How to motivate digital natives to write online reviews
by Katherine Taken Smith
International Journal of Business and Globalisation (IJBG), Vol. 35, No. 4, 2023

Abstract: Online reviews have become a key source of information that consumers use in their decision making process. Research shows that people consider the opinions of fellow consumers to be more credible than traditional marketing. The upcoming generation, digital natives, are known for their ability to create and manipulate content in the digital arena. They frequently write online reviews and endorse products. Thus, digital natives can help promote or demote a product. The purpose of this paper is to discover what motivates this generation to write online reviews and tell their friends about a product. These motivators can help marketers design effective content that will draw digital natives into dialogues about their products. This study found several effective motivators and provides specific recommendations to marketers.

Online publication date: Tue, 09-Jan-2024

The full text of this article is only available to individual subscribers or to users at subscribing institutions.

 
Existing subscribers:
Go to Inderscience Online Journals to access the Full Text of this article.

Pay per view:
If you are not a subscriber and you just want to read the full contents of this article, buy online access here.

Complimentary Subscribers, Editors or Members of the Editorial Board of the International Journal of Business and Globalisation (IJBG):
Login with your Inderscience username and password:

Username:        Password:          Forgotten your password?

Want to subscribe?
A subscription gives you complete access to all articles in the current issue, as well as to all articles in the previous three years (where applicable). See our Orders page to subscribe.

If you still need assistance, please email subs@inderscience.com