Brand engagement and search for brands on social media: comparing generations X and Y in Portugal

Marisa Bento, Luisa M. Martinez, Luis F. Martinez

Research output: Contribution to journalArticlepeer-review

93 Citations (Scopus)


This paper characterizes both Generation X's and Generation Y's brand engagement on referral intentions and electronic word-of-mouth (e-WOM) through social media, namely Facebook. Using an online questionnaire conducted across 332 participants in Portugal, the results showed that Generation Y members consumed more content on Facebook brands’ pages than Generation X. Also, they were more likely to have an e-WOM referral intention as well as being more driven by brand affiliation, promotions and discounts. Additionally, currently employed individuals were found to contribute more frequently (e.g., posting, liking, following and sharing) than students. Our findings also revealed that Generation Y was regarded as the most cost-conscious generation. Finally, practical implications are discussed, as brands should adapt their posted online content to the characteristics of their specific audience. Accordingly, value co-creation among community participants acts as a prominent driving force in the context of social media.

Original languageEnglish
Pages (from-to)234-241
Number of pages8
JournalJournal of Retailing and Consumer Services
Publication statusPublished - 1 Jul 2018


  • Brand engagement
  • e-WOM
  • Facebook
  • Generation X
  • Generation Y
  • Motivations
  • Social media


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