Social networking sites provide users the opportunity to develop
consumer-to-consumer conversations
The locus here is that the lucrative Gen Y group is widespread in its communication via
eWOM channels. Indeed, Gen Y is a pronounced market segment in generating online content regarding their consumption experiences refers to the Gen Y cohort as one of the catalysts in the revolution of
eWOM via social networking sites. This may be due to Gen Y being composed of digital natives who are more accustomed to technology for a means of communication
reference that Facebook,
Twitter, and Instagram are three common eWOM channels for Gen
Y consumer-to-consumer dialog, whereupon users are provided
with the opportunity to generate online content that could advocate
for, ignore, or sabotage the reputation of a music festival
event. Moreover, this dialog may follow two directions of communication
to decide whether or not to purchase a product: that of
providing a consumer review, or that of seeking a product review
from a past consumer. Regardless of the dialogue direction, the
conversations among Gen Y consumers on social networking sites
is generally deemed both trustworthy and equivalent to offline
word-of-mouth communications by others