Behaviours of Gen Zers’ Represenatives on Social Media as a Basis for Building Enterprise-Customer Relations

Abstract

Building relationships with Generation Z on social media is becoming a challenge for present-day enterprises. The aim of the paper is to indicate the features of the activity of the representatives of generation Z in social media that enable the company to build relationships in order to achieve benefits.The study of Generation Z behaviour towards brands on social media is part of broader research conducted by the authors among students in Poland and Great Britain in 2020. The method used in the study was a survey, as part of which the CATI surveying technique was used. For analysis of the study material, descriptive statistics measures were used. The findings show which social networking portals are most often used by respondents of Generation Z, what benefits they then expect and what actions they perform most often when communicating with businesses on social media. Additionally, the strength of the relationships between the analysed variables and the respondent's gender was verified.