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Generation C: Content Creation, Connections and Choice

Hardey, M.



This paper reports the findings from an in-depth, exploratory research project designed to understand how consumers create, use and behave in response to content on consumer review websites. Based on data from members of a consumer review site, it seeks to capture the experiences and behaviours of consumers, and to convey their voice as users of social media and other digital sources. Consumers, who are part of Generation C, constitute a significant proportion of the membership on consumer review websites. In this paper, the nature of this generational category is discussed and situated within their use of social media. Reflecting calls in this journal for an innovative and open research agenda, the methodology is designed to reveal new forms of informational behaviour among this group of consumers, who are at the forefront of social media adoption. The research reveals that activities within consumer review sites are embedded in broader social media behaviours, and that this influences the creation and use of consumer-generated and marketing content. The identification of such new forms of consumer activity forms the basis for further research and the incorporation of Generation C into successful marketing strategies.


Hardey, M. (2011). Generation C: Content Creation, Connections and Choice. Journal of the Market Research Society, 53(6), 749-770.

Journal Article Type Article
Publication Date Jan 1, 2011
Deposit Date May 6, 2011
Journal Journal of the Market Research Society.
Print ISSN 0025-3618
Publisher Warc for the Market Research Society
Peer Reviewed Peer Reviewed
Volume 53
Issue 6
Pages 749-770
Public URL