Effects of social media on consumer buying behavior for Gen Z

Title

Effects of social media on consumer buying behavior for Gen Z

Subject

Social media,
Advertising,
Purchasing,
Generation Z,

Description

Digital marketing is a constantly growing field with social media being an important part of this accelerated growth. There are approximately 3.96 billion social media users today, and they spend on average 2.4 hours per day on social media (Henderson 2020). E-commerce continues to be a major outlet for consumers especially today during a global pandemic, and 22% of Generation Z age group shop online making the cohort a large contributor to e-commerce continued success (Howland 2021). Based on changing digital marketing and social media habits, consumers' purchase patterns are also evolving (Alawan 2018). As a result, many studies have examined the influence of different aspects of social media on consumers’ buying behaviors and intentions. For example, a study conducted by Chen, Lu, Wang, and Pan (2019) from Huazhong University of Science and Technology, China, explored the influence of online recommendations on impulse buying, and found that behavior is influenced by trust in the recommender and fondness towards the product. Research done by Gupta and Vohra (2019) also supports the relationship between social media and impulse buying. The research suggested that social media significantly impacts impulse buying by social media acting as an “internal stimuli”.

Creator

Lersch, Maeve

Publisher

Rider University

Contributor

Mishra, Anubha

Relation

Baccalaureate Honors Program

Format

Adobe Acrobat PDF

Language

English

Type

Capstone

Files

lersch.pdf
lersch_capstone.pdf

Citation

Lersch, Maeve, “Effects of social media on consumer buying behavior for Gen Z,” Rider Student Research, accessed January 28, 2022, https://riderstudents.omeka.net/items/show/26.

Output Formats