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Millennials and Social Commerce: Brands and Buy Buttons


September 2016 | Research Report

As the first generation to be composed largely of digital natives, millennials constitute a significant segment of social commerce and social media users. Research conducted by the Center for Marketing Research at the University of Massachusetts Dartmouth examines how millennial consumerism is driven through social media, while also questioning how purchasing varies across platforms.


AUTHOR

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Nora Ganim Barnes

Chancellor, Professor of Marketing, Director, Center for Marketing Research
University of Massachusetts Dartmouth
Senior Fellow
The Conference Board Marketing and Communications Center


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Alex Parkinson

Communications Institute Co-Leader

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