Authors :
Anandvardhan; Ashish Kumar Srivastava
Volume/Issue :
Volume 9 - 2024, Issue 5 - May
Google Scholar :
https://tinyurl.com/5n6sc676
Scribd :
https://tinyurl.com/2exb29tm
DOI :
https://doi.org/10.38124/ijisrt/IJISRT24MAY096
Abstract :
Scrolling over social media accounts has
become one of Generation Z's favourite pastimes. It would
not be an exaggeration to say social media has become
essential to our everyday lives. In this paper, the
researchers have tried to gain a deeper insight into the
acceptance of social mediaas a marketing communication
tool among Gen Z in Gorakhpur city and its ultimate
impact on their buying intentions. The researchers did a
descriptive study of the data collected from the students in
Gorakhpur, a town in eastern Uttar Pradesh. Using
descriptive and inferential statistics, they concluded
that social media applications have a high acceptance
and have asignificant impact on the buying intentions of
Gen Z.
Keywords :
Social Media Marketing, Gen Z, Buying Intention.
References :
- Huang, Z., & Benyoucef, M. (2017). The effects of social commerce design on consumer purchase decision-making: An empirical study. Electronic Commerce Research and Applications, 25, 40–58. https://doi.org/10.1016/j.elerap.2017.08.003
- Wang, G., Zhang, W., & Zeng, R. (2019). WeChat use intensity and social support: The moderating effect of motivators for WeChat use. Computers in Human Behavior, 91, 244–251. https://doi.org/10.1016/j.chb.2018.10.010
- Duffett, R. (2020). The YouTube marketing communication affects cognitive, affective, and behavioural attitudes among Generation Z consumers. Sustainability (Switzerland), 12(12). https://doi.org/10.3390/su12125075
- McClure, C., & Seock, Y. K. (2020). The role of involvement: Investigating the effect of brand’s social media pages on consumer purchase intention. Journal of Retailing and Consumer Services, 53. https://doi.org/10.1016/j.jretconser.2019.101975
- Shanthi, R., & Kannaiah, D. (2015). Journal of Marketing and Consumer Research www.iiste.org ISSN. In An International Peer-reviewed Journal (Vol. 13). www.iiste.org
- Kaplan, A. M., & Haenlein, M. (2010). Users of the world, unite! The challenges and opportunities of Social Media. Business Horizons, 53(1), 59–68. https://doi.org/10.1016/j.bushor.2009.09.003
- https://later.com/blog/gen-z-social-mediausage/#:~:text=Morning%20Consult%20reports%20that%2035,the%20previous%20year%20(38%25)%3 A
- Salhab, H. A., Al-Amarneh, A., Aljabaly, S. M., al Zoubi, M. M., & Othman, M. D. (2023). The impact of social media marketing on purchase intention: The mediating role of brand trust and image. International Journal of Data and Network Science, 7(2), 591–600. https://doi.org/10.5267/j.ijdns.2023.3.012
- Yuliantoro, N., Goeltom, V., Juliana, I. B., Pramono, R., & Purwanto, A. (2019). Repurchase intention and word of mouth factors in the millennial generation against various brands of Boba drinks during the Covid 19 pandemic. African Journal of Hospitality, Tourism and Leisure, 8(2),1-11.
Scrolling over social media accounts has
become one of Generation Z's favourite pastimes. It would
not be an exaggeration to say social media has become
essential to our everyday lives. In this paper, the
researchers have tried to gain a deeper insight into the
acceptance of social mediaas a marketing communication
tool among Gen Z in Gorakhpur city and its ultimate
impact on their buying intentions. The researchers did a
descriptive study of the data collected from the students in
Gorakhpur, a town in eastern Uttar Pradesh. Using
descriptive and inferential statistics, they concluded
that social media applications have a high acceptance
and have asignificant impact on the buying intentions of
Gen Z.
Keywords :
Social Media Marketing, Gen Z, Buying Intention.