Business Commons^™

On Being Social: How Social Identity Impacts Social Commerce For The Millennial Shopper, Stephanie Jacobsen, Nora Ganim Barnes

Management Faculty Publications

Millennials are a technologically sophisticated generation, who have the purchasing power to change the face of retailing. A significant proportion of their shopping is done online and they utilize their social networks while engaging in the shopping process- a current area of interest termed “social commerce.” No single group is better positioned to take advantage of social commerce, and yet, it’s possible that Millennials are participating in social networks and online shopping in order to better define their social identities. This study summarizes data from three years of longitudinal research into the use of social media by Millennials on three …