Abstract

The purpose of this study is to explore the generational differences in the mechanisms that promote the transmission and reception of online opinions by buyers in the context of social network services. A research model based on previous literature is used in this study. Partial least square's technique is used to analyse a sample of users belong to two different generations. A total of 189 valid responses are collected, 85 from X generation and 104 Millennials. Results show important differences between the groups.