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VGU RESEARCH REPOSITORY


Please use this identifier to cite or link to this item: https://epub.vgu.edu.vn/handle/dlibvgu/1050
Title: Generation Z and social media marketing: a qualitative study on the impact of social media on generation Z's buying behaviour
Authors: Nguyen Le Uyen Phuong 
Keywords: Generation Z;Social media marketing;Consumer behaviour
Issue Date: 2021
Abstract: 
Due to early exposure to the internet and social networks, Generation Z has rapidly become the concentration of many organisations in the twentieth century. Hence, the purpose of this paper is to examine the effects of social media on the buying behaviour of the first generation to be “born digital”. This research will focus on Generation Z’s attitudes towards social media marketing as consumers. A qualitative study, including interviews with four Generations Z members, will be carried out in order to collect primary data and present aninsightful overall understanding of this topic.
URI(1): http://epub.vgu.edu.vn/handle/dlibvgu/1050
Rights: Attribution-NonCommercial 4.0 International
Appears in Collections:Finance & Accounting (FA)
Finance & Accounting (FA)
Finance & Accounting (FA)
Finance & Accounting (FA)

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