Impact of promotional marketing using Web 2.0 tools on purchase decision of Gen Z

Vasan, M.

doi:10.1016/j.matpr.2021.03.188

Cited by 17 publications

(10 citation statements)

References 6 publications

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“…Industry 4.0, Poland, 29 Malaysia 22 ), (e.g. Web 2.0, India 25 ) while generally CSR and well-being of Generation Z caught attention from both.…”

Section: Literature Reviewmentioning

confidence: 99%

“…Additionally, although conducted in emerging economies where consumers are relatively more price-sensitive, researchers concluded that CSR-related products strongly catch their attention and would be bought if the products' quality and price meet expectations, 23 or even with additional fees. 24 The purchase decisions of Generation Z are heavily influenced by Web 2.0 due to the trust in the information shared via the Internet and social networks 25 and E-commerce transactions are not seen as unsafe. 26 As learners, Generation Z expects proper training to be able to apply new skills to the assigned tasks 27 and highly appreciates the role of teachers yet also considers YouTube as their preferred learning method channel.…”

Section: Generation Zmentioning

confidence: 99%

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Generation Z job seekers’ expectations and their job pursuit intention: Evidence from transition and emerging economy

Ngoc

Dung

Rowley

et al. 2022

International Journal of Engineering Business Management

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Understanding Generation Z job seekers’ expectations and job pursuit intentions can help organizations successfully attract them. However, there is limited research on this, especially for the transition and emerging economies. With these issues in mind, this study focused on two main objectives: (1) to examine Generation Z job seekers’ expectations and their job pursuit intention (JPI) in a transition and emerging economy, with samples from Vietnam, and (2) to advance the understanding of instrumental and symbolic attributes in recruitment literature. We apply the interpretive research method to explore the hidden reasons behind generation Z job seekers’ expectations and intentions of their job pursuit. Multiple combining questionnaires and group discussions were conducted with Vietnamese final year students soon to enter the workforce. The results showed that the Vietnamese Generation Z pays more attention to the job/organization in terms of intangible attributes (e.g. office atmosphere or workplace ethics) than physical features. Our study also found that Generation Z considered instrumental organizational attributes and symbolic meaning of corporate social responsibility (CSR). Although some studies have examined the Generation Z expectation in the workplace, no studies investigated the JPI of Gen Z job seekers. In addition, most recent studies investigated the Generation Z expectation in the workplace without using any solid, theoretical foundation underpinning human resource management. Therefore, using an instrumental-symbolic framework in recruitment, our study adds to the literature by examining how Generation Z job seekers react to instrumental attributes and symbolic attributes.

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“…Industry 4.0, Poland, 29 Malaysia 22 ), (e.g. Web 2.0, India 25 ) while generally CSR and well-being of Generation Z caught attention from both.…”

Section: Literature Reviewmentioning

confidence: 99%

Section: Generation Zmentioning

confidence: 99%

Generation Z job seekers’ expectations and their job pursuit intention: Evidence from transition and emerging economy

Ngoc

Dung

Rowley

et al. 2022

International Journal of Engineering Business Management

View full text Add to dashboard Cite

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“…El s-commerce se ha convertido en un arma de doble filo tanto para consumidores como para empresas. Los comercios pueden realizar sus operaciones de marketing más fácil, pero si sus mensajes no cumplen con las expectativas de los consumidores, puede que no se realice la compra (Vasan, 2023). Los clientes a través del s-commerce pueden obtener conocimientos limitados de los productos y servicios, lo cual origina frustración en la decisión de compra (Da'u et al, 2021).…”

Section: Conceptualización Del Comercio Social Onlineunclassified

Factores del comercio social que contribuyen en la decisión de compra del consumidor millennial del estado de Baja California

Miranda Zavala,

Cruz Estrada

2024

Acta Universitaria

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El objetivo de la presente investigación es determinar los factores del comercio social que contribuyen en la decisión de compra del consumidor millennial residente del estado de Baja California, México. Se trata de un estudio transversal, descriptivo y correlacional. Se realizó una revisión de literatura conceptualizando el comercio social (s-commerce). Para el tamaño de la muestra se utilizó una confianza de 97% y un error de 4.2% que corresponde a la representatividad de la población de estudio. Se aplicaron 667 cuestionarios a consumidores millennials, y se realizó un análisis factorial exploratorio. Como resultado se obtuvieron cuatro componentes que contribuyen con la decisión de compra: (1) Atención y seguimiento a las necesidades del cliente durante y posterior a la compra, (2) Proceso de compra segura y eficiente, (3) Estrategias de publicidad y (4) Programas de fidelización. Se concluye que los millennials consideran a las redes sociales una necesidad y tienen una actitud positiva hacia las compras a través del s-commerce y la publicidad, se sienten motivados por los comentarios en las redes sociales, además, toman en cuenta la opinión de otros usuarios antes de realizar la compra.

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“…The results of the application of digital marketing in the context of the characteristics of consumer behavior and the characteristics of different target audiences are studied in an array of works. Vasan (2021) examines the characteristics of the application of digital marketing for product promotion for the younger groups of the target audience. Srivastava et al (2020) analyze the characteristics of the profiles of certain groups of users on e-commerce platforms.…”

Section: Literature Reviewmentioning

confidence: 99%

Digital-Marketing as a Novel Tool for Goods and Services Promotion on Social Media: Contemporary Trends and Development Directions

Chaikovska¹,

Järvis²,

Zaiachkovska³

et al. 2022

ФКДПТП

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Under modern conditions, the problem of achieving marketing and business goals is actualized for companies in all sectors of the economy. Digital marketing plays a key role in effectively solving this problem. The purpose of the paper is to highlight the features of the development of digital marketing tools in the context of product promotion on social media platforms. The article highlights the features of planning and implementation of digital marketing in the context of the tasks of promoting goods and services in the digital space. The key role of digital marketing in the implementation of the company's marketing and business tasks is emphasized. The paper highlights a number of trends in the development of digital marketing tools in the context of digitization and changes in the socio-economic environment. The importance of considering the evolution of digital marketing tools in the context of the development of the exogenous and endogenous environment is emphasized. The directions of changes in the digital marketing paradigm are outlined in historical retrospect. The stages of the evolution of digital marketing in the context of marketing and market management are formulated. It is proposed to consider digital marketing as a new paradigm of company management in the conditions of comprehensive digitalization. The peculiarities of digital marketing in terms of individual social networks have been revealed. It is proposed to profile the main social media according to close criteria, which made it possible to place them in priority places in the configuration of the digital marketing company's complex. The most advanced toolkit of digital marketing is considered. Emphasis is placed on the importance of the efficiency principle in the development of the company's digital marketing complex within the framework of the tasks of promoting goods and services in social networks. The results of this study may be useful to practicing marketers, marketing directors, top managers and owners of small and large businesses, and researchers in the field of digital marketing. Prospects for further research are the analysis of the features of the use of digital marketing tools to strengthen the integration of digital channels, as well as the identification of the features of digital marketing tools during a period of significant socio-economic turbulence in Ukraine.

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Impact of promotional marketing using Web 2.0 tools on purchase decision of Gen Z

Cited by 17 publications

References 6 publications

Generation Z job seekers’ expectations and their job pursuit intention: Evidence from transition and emerging economy

Generation Z job seekers’ expectations and their job pursuit intention: Evidence from transition and emerging economy

Factores del comercio social que contribuyen en la decisión de compra del consumidor millennial del estado de Baja California

Digital-Marketing as a Novel Tool for Goods and Services Promotion on Social Media: Contemporary Trends and Development Directions

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