文章基本信息

标题：Impact of Social Media Marketing Communication on Generation Z Consumer’s Attitude in Chennai
本地全文：下载
作者：S.ABILASH ; R.LAKSHMI
期刊名称：Ilköğretim Online/Elementary Education Online
印刷版ISSN：1305-3515
电子版ISSN：1305-3515
出版年度：2021
卷号：20
期号：5
页码：5500-5506
DOI：10.17051/ilkonline.2021.05.619
语种：English
出版社：Öğretmen Eğitimi Akademisi
摘要：In this digital sector, sustained phenomenal progress has an indirect effect on all facets of life in society, including those of members of Generation Z.In "Communication Success," social media shall play a key role. Thus, a business can recognize an advantage through the effective use of social media in marketing communication. Interactive social media helps advertisers to communicate extensively with users.This study therefore aims to evaluate the degree to which the emergence of the digital age, particularly social media as a medium of marketing communication, has had an influence on the attitude of Generation Z.The research group consists of 234 participants obtained by a purposeful sampling procedure. The following are the conclusions of the hypothetical test: (1) Social media marketing exchangeinfluences the attitude aspect. (2)There is little effect on the mindset aspect of the use of social media and demography.
关键词：Generation Z;Social media marketing communication;Demography;Attitud