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Research Article 


Impact of Social Media Marketing Communication on Generation Z Consumerís Attitude in Chennai

S.ABILASH, DR. R. LAKSHMI.

Abstract
In this digital sector, sustained phenomenal progress has an indirect effect on all facets of life in society, including those of members of Generation Z.In "Communication Success," social media shall play a key role. Thus, a business can recognize an advantage through the effective use of social media in marketing communication. Interactive social media helps advertisers to communicate extensively with users.This study therefore aims to evaluate the degree to which the emergence of the digital age, particularly social media as a medium of marketing communication, has had an influence on the attitude of Generation Z.The research group consists of 234 participants obtained by a purposeful sampling procedure. The following are the conclusions of the hypothetical test:
(1) Social media marketing exchangeinfluences the attitude aspect.
(2)There is little effect on the mindset aspect of the use of social media and demography

Key words: Generation Z, Social media marketing communication, Demography, Attitude


 
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Pubmed Style

S.ABILASH, DR. R. LAKSHMI. Impact of Social Media Marketing Communication on Generation Z Consumerís Attitude in Chennai. EEO. 2021; 20(5): 5500-5506. doi:10.17051/ilkonline.2021.05.619


Web Style

S.ABILASH, DR. R. LAKSHMI. Impact of Social Media Marketing Communication on Generation Z Consumerís Attitude in Chennai. http://ilkogretim-online.org//?mno=75266 [Access: April 21, 2021]. doi:10.17051/ilkonline.2021.05.619


AMA (American Medical Association) Style

S.ABILASH, DR. R. LAKSHMI. Impact of Social Media Marketing Communication on Generation Z Consumerís Attitude in Chennai. EEO. 2021; 20(5): 5500-5506. doi:10.17051/ilkonline.2021.05.619



Vancouver/ICMJE Style

S.ABILASH, DR. R. LAKSHMI. Impact of Social Media Marketing Communication on Generation Z Consumerís Attitude in Chennai. EEO. (2021), [cited April 21, 2021]; 20(5): 5500-5506. doi:10.17051/ilkonline.2021.05.619



Harvard Style

S.ABILASH, DR. R. LAKSHMI (2021) Impact of Social Media Marketing Communication on Generation Z Consumerís Attitude in Chennai. EEO, 20 (5), 5500-5506. doi:10.17051/ilkonline.2021.05.619



Turabian Style

S.ABILASH, DR. R. LAKSHMI. 2021. Impact of Social Media Marketing Communication on Generation Z Consumerís Attitude in Chennai. Elementary Education Online, 20 (5), 5500-5506. doi:10.17051/ilkonline.2021.05.619



Chicago Style

S.ABILASH, DR. R. LAKSHMI. "Impact of Social Media Marketing Communication on Generation Z Consumerís Attitude in Chennai." Elementary Education Online 20 (2021), 5500-5506. doi:10.17051/ilkonline.2021.05.619



MLA (The Modern Language Association) Style

S.ABILASH, DR. R. LAKSHMI. "Impact of Social Media Marketing Communication on Generation Z Consumerís Attitude in Chennai." Elementary Education Online 20.5 (2021), 5500-5506. Print. doi:10.17051/ilkonline.2021.05.619



APA (American Psychological Association) Style

S.ABILASH, DR. R. LAKSHMI (2021) Impact of Social Media Marketing Communication on Generation Z Consumerís Attitude in Chennai. Elementary Education Online, 20 (5), 5500-5506. doi:10.17051/ilkonline.2021.05.619








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