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Advancing the Concepts & Practices of Information Resources Management in Modern Organizations

Millennials Consumers' Behaviors between Trends and Experiments

Millennials Consumers' Behaviors between Trends and Experiments
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Author(s): Muhammad Anshari (Universiti Brunei Darussalam, Gadong, Brunei Darussalam), Yabit Alas (Universiti Brunei Darussalam, Gadong, Brunei Darussalam), Abdur Razzaq (Universitas Islam Negeri Raden Fatah Palembang, South Sumatra, Indonesia), Masitah Shahrill (Universiti Brunei Darussalam, Gadong, Brunei Darussalam) and Syamimi Ariff Lim (Universiti Brunei Darussalam, Gadong, Brunei Darussalam)
Copyright: 2021
Pages: 17
Source title: Research Anthology on E-Commerce Adoption, Models, and Applications for Modern Business
Source Author(s)/Editor(s): Information Resources Management Association (USA)
DOI: 10.4018/978-1-7998-8957-1.ch076

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Abstract

Millennial consumer behaviors approach purchasing or shopping things differently when compared to what earlier generations encountered. Each generational cohort shares a common technological, social, political, historical, and economic environment that shapes and distinguishes them from one another and the millennial generation is using social media as a shopping platform. Technology advancement has become far more user-friendly during millennials' lifetimes, as they are attached to the social media given that it has become a platform that is utilized to communicate and shop. The aim of the study is to look at the characteristics of consumers' behaviors as it has a huge impact on the development of new business strategies. This article provides an analytical framework of millennial consumers' behaviors based on previous studies along with data collected from a focus group discussion. The study finds that millennials are more confident compared to earlier generations, more willing to be experimented on and willing to experiment, and are fashionable trend-wise. In terms of technology adoption, millennials have adopted technology as a way of life which makes full use of its functions ranging from communication to entertainment and optimized social media presence is essential for brands that are targeting millennials.

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