Facebook as a complaint mechanism : An investigation of millennials

The Millennial generation presents both opportunities and challenges to marketers. Due to their familiarity and heavy usage of technology and social media, Millennials seem to be one group of consumers who, when dissatisfied with a product or service experience and/or the improper handling of a complaint, may retaliate on the Internet. The purpose of this study is to examine how Millennials use Facebook as a complaint channel by posting complaints online. A sample of 441 undergraduates was used from a public university in the eastern half of the United States during the 2010-2011 academic year.

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