|Title: THE IMPACT OF COVID-19 ON GENERATION Y CONSUMERS: UNDERSTANDING ROLE OF MESSENGER SERVICES AND SOCIAL NETWORKS. A STUDY FROM UAE.|
Dr. Almaz Sandybayev and Dr. Roudaina Houjeir
Throughout history, there have always defining moments for different generations. The rapid migration to digital technologies driven by the pandemic hold the world in 2020. The global COVID-19 pandemic will impact all generations and especially Generation Y consumers which is a main focus of this study.
Considering latest challenges, role of messenger services and social networks relations becomes a life changing issue. Companies understand that building relations with customers via social media and the way these channels are managed is an essential element of the brand’s success.
Thus, the study tries to explore how millennial of age 23-35 years old perceive the social networking sites, through exploring the combined use of a range of popular SNSs, including Facebook, Twitter, MySpace, Instagram, Tumblr, LinkedIn and Google Plus. Sixty participants, aged 20 to 35, participated in an online survey that used open-ended questions to ask how participants define and use different SNSs.
To achieve this aim, the research employs various methodologies which include descriptive/interpretive studies of the literature and previous studies carried out by academics and industrial institutions. It also utilizes quantitative survey taken among participants.
The findings from this study suggest that researchers need to consider how people use SNSs in combination as this influences the decisions people make about which SNS accounts they use and how they present themselves on these sites.
|Keywords: Messenger Services, SNS, Generation Y.|