Naslov
Impact of social networks on generation Z consumer habits

Autori
Taletović, Nina ; Slivar, Iva ; Bizjak, Maja

Vrsta, podvrsta i kategorija rada
Radovi u zbornicima skupova, cjeloviti rad (in extenso), znanstveni

Izvornik
Conference proceedings: The 10th International scientific conference Finance, Economics and Tourism - 2022 / Družić, Goran ; Benazić, Dragan - Pula : Hrvatska akademija znanosti i umjetnosti (HAZU), 2023, 203-218

ISBN
978-953-377-006-2

Skup
The 10th International scientific conference Finance, Economics and Tourism - 2022

Mjesto i datum
Pula, Hrvatska, 22.09.2022. - 24.09.2022

Vrsta sudjelovanja
Predavanje

Vrsta recenzije
Međunarodna recenzija

Ključne riječi
consumer habits, Generation Z, social networks.

Sažetak
With the rapid development of Internet and technology, new social networks are born. New ways of communication through social networks are an unavoidable part of everyday life among younger generations. Generation Z is very attached to their mobile devices, so they spend most of their free time on various social platforms. Members of Generation Z use the social networks for several reasons: to communicate, share various information and contents, but also when shopping. The influence of social networks has greatly changed the ways of living, as well shopping habits of various generations, especially of the Generation Z. A rich range of products and services is available to all users who have Internet and social networks in just a few steps. In this way, users began to increasingly follow the trends taking place in the world and created a desire for a particular product and service. Online shopping has come to life with the help of various ads and influential people (influencers) who are more and more present on social networks and encourage people to consume. The aim of this paper is to find out how social networks affect Generation Z, but also their consumer habits when buying a particular good or service. The results of the research were collected applying an originally developed questionnaire, which showed a significant influence of social networks in the pre-purchase behavior of Generation Z, thus entailing numerous implications for theory and practice.

Izvorni jezik
Engleski

Znanstvena područja
Ekonomija

POVEZANOST RADA