The impact of enterprises’ social media activities on Generation Z’s purchasing decisions

Ławińska, Olga; Korombel, Anna

doi:10.2478/ijme-2024-0042

Abstract

The aim of the paper is to assess the impact of enterprises’ activities on social media on the purchasing decisions of Generation Z members. The study investigates Gen Zers’ behavior in response to enterprises and their activities on social media as part of a broader research conducted by the authors among students in Poland and Great Britain in 2023. The research employed a survey method, specifically utilizing the CAWI survey technique. Descriptive statistics measures were applied to analyze the research data. The findings demonstrate that activities on social media by enterprises positively influence Gen Zers purchasing decisions, with the impact varying, depending on the respondent’s country of residence. The results reveal that the selected activities had a significantly stronger impact on the decisions of females compared with males and also had a significantly stronger impact on the decisions of urban dwellers.

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The impact of enterprises’ social media activities on Generation Z’s purchasing decisions

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