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Full-Text Articles in Sociology
An Examination Of Factors That Influence Social Networking Community Participation Among Millennials, Celeste See Pui Ng, Anita Lee-Post
An Examination Of Factors That Influence Social Networking Community Participation Among Millennials, Celeste See Pui Ng, Anita Lee-Post
Marketing & Supply Chain Faculty Publications
This study investigates main and moderating factors that influence Millennials' intention to participate in a social networking community (SNC). The authors modified the unified theory of consumers' acceptance and use of technology (UTAUT2) to incorporate six main and two moderating factors to explain Millennials' SNC participation intention. By considering the implications of the unique characteristics of Millennials on their social networking behavior, the authors' model is better suited to answer what drives these tech-savvy individuals to participate in a SNC via such sites as Facebook. Specifically, the authors find that hedonic motivation, trust in technology, trust in community, and social …
Gender East And West: Transnational Gender Theory And Global Marketing Research, Katherine Sredl
Gender East And West: Transnational Gender Theory And Global Marketing Research, Katherine Sredl
School of Business: Faculty Publications and Other Works
Much of the prior scholarly research on global gender and marketing tends to focus on development. The post-socialist space does not fit neatly into this paradigm, given the diversity of its legacy of ideology, industrialization, feminist thought, and the post-socialist experience of privatization, democratization, European Union expansion, and, in some cases, war. This chapter uses the history of feminist thought in Yugoslavia and Croatia to highlight the contribution the post-socialist space brings to global gender and marketing research: questioning the role of the state in securing rights and questioning assumptions about individualism in a neoliberal era. I argue for an …