| Summary: | This research examines if there are significant differences on the motivation to interact with brands through social media between Generation X and Millennials (also called Generation Y). Furthermore, this study intends to examine if there is a relevant difference in their preference for non-traditional hair colour among these two generational cohorts. Results indicated that Generation Y members consider their relationship with brands as more equal than Generation X. They believe they have the capacity to help a brand succeed or fail especially with their engagement online. Moreover, they are more likely to be active on the Web, and they consider their offline and online worlds as intertwined. Finally, Gen Y is more motivated to consider using non-traditional hair colour than the older cohort. This study fills the gap in the literature by addressing how marketing professionals of the beauty market should market nontraditional hair colour, especially online, based on customers’ generational cohort.
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