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Inter-generational comparison of social media use: Investigating the online behavior of different generational cohorts.

Today we cannot imagine our everyday life with-out the Internet. Some of us do not even remember the times, when we actually had to get outside to buy new clothes or book a vacation. Now, all these tasks can be managed, with the help of the Internet, com-fortably from our homes. One of the most booming Internet offerings are the so-called social media. In our study we investigate the divergences in social media usage between different generations. The out-comes of our investigation might be a valuable guide for businesses focusing on online marketing, social shopping, or e-commerce in general, and desiring to reach the right target groups. Once the businesses identified services mostly used by their target customers, they can focus on building a relationship with them through the social network, committing them to the brand and, hence, influencing their decision-making.

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