VGU RESEARCH REPOSITORY
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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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