Document Type
Conference Proceeding
Publication Date
2021
Abstract
This study explores differences in B2B search processes of members of three generational cohorts, Millennials, Generation X, and Baby Boomers. When searching for a business-to-business service provider, Millennials were significantly more likely to use an internet search, but there were no significant differences between Generation X and Baby Boomers. Although more likely to use an internet search than previous generations, Millennials were just as likely to use interpersonal information sources. These results provide insights into differentiating marketing communications to effectively reach members of different generations in business-to-business marketing.
Recommended Citation
Story, John, "Generational cohorts and search for B2B service providers" (2021). Association of Marketing Theory and Practice Proceedings 2021. 1.
https://digitalcommons.georgiasouthern.edu/amtp-proceedings_2021/1
