14 Jan 2017
Professor Gruber's article on social media tops University's 2016 download list
Professor Gruber wrote the article “Understanding Generation Y and Their Use of Social Media: A Review and Research Agenda”, alongside colleagues from the USA, Netherlands and Australia.
The article, which investigates how millennials utilise social media and its effect on future behaviours, was downloaded more than 7000 times in 2016. It has also been downloaded more than 35,000 times from the Journal of Service Management website.
Last year the article also won one of the prestigious Emerald Citations of Excellence Awards. Each year, Emerald Group Publishing awards certificates to highly cited papers relating to the areas of business, management, finance, accounting, economics and marketing.
Professor Gruber commented:
"I am delighted to see the article, which investigates the shift in social media use amongst Generation Y and its overall effects, being so well received and widely read."
Please click here for a complete list of University Downloads.