Communications in Humanities Research ISSN: 2753-7072
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Research Article

In What Way Is Gen Z’s Purchase Behavior Affected by Social Media

Ziteng XuHangzhou International School*

* Corresponding author: [email protected]

Abstract

With the growth of the online marketplace, social media has received increasing attention as an advertising resource in recent years. An introduction to the social psychology of effective social media advertising has been studied to some extent at this stage. This paper delves into the dynamic expansion of social media and its far-reaching impact on marketing opportunities, particularly on Generation Z - a population known for its avid use of social platforms. Using a variety of search engines and specific keyword combinations, this study provides a comprehensive review of empirical studies that elucidate the relationship between purchasing behavior and Gen Z's use of social media. The study systematically integrates and evaluates various studies that have explored the impact of social media on the buying habits of Generation Z. Key aspects such as the phenomenon of followership, the quest for individuality, and the sway of social media influencers are summarized and evaluated. The paper emphasizes the critical role of social media marketing and its far-reaching impact on Generation Z's purchasing decisions.

Keywords: Purchase intention; Gen Z; Social Media; Bandwagon effect; Need for uniqueness
Published: July 31, 2024
DOI: 10.54254/2753-7064/38/20240014
Volume: CHR Vol.38
pp. 153-159
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