Article2013

Investigating the Potential Influence of the Internet as a New Socialization Agent in Context with Other Traditional Socialization Agents

43 citations0/0 files storedThe Journal of Marketing Theory and Practice

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Media, Gender, and Advertising Digital Marketing and Social Media Consumer Behavior in Brand Consumption and Identification

Abstract

To explore how marketing practices should be adapted to today's technology-driven culture, this study investigated the differences in the socialization of gender and two generational cohorts, using the established agents of parents, peers, and traditional mass media, in conjunction with the Internet as a potentially new and important socialization agent. The findings suggest that normative (parents, peers, and the Internet) influences affect Generation Y more than Generation X. Conversely, as this study found, informative influences of parents, traditional media, and in particular, the Internet affect Generation X. Furthermore, the findings show that the Internet is an important normative socialization agent influencing men, while it acts as an informative socialization agent for women.

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References

2025Advances in Consumer Research 2004Electronic word-of-mouth via consumer-opinion platforms: What motivates consumers to articulate themselves on the Internet?2007Handbook of socialization theory and research 2003The Digitization of Word of Mouth: Promise and Challenges of Online Feedback Mechanisms 2000McQuail's mass communication theory 1999Social cognitive theory of gender development and differentiation.2007Word of mouth communication within online communities: Conceptualizing the online social network 1999E-tribalized marketing?: the strategic implications of virtual communities of consumption

Cited by

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