Sociala mediers påverkan på Generation Z : En kvantitativ studie om vad som primärt påverkar Generation Z konsumenter på sociala medier vid val av varumärke

Sammanfattning: Purpose: The purpose of the study is to identify how Generation Z consumers are influenced by social media when choosing a brand, as they are the only generation that has grown up with the internet as a given. The study also aims to investigate the consumer behaviors that Generation Z have on social media. Research questions: What primarily contributes to Generation Z consumers’ brand choices on social media? How does Generation Z manifest unique consumer behaviors? Theory: The current theories have been based on previous research that defines and describes Generation Z and social media as concepts. Furthermore, it presents what characterizes brand choice through brand loyalty and customer loyalty. Then, the buying process is described in connection with consumer behavior. The theoretical section concludes with a description of purchase intention, which is presented in terms of advertising and unawareness. Method: The study used a quantitative research method. The data was collected through digital surveys from respondents born within Generation Z. The total respondents was 105 people. Results: The results showed that the majority of Generation Z uses social media on a daily basis, with Snapchat, TikTok, and Instagram being the most popular platforms. The study revealed that respondents often come into contact with brands on social media but are not influenced by advertisements or have their purchasing behavior affected when making brand choices. However, the study found that attitudes and unawareness regarding brand choices and external influence played a significant role for Generation Z through social media. Conclusions: The study found that Generation Z consumers tend to engage in a decision-making process and choose brands based on their conscious and unconscious attitudes. This is combined with their knowledge or exposure to different purchasing options on their social media platforms.