Insights into the Influence of Temperament and Materialism on the Pass-Along Behaviour of Generations Y and Z

Abstract

Technological advances occur all over the world with an astonishing speed. Among the latest trends in marketing, automation or artificial intelligence-based technologies are the most relevant. Social networking has been evolving incessantly and Facebook still holds the top position in the field. Generations develop new and increasingly more sophisticated characteristics when social and technological changes emerge. Taking into account all the above-mentioned aspects, the present study aims at analysing the influence of some relevant psychological characteristics (i.e. materialism and temperament) on the behaviour of digital media distributionvia social networking by generations Y and Z. In order to do so, a study was disseminated among 344 respondents belonging to the two generations under scrutiny. The results of this study showed that both materialism and temperament have a great influence on the online consumer’s behaviour,and the distribution behaviour via Facebook is determined more than 25% by the variables which were taken into consideration and included in a pattern of a structural equation.