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<p>The aim of this work is to shed light on the possibility of there being generational differences in loyalty via social networks. Rather than assuming that generational cohorts respond uniformly to brand communications on social networking sites (SNS), this study develops a mechanism-based account of how Generation X and Millennials differ in their evaluative processing of four publication characteristics: relevant content, campaigns with benefits, content popular among friends, and picture quality, across three dimensions of customer loyalty: purchase intention, recommendation, and trust. Drawing on an online survey of Spanish SNS users (n = 455 after data cleaning), twelve composite variables capturing the cross between publication characteristics and loyalty dimensions were analysed using structural equation modelling, independence tests, and multi-group comparisons. Results show that generational effects are selective rather than global: Generation X exhibits stronger responses than Millennials for purchase intention and recommendation when content conveys informational, economic, or social credibility value, while trust and picture quality show no generational variation. The modest magnitude of the significant effects indicates that cohort membership operates as a fine-grained moderator of specific content–outcome pathways rather than a dominant segmentation criterion. These findings refine generational marketing frameworks and offer marketing analytics practitioners a more precise basis for calibrating social media content strategy across cohorts.</p>

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Modeling generational effects on social media loyalty: a structural equation modeling approach

  • 期刊论文

  • 发表日期：

    2026年6月30日

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  • Nélida Dávila Espuela,
  • Maria Dolores Reina Paz,
  • Amaya Erro-Garcés

摘要

The aim of this work is to shed light on the possibility of there being generational differences in loyalty via social networks. Rather than assuming that generational cohorts respond uniformly to brand communications on social networking sites (SNS), this study develops a mechanism-based account of how Generation X and Millennials differ in their evaluative processing of four publication characteristics: relevant content, campaigns with benefits, content popular among friends, and picture quality, across three dimensions of customer loyalty: purchase intention, recommendation, and trust. Drawing on an online survey of Spanish SNS users (n = 455 after data cleaning), twelve composite variables capturing the cross between publication characteristics and loyalty dimensions were analysed using structural equation modelling, independence tests, and multi-group comparisons. Results show that generational effects are selective rather than global: Generation X exhibits stronger responses than Millennials for purchase intention and recommendation when content conveys informational, economic, or social credibility value, while trust and picture quality show no generational variation. The modest magnitude of the significant effects indicates that cohort membership operates as a fine-grained moderator of specific content–outcome pathways rather than a dominant segmentation criterion. These findings refine generational marketing frameworks and offer marketing analytics practitioners a more precise basis for calibrating social media content strategy across cohorts.