A study on reflective factors of social media marketing activities and its influence on purchase intention of gen z
Social Media Marketing Activities (SMMA) are crucial for a brand's identity. Generation Z is called digital natives as they have been exposed to the internet, social networks, and mobile systems from an early age. Driving intent to purchase for this target segment is crucial for brands. Hence,...
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| Main Authors: | , |
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| Format: | Article |
| Language: | English |
| Published: |
Elsevier
2025-09-01
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| Series: | Acta Psychologica |
| Subjects: | |
| Online Access: | http://www.sciencedirect.com/science/article/pii/S0001691825007723 |
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| Summary: | Social Media Marketing Activities (SMMA) are crucial for a brand's identity. Generation Z is called digital natives as they have been exposed to the internet, social networks, and mobile systems from an early age. Driving intent to purchase for this target segment is crucial for brands. Hence, this study develops a model for measuring SMMA and validates the nomological model by verifying its influence on Purchase Intention. The paper uses 24 items on a five-dimensional scale for measuring SMMA for Gen Z. The items were generated from the literature review and focus group interviews. 310 responses were collected. After data cleaning, an Exploratory Factor Analysis (EFA) was run on 290 responses using SPSS version 27. The study revealed that SMMA is a four-dimensional construct with 20 variables. Electronic- Word Of Mouth (e- WOM), Interaction, Customisation, and Advertisements were the four dimensions. To further validate the nomological model, the impact of SMMA on the Purchase Intention (PI) of Gen Z was studied using multiple linear regression. The analysis confirmed the validity of the scale by describing the impact on PI for Gen Z. Customisation, Advertisements, and Interaction had a significant influence on Purchase Intention. The study theoretically confirms the constructs defining SMMA in line with previous research. It specifically outlines the measurement for Gen Z, practically enabling brands to identify the significant factors to focus on to capture the Gen Z market through social media marketing. |
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| ISSN: | 0001-6918 |