A Comparative Investigation into Social Media's Impact on Generation Z and Millennial Consumer Choices.
Sokolova, Kseniia (2023)
Sokolova, Kseniia
2023
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2023120534458
https://urn.fi/URN:NBN:fi:amk-2023120534458
Tiivistelmä
This in a bachelor’s thesis performed for the program in Business Service Solutions and Languages with a major specialisation in Marketing Sales and Service. The research concentrates in investigating the impact of social med on consumer purchasing decisions, it specifically focuses on the difference in buying behaviour of two decent generational cohorts them being Generation Z and Millennials.
This study consists of theoretical framework and empirical part. Theoretical framework focuses on social media impact on Generation Z and Millennials consumer choices. The first topic concentrates on the overall Impact of social media advertising specifically focusing on psychological impact and behaviour responses of individuals. The research follows with investigating the generational differences of Generation Z and Millennials and consumer behaviour models that are common for this generations. Lastly the study covers the role of social media platforms concentrating on communication theories and following with platform effectiveness.
The research process consists of primary research conducted through an online survey. It out-lines employing statistical methods to derive meaningful patterns and trends. This research de-sign ensures a systematic and rigorous exploration of the targeted demographic, utilising quantitative analysis to uncover valuable insights. The survey collected a total of 32 valid answers of individuals belonging to generation Z and `millennial Generation. The responses, revealing pat-terns and commonalities among participants were comprehensively analysed in this part of the study.
The key findings of the research uncovered nuanced dynamics in the impact of social media advertising on the purchasing decisions of Generation Z and Millennials. Participants showed varying responses to ads, user-generated content emerged as a significant influencer, reminiscent of trust associated with friends' recommendations. However, sponsored content had mixed acceptance, with some participants expressing reservations. Notably, the research highlighted consumers preference for authenticity and reliability. Millennials displayed diverse social media usage patterns with varying hours spend daily depending on person to person. In contrast, Generation Z are consistently present on social media daily, investing more time. When it came to the influence of social media ads, Generation Z appeared more susceptible than Millennials, and likely to make purchases based on advertisement. Instagram emerged as a dominant platform, influencing product discovery and purchases, emphasising its multifaceted role in shaping consumer decisions. TikTok, YouTube, and Telegram also played crucial roles, each contributing to the multifaceted landscape of consumer decisions.
This study consists of theoretical framework and empirical part. Theoretical framework focuses on social media impact on Generation Z and Millennials consumer choices. The first topic concentrates on the overall Impact of social media advertising specifically focusing on psychological impact and behaviour responses of individuals. The research follows with investigating the generational differences of Generation Z and Millennials and consumer behaviour models that are common for this generations. Lastly the study covers the role of social media platforms concentrating on communication theories and following with platform effectiveness.
The research process consists of primary research conducted through an online survey. It out-lines employing statistical methods to derive meaningful patterns and trends. This research de-sign ensures a systematic and rigorous exploration of the targeted demographic, utilising quantitative analysis to uncover valuable insights. The survey collected a total of 32 valid answers of individuals belonging to generation Z and `millennial Generation. The responses, revealing pat-terns and commonalities among participants were comprehensively analysed in this part of the study.
The key findings of the research uncovered nuanced dynamics in the impact of social media advertising on the purchasing decisions of Generation Z and Millennials. Participants showed varying responses to ads, user-generated content emerged as a significant influencer, reminiscent of trust associated with friends' recommendations. However, sponsored content had mixed acceptance, with some participants expressing reservations. Notably, the research highlighted consumers preference for authenticity and reliability. Millennials displayed diverse social media usage patterns with varying hours spend daily depending on person to person. In contrast, Generation Z are consistently present on social media daily, investing more time. When it came to the influence of social media ads, Generation Z appeared more susceptible than Millennials, and likely to make purchases based on advertisement. Instagram emerged as a dominant platform, influencing product discovery and purchases, emphasising its multifaceted role in shaping consumer decisions. TikTok, YouTube, and Telegram also played crucial roles, each contributing to the multifaceted landscape of consumer decisions.