they were not good enough, and as a result, women were reluctant to talk openly about their beauty routines for fear that it would come off as vanity (Giacobbe, 2017). Weiss wanted to change that. Four years before Glossier, she started a blog called Into the Gloss (Bruner, 2016; Giacobbe, 2017; Larocca, 2018). The primary focus of her blog was talking about beauty routines candidly. The blog’s signature column was called Top Shelf. For this column, she interviewed celebrities like Kim Kardashian, models like Karlie Kloss, and beauty Bosses like Bobbie Brown, photographed their medicine cabinets, and asked them to reveal their everyday grooming habits (Hart, 2018; Larocca, 2018). She grew her blog following to over 1.5 million unique views per month (Giacobbe, 2017). After spending four years talking to women about what beauty products they used and why they enjoyed using those products, Weiss found
a common denominator of four products that women frequently recommended as staples of their skin routines. These were a moisturizer, a face mist, a skin tint, and a lip balm (Mlotek, 2016). These were the four products with which she launched Glossier in October of 2014 (Larocca, 2018; Mlotek, 2016). Like her blog, Weiss built Glossier with her real women in mind. She wanted a company that would keep communication channels open with these women, monitoring any feedback received carefully so that they could make products women loved using (Loizos, 2018). She achieved this through a variety of methods. Most notable is Glossier’s Customer Feedback Loop. Glossier employees invite top customers to be a part of a group Slack channel where they exchange over 1,100 messages per week (Bruner, 2016). They also carefully read and respond to the messages received on Instagram from current or potential customers (Giacobbe, 2017). Using this model, the brand now has created 24 different products ranging in price from $12 to $35 (Giacobbe, 2017). Over the past four years, the company has grown to a multimillion-dollar make
up empire worth about $34 million (Larocca, 2018; Pruett, 2018). Weiss credits most of her company’s growth to the use of social media marketing (Pruett, 2018). This, according to Avins (2016), is because many legacy makeup brands have a hard time connecting with their millennial audiences via social media but Weiss, being a millennial herself, can innately understand it.
Analysis. The marketing of Glossier is dramatically different from the marketing of most other makeup companies. Glossier rejects the tropes of cosmetic advertising: the traditionally beautiful models with dramatic makeup choices and the message that consumers could be as beautiful as those models if they used the products advertised. In its place, Glossier advertises with images of real women, flaws and all, using their product (Avins, 2016). Their campaigns focus on marketing authenticity and belonging rather a constant strife to look like traditional concepts of beauty (Mandell, 2018). The chief way in which they achieve this message of belonging is through social proof. While models and celebrities can also provide their own version of social proof, but Glossier’s focus is on regular people (Avins, 2016). Weiss is noted as having the belief that every single customer can be an influencer for the brand, no matter who they are (Avins, 2016; Hart, 2018). This has had a huge impact on her business marketing model. The key players in most of the brand’s marketing tactics are consumers who share their experiences with other consumers (Larocca, 2018). The medium these consumers choose most often is a social media website. Because of this, Glossier’s marketing has become user-generated content created and shared by followers of the brand (Bruner, 2016; Hart, 2018). This content is most often posted to social media, with the brand tagged or named in a hashtag (Bruner, 2016). These tags are used to garner interests in potential customers, then over time exposure to Glossier influencers can turn hashtags into followers, followers into brand influencers, and influencers into a community (Pruett, 2018). The creation of a community establishes the sense of belonging that was mentioned before as the core of Glossier’s marketing tactics.
The brand strives to foster these connections. Their company’s socialization model is driven by a human aspect, their chief goal, creating a brand that makes consumers feel like their sitting down with a friend, sharing makeup tips (Long, 2017). While there are brands out there trying to be a friend to their consumers, Glossier wants to be each of their users closest friends (Larocca, 2018; Tiku, 2016). This is due to their belief that there is nothing more impactful than a recommendation of a friend (Wischhover, 2017). Weiss credits 90% of her company’s revenue growth to this friendship and community they have created with her consumers (Pruett, 2018). A more in-depth look at Glossier’s brand evangelist model finds that the brand reaches out to influencers with the intent to tap into wisdom of friends social proof or wisdom of crowds social proof. As explained before, wisdom of friends social proof is the idea that people are likely to use a product if their friends also use it, whereas wisdom of crowds social proof is the idea that people are likely to use the product if a large group of other individuals also choose to use it. According to Glossier, the number one way people find out about their brand and their products is through wisdom of friends social proof (Robey, 2016). Referrals from peers have proven to be so influential in gaining new, loyal customers for the brand that they have built an entire program around those customers that are engaged and sharing their love for Glossier with their friends (Robey, 2016). These programs allow motivated brand evangelists to get commissions for those of their friends that become buyers (Larocca, 2018). These evangelists who are continually sharing their love for the brand then create an environment where their friends, through social proof, feel as if they need to try the product and also talk about their love for the product. This is very similar to the loyalty programs of door-to-door salespeople, but it has proven very effective in the social media sphere because of the many-to-many model of such websites. This model has also proven so useful in the creation of the wisdom of crowds social proof for Glossier. With multiple influencers sharing with their thousands of friends about Glossier, and with a fraction of those friends then sharing with their thousands of friends about Glossier, it’s easy to
Figure 3. A screenshot of the Glossier’s Instagram Page
30 | Honors Scholarship Project Volume II
32 | Honors Scholarship Project Volume II
Figure 4. An example of Glossier’s Instagram advertisements.
create a buzz. It’s easy for consumers to start seeing Glossier everywhere, and this constant exposure to Glossier posts can cause users to believe that everyone is using it. When consumers begin to see a large group of people using the same product, they feel as if they should be using the product as well. Glossier also uses celebrity and expert social proof as a part of their marketing tactics. One example of this is their marketing campaign for a blush they call Cloud Paint. To market Cloud Paint, they hired ten
Social Media Marketing to the Millennial Generation |33
of this include hashtags that consumers can use that provide an opportunity to get featured on Glossier’s Instagram page or to be interviewed by the Weiss’s blog (Hart, 2018) and FaceTime and live Facebook videos where employees can converse with consumers (Pruett, 2018). Other, more tradition outbound marketing campaigns include movie product placements and billboard and bus ads.
Results. • Does not disclose exact revenue numbers (Loizos, 2018) • 34 Million dollar company as of January (Larocca, 2018) • Funding now at $86 million (Mandell, 2018) • Revenues are up 600% year over year (Giacobbe, 2017) • Had 60,000 names on a waitlist for its nineskin care makeup products in 2016 (Tiku, 2016) • Flagship has more sales per square foot than the average apple store (Giacobbe, 2017) • 70% of online sales due to peer-to-peer referrals (Giacobbe, 2017) • Has 1.1 Million Instagram followers • Has over 189,000 posts with #glossier
Conclusion.
makeup artists to use the blush on clients attending the Oscars and to post the results on social media using the hashtag #cloudpaint (Giacobbe, 2017). The product resulted in 1,700 regrams in one week, and 6,368 images of cloud paint on Instagram within the month (Giacobbe, 2017). While most of Glossier’s marketing techniques included social proof, their success cannot wholly be attributed to that form of marketing. They have also used sponsored conversations on social media contests. A couple of examples
This paper hypothesizes that social proof marketing is the most effective type of social media marketing. Glossier is examined here to present a successful company ran by social proof marketing. Their high revenue reports show just how useful this kind of marketing technique can be. This case study is especially valuable for the conversation about how to market to millennials because reporters have found that the marketing tactics of this brand are very effective with this generation (Avins, 2016; Bruner, 2016; Hart, 2018; Larocca, 2018). These same reporters have also noted that the majority of the brand’s consumers are millennials. With revenues so high, and the majority of these revenues coming from millennials, this brand exemplifies the incredible success marketers can have in reaching this generation through this type of marketing.
36 | Honors Scholarship Project Volume II
This paper will also examine a small focus group of millennial marketing students, exploring what these students believe to be the best type of marketing technique for this generation. This focus group analysis looks at a series of questions. First, which social media sites do millennials use? How often do millennials use said sites? How important is social media to the millennial lifestyle? How do millennials react to social media advertisements? Which type of social media advertisement is the most effective? And finally, which type of social proof marketing is the most effective?
Social Media Marketing to the Millennial Generation |37
Focus Group
Perceptions of Social Media Method. The Focus Group included 12 participants who were born between 1980 and 2000. All participants were volunteers recruited from the Topics in Social Media Marketing class at La Sierra University. A researcher visited the course during their scheduled meeting time, and all those who wanted to participate in the focus group signed an Informed consent. The focus group was conducted in the classroom during lecture time. A series of questions were derived from the overarching research questions. See Appendix B for a full list of questions asked of the focus group as well as notes the interviewer took on the responses.
Results. Qualitative data analysis revealed overarching themes that answer each of the research questions. Firstly, millennials use a wide variety of social media sites. Amongst the social media sites mentioned were Instagram, Snapchat, Twitter, LinkedIn, YouTube, and Pinterest. Interestingly, most of the focus group members agreed that Facebook was not a social media site that millennials enjoyed using. One group member spoke up against the crowd, saying they do use Face-
book, but they were relatively alone in their beliefs. It is also interesting to note that Instagram, Snapchat, and Twitter are the first sites that come to mind when social media is mentioned. YouTube and Pinterest were only mentioned after prompting by the interviewer. The individuals in this focus group spend a lot of time on social media. The sites where most individuals agreed that they spend the most time were Twitter and YouTube. Those who use YouTube estimated 4 – 5 hours daily. One individual admitted to staying up until 4 am in the morning watching videos on YouTube. Those who did not spend a long time on YouTube expressed that they used Twitter instead. They did not like YouTube because the duration of each video made them feel like they were wasting time. So, whereas they would be reluctant to watch a 20-minute YouTube video, they are likely to find themselves spending that time scrolling through Twitter. As stated before, most of the focus group members do not use Facebook, but the one individual who did note that they spent about an hour and a half to two hours on Facebook, daily. The group also agreed that like Facebook, the number of millennials using Snapchat was dwindling. Our next research question was about the impor
38 | Honors Scholarship Project Volume II
tance of social media to the daily life. The group agreed that social media was not something they felt they could live without. Given a time frame of 36 hours, everyone in the group said that they could detach themselves from social media for that period. It was also noted that individuals did not feel addicted to social media. Instead, they thought that it was a modern convenience they use merely because it is available. Despite their insistence that they could live without social media, it is seemingly a large part of their routine. Almost everyone in the group agreed that social media was something they did as a reward after a day of hard work. Other individuals noted that they spent a little so much time on social media that it felt like they were using it to reward themselves for getting up in the mornings. The next series of questions the researcher asked was concerning advertisements. Group members complained about having to see social media advertisement daily. It was pointed out that every fourth or fifth post on Instagram there was an ad. YouTube fans complained about the frequency of YouTube advertisements, noting that it was the site they experienced the most advertisements on. Most of the group said that they did not enjoy most forms of advertisements, though it was mentioned that some advertisements are occasionally are interesting and pull focus. They claimed it was rare to click links to advertisements on social media and even more unusual to buy a product through the links provided. Interestingly, they suggested that this lack of purchase was not because the ads were ineffective, but instead because of a lack of funds. Next, the researcher went on to talk about specific types of social media ads. Group members claimed to see social media contests frequently, but only participated in these contests once every couple of months. For brand conversations such as hashtags or Instagram lives, these were used just under very particular conditions. For example, some individuals talk about using hashtags for niche communities, and others spoke about watching Instagram lives for close friends or celebrities. Group members stated that they were inclined to use brand utilities, mainly if they were “more fun” but it was rare that a brand utility led to the purchase of a product. Social proof marketing gets mixed reactions. Some individuals will unfollow brand ambassadors, especially when they don’t feel like the product they are
promoting is cohesive with the individual’s brand. If the brand ambassador is promoting a product they would use, individuals are more receptive to it. They noted that expert brand influencers made them want to buy a product more. Celebrity brand influencers got mixed reviews. Promotions by celebrities for products that did not go with a personal brand was also seen as annoying. If the celebrity advertises products that an individual could conceive themselves buying, then it was likely that they would go on to use it. Group members said that they would trust other users on social media giving brands good reviews, especially if it is apparent that they are not getting paid. As for wisdom of crowds, some individuals like larger brands no matter what, whereas others preferred the feeling of knowing about a good brand everyone else is oblivious to. This type of discrepancy in responses is also present for wisdom of friends social proof. Some individuals enjoy getting reviews from their friends because they can use their friends as guinea pigs, whereas others do not trust their friend’s taste. All in all, the group agreed that social proof is the most effective of all the marketing techniques. Of the Social proof techniques, respondents agreed that wisdom of friends social proof was the most effective, followed by expert social proof.
Conclusion. This focus group of millennials brought to light, interesting facts about how this generation views social media and different types of advertisements. Social media is a huge part of the millennial lifestyle with some individuals spending upwards of four hours on just one website. Although this group did claim to be able to live without social media, they had integrated the use of social media into their everyday routines. They experienced many advertisements in their daily use of social media, and most were not happy about it. The only moments in which an individual could delight in an ad was when the ad seemed tailored to their specific interests. In spite of the occasional interesting advertisement, the group agreed that social media advertisements would rarely lead to sales. It is agreed that despite the general ineffectiveness of most social media advertisements, wisdom of friends social proof and expert social proof are overall the most effective.
Social Media Marketing to the Millennial Generation |39
42 | Honors Scholarship Project Volume II
For the online survey, several scales were developed aimed at answering the four research questions and testing the two hypotheses. The first hypothesis is that social proof marketing will be the most effective in garnering interest in millennials via social media. This hypothesis is based on research that found this type of marketing to be very useful (Amblee & Bui, 2011; Chu & Kim, 2011; Lee, 2011; Sebor, 2006) and was confirmed by the case study of Glossier that showed social proof marketing techniques as highly effective in selling their products to millennials and the focus group of millennials who mostly agreed that it was the type of marketing preferred. It is also hypothesized that wisdom of friends social proof marketing will be the most effective type because of research that states that friends are very influential in the consumerization of millennials (Halstead, 2006; George P. Moschis, 1976; Viswanathan & Jain, 2013). It was also proven useful in Glossier’s marketing campaign, and most of the focus group members agreed that it was the most effective of all other types of social proof marketing.
Online Survey
Method Participants . This study included 634 participants recruited from Amazon’s Mechanical Turk service. Mechanical Turk is an online marketplace for individuals who need an on-demand workforce, (i.e., a large group of people to participate in a research study.) Each participant was paid $0.50 to participate in the short five minutes survey that will be described in the subsequent section. Sixty-five participants were removed from the sample before analyzing the data. Several factors were examined to determine if a participant’s data was adequate to stay in the study. First, age was investigated. If a participant reported that they were above 38 years old, they were removed because they were too old for the millennial generation as defined by this study. Individuals who indicated that they were less than 18 years old were also excluded. Assumedly, because Amazon Mechanical Turk only uses workers over the age of 18, these ages were typos. With no way to verify this, however, we had to remove these data because they would also neglect to meet this study’s millennial requirement. One issue that was encountered due to the use of Mechanical Turk is that many of the individuals using the site had little care to completing the survey carefully. Instead, they ran through the study quickly to collect their payment. To screen for those participants, we looked at the section of the survey that asked for the amount of time, in hours, that an individual spent on social media per day and all participants who entered more than 24 hours were removed. One individual
did not have any social media accounts. Because this study focuses exclusively on social media marketing, their data were excluded from all analyses as well. After all extraneous data was removed, there were 569 participants left in the study. This included 338 male participants, 228 female participants, and three nonbinary/ agender participants of varying ethnicities (see Figure 5 for a breakdown by ethnicity). As stated before, all participants were between the ages of 18 and 38 (M = 29.78; SD = 4.42). All participants had at least one social media account; 514 had Facebook, 473 had YouTube, 355 had Instagram, 352 had Twitter, and only 223 had Snapchat (see Figure 6 for a breakdown of social media use by percentage). The average participant in this study spent the most time on YouTube (M = 3.78; SD = 4.40) and the least amount of time on Snapchat (M = .70; SD = 1.50) (see Figure 6 for a breakdown of social media use by time in hours and frequency of use). The social media sites focused on for these demographics are the top four social media sites that millennials use, as noted by Pew Research Center (Pew Research Center, 2018). Finally, Figure 7 looks at a breakdown of social media use according to age, gender, ethnicity, and education level. The biggest discrepancies in use can be found on Instagram with 75% of females using Instagram compared to only 53% of males, on Snapchat with 50% of Latinos using Snapchat compared with the next highest level of use found in Caucasians at 40%.
GENDER 59% Males
40% Females
1% Agender
EDUCATION 14% High School or Less
28%
Some College or Tech School
44%
Completed College
ETHNICITY 67% Caucasian
10%
AfricanAmerican
8% Asian
18 - 38 y/o Participants were recruited from Amazon’s Mechanical Turk where they were paid $0.50 to participate in this study. 634 participants were recruited and after outliers were removed 569 remained
14%
Graduate or Post Grad Studies
8% Mixed Race
6% Latino
1% Native American Figure 5. Sample breakdown by demographics
Social Media Usage by Percentage
Social Media Usage by Hours
Social Media Usage by Frequency
2.5 hours spent on Facebook
Facebook: 66% Use Daily 13% Use Weekly 21% Use Less Often
3.8 hours spent on YouTube
YouTube 70% Use Daily 20% Use Weekly 10% Use Less Often
1.3 hours spent on Instagram
Instagram 41% Use Daily 17% Use Weekly 42% Use Less Often
1.3 hours spent on Twitter
Twitter 40% Use Daily 16% Use Weekly 44% Use Less Often
0.7 hours spent on Smapchat
Snapchat 25% Use Daily 12% Use Weekly 63% Use Less Often
Figure 6. Sample usage of social media broken down by each site
YouTube 82% of Males
88% of Males
Insta
53%
94% of Females
84% of Females
88% of 18-28 y/o
83% of 18-28 y/o
61
92% of 29-38 y/o
83% of 29-38 y/o
64
95% | Grad/Post Grad Studies 92% | College Graduates 89% | Some College or Tech School 84% | High School or Less
74% | Grad/Post Grad Studies 81% | College Graduates 89% | Some College or Tech School 89% | High School or Less
92% | Caucasians 93% | AfricanAmericans 94% | Asians
85% | Caucasians 67% | AfricanAmericans 94% | Asians
61% | Caucasians
78% | Latino
88% | Latino
62% | Latino
86% | Mixed Race
79% | Mixed Race
67% | Mixed Race
67% | Grad/Post Grad Studies
64% | College Graduates 65% | Some College or Tech School 50% | High School or Less
71% | AfricanAmericans 62% | Asians
agram
% of Males 75% of Females
Twitter 63% of Males 60% of Females
1% of 18-28 y/o
61% of 18-28 y/o
4% of 29-38 y/o
63% of 29-38 y/o
t s
s r l s
e
59% | Grad/Post Grad Studies 64% | College Graduates 65%| Some College or Tech School 56% | High School or Less
Snapchat 36% of Males 44% of Females 50% of 18-28 y/o 32% of 29-38 y/o
38% | Grad/Post Grad Studies 37% | College Graduates 44% | Some College or Tech School 38% | High School or Less
62% | Caucasians
40% | Caucasians
50% | AfricanAmericans 65% | Asians
38% | AfricanAmericans 31% | Asians
69% | Latino
50% | Latino
72% | Mixed Race
35% | Mixed Race
Figure 7. Percentage of each demographic that uses each social media site
50 | Honors Scholarship Project Volume II
Measures. All measurement items for this study were created based on various other research on social media marketing and are aimed towards understanding millennial consumer behavior. Initially, 12 different scales of 2 or more measures each were created to answer the research questions and test the hypotheses. Table 2 provides the psychometric properties of these items. Because many of the scales were at least edited if not entirely created by the researcher, the reliability of each scale was computed. Due
to time constraints in the study, the alpha reliability tests were completed post hoc. Reliability was identified by Cronbach’s alpha with a minimum of .70 (Cronbach, 1970). As seen in Table 2, many of these scales did not meet the cut off for reliability, so the dimensions were further examined, and new scaling was created. Table 3 shows the scales used to test each dimension that corresponds to a specific research question or hypothesis that is being tested.
TABLE 2. RELIABILITY STATISTICS FOR ORIGINAL CONSTRUCT MEASURES DIMENSION
SCALE ITEM MEASUREMENT SCALE
CRONBACH’S PREVIOUS ALPHA FOR SCALE ITEMS SCALE ARE BASED ON
Importance of social media
.894
Jenkins-Guarnieri, Wright, & Johnson, 2013; Ross et al., 2009
.159
Vinerean et al., 2013
I feel out of touch when I haven’t logged on to social media in a while I would like it if everyone used social media to communicate
5-point Likert scale Strongly Disagree to Strongly Agree
I would be disappointed if I could not use social media at all I get upset when I can’t log on to social media I prefer to communicate through social media Social media plays an important role in my social relationships I enjoy checking my social media account I don’t like social media
Perceived effectiveness of social media advertisements in general
How often have you experienced ads on your social media profile (including sponsored ads, social media contests, brand conversations, brand utilities, and brand ambassador ads)? How often do you buy a product or service because of an online advertisement? I often pay attention to advertisements on my social media feed
Never – Seldom – Sometimes – Often – Very Often Last item measured on a 5-point Likert scale of strongly disagree to strongly agree
Social Media Marketing to the Millennial Generation |51
Perceived effectiveness of social media contests
Perceived Effectiveness of social media brand conversations
Perceived effectiveness of social media brand utility
Perceived effectiveness of social proof marketing
Perceived effectiveness of social proof marketing
Perceived effectiveness of expert social proof
How often do you participate in social media contests? How often has participating in a social media contest lead to you purchasing the product or service the contest sponsored? How often have you participated in social media brand conversations (such as using a hashtag, or joining a live video)?
Never – Seldom – Sometimes – Often – Very Often
.799
Vinerean et al., 2013
Never – Seldom – Sometimes – Often – Very Often
.763
Vinerean et al., 2013
Never – Seldom – Sometimes – Often – Very Often
.852
Vinerean et al., 2013
Never – Seldom – Sometimes – Often – Very Often
.744
(Vinerean et al., 2013)
Never – Seldom – Sometimes – Often – Very Often
.744
Vinerean et al., 2013
.187
Vinerean et al., 2013
How often has participating in a social media brand conversation lead you to purchasing the product or service sponsored? How often have you participated in brand utilities (such as brand sponsoring a snapchat filter or a brand sponsoring an Instagram page of user generated photos)? How often has participating in a brand utility lead to you purchasing the product or service the utility was sponsored by? How often have you promoted a brand on social media (with or without being paid to do so)? How often do you buy a product or service because of an influencer/ ambassador advertisement (users being paid to advertise a product)? How often have you promoted a brand on social media (with or without being paid to do so)? How often do you buy a product or service because of an influencer/ ambassador advertisement (users being paid to advertise a product)? How often do you buy a product or service because of the recommendation of an expert?
Never – Seldom – Sometimes – Often – Very Often
I often pay attention to posts by experts on a brand.
Second item measured on a 5-point Likert scale of strongly disagree to strongly agree
52 | Honors Scholarship Project Volume II
DIMENSION
SCALE ITEM MEASUREMENT SCALE Perceived effectiveness of celebrity social proof
How often do you buy a product or service because of the recommendation of a celebrity?
Never – Seldom – Sometimes – Often – Very Often
I often pay attention to posts by celebrities on a brand.
Second item measured on a 5-point Likert scale of strongly disagree to strongly agree
Perceived effectiveness of user social proof
How often do you buy a product or service because of the recommendation of another user?
Never – Seldom – Sometimes – Often – Very Often
I often pay attention to posts by other users on a brand.
Second item measured on a 5-point Likert scale of strongly disagree to strongly agree
Perceived effectiveness of wisdom of crowds social proof
How often do you buy a product or service because a large group of people recommended it?
Never – Seldom – Sometimes – Often – Very Often
I often pay attention to brands that have a large following.
Second item measured on a 5-point Likert scale of strongly disagree to strongly agree
Perceived effectiveness of wisdom of friends social proof
How often do you buy a product or service because of the recommendation of your friends?
Never – Seldom – Sometimes – Often – Very Often
I often pay attention to brands that a large portion of my friends recommend.
Second item measured on a 5-point Likert scale of strongly disagree to strongly agree
CRONBACH’S PREVIOUS ALPHA FOR SCALE ITEMS SCALE ARE BASED ON .250
Vinerean et al., 2013
.216
Vinerean et al., 2013
.184
Vinerean et al., 2013
.136
Vinerean et al., 2013
Social Media Marketing to the Millennial Generation |53
TABLE 3. RELIABILITY STATISTICS FOR CORRECTED CONSTRUCT MEASURES DIMENSION
SCALE ITEM MEASUREMENT SCALE
CRONBACH’S PREVIOUS ALPHA FOR SCALE ITEMS SCALE ARE BASED ON
Importance of social media in general
.894
Jenkins-Guarnieri, Wright, & Johnson, 2013; Ross et al., 2009
I feel out of touch when I haven’t logged on to social media in a while I would like it if everyone used social media to communicate
5-point Likert scale Strongly Disagree to Strongly Agree
I would be disappointed if I could not use social media at all I get upset when I can’t log on to social media I prefer to communicate through social media Social media plays an important role in my social relationships I enjoy checking my social media account I don’t like social media
Perceived effectiveness of social media advertisements in general
How often do you buy a product or service because of an online advertisement?
Never – Seldom – Sometimes – Often – Very Often
N/A
Vinerean et al., 2013
Perceived effectiveness of sponsored advertisements
How often do you access a link on a sponsored advertisement (video or photo advertisements marked “sponsored”) on your social media feed?
Never – Seldom – Sometimes – Often – Very Often
.788
Vinerean et al., 2013
Never – Seldom – Sometimes – Often – Very Often
.799
(Vinerean et al., 2013
How often do you buy a product from a sponsored advertisement on your social media feed?
Perceived effectiveness of social media contests
How often do you participate in social media contests? How often has participating in a social media contest lead to you purchasing the product or service the contest sponsored?
54 | Honors Scholarship Project Volume II
Perceived effectiveness of social media brand conversations
How often have you participated in social media brand conversations (such as using a hashtag, or joining a live video)?
Perceived effectiveness of social media brand utility
How often have you participated in brand utilities (such as brand sponsoring a snapchat filter or a brand sponsoring an Instagram page of user generated photos)?
Never – Seldom – Sometimes – Often – Very Often
.763
Vinerean et al., 2013
Never – Seldom – Sometimes – Often – Very Often
.852
Vinerean et al., 2013
Never – Seldom – Sometimes – Often – Very Often
.744
Vinerean et al., 2013
How often has participating in a social media brand conversation lead you to purchasing the product or service sponsored?
How often has participating in a brand utility lead to you purchasing the product or service the utility was sponsored by?
Perceived effectiveness of social proof marketing
How often have you promoted a brand on social media (with or without being paid to do so)?
Perceived effectiveness of expert social proof
How often do you buy a product or service because of the recommendation of an expert?
Never – Seldom – Sometimes – Often – Very Often
N/A
Vinerean et al., 2013
Perceived effectiveness of celebrity social proof
How often do you buy a product or service because of the recommendation of a celebrity?
Never – Seldom – Sometimes – Often – Very Often
N/A
Vinerean et al., 2013
Perceived effectiveness of user social proof
How often do you buy a product or service because of the recommendation of another user?
Never – Seldom – Sometimes – Often – Very Often
N/A
Vinerean et al., 2013
Perceived effectiveness of wisdom of crowds social proof
How often do you buy a product or service because a large group of people recommended it?
Never – Seldom – Sometimes – Often – Very Often
N/A
Vinerean et al., 2013
How often do you buy a product or service because of an influencer/ ambassador advertisement (users being paid to advertise a product)?
Social Media Marketing to the Millennial Generation |55
Perceived effectiveness of wisdom of friends social proof
How often do you buy a product or service because of the recommendation of your friends?
Never – Seldom – Sometimes – Often – Very Often
N/A
Vinerean et al., 2013
All measurement items for this study were created based on various other research on social media marketing and are aimed towards understanding millennial consumer behavior. The first research question inquires whether or not social media is important to this generation. This scale of importance was adapted from Jekins-Guarnieri and colleagues (2009). The next research question focuses on the effectiveness of social media marketing to millennials. Initially, effectiveness was operationalized to mean a recollection of social media ads, paying attention to these ads and the buying of a product because of an advertisement. This was heavily based on a scale created by Vinerean and colleagues (2013) where response to an ad was measured using the number of times a consumer “takes action” such as accessing a site or buying a product. A Cronbach’s Alpha test for reliability yielded less than .70, so the scale was revisited. To operationalize effectiveness within our analyses, the only action that was examined was the action of purchasing an ad. Seeing as the ultimate goal of marketing is to generate sales, it is assumed that the question about purchasing would be the most pertinent in determining if an ad was effective. This measurement of an action response is also used in the scales for the last two research questions. To examine how social proof marketing compares to other marketing
tactics, this study looks at the response each type of marketing garners, specifically in participation and purchasing. Participation was chosen as the action to be studied at for the various kinds of social media marketing because, as stated before, these campaigns run on user-generated content, meaning users are invited to participate. The only type of social media marketing that does not encourage a user to participate is sponsored advertisements. For these, action is measured as Vinerean and colleagues (2013) did in their original study: accessing a link and purchasing a product. Finally, in examining how each type of social proof marketing compares with the other, this study looks at response in the form of buying a product or service. Originally, the scale also included paying attention to each advertisement, but after a low-reliability score, purchasing was chosen as the sole scale item. This is because, as rationalized with an earlier scale, the effectiveness of an ad is distinguished by whether it can get people to buy the product. Each scale as it appears in the online questionnaire can be viewed in Appendix C.
Online Survey
Results
The first research question asks about the perceived importance of social media to a millennial’s daily life. With a maximum score of 40, the sample showed a relatively low perceived importance of social media (M = 14.27; SD = 5.97). Next, this study’s second research question asked about the perceived effectiveness of social media marketing tactics in general and a low overall sample mean (M = 2.09; SD = 1.0), which denotes a low overall perceived effectiveness social media marketing tactics in general, was found. A three-way ANOVA was used to analyze this research question further. This looked at the effects of ethnicity, gender, and education level on the perceived effectiveness of social media marketing. Because the data is not normally distributed, some variable levels were aggregated so each level would have more participants. For ethnicity (skewness of 1.8, SE = .10; kurtosis of 1.96, SE = .20), the levels used were African American, Caucasian, and other; for gender (skewness of .48, SE = .10; kurtosis of -1.46, SE = .20), nonbinary participants were not included in the analyses due to their small sample size; and for education (skewness of -.24, SE = .10; kurtosis of -.68, SE = .20), the levels used were ‘did not complete college’ and ‘completed college.’ There were outliers in
the data, but after running the test with and without these outliers, no differences in results were found. There was a statistically significant main effect of gender on the effectiveness of social media ads (F(1, 554) = 13.747, p < .001, partial η2 = .02). Figure 8 shoes a graph of this main effect. Males perceive social media to be more effective than females did (M = .26; SE = .09; 95% CI [.06, .46], p = .007). There was also a statistically significant main effect of ethnicity on the effectiveness of social media ads (F(2, 554) = 5.33, p = .005, partial η2 = .02). African participants perceived social media advertisements as more effective than Caucasian participants did (M = .534; SE = .139; 95% CI [.26, .81], p < .001). All other races, including Native American, Asian, Latino and mixed-race participants, found social media marketing more effective than Caucasian participants did (M = .29; SE = .06; 95% CI [-.19, .14], p = .004). African Americans did not perceive social media advertisements to be more effective than the other races (excluding Caucasians) did (M = -.29; SE = .10; 95% CI [-.48, -.092], p = .114). Figure 9 shows a graph of this main effect. Finally, there was also a statistically significant interaction effect of ethnicity and gender on the effectiveness of social media ads (F(2, 554) = 3.61, p = .028, partial η2 = .01). Figure
Social Media Marketing to the Millennial Generation |57
TABLE 4. RESULTS OF A THREE-WAY ANOVA TESTING ETHNICITY, GENDER, AND EDUCATION ON PERCEIVED EFFECTIVENESS OF AN AD VARIABLE df F SIGNIFICANCE
PARTIAL ETA SQUARED
Ethnicity
2
5.334
.005*
.019
Gender
1
13.747
< .001*
.024
Education
1
2.940
.087
.005
Ethnicity*Gender
2
3.614
.028*
.013
Ethnicity*Education
2
2.102
.123
.008
Gender*Education
1
.207
.649
.000
Ethnicity*Gender*Education
2
.192
.826
.001
Error
554
10 shows this interaction effect in graph form. There were no other education or interaction effects as seen in Table 3. To test the third research question and the hypothesis that social proof marketing is the most effective type of social media marketing, a one-way repeated measures ANOVA was conducted. Specifically, this test was used to assess whether there were statistically significant differences in the effect of each social media marketing tactic on the millennial generation. Different marketing tactics garnered statistically different effects (F(4, 2264) = 18.79, p < .001, partial Ρ2 = .03), with brand conversations (M = 3.87; SD = .08), sponsored links (M = 3.85; SD = 0.07) and social proof (M = 3.82; SD = .08) being viewed by this generation as the most effective type of marketing tactic while social media contests (M = 3.61; SD = .08) and brand utilities (M = 3.45; SD = .08) were seen less effective. Post hoc analysis with a Bonferroni adjustment revealed that Sponsored links had more of an effect on millennials than social media contests (M = .24; SE = .06; 95% CI [.06, .41]; p < .05) and brand utilities (M = .40; SE = .06; 95% CI [.23, .56];
p < .001) but was just as effective as brand conversations (M = -.02; SE = .06; 95% CI [-.19, .14]; p = 1.00) and social proof marketing (M = .03; SE = .06; 95% CI [-.15,.20]; p = 1.00). Social media contests had more of an effect on millennials than brand utilities (M = .20; SE = .06; 95% CI [.01, .31]; p < .05) but less of an effect than brand conversations (M = -.26; SE = .06; 95% CI [-.42, -.10]; p < .001) and social proof marketing (M = -.21; SE = .06; 95% CI [-.36, -.05]; p < .05). Brand conversations had more of an effect than brand utilities (M = .42; SE = .06; 95% CI [.25, .58]; p < .001) but was just as effective as social proof (M = .05; SE = .06; 95% CI [-.12, .22]; p = 1.00). And finally, brand utility was not as effective as social proof marketing (M = -.37; SE = .06; 95% CI [-.53, -.20]; p < .001). See Figure 11 for a graphic representation of this effect. A one-way repeated measures ANOVA was also used to determine whether there were statistically significant differences in the effect of each social proof marketing type on the millennial generation. Different social proof tactics garnered statistically different effects (F(4, 2264) = 223.46, p < .001, partial Ρ2 = .28), with wisdom of friends social proof
58 | Honors Scholarship Project Volume II
(M = 3.03; SD = 1.01) seen as the most effective type of social proof for this generation, followed by wisdom of crowds (M = 2.77; SD = 1.05), then user social proof (M = 2.67; SD = .99), then expert social proof (M = 2.54; SD = 1.04) and finally celebrity social proof (M = 1.82; SD = 1.00) seen as the least effective type. Post hoc analysis with a Bonferroni adjustment revealed that wisdom of friends social proof had more of an effect on millennials than expert social proof (M = .50; SE = .05; 95% CI [.36, .63]; p < .001), celebrity social proof (M = 1.22; SE = .05; 95% CI [1.08, 1.35]; p < .001), another user (M = .36; SE = .04; 95% CI [.25, .47]; p < .001), and wisdom of crowds social proof (M = 1.22; SE = .05; 95% CI [1.08, 1.35]; p < .001). Wisdom of crowds social proof had more of an effect on millennials than expert social proof (M = .23; SE = .04; 95% CI [.12, .35]; p < .001) and celebrity social proof (M = .95; SE = .05; 95% CI [.82, 1.09]; p < .001) but had relatively the same effect as user social proof (M = .10; SE = .04; 95% CI [-.01, .20]; p =.08). User social proof had more of an effect on millennials than expert social proof (M = .13; SE = .04; 95% CI [.02, .25]; p < .05), and celebrity social proof (M = .85; SE = .04; 95% CI [.73, .98]; p < .001). Expert social proof had more of an effect than celebrity social proof (M = .72; SE = .05; 95% CI [.59, .85]; p < .001). See Figure 12 for a graphic representation of this effect.
M = 2.20 95% CI [2.09, 2.30]
M = 1.93 95% CI [1.81, 2.06]
Male
Female Gender
Figure 8. The impact of gender on the effectiveness of a social media advertisement.
Social Media Marketing to the Millennial Generation |59
M = 2.50 95% CI [2.25, 2.75]
M = 2.25 95% CI [2.08, 2.42]
Average Perceived Effectiveness of Social Media Ads
M = 1.97; 95% CI [1.87, 2.07]
Caucasian
African-American
Other
Ethnicity Figure 9 . The impact of ethnicity on the effectiveness of a social media advertisement.
60 | Honors Scholarship Project Volume II
Average Perceived Effectiveness of Social Media Ads
M = 2.91 95% CI [2.55,
M = 2.03 95% CI [1.89, 2.17]
M = 1.89 95% CI [1.76, 2.01]
Caucasian
Af
Male
1 2.27]
Female
M = 2.35 95% CI [2.12, 2.57] M = 1.96 95% CI [1.63, 2.29]
frican-American Ethnicity
M = 2.09 95% CI [1.85, 2.33]
Other
Figure 10 . The interaction of ethnicity and gender as they impact the effectiveness of an ad campaign.
62 | Honors Scholarship Project Volume II
M = 3.87 95% CI [3.79, 4.17]
Co nv Br er an sa d tio ns
Sp o Li nso nk r s ed
So
ci al P
ro o
f
M = 3.61 95% CI [3.85, 3.48]
So c Co ial nt M es ed ts ia
Ut Bra ili nd tie s
M = 3.45 95% CI [3.75, 3.39]
M = 3.82 95% CI [368, 4.05]
M = 3.85 95% CI [3.77, 4.12]
Figure 11 . The perceived effectiveness of each social media marketing tactic.
Social Media Marketing to the Millennial Generation |63
M = 2.77 95% CI [2.71, 2.95]
M = 2.67 95% CI [2.58, 2.78]
M = 2.53 95% CI [2.42, 2.64]
So Ce ci leb al ri Pr ty oo f
e Pr rt S oo oc f ia l
Ex p
Us e Pr r So oo ci f al
M = 1.82 95% CI [1.82, 2.02]
W Cr isdo ow m ds of
W Fr isdo ie m nd o s f
Average Perceived Effectiveness of Social Media Ads
M = 3.04 95% CI [2.93, 3.14]
Figure 12 . The perceived effectiveness of each type of social proof.
66 | Honors Scholarship Project Volume II
Discussion
Interpretation of Results For this study, four research questions were examined. Firstly, the importance of social media to a millennial’s daily life was questioned. Then, the effectiveness of social media marketing in general, next, social proof marketing was compared to other social media marketing tactics, and finally, all types of social proof were examined to find the most effective. Time was spent looking at social proof marketing because it was hypothesized to be the most effective type of marketing. It was also hypothesized that wisdom of friends social proof was the most effective type of social proof marketing. In looking at the perceived importance of social media to a millennial’s daily life, the overall score of the sample was low. Not only did online survey find this result numerically, but focus group participants also showed a general apathy regarding social media. They felt that they were not attached to social media at all. This was surprising because many studies noted social media as very important to this generation (Bolton et al., 2013; Bush et al., 2004; Hewlett et al., 2009; Kroeger & Abugideiri, 2017; Park & Gursoy, 2012). This could suggest that social media is not as important to this generation as previously indicated. Or perhaps, this generation incorrectly perceives that social media is not very important to their
lives. An experiment that does not involve a self-report scale may garner different results. If social media is not very important to this generation, however, it throws off the premise of this paper. Razzouk (2018) suggested that a critical aspect of marketing is advertising on the medium your consumers use, and this paper proposes that social media is this medium for millennials. While the demographic data shows that millennials are spending time on social media, results show that this might not be the most effective way of reaching out to this generation. What this low importance score could suggest is that social media marketing is not a viable source for marketers trying to reach this generation because, in the future, something better could come along that could capture the generation’s interest and render social media marketing more ineffective. This is a possibility seeing as research has noted this generation as being notoriously fickle and disloyal (Bush et al., 2004; Farris et al., 2002; Megehee et al., 2003; Sebor, 2006; Wolburg & Pokrywczynski, 2001; Wood, 2004). Not only is social media seemingly unimportant to a millennial’s life, but also the exploration of research question two shows that using it as a marketing tool is not very effective either. While the case study showed
Social Media Marketing to the Millennial Generation |67
Glossier’s enormous success and the focus group members claimed that some ads were effective and would lead to purchasing products from social media were they not college students, the online survey found that millennials did not perceive social media advertisements to be very effective. As stated before, effectiveness was operationalized to mean how often individuals chose to buy a product or service due to an online advertisement. The sample’s mean suggests that people seldom buy products due to these types of ads, therefore also suggesting a low overall effectiveness of this type of marketing. While this overall score is low, it is important to note that the perceived effectiveness of social media marketing was not compared to the effectiveness of other types of advertisements. Thus, this study does not negate the findings of past research; it only supplements these findings by suggesting that if social media is the most effective, other marketing tactics are not very effective at all. The low score could also tie back to the fact that millennials are seeing 23 million media messages by the time they are 21 (Sebor, 2006). They have become so accustomed to these frequent, intensive, personalized advertisements that it has been found that they tend to seek out quality marketing tactics instead (Bakewell & VincentWayne, 2003). It has even been noted that people see online ads to be intrusive, ineffective and informative (K. T. Smith, 2011). These findings, as well as the low overall perceived importance of social media to a millennial’s life, could suggest that more work has to be done on the part of marketers in figuring out a new, more effective way to reach this generation. As Razzouk (2018) stated, there is now room for something new to emerge in the place of social media because people are getting tired of it. This study further analyzes the overall perceived effectiveness of social media marketing by breaking down the effect by ethnicity, gender, and education. In looking at ethnicity, the data suggests that these types of advertisements are the most effective on African Americans, least effective on Caucasians. Data on gender shows that ads are more effective on males than females. Finally, an analysis of both these effects shows social media marketing as being most effective on African American males. This could suggest that social media marketing is an especially effective tactic if the consumer a marketer is trying to reach is an African American male.
Next, the study looked at how social proof marketing compares to other types of social media marketing tactics. It was hypothesized that social proof marketing would be the most effective type, but results of the online survey did not prove that to be true. Focus group participants mentioned that they thought it was the most effective, but the online survey found that millennials perceived it to be just as effective as brand conversations and sponsored links. Social media contests and brand utilities were seen as the least effective type of social media marketing. This suggests that if a marketer is trying to reach this generation, social proof can be just as useful as brand conversations and sponsored links. While brand utilities and social media contests were perceived to be the least effective, they still had relatively high sample means, suggesting that millennials enjoy participating in these user-generated marketing tactics and that they are effective in creating sales. It is important to note the discrepancy between the high perceived effectiveness of each type of social media marketing and the low perceived effectiveness of social media marketing in general. This will be discussed further in the Limitations and Future Research Section. Finally, the study looked at which type of social proof tactic was perceived to be the most effective, finding, as hypothesized, that wisdom of friends was the most effective. Wisdom of crowds and user social proof were also seen as very effective suggesting that the types of social proof that showed peers being interested in particular products garnered better results than the type of social proof that showed individuals who were not very close in status to the buyers such as expert social proof or celebrity social proof. It was surprising that expert social proof and celebrity social proof were found to be the least effective of all types of social proof. This contradicts the findings of Mascarenhas & Higby (1993) who had discovered that media informative influences, such as expert social proof, was more influential than the normative, “everybody is doing it” type of media messages, such as wisdom of friends or wisdom of crowds social proof. Perhaps, this discrepancy in findings has to do with the 25-year difference between when Mascarenhas and Higby conducted their study and when this present study was conducted.
68 | Honors Scholarship Project Volume II
Discussion
Limitations and Future Research There were several limitations to this study. For the case study, actually speaking to representatives from the company rather than just looking at magazine and newspaper articles would have given a more in-depth look at social proof marketing. For the focus group portion of the study, there should have been more than one focus group that was analyzed in order to get a more comprehensive look at millennial responses. Just looking at a group of college students in a small university in California means that the responses garnered are not representative of the population. For the online survey, the scales should have been created, tested, and modified before the research began. Had this been done, low-reliability scores would have been pinpointed earlier and scales could have been adjusted to get more precise results. Unfortunately, a lack of time and money made these pre-tests impossible. Further, during analyses, it was noted that some questions could have been worded for clearer understanding. For example, the question that asks for hours per day spent on each social media site was phrased as such “In the past week, approximately how many hours per day have you spent on. . .” In reviewing the responses to this question, it was found that many participants
chose hours that were more than the 24 per day. This suggests that the “In the past week” phrase could have confused participants into thinking that the question was asking how many hours were spent on each social media site throughout the entire week. Also, as noted before, the effectiveness of each type of social media marketing was much higher than the effectiveness of social media marketing in general. This could suggest that a better scale could have been chosen to pinpoint the effectiveness of social media marketing in general. Any researcher thinking of studying the effects presented in this paper should take the time to develop a good questionnaire before continuing the research. Also, it is important to note that there was no way of assuring that all participants in the study were millennials. With participants taking the survey online, it would be easy for them to lie about their age. Further, with the study being aimed at a community that uses an online service to get paid, results could have been skewed. If an individual is so connected via the internet that they are using it to supplement their income, there is probably more of a chance that social media is more integrated into their lifestyle. This study, although a good beginning exploration
Social Media Marketing to the Millennial Generation |69
into the theories of social proof marketing and other marketing tactics, raised a few questions for researchers in the future to explore. Firstly, this study could be more effectively done as a true experiment. For example, if a researcher has the funds, they could track the social media buying habits of a group of participants by getting permission to tap into their accounts and examine their behavior for a period of time. Research could look at how different types of marketing or social proof marketing compare across different platforms. For example, is celebrity social proof more effective when it is implemented on Twitter? Or are brand conversations less useful on Facebook than Instagram? These questions could help marketers to pinpoint fur-
ther the best way to target customers based on the type of advertisements that they would like to use. Finally, this study raises one crucial point for marketers and researchers alike to look into. There was a gap in advertising effectiveness found in this study. This suggests that there is this space for the next big thing to come to light that will provide even more effective types of advertisements for this generation. With this in mind, this study suggests that marketers and researchers be on the hunt to fulfill this generationâ&#x20AC;&#x2122;s needs for better marketing tactics.
https://www.umassd.edu/cmr/social-
References
mediaresearch/socialcommerce/ Belk, R., Mayer, R., & Bahn, K. (1982). The Eye
Cheng, K. (1999). Setting their sites on Generation “Y.” Adweek Eastern Edition, 40(32), 46.
of the Beholder: Individual Differences
Chevalier, J. A., & Mayzlin, D. (2006). The Ef-
in Perceptions of Consumption Sym-
fect of Word of Mouth on Sales: Online
About For Dummies. (n.d.). Retrieved May 16,
bolism. ACR North American Advances,
Book Reviews. Journal of Marketing
2018, from http://www.dummies.com/
NA-09. Retrieved from http://acrweb-
Research (JMR), 43(3), 345–354. https://
about-for-dummies/
site.org/volumes/6059/volumes/v09/
doi.org/10.1509/jmkr.43.3.345
Alameddine, A. (2013). Perceptions of execu-
NA-09
Christofides, E., Muise, A., & Desmarais, S.
tives from seven selected companies
Bilgihan, A., Cheng, P., & Kandampully, J.
(2011). Hey Mom, What’s on Your Face-
of the use of social media in marketing
(2014). Generation Y’s dining informa-
book? Comparing Facebook Disclosure
practices (Ed.D.). Pepperdine Universi-
tion seeking and sharing behavior on
and Privacy in Adolescents and Adults.
ty, United States -- California. Retrieved
social networking sites: An exploratory
Social Psychological and Personality
from https://search.proquest.com/abi-
study. International Journal of Contem-
Science, 3(1), 48–54.
global/docview/1436276259/abstract/
porary Hospitality Management; Brad-
F0E292474D244288PQ/2
ford, 26(3), 349–366.
Chu, S.-C., & Kim, Y. (2011). Determinants of consumer engagement in electronic
Alch, M. L. (2000). The echo-boom genera-
Bolton, R. N., Parasuraman, A., Hoefnagels,
word-of-mouth (eWOM) in social net-
tion: A growing force in American so-
A., Migchels, N., Kabadayi, S., Gruber,
working sites. International Journal of
ciety. The Futurist; Washington, 34(5),
T., … Solnet, D. (2013). Understanding
Advertising, 30(1), 47–75. https://doi.
42–46.
Generation Y and their use of social me-
org/10.2501/IJA-30-1-047-075
Amblee, N., & Bui, T. (2011). Harnessing the
dia: a review and research agenda. Jour-
Cialdini, R. B., Reno, R. R., & Kallgren, C. A.
Influence of Social Proof in Online
nal of Service Management; Bingley,
(1990). A focus theory of normative con-
Shopping: The Effect of Electronic Word
24(3), 245–267. https://doi.org/http://
duct: Recycling the concept of norms
of Mouth on Sales of Digital Microprod-
dx.doi.org/10.1108/09564231311326987
to reduce littering in public places.
ucts. International Journal of Electron-
Bowen, J. (2015). Trends affecting social
Journal of Personality and Social Psy-
ic Commerce, 16(2), 91–114. https://doi.
media: implications for practitioners
chology, 58(6), 1015–1026. https://doi.
org/10.2753/JEC1086-4415160205
and researchers. Worldwide Hospital-
Avins, J. (2016, December 1). Glossier is building a multimillion-dollar millen-
ity and Tourism Themes; Bingley, 7(3), 221–228.
org/10.1037/0022-3514.58.6.1015 Cialdini, R. B., Wosinska, W., Barrett, D. W., Butner, J., & Gornik-Durose, M. (1999).
nial makeup empire with Slack, Ins-
Bruner, R. (2016, May 24). This beauty start-
Compliance with a Request in Two
tagram, and selfies. Retrieved April
up has become so popular that it has
Cultures: The Differential Influence of
1, 2018, from https://qz.com/847460/
10,000 people on a waitlist for lipstick.
Social Proof and Commitment/Consis-
glossier-girls-emily-weiss-on-how-
Retrieved March 31, 2018, from http://
tency on Collectivists and Individual-
glossiers-customers-became-its-most-
www.businessinsider.com/how-glossi-
ists. Personality and Social Psychology
er-became-so-popular-2016-5
Bulletin, 25(10), 1242–1253. https://doi.
powerful-sales-force/ Bakewell, C., & Vincent-Wayne, M. (2003).
Bush, A. J., Martin, C. A., & Bush, V. D. (2004).
Generation Y female consumer deci-
Sports Celebrity Influence on the Be-
Consumer Dummies. (n.d.). The Differ-
sion-making styles. International Jour-
havioral Intentions of Generation Y.
ent Types of Social Media Marketing.
nal of Retail & Distribution Manage-
Journal of Advertising Research, 44(1),
Retrieved May 15, 2018, from http://
ment; Bradford, 31(2/3), 95–106.
108–118.
www.dummies.com/business/start-a-
org/10.1177/0146167299258006
Bandura, A., Grusec, J. E., & Menlove, F. L.
Buunk, B. P., & Bakker, A. B. (1995). Extrady-
business/small-business-marketing/
(1967). Vicarious extinction of avoid-
adic Sex: The Role of Descriptive and
the-different-types-of-social-media-
ance behavior. Journal of Personal-
Injunctive Norms. The Journal of Sex
ity and Social Psychology, 5(1), 16–23.
Research, 32(4), 313–318.
https://doi.org/10.1037/h0024182
Campbell, W. K., Goodie, A. S., & Foster, J.
marketing/ Cronbach, L. J. (1970). Essentials of psychological testing. New York: Harper and
Barnes, N. G., & Lescault, A. M. (2014). Mil-
D. (2004). Narcissism, confidence, and
lennials Drive Social Commerce: Turn-
risk attitude. Journal of Behavioral
Das, S., Kramer, A. D. I., Dabbish, L. A., &
ing Their Likes, Follows or Pins Into
Decision Making; Chichester, 17(4),
Hong, J. I. (2014). Increasing Security
a Sale. Retrieved May 10, 2018, from
297–311.
Sensitivity With Social Proof: A Large-
Row.
Scale Experimental Confirmation. In
Hacked Culture to Build a $100 Mil-
tems Research, 15(2), 194–210. https://
Proceedings of the 2014 ACM SIGSAC
lion Business That’s Disrupting Beau-
doi.org/10.1287/isre.1040.0023
Conference on Computer and Com-
ty. Retrieved March 31, 2018, from
Joshi, S. (2013). A Study on Digital Marketing
munications Security (pp. 739–749).
https://jumpermedia.co/glossier-
Preferences of Generation Y with Spe-
marketing-machine/
cific Reference to the Purchase of Lap-
New York, NY, USA: ACM. https://doi. org/10.1145/2660267.2660271
Hewlett, S. A., Sherbin, L., & Sumberg, K.
tops. PRIMA; New Delhi, 4(1), n/a.
Djamasbi, S., Siegel, M., & Tullis, T. (2010).
(2009). How Gen Y & Boomers Will
Kaplan, A. M. (2012). If you love something,
Generation Y, web design, and eye
Reshape Your Agenda. Harvard Busi-
let it go mobile: Mobile marketing and
ness Review, 87(7/8), 71–76.
mobile social media 4x4. Business
tracking.
International
Human-Computer 307–323.
Journal
Studies,
of
68(5),
Hornstein, H. A., Fisch, E., & Holmes, M.
https://doi.org/10.1016/j.
(1968). Influence of a model’s feeling
ijhcs.2009.12.006
about his behavior and his relevance
Horizons, 55(2), 129–139. https://doi. org/10.1016/j.bushor.2011.10.009 Kerrane, B., Hogg, M. K., & Bettany, S. M.
Eastman, J. K., Iyer, R., Liao-Troth, S., Wil-
as a comparison other on observers’
(2012).
liams, D. F., & Griffin, M. (2014). The
helping behavior. Journal of Person-
gies in practice: Exploring the co-con-
Role of Involvement on Milennials’ Mo-
ality and Social Psychology, 10(3),
structed nature of the child influence
bile Technology Behaviors: The Mod-
222–226.
process in family consumption. Jour-
erating Impact of Status Consumption,
https://doi.org/10.1037/
h0026568
Children’s
influence
strate-
nal of Marketing Management, 28(7-8),
Innovation, and Opinion Leadership.
Horovitz, B. (2001). After Gen X, Millenni-
Journal of Marketing Theory and Prac-
als, what should next generation be?
tice; Abingdon, 22(4), 455–470.
Retrieved March 18, 2018, from http://
Kilian, T., Hennigs, N., & Langner, S. (2012).
Farris, R., Chong, F., & Danning, D. (2002).
www.usatoday.com/money/advertis-
Do Millennials read books or blogs?
Generation Y: Purchasing Power and
ing/story/2012-05-03/naming-the-
Introducing a media usage typology of
next-generation/54737518/1
the internet generation. The Journal of
Implications for Marketing. Academy
809–835. https://doi.org/10.1080/02672 57X.2012.698633
of Marketing Studies Journal, 6(1-2), 89.
Inks, S. A., Schetzsle, S., & Avila, R. A.
Consumer Marketing; Santa Barbara,
Garland, A. F., & Zigler, E. (1993). Adolescent
(2012). Exploring the Use of Business
29(2), 114–124. https://doi.org/http://
suicide prevention: Current research
Social Networking Tools in Sales: Cur-
dx.doi.org/10.1108/07363761211206366
and social policy implications. Ameri-
rent Perceptions and Future Expecta-
Kirk, P. (2011, June 1). Developers Give Gen
can Psychologist, 48(2), 169–182. https://
tions. Marketing Management Jour-
Y What They Want. Retrieved May 10,
nal, 22(1), 1–16.
2018, from https://urbanland.uli.org/in-
doi.org/10.1037/0003-066X.48.2.169 Giacobbe, A. (2017, August 15). How Glossier
Jenkins-Guarnieri, M. A., Wright, S. L., &
Hacked Social Media to Build A Cult-
Johnson, B. (2013). Development and
Like Following. Retrieved March 31,
validation of a social media use inte-
Koeppel, P. (2017). 5 Ways Marketers Can
2018, from https://www.entrepreneur.
gration scale. Psychology of Popular
Break Through to Millennials. Re-
com/article/298014
Media Culture, 2(1), 38–50. https://doi.
sponse, 26(2), 44–44.
Ha, L. (2008). Online Advertising Research in
org/10.1037/a0030277
dustry-sectors/residential/developersgive-gen-y-what-they-want/
Krishnamurthy, S., & Dou, W. (2008). Note
Advertising Journals: A Review. Journal
Jiang, J. (2018, May 2). Millennials stand
from Special Issue Editors: Advertis-
of Current Issues & Research in Adver-
out for their technology use, but
ing with User-Generated Content: A
tising (CTC Press), 30(1), 31–48.
older
embrace
Framework and Research Agenda. Jour-
Halstead, K. M. (2006). Socialization agents
generations
also
digital life. Retrieved May 13, 2018,
nal of Interactive Advertising, 8(2), 1–4.
influencing Anglo and Hispanic Ameri-
from
https://doi.org/10.1080/15252019.2008.
can Generation Y females’ apparel
fact-tank/2018/05/02/millennials-
consumption (M.S.). The University of
stand-out-for-their-technology-use-
Kroeger, R., & Abugideiri, Y. (2017). SERVING
North Carolina at Greensboro, United
but-older-generations-also-embrace-
MILLENNIAL CLIENTS with a 3-Step
States -- North Carolina. Retrieved from
digital-life/
Model. Journal of Financial Planning;
http://www.pewresearch.org/
10722137
https://search.proquest.com/abiglobal/
Jones, Q., Ravid, G., & Rafaeli, S. (2004).
docview/305286504/abstract/C5BA2EF-
Information Overload and the Mes-
Larocca, A. (2018, January 9). The Magic Skin
C39ED4729PQ/36
Denver, 30(9), 26–31.
sage Dynamics of Online Interaction
of Glossier’s Emily Weiss. Retrieved
Hart, K. (2018, February 22). The Glossier
Spaces: A Theoretical Model and Em-
March 31, 2018, from https://www.the-
Marketing Machine: How Emily Weiss
pirical Exploration. Information Sys-
cut.com/2018/01/glossier-emily-weiss.
html
Routledge and Kegan Paul.
Park, J., & Gursoy, D. (2012). Generation Ef-
Lazarevic, V. (2012). Encouraging brand
Martin, C. A., & Turley, L. W. (2004). Malls
fect on the Relationship between Work
loyalty in fickle generation Y consum-
and consumption motivation: an ex-
Engagement, Satisfaction, and Turn-
ers. Young Consumers; Bradford, 13(1),
ploratory examination of older Gen-
over Intention among US Hotel Employ-
45–61. https://doi.org/http://dx.doi.
eration Y consumers. International
ees. International Journal of Hospitality
org/10.1108/17473611211203939
Journal of Retail & Distribution Man-
Management, 31(4), 1195–1202. https://
agement; Bradford, 32(10), 464–475.
doi.org /https://doi.org /10.1016/j.
Lee, A. (2011, November 27). Social Proof Is The New Marketing. Retrieved May 13,
Mascarenhas, O. A. J., & Higby, M. A. (1993).
2018, from http://social.techcrunch.
Peer, Parent, and Media Influences in
com/2011/11/27/social-proof-why-peo-
Teen Apparel Shopping. Journal of the
Millennials:
ple-like-to-follow-the-crowd/
Academy of Marketing Research, 21(1),
Open to Change. Retrieved May 9, 2018,
53–58.
from http://www.pewsocialtrends.
Leonhardt, J. M. (2015). Tweets, hashtags
ijhm.2012.02.007 Pew Research Center. (2010, February 24). Confident.
Connected.
and virality: Marketing the Affordable
McDonald, N. C. (2015). Are Millennials Re-
Care Act in social media. Journal of Di-
ally the “Go-Nowhere” Generation?
rect, Data and Digital Marketing Prac-
American Planning Association. Jour-
Pew Research Center. (2014, March 11).
tice; Basingstoke, 16(3), 172–180. https://
nal of the American Planning Associa-
World Wide Web Timeline. Retrieved
tion; Chicago, 81(2), 90.
May 8, 2018, from http://www.pewin-
doi.org/http://dx.doi.org/10.1057/dddmp.2015.4 Lim, Jeen-Su, Lim, Kee-Sook, & Heinrichs,
Megehee, C. M., Dobie, K., & Grant, J. (2003). Time versus Pause Manipulation in Directed
to
org/2010/02/24/millennials-confidentconnected-open-to-change/
ternet.org/2014/03/11/world-wide-webtimeline/
J. H. (2014). Gender and Mobile Access
Communications
the
Pew Research Center. (2018, February 5).
Method Differences of Millennials in
Young Adult Population: Does It Mat-
Social Media Fact Sheet. Retrieved May
Social Media Evaluation and Usage: An
ter? Journal of Advertising Research,
13, 2018, from http://www.pewinternet.
Empirical Test. Marketing Manage-
43(3), 281–292. https://doi.org/10.1017/
ment Journal, 24(2), 124–135.
S0021849903030277
org/fact-sheet/social-media/ Pruett, M. (2018, January 4). 3 Tips from
Loizos, C. (2018, February 22). The beauty
Mlotek, H. (2016, August). How Glossier Har-
Glossier on the Changing Face of Beauty
company Glossier just closed on a
nessed The Myth Of Cool Girl Makeup.
Marketing. Retrieved March 31, 2018,
whopping $52 million in fresh funding.
Retrieved April 1, 2018, from http://
from https://www.criteo.com/insights/
Retrieved March 31, 2018, from http://
www.thefader.com/2016/08/17/glossier-
glossier-beauty-marketing/
social.techcrunch.com/2018/02/22/the-
makeup-emily-weiss-interview
beauty-company-glossier-just-closed-
Moschis, G. P. (1976). Social Comparison and
on-a-whopping-52-million-in-fresh-
Informal Group Influence. Journal of
funding/
Marketing Research, 13(3), 237–244.
Long. (2017, March 29). How Important
https://doi.org/10.2307/3150733
Razzouk, J. (2018, April 9). Social Media Marketing to Millennials [Personal Interview]. Rieck, D. (2000). Got testimonial? Milk them for all they’re worth. Direct Marketing;
Has Instagram Been For Glossier’s
Moschis, G. P., Moore, R. L., & Stanley, T. J.
Success? Retrieved March 31, 2018,
(1984). An Exploratory Study of Brand
from
Loyalty Development. Advances in Con-
Glossier’s
sumer Research, 11(1), 412–417.
March 31, 2018, from https://www.
https://www.forbes.com/sites/
quora/2017/03/29/how-important-hasinstagram-been-for-glossiers-success/ Mandell, J. (2018, February 22). Glossier Just Got $52 Million In Fresh Capital,
Nielsen. (2009). How Teens Use Media (Nielson Report). Retrieved from www. nielsen.com
Garden City, 63(5), 32–33+. Robey, T. E. (2016, November 14). Inside Unmarketing.
Retrieved
racked.com/2016/11/14/13455582/glossier-referral-marketing-bloggers Ross, C., Orr, E. S., Sisic, M., Arseneault, J. M.,
Bringing Total Funding To $86 Mil-
Nusair, K. “Khal,” Bilgihan, A., Okumus, F., &
Simmering, M. G., & Orr, R. R. (2009).
lion. Retrieved March 31, 2018, from
Cobanoglu, C. (2013). Generation Y trav-
Personality and motivations associated
https://www.forbes.com/sites/janna-
elers’ commitment to online social net-
with Facebook use. Computers in Hu-
mandell/2018/02/22/glossier-just-got-
work websites. Tourism Management,
man Behavior, 25(2), 578–586. https://
35, 13–22.
doi.org /https://doi.org /10.1016/j.
52-million-in-fresh-capital-bringingtotal-funding-to-86-million/ Mannheim, K. (1952). The Problem of Gen-
Ofcom. (2013). Communications and Market Report. Retrieved from http://stake-
erations. In Essays on the Sociology
holders.ofcom.org.uk
/binaries/re-
of Knowledge (pp. 276–320). London:
search/cmr/cmr13/2013_UK_CMR.pdf
chb.2008.12.024 Schlosser, A. E. (2005). Posting versus Lurking: Communicating in a Multiple Audience Context. Journal of Consumer
Research, 32(2), 260–265.
self: Examining Marketplace Inclusion
dx.doi.org/10.1108/JCM-07-2013-0649
Sebor, J. (2006, November). Y me. Customer
Through the Lived Experience of Black
Ward, S. (1974). Consumer Socialization.
Relationship Management: CRM; Med-
and White Male Millennials. Journal of
Journal of Consumer Research, 1(2), 1.
ford, 10(11), 24–27.
Public Policy & Marketing, 32, 95–105.
https://doi.org/10.1086/208584
Sessa, V. I., Kabacoff, R. I., Deal, J., & Brown,
https://doi.org/10.1509/jppm.12.049
Weber, J. (2017). Discovering the Millen-
H. (2007). Generational differences
Tiku, N. (2016, August 25). Inside Glossier,
nials’ Personal Values Orientation: A
in leader values and leadership be-
The Beauty Startup That Reached Cult
Comparison to Two Managerial Popula-
haviors.
The
Status By Selling Less. Retrieved April 1,
tions. Journal of Business Ethics: JBE;
Journal,
10(1),
2018, from https://www.buzzfeed.com/
Dordrecht, 143(3), 517–529. https://doi.
nitashatiku/inside-glossier-the-beauty-
org/http://dx.doi.org/10.1007/s10551-
Psychologist-Manager 47–74.
https://doi.
org/10.1080/10887150709336612 Shao, G. (2009). Understanding the appeal
of
uses
and
user-generated
media:
015-2803-1
startup-that-just-happens-to-sell
a
Twenge, J. M. (2009). Generational changes
Wickel, T. M. (2015). Narcissism and So-
perspective
and their impact in the classroom:
cial Networking Sites: The Act of Tak-
- ProQuest. Internet Research, 19(1),
teaching Generation Me. Medical Edu-
ing Selfies. Journal of Undergraduate
7–25. https://doi.org/http://dx.doi.
cation,
Research in Communications, 6(1).
org/10.1108/10662240910927795
org/10.1111/j.1365-2923.2009.03310.x
gratification
Singh, R. (2016). Monotony of social network-
43(5),
398–405.
https://doi.
Twenge, J. M., & Campbell, S. M. (2008).
ing among millennial and its effect on
Generational
social advertisement: a challenge to
chological traits and their impact
digital marketers. Young Consumers;
on the workplace. Journal of Mana-
Bradford, 17(4), 376–387.
gerial
Smith, A., & Anderson, M. (2018, March 1). Social Media Use in 2018. Retrieved
differences
psy-
journal.com/articles/1138/narcissismand-social-networking-sites-the-actof-taking-selfies Wischhover, C. (2017, July 12). Glossier Is
23(8),
Going After New Customers With
https://doi.org/http://dx.doi.
an Army of Reps. Retrieved March
Psychology;
862–877.
in
Retrieved from http://www.inquiries-
Bradford,
org/10.1108/02683940810904367
31, 2018, from https://www.racked. com/2017/7/12/15949530/glossier-inter-
May 13, 2018, from http://www.pewin-
Twenge, J. M., Campbell, S. M., Hoffman, B.
ternet.org/2018/03/01/social-media-
J., & Lance, C. E. (2010). Generational
use-in-2018/
Differences in Work Values: Leisure and
Wolburg, J. M., & Pokrywczynski, J. (2001). A
Extrinsic Values Increasing, Social and
Psychographic Analysis of Generation Y
Intrinsic Values Decreasing. Journal of
College Students. Journal of Advertis-
Smith, K. T. (2009). Worldwide growth of ecommerce. E-Business, March, 29–34.
national-shipping-canada-uk
Management, 36(5), 1117–1142. https://
ing Research, 41(5), 33–52. https://doi.
gies that Millennials find appealing,
doi.org/10.1177/0149206309352246
org/10.2501/JAR-41-5-33-52
motivating, or just annoying. Journal of
Uhrig, J., Bann, C., Williams, P., & Evans,
Wood, L. M. (2004). Dimensions of brand
Strategic Marketing; London, 19(6), 489.
W. D. (2010). Social Networking Web-
purchasing behaviour: Consumers in
Smith, K. T. (2012). Longitudinal study of
sites as a Platform for Disseminating
the 18-24 age group. Journal of Consum-
digital marketing strategies targeting
Social Marketing Interventions: An
er Behaviour, 4(1), 9–24.
Millennials. The Journal of Consum-
Exploratory Pilot Study. Social Market-
Zeng, B., & Gerritsen, R. (2014). What do we
er Marketing; Santa Barbara, 29(2),
ing Quarterly, 16(1), 2–20. https://doi.
know about social media in tourism? A
org/10.1080/15245000903528365
review. Tourism Management Perspec-
Smith, K. T. (2011). Digital marketing strate-
86–92. https://doi.org/http://dx.doi. org/10.1108/07363761211206339
Vinerean, S., Cetina, I., Dumitrescu, L., &
tives, 10, 27–36.
Solis. (2010, January 7). Defining Social
Tichindelean, M. (2013). The Effects of
Zhang, T. (Christina), Abound Omran, B.,
Media: 2006 - 2010. Retrieved May
Social Media Marketing on Online Con-
& Cobanoglu, C. (2017). Generation Y’s
10, 2018, from http://www.briansolis.
sumer Behavior. International Journal
positive and negative eWOM: use of so-
com/2010/01/defining-social-media-
of Business and Management, 8(14), 66–
cial media and mobile technology. Inter-
the-saga-continues/
79. https://doi.org/doi:10.5539?ijbm.
national Journal of Contemporary Hos-
v8n14p66
pitality Management; Bradford, 29(2),
Swanson, S. R., & Davis, J. C. (2012). Delight and Outrage in the Performing Arts:
Viswanathan, V., & Jain, V. (2013). A dual-sys-
A Critical Incidence Analysis. Journal
tem approach to understanding “gener-
of Marketing Theory & Practice, 20(3),
ation Y” decision making. The Journal
263–278.
of Consumer Marketing; Santa Barbara,
Thomas, K. D. (2013). Endlessly Creating My-
30(6), 484–492. https://doi.org/http://
732–761.
74 | Honors Scholarship Project Volume II
Social Media Marketing to the Millennial Generation |75
Appendix A
In-depth Interview with Professor Razzouk
Interviewer: Just a couple of ques-
CEO walks into my office and says “let’s
people or putting up billboards or post-
tions on social media and what it is
make something go viral” – they don’t
ers or having a conversation or what-
and why it is so important. The first
really know how it works or what it is.
ever else, it’s about us trying to under-
question is: in your own words, what
Most people in the business world and
stand our customers, design for them,
exactly is Social Media
the broader world think marketing is
target them, influence their behavior.
Razzouk: So, there is sort of the
just advertising.
The purpose of marketing as a
technical side of it then we can talk
I teach the social media market-
whole is sales. To reach that goal we
about the perception that people have,
ing class and I threw out the textbook
make relationships and communicate
and the perception marketers have
for it immediately and just redesigned
with customers and try to understand
about what social media is. So tech-
the class because it was presenting
them. But ultimately, the reason why a
nically speaking, Social media is the
social media as this ‘magic bullet so-
company would create a marketing de-
actual media that we are distributing
lution’ where, if your company has a
partment or hire a marketer is because
socially. I mean, the content itself that
Facebook page, you will just automati-
they want those results – they want
we are distributing. Often, we use ‘so-
cally get more customers. They don’t
more customers or their existing cus-
cial media’ to describe the platforms by
understand how it works, and that’s
tomers to spend more money. So, this
which that platform gets distributed.
even how it is being taught to college
is such a difficult question to navigate
So, people will say “Facebook is social
students now, where we are just walk-
because so many people are techni-
media” when actually it is the content
ing through “here is what Facebook is,
cally wrong, about the way that they
we are posting on Facebook – the vid-
here is what Instagram is, here is what
approach it. In the business world we
eos, the post the things. The issue from
Twitter is, and here is how to create an
now have inbound marketing – before,
the perspective of marketers is – If I’m
account.” And we forget – and this is
in ancient history, it was like “I’m sell-
working for a company and I am han-
where the psychology side comes in –
ing my food in the market place” and I
dling social media for the company, the
whether it’s social media or shouting at
am yelling at everyone as they walk by
Social Media Marketing to the Millennial Generation |77
about what we have to offer. We haven’t
just could never catch up, because they
one has an idea of how to target their
really come that far beyond that. We
had a different generation of market-
customers, and they believe they are
are approaching things in the same
ers with just a different mindset and
smart people, and they just sort of go
way. A lot of business use outbound
they didn’t adjust immediately, and
with it, without having a focus group.
marketing which is kind of like “let me
they never really caught up after that.
Whether you’re using social media or
throw my flyers to the wind and hope
So, on the business side, we have to pay
not, it always drills down to do you un-
I get maybe 10 – 15% of potential cus-
attention to what’s happening in terms
derstand who you are speaking to or
tomers to view that information and
of social media, but it is rooted in the
not. Just like an author writing a book
become my customers. Like a flyer on
basic behavior of human beings and
or a journalist writing a newspaper ar-
your car in the parking lot, billboards,
what influences people. Without social
ticle. Who’s going to read this thing and
what we consider spam, telemarket-
media, straight, face to face interac-
what do I want them to do as a result of
ing. Anything that is not targeted or
tion, people influence other people.
interacting with it.
is less targeted where it’s just I have a
My influencers could be friends, fam-
list of people or I’m going to stand in a
ily, pastors, teachers.
public sphere and just hope I get some people that way.
The short answer to the question is, we think we know but we don’t and
I work here at La Sierra in the
we’re still learning a lot, and some of
school of business and one thing we
the rules that use to apply they do not
Then this thing called the internet
want to know is who influences our
apply as much anymore. For example:
came along. Social media is a tool that
students, let’s make sure we are also
when you think about how we define
is used by consumers and a tool used
reaching those people in the content
generation. Baby boomers, genera-
by businesses to connect with you and
we are putting out there. So, it’s not
tion X, generation X was like a ten-year
also to get found by you. And that’s
just targeting high schoolers with our
block. How we are defining millennials,
what inbound marketing is. The reali-
information, its targeting their par-
that is a big block, and a lot of different
ty now with the internet is that you are
ents, their pastors, or the schools they
stuff happened during that time. Hon-
not waiting for me to send you some-
are at, so the more I understand who
estly, calling millennials, millennials is
thing in the mail for you to come shop
I’m targeting and who’s around them,
a marketing ploy. We are trying to tell
for what I have to sell, you know what
the more influence I can have. That’s
you that you are millennials, and that
you want and you’re going to pull out
what then leads to wording ads in a
this is what millennials think and do,
your phone and look it up, and if I do
specific way or setting up your website
because we have no idea what millen-
not exist in that space that you’re look-
in a certain way or Facebook page. The
nials want. We are trying to influence
ing in, whether it’s Facebook or Twit-
imagery, wording, or style that I am us-
you. We’re saying: “Be in this box here,
ter or the web (just a google search),
ing should align with the age group, the
so that we can more effectively reach
if I’m not showing up in that stuff, I
gender, the location of who I’m target-
you.” But there are big differences. I
basically don’t exist. You’re not going
ing and what they’re interests are. And,
was born in the eighties. People born
to know who I am, you’re not going
we can do these things online. So, if I
in 2000 do not think and act the same
to connect with me or shop with me.
create a Facebook ad, I can make all of
way that I do. You know? They weren’t
It’s pretty messy right now because
those choices about who I’m targeting.
the same age when some of these kinds
we’ve had this period of time since the
The average consumer, they might not
of world shaking events happen over
mid-nineties where companies like
know all of this, they might just be an-
the past few decades. Marketers have
Amazon started because of the emer-
noyed by all of these ads and things.
sort of a bad reputation for some of
gence of the internet and online shop-
The reality is that even though market-
these things. Like anyone else in differ-
ping. The people they hired and their
ing has been around for a long time,
ent fields, we try to take shortcuts, and
business model, everything was built
advertising has been around for a long
we’re not as smart as we think we are,
around that reality. Companies like
time in various forms, we still aren’t
and we need to spend more time on re-
Toys R Us, who just went bankrupt,
doing that great of a job. Because often
search.
part of it began in the mid-nineties
times these meetings are happening in
Something I’ve been thinking about
where they had troubles adjusting and
a board room somewhere where some-
in the past few weeks as a preparation
78 | Honors Scholarship Project Volume II
for my social media class this quarter,
something they said because people
do is like a 15% return on customers.
recently Facebook came out with the
kind of got sick of it and we’re kind
Now, inbound became more competi-
idea that now you can make your post
of in constant fear of that. You know
tive. As more companies caught on,
look more like a quote, and when you
we call it switching behavior. Why do
now all competitors were paying to
think about that, they are building on
people switch cable companies, phone
target those same people. Now we get
this desire that people have to be val-
companies, or stop using Facebook and
into ad wars where, when I first started
ued and to feel special, and it used to
start using something else? It could be
targeting people on social media, they
be that, you hear some amazing, in-
because they’re fed up with what they
were only seeing my product or my
spirational thing, and your quoting
consider spam, or it could be a lack of
service. But now your competitors are
it on your feed to tell all your friends
feeling a community or authenticity.
targeting those same individuals. Now
about it. Your quoting Martin Luther
Where it just seems like everything is
I have to outspend my competition for
King, your quoting Gandhi, but now
an ad or political, and they are tired of
people to see my stuff more often. So
people are literally saying, “this thing
that and just like want to see pictures.
then, we have to switch tactics again,
that I have to say is very significant and
Or, part of the reason Snapchat be-
and there is this constant shift occur-
quote worthy and it is of the same cali-
came popular is that the post just goes
ring. But inbound is always more effec-
ber as MLK, Gandhi and others. We are
away and it doesn’t have this feeling of
tive than outbound, in terms of what
totally feeding into the egos. It is sort
like you are hoarding social media.
you are going to spend on it. Because
of this desperate attempt to keep the
of the adjustments Facebook & others
activity level high among users. Face-
Interviewer: So, you talk a bit about
have made, because people got sick of
book, others, are trying out all these
how, people might get tired of seeing
seeing too many ads, if you’re not pay-
different things because they are in
all of these ads, so I’m wondering if
ing for your business, no one sees you
constant fear of this decline and this
you see any common ways in which
and you have to try and find new ways
rapid shift that occurs where – it’s like
marketers use social media or put
to get to people. They have a lot of in-
a trend, right – where people just rap-
out ads. Like is there any similarities
formation about who the users are, but
idly move from one thing to the other,
in the things that people see in their
marketers have not perfected how to
and they haven’t captured the younger
news feed.
do that. That’s why, they woke up one
audience as well. Instagram grew twice
Razzouk: There are some advan-
day and realized that we are having
as fast as Facebook did. Snapchat grew
tages now to using social media as a
trouble keeping up with people who
twice as fast as Instagram did. And it’s
tool. We know more about who we are
we are targeting. Let’s just try to have
all kind of happening with pre-teens,
targeting, and we can choose who we
more influence on them beyond just
and teens. That’s why we are trying to
are targeting better. If you put up a bill-
ads. That’s why we are doing things like
hit them with things like “You are a
board, the only level of targeting you are
saying, “You’re a millennial, you like
millennial, do this.” Realistically, we
is people who drive by this billboard.
avocados.” There’s still a lot of mistakes
are having troubles keeping up with
Then you don’t necessarily know how
being made. A good example of this is,
them, and doing what they want. Really
old they are, who they are, how much
think about all of the offensive ads that
it sorts of snaps back where Facebook
money they make a year. You pretty
are still coming out every single day.
& others have opened up a lot for busi-
much only know that maybe they are
Social media is a tool, not a stand-
nesses and ads, and people get sort of
commuters, they are on the road, and
alone magic bullet solution to get you
sick of that, they don’t want to see that
they have a car. If you know what you
more sales. People right now, they
as much so now, Facebook & others are
are doing, and you know who your cus-
want authenticity in every interaction
making these adjustments where it’s
tomers are or who you want them to
that they’re having because there has
not as easy for businesses to get their
be, you can get, basically, more results
been so much narcissism in what they
message into your news feed, unless
out of the same dollar through social
see every day. I forget the percentage
they are paying for it. You’re not going
media. When that first came about, it
but there are so many posts about peo-
to find like “oh here’s an interesting
was better than outbound marketing.
ple just talking about themselves. But
organization in your area and here’s
With outbound, the best you could
even those people get sick about see-
Social Media Marketing to the Millennial Generation |79
ing that from other people. Now people
with you as a customer, I want to con-
that place, instead of just “great, I’m on
don’t trust newsfeeds as much and
tinue strengthening and building the
the same level as all my competitors.”
they don’t enjoy that kind of ego-driven
relationship with you.
If you are fiercely loyal to my brand, it
content other people might be post-
For example, let’s go back to La
is going to be harder for my competi-
ing. There’s kind of this bubble. There’s
Sierra. From the first moment, say
tors to take you. So, if my competitors,
room for something to emerge – what-
you’re a high school student, I send a
they’re putting a bunch of ads in your
ever the next big social media platform
recruiter out to your school, the first
face on your news feed, you’re just im-
might be, or some other use of technol-
time you hear about La Sierra, we are
pervious to that now because it’s not
ogy is different. We are creating space
establishing rapport, we’re starting a
just about which ad was the best it’s “I
for that right now because people are
relationship. We’ve moved from being
associate myself with this brand over
getting tired of the way we have been
sort of strangers to acquaintances. It’s
here, I like them, I value them, I want
acting or reacting to other people on
the equivalent of a handshake. You still
my friends to buy from them too.” If I
social media. Kind of the newness of
wouldn’t trust that person with your
am a business, I want that to happen.
it has worn off and everyone and their
life, but you are aware of them now.
We are feeding into this desire
grandmother is on there.
Now I want to move you from acquain-
for relationships that humans have,
tances to kind of a friend of the busi-
right? It’s a sort of Bible mechanism
Interviewer: You talked a little bit
ness. And that comes from you buying
we have. We tend to get into groups
about “ego” and posting a quote, mak-
something from us or having some
and communicate with each other, and
ing it seem as important as something
kind of customer experience with us,
be productive together, and get work
that Gandhi said like a bunch of years
that we can build on. So of course, I
done. People just kind of crave that and
ago, and you also talked about devel-
want that to be a good experience, if
when things like America Online first
oping relationships in marketing. Can
you were satisfied, if you were happy
came out with instant messaging and
you connect those two for me?
with that, you plan to shop with us
chat rooms, people had 20 chat win-
Razzouk: On the business side,
again, and with all of the following, and
dows open and that’s how they talk to
businesses don’t feel a responsibility
your actions from there, I want to turn
all their friends, then Myspace then
to influence the way people interact
you from a friend of the organization
Facebook came along, where now it
with each other and encourage them
to a partner now. And if you’re at the
is more of a feed format, and it wasn’t
to be less egotistical or something like
partner level - and I don’t mean like
the instant back and forth. Now it was
that. It’s more like they notice that peo-
partner at a law firm or like we’re pay-
like I am a content creator assuming
ple are egotistical, and they decide to
ing you, it’s just a relationship sort of
people are interested in my life and
feed into that, use the fact that people
status – if we consider you at that kind
value what I have to say. I need to make
are egotistical. If I am a restaurant, use
of highest level now, now you’re in the
sure I share things about my life with
the fact that people like to post photos
best position to – you’re going to gener-
them. That little piece is what has led
of the plate of food they’re about to eat
ate referrals to us, you’re going to tell
to that thing I was talking about with
and to tell your friends about it. If I
your friends how great our brand is,
the quotes now. It’s like Facebook is
think you are going to do that, I am go-
you’re going to, if we post something,
telling you that everything you have
ing to try and make it easier, I’ll encour-
you are more likely to share that or
to say is significant and is important.
age you to do that, or I will put a poster
tell others about it. You’re like a brand
You should be allowed to put that in
on the wall right near to the tables
evangelist for us now. You like who we
bolder text and decorate it in some
that shows our social media accounts
are, and you’ve now attached, in terms
way, so more people can see it. It’s kind
or “tag us!” or “use this hashtag!” It’s
of your identity, you consider that re-
of like your treating individual users
more of a reaction to what we see con-
lationship a part of who you are now
are like they are businesses now too.
sumers doing. On social media or off,
as a customer. You are someone who
It’s like everyone on Facebook is a busi-
“relationship marketing” is a good tac-
loves Nike shoes, you are someone who
ness trying to get everyone to see what
tic for businesses to use. Social media
loves to eat at taco bell. That’s part of
you’re saying. Maybe I shouldn’t say
is one tool, but every interaction I have
who you are now. I want to get you to
everybody but, now that’s why, because
80 | Honors Scholarship Project Volume II
so much of that has been happening,
questions about how influential those
businesses have reacted, they believe
a bunch of people want to reject that.
things are, but there’s still the fact that
that as long as you have an account,
People are spending more time now to
you can post that, and they are taken
you’re good. So, they’re like “Oh let’s
like hide posts from this thing for the
advantage of the ability to target cer-
get on Facebook, and Instagram, and
next 30 days or forever. They are trying
tain groups of people. So, it’s just that
Twitter, and Pinterest, and everything.
to clean up their news feed. Almost like
if you are wanting to post propaganda
They were just expecting that if you
when people try to build the perfect
to trick people into posting something,
just exist on there, people will like you
playlist on iTunes or Spotify. You’re
you probably think that the people you
and just become your customers. Now
never quite there but you’re willing to
are targeting are gullible enough and if
we realize that you’ve got to be active
spend some time to maintain it, we are
you were thinking a certain way, and
on there and you’ve got to be respon-
treating our newsfeeds that way now
have the right inflammatory story or
sive. If you are only using it as an alter-
because we are fed up of the ads that
imagery, that gets people riled up and
native for press releases where it is just
we see. At the core, still this desire to
they’ll start to share it with all their
a one-way street, and you’re just going
have relationships and to be heard, and
friends that share the same political
to push content on there, now it is the
to be valued.
views and you’ll watch it sort of spread
equivalent of a billboard again. If you
A good example of the negative con-
because we have lost some societal
use social media platforms properly,
sequences of this: think about our el-
checks and balances about what’s real,
people are probably asking new ques-
ders. Grandparents. There was a time,
what’s authentic, and what’s credible
tions, or making comments about you
not too long ago, if you needed advice,
and it’s just there are credible things in
or talking about you in some way, you
you would look to people who were
your news feed, but there is also propa-
want to track that and interact with
older than you and they felt valued that
ganda there. It is up to me to figure out
that and monitor that. You don’t want
way. If you lived in a small village, you
if I believe it or not. Now it is about do
to get into fights with customers, that
would go to the village elder. We don’t
I want to believe it or not, do I like that
never goes well. If I am monitoring La
all live in villages right now, but that
view or not. And that’s why there is this
Sierra’s twitter account and some high
village was always sort of there. You felt
snapback to people who are wanting or
school student asks a question, even
that, if you were an elder, people should
needing or asking for some kind of so-
if I’m some social media intern and I
sort of listen to you because you’re wise
lution to that. So that’s why, if Facebook
am not the person to really answer the
and you have something to say. Now
doesn’t figure this out, they are going
question, I at least need to field that
with social media, young people aren’t
to go the way of Toys R Us to Amazon,
and connect the person to someone
asking or listening anymore, they are
whatever the next thing that comes out
who can answer the question because
getting information from their peers.
that says they are going to solve all this.
it is all kind of tied together because
And that’s where that feeling of loneli-
This makes it difficult to teach my
of the marketing process, but, to be
ness comes along – grandparents feel
class. And that’s why I threw out my
responsive, that means I need to be
like they are not having as much inter-
book because the stuff we are talking
checking the thing regularly too. So,
actions with their kids and grandkids,
about today, everything sort of changes
if I’m advising business owners and
and no one is really asking them for
and so that’s why I focus more on teach-
they’re asking, “should I be on twitter?”
their advice. That’s the impact on our
ing students to understand human be-
My answer is: It depends. If you are go-
society, in terms of where we get our
havior and what factors influence it
ing to be active and if you’re going to be
information, who do we trust, who’s
because a year from now it will be a dif-
keeping an eye on it and responding to
information do we value more than
ferent platform we’re using for it.
people, then yes. If you are just going to
others. That has sort of shifted, and
create an account, then when people go
because of that some groups have sort
Interviewer: So, we talked about
there, they see that your last post was
of taken advantage of that, and that’s
Facebook and how people have been
in 2012, they’re going to think that your
why, all the things we have heard about
using it. What are other social media
business is closed or maybe not really
in the news, how easy it is to post po-
sites that marketers are using now?
up too much. And this is part of why,
litical ads and turn it into evil. They’re
Razzouk: If you look at how most
in the fact of Facebook, they show you
Social Media Marketing to the Millennial Generation |81
how quick at responses the company
ing to ask them who we should target
to the use of generations. And does
is. Like they respond 67% of the time
and the reason that’s a trick is because
that make them more likely to interact
within an hour. They made that kind
how should I write the ad if I don’t know
with ads and such on social media or
of a thing out there which then drove
who I am targeting. So, we are going to
are they just as weary of social media
businesses to say, “okay we kind of have
go through that then go back and fix the
ads as everyone else.
this low ranking on this thing and that
ad. Marketers need to be experts in who
Razzouk: Just for the sake of argu-
makes us look bad, so we have to be
their customers are and who we want
ment, let’s just say that these genera-
more active.”
to target and compare that with who
tions are real. Each generation views
And also, the first thing that really
is actually our customers right now. If
Facebook differently in terms of what
matters is who your customer is. You
you think your product would be great
it’s for. And that’s why you see behavior
almost have to view social media space
for men between the ages of 45 and 60
kind of differing. It’s why people com-
as physical space. If you’re in the city
but then you find most of your sales are
plain, like “my mom keeps doing this
of Riverside, if I want to target people
coming from women between the ages
on Facebook.” There is this kind of gen-
that like organic, healthy, locally grown
of 35-40 you might want to adjust a little
erational gap because, yeah, for those
food, I want to figure out where is the
bit. Lucky you, you are selling a bunch
that didn’t grow up with it, the way
nearest farmers market, so I can con-
of stuff, but all your ads are targeting
they use it is kind of rooted in how they
nect with those people. Or if I am tar-
men. Imagine if you shift your ads to
wanted to interact sort of before that.
geting high schoolers, I want to go to a
people who are actually shopping from
Now we even have what is called “gen-
high school and get permission to have
you. You could take that even further.
eration z” which is the millennials too.
a conversation with them. In the physi-
You always want to understand, who
When I think about this generation
cal world, we can figure out where, lit-
am I first designing the product, or ser-
thing, basically I think the rules change
erally, our customers are. In terms of
vice, or experience for. And if I under-
with how we define these generations,
social media, not all of my customers
stand that person, I can also figure out
post internet. Things like World War 2
are using twitter or Facebook. When
the best way to influence their behav-
defined that generation. It affected ev-
I say, “where are they?” I mean which
ior, and word choice, and other things.
erybody, and everybody kind of knew
social media site are they on. And that’s
By studying social media users, we can
it was going on and was related to it in
where age groups really come in. If I’m
see, at least, how do people want to be
some way. We have had some big things
targeting retiring baby boomers for
perceived, how do they see themselves,
happen in the US over the past two de-
vacation packages, snapchat probably
what do they claim their identity is? Be-
cades here, but we move on faster and
won’t give me that kind of results right
cause everyone is kind of saying “This
we get influenced by things faster,
now. I know that some grandparents
is my brand. I like these three things, I
new and different things, and we form
are on snapchat, but that’s not going to
listen to this music, I click like on the
groups faster, and more often, and so,
be the best use of my money. I am going
posts related to these political views.”
if you think about how many different
to see more of them on Facebook. So, I
And if we can create a profile on, okay,
genres of music are they now because
need to know who they are. If I am sell-
the customer I’m targeting is this type
it is easily accessible. People are like
ing home products or women’s clothing
of person between these ages, or this
“Don’t identify me as that broad group,
– and there’s not just women on Pinter-
gender, they have this level of income,
because I am this.” Don’t defy me in
est – but I’m going better luck on there
they live in this city. Data wise, we have
a 30-year block of US residents, I am
or Etsy and those stuff.
access to a lot. It’s just that we still mis-
unique. I am this combination of things
use it sometimes, and we kind of miss
After the internet opened for main-
Today in class I will be doing a trick question, a little exercise kind of re-
the point of targeting people properly.
lated to this. We are going to make an
stream use, the number of things in the combination of what we define our-
ad in class today, put some money into
Interviewer: Being the technological
selves as, our identity, there is more
a Facebook ad, and first we are going
generation, being the college students
stuff in there because it is easier to ac-
to ask what the ad should say, then we
that started Facebook, how do you
cess everything out there. So, if you ask
are going to make the ad, then I am go-
think their social media use compares
someone, “How would you define your-
82 | Honors Scholarship Project Volume II
self,” even like political parties and
identity and then you present yourself
with matching with most of the things
stuff, more people are saying, “Oh I lean
that way. But the older generations,
that are kind of said about millennials.
this direction, but I wouldn’t really say
they had less options. Not everything
I’m a democrat or a republican I’m me.
was readily available to them, so they
And I think this way on this topic and
ended up kind of being put into more of
this way on that topic” and this is just
a box.
Interviewer: Any final points? Razzouk: In the simplest form, for business, social media should be
a foreign idea to some of the older gen-
Whenever I’m creating an ad or
viewed as a tool for everyday users. We
erations where it’s just, you know who
making a marketing campaign or decid-
view it as a community. It is the world.
you are, and you’re only one of these
ing how to target high schoolers who
We view it as a real space that we want
two sides to this, and you like this thing
want to come to La Sierra, I’ve used
to participate and exist in and be of
or you don’t. Know we’re kind of wired
the Millennial term and viewed that as
value in. People feel left out otherwise,
differently, because of how connected
a productive or effective thing to use.
it’s not like, if you delete your Facebook
we are. And, I think we are a little more
Because when I look at that I’m just like
account, you’re not in danger of starv-
willing to change our views on things.
“Why is this thing a 30-year block of
ing to death but it’s that same drive
I think teens are more flexible in just a
people when the boomers weren’t that
that lead us to being together and grow
willingness to change their mind and
long, generation X was not that long.” I
crops together and everything, that
evolve on an issue. We see this happen-
believe, and I will have to do research
same drive leads people to be like “Oh,
ing in our political environment, teens
on this, but I believe millennials are the
I have got to join that thing because a
driving more political change and so
biggest block of time we have ever called
bunch of other people are on there too
forth than the older generations. Be-
a generation and I think that’s just lazy.
and I need that.” So, just understand-
cause there is always this view like “On
If we are doing this right based on re-
ing the craving our brain has for that,
principle I have to be consistent, I am
search, we are going to come up with
that’s what marketers are trying to tap
not allowed to compromise, I am not
thousands of different groups to put
into and sometimes we do a bad job of it
allowed to change my mind, I am not
that age group into and that’s just too
and sometimes we do too good of a job
allowed to be convinced. I just need to
much and it’s easier to say, “They’re all
at it and that’s what leads to people ad-
decide who I am and just be that and
just millennials because they grew up in
dicted to casual phone games and stuff
stick to that. For those people, they’re
a sort of internet age.” Do a focus group
because we know that with the right
fixing their newsfeeds, and they’re
and put people ranging from being born
combination of lights and sounds and
only seeing what they want to see, but I
in the 80s to the 2000s in a room and
short term pay offs, you can get some-
think the younger audience is project-
see if they agree on anything. So, if call-
one to play candy crush for 24 hours
ing that. Now there’s this kind of mis-
ing them a certain generation and say-
straight and we can make money that
alignment between what this younger
ing “everyone in that generation, for the
way. I view that as abuse for businesses
generation wants and what Facebook
most part thinks this way and acts this
where it’s like we understand the hu-
and twitter and others are providing.
way, then test it, be scientific about it,
man brain so well that we can get you
They want something else. That’s why
to see if it is an actual valid thing ver-
to do what we want and spend money.
they went so quickly over to snapchat.
sus just kind of a label that marketers
I don’t know if Teens love it as much
came up with.
Don’t just define what social media is. Point out that it’s messy and confus-
anymore, but everyone is kind of wait-
So, I don’t view millennials as some-
ing. According to the dictionary it is
ing. Something else is going to emerge
thing that social psychologists did re-
this, according to the business world
there. That’s why I don’t buy into de-
search on and said, “we’ve noticed in
it’s this, and according to the reality
fining generations post 1995 because
this block of people they are really well
measured, it seems to be this. Some-
I think it means something different
aligned with each other,” I don’t agree
times perception is what matters be-
to us now because it is like you have
with it. I could be wrong. The millen-
cause it is all driven by the users any
a choice. It’s no longer you are called
nial in me leads me to disagree, but I
way and you can’t go around correcting
something. You can be whatever you
don’t consider myself a millennial. I
them.
want, and you just decide kind of your
was born in ’84 but I don’t see myself
Appendix B
Focus Group Questions and Answer Notes
*Please note that these are just the in-
they are using apps on their phones,
• Snapchat: Is dying.
terviewer’s notes on the responses of the
they have smart phones, and they use
Sometimes people
group as a whole.
these phones. Basically, they are what
won’t look at it the whole
you would refer to as a power user.
day. And it de-
Interviewer: My first question is: to you
pends if you have a lot of
guys, who are the millennials and what
Interviewer: What are the social media
people to talk to.
do they have in common. Meaning,
sites, you are using.
• Twitter: 1 – 2 hours.
what have you seen on the internet or
Response:
Some people on Twit
just passed by as to who people say the
ter more than anything else.
millennials are and what do people say
Snapchat
You get news
millennials have in common.
Not Facebook
more than You-
off of twitter. On Twitter
Response: I look at millennials as
Tube.
teenagers from high school. Sometimes
YouTube
• YouTube will make you
I don’t consider myself a millennial.
feel like you’re
Sometimes I feel older than what I think a millennial is. When I hear reference to the millennials, I think they are referring to people that are in their 20s and 30s, people who
spending too much time on Interviewer: How much time per day
YouTube be-
do you spend on the following social
it tells you the time of the
media sites:
videos
Response:
cause
• YouTube tells you if it is
are very familiar with tech and whose
• Instagram: 1 – 2 hours or
like a 20-minute
lives are very integrated with tech, so
so 8 hours or
video, and I am not going to
they are using things like social media,
more for some power users
watch that
84 | Honors Scholarship Project Volume II
• But with twitter you can
which makes you want to pay for You-
just scroll
Tube Red but we’re poor college stu-
through it, see some news
dents.
• YouTube: I think I spend like 4 hours ev
Quarter of all ads feel like they are well targeted.
ery day. I spend hours at
Response: Never. Interviewer: Do you think if you had money, theoretically? Response: Would click on ads and buy it if they had the funds.
a time on YouTube. Some-
Interviewer: What social media sites
times I stay up until like 4
would you say you experience the most
Interviewer: What about social media
advertisements on?
contests? How often do you guys see
o’clock. 4 – 5 hours on
Response: YouTube. Every other
average,
like social media contests and stuff like
• Facebook: One person
video that you watch. And now, on lon-
came forward as
ger videos, there is like four or five. They
Response: All the time. For shoes.
using Facebook. Uses Face-
also always put the ads at the best part of
Participation happens once every
book for fami-
the video.
ly. Spend hour and a half to two hours
with
family every other day.
couple months. I go through phases where you will see a bunch of them then
Interviewer: Anyone actually enjoy ad-
be sad when you don’t win. It’s like wait
vertisements?
another couple of months then partici-
Response: I Enjoy them if they’re Interviewer: How important would you
that?
pate again.
more interesting.
say social media is to your daily life?
Interviewer: Have you ever partici-
Response: I feel like you could go 36
Interviewer: How often do you click
pated in a social media contest or seen
hours without social media. It’s not like
links on advertisements that you see on
one that led you to buying the product
your so obsessed that you can’t detach
social media?
later on?
yourself for 36 hours. You’d be fine. If it’s there, I will get on it. But if I am
Response: Rare. It is usually by accident.
somewhere without access to it, I won’t get on it and it won’t matter.
into buying the product. Interviewer: What about if you see an ad specifically tailored towards you?
Interviewer: Are these things that are a part of your daily routine.
Response: Yes. If a friend wins a contest it makes you interested in looking
Response: On Instagram, I feel like I click on ads the most, but I feel like it’s
Interviewer: What about social media conversations such as hashtags or Instagram lives?
Response: 2-3 hours on YouTube
mostly just out of curiosity. Either about
after classes. It’s like a reward. Reward
the business or something. Because I’m a
yourself after a long day and you binge
business student, I will be curious about
If they are nice I’m willing to hashtag
watch YouTube
Response: People who do not get that many likes use a lot of hashtags.
certain industries, so I will just look to
Tag the company in the photo
I reward myself just for getting up.
see what their website looks like. Rarely,
If it is like a niche thing, like riding
You get up and you spend some time on
they will actually put a product that I’m
a dirt bike, I will have a hashtag for the
YouTube.
interested in. Like a pair of Nike shoes
type of car or the dirt bike so that the
that are new. And It’s pretty great too, be-
community, like if it is a smaller commu-
cause it’s all in the app so you don’t have
nity will see it.
I spend the most time on social media at night, once you’re done with classes.
to get out of it. Whereas, if you’re on a Interviewer: How often do you experi-
browser and you click on an ad, it takes
ence advertisements on social media?
you to a whole other window or what-
Response: Every day. I actually look
ever.
on Instagram, it’s every fourth or fifth post. Also experience ads on YouTube
People don’t really watch them but get the notifications for them. People who watch an Instagram Lives watch close friends or celebrities depending on who they are.
Interviewer: Does anybody ever buy things from ads on social media?
Interviewer: Has using hashtags or
Social Media Marketing to the Millennial Generation |85
seeing someone using a hashtag for a
Interviewer: What about expert brand
specific brand, does that make you in-
influencers?
terested in buying that brand? Response: You want to look into it. If someone posts a cool video about a motorcycle I will research it.
Interviewer: And brands with large fol-
Response: Yes, makes you want to
lowing? Response: I Like larger brands.
buy the product more. For tech things, I will watch vid-
Depends on if it is reliable
eos, sponsored or not, that will typi-
If it is reliable and no one knows
cally show what they like and do not like
about it, it’s even better because that’s
Interviewer: What about brand utili-
which makes you feel like it is something
a talking point that you can then share
ties?
you can actually use. Seeing posts like
with other people.
Response: Depends on how fun they are, If I will use them.
this leads you to want to purchase these
Most of them are pretty stupid most of the time. Ones with an action = more fun.
Like clothing. You don’t want to wear the brand everyone is wearing, you want
things.
to be different. But something big like a Interviewer: What about celebrity
TV or a computer, you want it to be reli-
brand influencers?
able so you go for the big brand,
Response: Do follow celebrities. See Interviewer: Has snapchat filters, etc,
celebrities post these ads. And how you
Interviewer: What about brands that a
does that lead you to buying the prod-
react is how much you like the celebrity
lot of your friends follow?
uct?
and if it is something you can actually
Response: Yes because if some of
conceive buying or using. Like a makeup
your friends like a brand but no one
line that I can buy, but if you’re doing
owns it, you want to be the first to own it
something that I don’t have an interest
Yes, because they’re your friends and
Response: Not useful in leading to buying the product. Interviewer: What about brand ambassadors/influencers? How do you react to seeing brand ambassadors? Response: I unfollow sites that are trying to be for one thing then try to be
you can see it and you can use it.
in, I won’t want to buy it. Sometimes celebrities advertise use-
Yes, because if something is not
less stuff that don’t really go with what
working, your friends will complain
their image is, they just want to make a
about it and use them as a Guinea pig. No because friends aren’t as con-
quick buck.
an ambassador for something else. Depends on how it is done. Some
scious about what they are sporting Interviewer:
Has
seeing
celebrity
YouTubers bring products into their vid-
brand influencers led you to purchas-
Interviewer: What kind of brand influ-
eos for like 20 to 30 seconds to talk about
ing the product?
encer is the most powerful? Response:
it but it’s subtle. Sometimes it’s really an-
Response: Has done it for celebrities
noying and sometimes I don’t care. Like
endorsing products with their names
• Most people say friend
if the YouTuber is honest about it, telling
on it. Most people would say celebrities
social proof is the
that it helps to make more videos and it
have some sort of effect on whether or
most effective
is a product I enjoy and use. But if it is al-
not they purchase a product.
• Expert is seen as the
ways putting in a brand or something, it gets annoying. If it is relevant to what you’re already
second most effec Interviewer: And other users as brand
tive
influencers?
• Consumers like start up
watching – like a car vlogger talking
Response: More likely to believe
about a car or something that’s relevant.
someone who are not getting paid. A
like to do research on them.
If they are just talking about some ran-
popular youtuber will say honestly that
• Brand Influencers most
dom thing that they are sponsoring, it’s
they are not getting paid or profit from
influential
just like “what? I don’t get it.”
it and that makes you more likely to be-
Dollar shave club has been doing a lot of ads of this nature.
lieve them. Seeing other brand influencers affects willingness to buy
brands and they
Appendix C
Survey Questionnaire
Social Media Marketing to the Millennial Generation |87
THANK YOU for your willingness to take part in this survey. I am a psychology and marketing student and I am gathering information for my senior project on the effectiveness of social proof social media marketing on the millennial generation. Please note that this study is looking for individuals born between 1980 and 2000. If you fit these criteria and would like to participate, about five minutes of your time would be greatly appreciated. However, please not that participation is completely voluntary, and all your responses are completely anonymous. Please do not put your name or any identifying information anywhere on the questionnaire. If you understand and are willing to participate, please click next to continue on to the survey. 1. Which of the following social media sites do you have an account on? (Check all that Apply) □ Facebook
□ Snapchat
□ YouTube
2. In the past week, approximately how many minutes per day have you spent on: (Please put a “0” for any of the social media sites that you do not use) Facebook? _____ minutes
Snapchat? _____ minutes
Twitter? _____ minutes
YouTube? _____ minutes
Instagram? _____ minutes
3. How would you describe how often you browse the following social media sites? Facebook □ Always Connected □ Several Times a Week □ Never
□ Several Times a Day □ Once a Week
□ Once a day □ Several Times a Month
Snapchat □ Always Connected □ Several Times a Week □ Never
□ Several Times a Day □ Once a Week
□ Once a day □ Several Times a Month
Instagram □ Always Connected □ Several Times a Week □ Never
□ Several Times a Day □ Once a Week
□ Once a day □ Several Times a Month
□ Always Connected □ Several Times a Week □ Never
□ Several Times a Day □ Once a Week
□ Once a day □ Several Times a Month
YouTube □ Always Connected □ Several Times a Week □ Never
□ Several Times a Day □ Once a Week
□ Once a day □ Several Times a Month
88 | Honors Scholarship Project Volume II
4. Please select the number that corresponds with how well you agree with each of the statements below. 1 meaning Strongly Disagree, 5 meaning Strongly Agree. Strongly Disagree Facebook is a part of my everyday activities 1 2
3
Snapchat is a part of my everyday activities
1
2
3
4
Instagram is a part of my everyday activities
3
3
4
5
Twitter is a part of my everyday activities
1
2
3
4
5
YouTube is a part of my everyday activities
1
2
3
4
5
I feel out of touch when I haven’t logged on to social media in a while
1
2
3
4
5
I would like it if everyone used social media to communicate
1
2
3
4
5
I would be disappointed if I could not use social media at all
1
2
3
4
5
I get upset when I can’t log on to social media
1
2
3
4
5
I prefer to communicate through social media
1
2
3
4
5
Social media plays an important role in my social relationships
1
2
3
4
5
I enjoy checking my social media account(s)
1
2
3
4
5
I don’t like social media
2
3
4
5
1
1
Strongly Agree 4 5 5
Social Media Marketing to the Millennial Generation |89
Questions 1-17 will cover advertising on social media. 1. How often do you access a link on a sponsored advertisement (video or photo advertisements marked “sponsored”) on your social media feed? □ Never
□ Seldom
□ Sometimes
□ Often
□ Very Often
2. How often do you buy a product from a sponsored advertisement on your social media feed? □ Never
□ Seldom
□ Sometimes
□ Often
□ Very Often
□ Often
□ Very Often
3. How often do you participate in social media contests? □ Never
□ Seldom
□ Sometimes
4. How often has participating in a social media contest lead to you purchasing the product or service the contest sponsored? □ Never
□ Seldom
□ Sometimes
□ Often
□ Very Often
5. How often have you participated in social media brand conversations (such as using a hashtag, or joining a live video)? □ Never
□ Seldom
□ Sometimes
□ Often
□ Very Often
6. How often has participating in a social media brand conversation lead you to purchasing the product or service sponsored? □ Never
□ Seldom
□ Sometimes
□ Often
□ Very Often
7. How often have you participated in brand utility (such as brand sponsoring a snapchat filter or a brand sponsoring an Instagram page of user generated photos)? □ Never
□ Seldom
□ Sometimes
□ Often
□ Very Often
8. How often has participating in a brand utility lead to you purchasing the product or service the utility was sponsored by? □ Never
□ Seldom
□ Sometimes
□ Often
□ Very Often
9. How often have you promoted a brand on social media (with or without being paid to do so)? □ Never
□ Seldom
□ Sometimes
□ Often
□ Very Often
90 | Honors Scholarship Project Volume II
10. How often do you buy a product or service because of an influencer/ambassador advertisement (users being paid to advertise a product)? □ Never
□ Seldom
□ Sometimes
□ Often
□ Very Often
11. How often do you buy a product or service because of the recommendation of an expert? □ Never
□ Seldom
□ Sometimes
□ Often
□ Very Often
12. How often do you buy a product or service because of the recommendation of a celebrity? □ Never
□ Seldom
□ Sometimes
□ Often
□ Very Often
13. How often do you buy a product or service because of the recommendation of another user? □ Never
□ Seldom
□ Sometimes
□ Often
□ Very Often
14. How often do you buy a product or service because a large group of people recommended it? □ Never
□ Seldom
□ Sometimes
□ Often
□ Very Often
15. How often do you buy a product or service because of the recommendation of your friends? □ Never
□ Seldom
□ Sometimes
□ Often
□ Very Often
16. How often have you experienced ads on your social media profile (including sponsored ads, social media contests, brand conversations, brand utilities, and brand ambassador ads)? □ Never
□ Seldom
□ Sometimes
□ Often
□ Very Often
17. How often do you buy a product or service because of an online advertisement? □ Never
□ Seldom
□ Sometimes
□ Often
□ Very Often
Social Media Marketing to the Millennial Generation |91
18. Please select the number that corresponds with how well you agree with each of the statements below. 1 is strongly disagree, 5 is strongly agree. Strongly Disagree I often pay attention to advertisements on 1 2 my social media feed
3
Strongly Agree 4 5
I often pay attention to posts by experts on a brand.
1
2
3
4
5
I often pay attention to posts by celebrities on a brand.
1
2
3
4
5
I often pay attention to posts by other users on a brand.
1
2
3
4
5
I often pay attention to brands that have a large following.
1
2
3
4
5
I often pay attention to brands that a large portion of my friends recommend.
1
2
3
4
5
92 | Honors Scholarship Project Volume II
Now just a few questions about yourself. 19. How old are you? _____ years 20. Gender: I identify as: □ Male
□ Female
□ _______________ (Please specify)
21. Ethnicity: I identify as: (select all that apply) □ Caucasian
□ Hispanic/Latino
□ Asian/Pacific Islander
□ Native American
□ African-American
□ Other (Please Specify): _______________ 22. Which is the highest level of education you have attained? □ Some elementary
□ Some college or technical school
□ Completed Elementary school
□ Completed college (4-year degree)
□ Some high school
□ Graduate studies or degree
□ Completed high school
□ Post graduate studies or advanced degree
94 | Honors Scholarship Project Volume II
Dear Reader, I spent a lot of time in the past few months working on volumes I & II of this portfolio. It has been a long journey of a lot of sleepless nights, designing and redesigning, writing and rewriting, but at the end of all of this I have found gratitude. I am enormously grateful that La Sierra Universityâ&#x20AC;&#x2122;s Honors Program gave me a place where I could not only learn but also find creative ways to explore my interest. I am excited to take all that I have learned in the past four years here at La Sierra and apply it to the real world! A special thank you to all my professors and friends that have guided me along the way.