AN ANALYSIS OF THE MOTIVATIONS BEHIND STUDENT MILLENNIALS ENGAGING IN SOCIAL CO-CREATION. A MILLENNIAL COHORT COMPARISON
Cardiff Metropolitan University
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Purpose: The purpose of this dissertation was to identify the main motivations that influence students to engage in social co-creation. This dissertation also looked to identify any differences in brand engagement and social media usage between millennial students and the millennial cohort. Gender differences were also tested. Design/Methodology: A questionnaire was used to generate an overview of student social media usage and the main factors influencing student engagement. The questionnaire was distributed through a snowball sample and a convenience sample. The results were analysed using descriptive statistics including the mean. T-tests were used to identify any significant gender differences. Findings: The results identified that there are differences between the millennial cohort and millennial students in terms of the type of brand engagement. Furthermore, millennials and millennial students are influenced by similar motivations for engaging in co-creation. These have been represented in an adapted model. The results showed there is limited gender difference in motivations for social co-creation. Limitations: The quantitative approach failed to get an in depth understanding on why students are influenced by certain motivations. Furthermore, a large part of the sample were from Cardiff. Key Terms: Social co-creation, Millennials, Social Media, Brand Engagement.
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