The aim of this study is to explore how the impact of recommendations in social media on intention to purchase varies between generations Y and Z. The research focuses on two types of online recommendations, namely online reviews and opinion leaders’ recommendations, and e-WOM, which refers to recommendations made by followers. It also aims to examine which of the two types predominates among generations. Based on various studies, a theoretical research model was developed as well as quantitative and qualitative research was employed. The research findings supported the idea that social media recommendations have an influence on purchasing intentions of consumers, however, the main managerial applications of this study are connected with the differences among consumers. Online reviews had been an influential source of information for Generation Y; however, it is losing its influential power towards shaping purchasing intentions. E-WOM is still important, thus brands and retailers are advised to develop and maintain branded communities in social media, encourage their consumers to share feedback not only in social media, but also in rating websites, apps and services. Retailers are advised to segment their target audience very carefully, as differences in generations’ social media habits and information adoption exist.

中文翻译：

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社交媒体中的推荐对Y和Z代购买意愿的影响

这项研究的目的是探讨Y和Z代之间社交媒体中推荐对购买意向的影响是如何变化的。该研究集中于两种类型的在线推荐，即在线评论和意见领袖的推荐以及e-WOM ，指的是关注者提出的建议。它还旨在研究这两种类型中哪一种在几代人中占主导地位。在各种研究的基础上，建立了理论研究模型，并进行了定量和定性研究。该研究结果支持以下观点：社交媒体推荐会影响消费者的购买意愿，但是，本研究的主要管理应用与消费者之间的差异有关。在线评论一直是Y代的重要信息来源。但是，它正在失去塑造购买意愿的影响力。E-WOM仍然很重要，因此建议品牌商和零售商在社交媒体上开发和维护品牌社区，鼓励其消费者不仅在社交媒体上分享反馈，而且在网站，应用和服务评级中分享反馈。建议零售商非常仔细地细分目标受众，因为各代人的社交媒体习惯和信息采用方式存在差异。