Wydawnictwo
AWSGE
AWSGE
Akademia Nauk Stosowanych
WSGE
im. Alcide De Gasperi
WSGE
im. Alcide De Gasperi
BOOK CHAPTER (325-336)
The importance of Social Media in making purchasing
decisions among the representatives of Generation Z
| 1 | Szkoła Główna Gospodarstwa Wiejskiego
w Warszawie |
KEYWORDS
ABSTRACT
Social media have become one of the most important channels of information transmission, especially among the young generation. Their interactivity
and the possibility to reach a selected group of recipients is an ideal solution for
brands in the process of constructing an informational and promotional message. The conducted research aimed to identify the portal that was most frequently used in the purchase decision process and the main determinants of the
purchase decision after contact with the product in social media (SM). Based on
the survey research conducted, an analysis of the research findings was made
which identified Instagram as the most popular portal influencing consumer
decision making. The factors that mattered most when making a product purchase included price, consumer reviews, design, and functionality. The research
was conducted among representatives of generation Z and was exploratory.
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