At section ―2.6 CSR and
Y-Generation‖ the prominent characteristics of YGeneration is mentioned. At
this section mostly the characteristics related to communication is discussed.
Y-generation was born into a world where they could experience all the
improvements in technology. They grow up in an era where exists instant global
communication, rapid and easy access to information and media saturation
(Valentine, Powers, 2013). According to Kongsholm (2010); Generation-Y are so
technologically competent compared with earlier generations that they often
pose as the tech experts of the family providing guidance, solving
technological problems, etc. Members of this cohort can easily multitask
between different kinds of media and expect their surroundings to do the same
(Schmeltz, 2012).
According to Rasmussen (2009),
Gen Y actively uses different communication platforms and it seems to them
natural to share their private life on those social networking websites such as
Facebook , Twitter and Myspace as a part of their everyday life (Schmeltz,
2009; Furlow, 2011). Gen Y actively contributes, shares, searches and consumes
content on social media platforms. Managers and researchers are interested in
Gen Y‘s social media usage since it can be helpful them to forecast how people
will behave in the future (Bolton, et al., 2013).
Absolutely, Y generation is
claimed as socially conscious individuals and they develop loyalty to those
brands which have CSR strategy integrated to corporate strategy. Y generation
supports those brands/firms through developing brand loyalty. Brands/firms aim
to reach those consumers via social media platforms such as Facebook. Social
media strategy provides brands/firms to involve active community and constantly
connect with their consumers (Furlow, 2011).
The active
social media usage of Gen Y gives marketers an opportunity to reach those
consumers easily. Social media marketing activities such as E-WOM, social media
groups and online advertising has a great impact on promoting brand and
products among Y-generation consumers. Y-generation consumers tend to share
their experiences about a product or a brand through social media which affects
the purchase intentions (Balakrishnan et al., 2014). Purchase decision is also
affected by consumer satisfaction and consumer loyalty. Firms try to be
perceived as socially responsible.
However, the CSR activities adopted by the firm must
be compatible with firms‘ business activities. If not, consumers do not develop
positive attitudes toward the brands/firms. Therefore, customers do not develop
satisfaction and loyalty towards the company (Gould, 1995; Becker-Olsen,
Cudmore, Hill, 2006).
So, Y generation is grown up as
―technies‖. They were born into a world where the technology is rapidly
developed. They have been using the technology intensively in their daily life
when they were growing up. Moreover, they never confer with scarcity.
Generally, they have reached everything whenever they need, whenever they want.
They have better conditions for their education; they have abundant resources
for the information. They reach the information easily and immediately through
the internet.
Since, they are mingle with technology too much they
are interested in social media more than ever other generations. They use it
often and share their views, thoughts and life on social media. They follow the
companies through social media. They gather information about the companies
through social media channels such as blogs. As a result, companies can reach
to Y-generation consumers through the social media channels easily. They can
run successful marketing campaigns and programs by targeting Y-generation
consumers through social media.
After the literature review, it is decided
that CSR has six main dimensions:
economic, legal, ethical, philanthropic, social, and
environmental (Carroll, 1991; Schwartz, Carroll, 2003; Dahlsrud, 2008; Garriga,
Melé, 2004). The six dimensions are used in order to measure CSR. Consumer
purchase intention/decision is affected by two factors: customer trust and
customer loyalty and they are decided to measure consumer purchase decision.
Finally, social media usage has aspects: WOM communication, viral and
interactivity which is determined to measure social media usage.
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