Izvorni znanstveni članak
GENDER DIFFERENCES IN GENERATION Z IN CONTEXT OF TRADITIONAL SOCIAL MEDIA USAGE
Matea Matić Šošić
; University of Dubrovnik, Department of Economics and Business Economics, Lapadska obala 7, 20000 Dubrovnik, Croatia
Sažetak
Social media play a dynamic role in user’s life style by removing communication barriers and become a noticeable place for social interactions. Therefore, social media with its interactive
features provide users opportunities to engage with other users and companies. This study investigates the gender difference of Generation Z in relation to features of social media usage.
Also, this study explores the relation between purchase intentions and company created social media content, purchase recommendations, sharing the purchase experience in Generation Z. The research instrument was a questionnaire, and data were collected through social media platforms using Google forms. Descriptive statistics, Spearman correlation coefficients and nonparametric statistics (Mann-Whitney U Test) were used to achieve the objective of this study. The research sample consisted of 162 social media users of Generation Z. The results reveal that there is a significant difference between the features of social media usage and gender of Generation Z. Also, research results found statistical significant relation between purchase intentions and company created social media content, sharing information about past purchase experience and encouraging other users to make purchase in social media. At the end of the paper, the author discusses the results, along with implications, limitations and recommended future research directions. This paper contributes on the field of theory to better understanding of the gender differences in social media and also it has practical implications to online retailers and marketing experts in order to highlighted barriers that are specific for purchase behaviour in social media based on gender awareness.
Ključne riječi
social media; generation z; purchase intention
Hrčak ID:
314723
URI
Datum izdavanja:
15.3.2024.
Posjeta: 514 *