Unravelling the Influence of Social Media Marketing on Generation Z Consumer Attitudes in Chennai

Author(s): Dr. S Radha

Abstract:

In the fast-paced digital age, social media has become a pivotal force shaping consumer attitudes, particularly among Generation Z, a demographic characterized by digital fluency. This study investigates the influence of social media marketing communication on Generation Z consumer attitudes in Chennai, India, a vibrant metropolitan city. Generation Z, born between the late 1990s and early 2010s, represents a significant portion of the local population, making understanding their preferences crucial for businesses. Through a rigorous research methodology, employing questionnaires administered to college students aged 18 to 21, the study gathers primary data to analyze the interplay between social media marketing and consumer attitudes. Findings reveal that social media marketing significantly impacts cognitive, affective, and behavioral attitudes among Generation Z consumers in Chennai. Authentic and easily comprehensible communication emerges as a key factor in shaping positive attitudes towards brands. Interestingly, the extent of social media usage and demographic characteristics exhibit limited impact on attitudes. While usage patterns do not significantly influence cognitive and behavioral attitudes, they notably impact the emotional and affective dimensions. The study suggests that businesses should adapt their strategies to align with the evolving dynamics of social media, emphasizing authenticity to effectively engage with this influential demographic. Leveraging popular figures, particularly those admired by teenagers, is identified as a potential strategy for enhancing brand appeal. The study concludes by underscoring the importance of tailoring marketing strategies to align with the evolving preferences of Generation Z in Chennai. By fostering online communities, prioritizing emotional connections, and embracing authenticity, businesses can navigate the complex landscape of social media to effectively connect with and influence Generation Z consumers.

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Pages: 37-41     |    2 View     |    0 Download