ISSN 2394-5125
 

Research Article 


ENGAGING GEN Z THROUGH MARKETING THROUGH SOCIAL MEDIA A STUDY WITH REFERENCE TO CHENNAI

S. ABILASH, Dr.R.LAKSHMI.

Abstract
Purpose: This study is aimed to examine the factors contributing to the purchase intention of Gen Z by way of
marketing through social media.
Data and Methodology: A well developed interview schedule is developed and data were collected from 320
Gen Z respondents.
Tools Used: Percentage analysis, Descriptive Statistics, t-test and linear regression were applied to analyse the
purchasing intention factors through marketing through social media with special reference to Gen Z.
Findings:Marketing through social media is more effective than conventional marketing strategy on Gen Z. This
is shown in the study by the evidence that marketing through social media has a positive impact on their buying
intent, brand recognition, product perception, brand loyalty and customer-business experiences. It also shows
that the creation of brand recognition, brand loyalty, product perception and customer-business interactions
through marketing through social media will ultimately influence Gen Z's buying intent.

Key words: Customer loyalty, product loyalty, marketing through social media, traditional marketing,brand awareness, Purchase intention, Gen Z


 
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Pubmed Style

S. ABILASH, Dr.R.LAKSHMI. ENGAGING GEN Z THROUGH MARKETING THROUGH SOCIAL MEDIA A STUDY WITH REFERENCE TO CHENNAI. JCR. 2020; 7(10): 2244-2255. doi:10.31838/jcr.07.10.382


Web Style

S. ABILASH, Dr.R.LAKSHMI. ENGAGING GEN Z THROUGH MARKETING THROUGH SOCIAL MEDIA A STUDY WITH REFERENCE TO CHENNAI. http://www.jcreview.com/?mno=123766 [Access: August 18, 2021]. doi:10.31838/jcr.07.10.382


AMA (American Medical Association) Style

S. ABILASH, Dr.R.LAKSHMI. ENGAGING GEN Z THROUGH MARKETING THROUGH SOCIAL MEDIA A STUDY WITH REFERENCE TO CHENNAI. JCR. 2020; 7(10): 2244-2255. doi:10.31838/jcr.07.10.382



Vancouver/ICMJE Style

S. ABILASH, Dr.R.LAKSHMI. ENGAGING GEN Z THROUGH MARKETING THROUGH SOCIAL MEDIA A STUDY WITH REFERENCE TO CHENNAI. JCR. (2020), [cited August 18, 2021]; 7(10): 2244-2255. doi:10.31838/jcr.07.10.382



Harvard Style

S. ABILASH, Dr.R.LAKSHMI (2020) ENGAGING GEN Z THROUGH MARKETING THROUGH SOCIAL MEDIA A STUDY WITH REFERENCE TO CHENNAI. JCR, 7 (10), 2244-2255. doi:10.31838/jcr.07.10.382



Turabian Style

S. ABILASH, Dr.R.LAKSHMI. 2020. ENGAGING GEN Z THROUGH MARKETING THROUGH SOCIAL MEDIA A STUDY WITH REFERENCE TO CHENNAI. Journal of Critical Reviews, 7 (10), 2244-2255. doi:10.31838/jcr.07.10.382



Chicago Style

S. ABILASH, Dr.R.LAKSHMI. "ENGAGING GEN Z THROUGH MARKETING THROUGH SOCIAL MEDIA A STUDY WITH REFERENCE TO CHENNAI." Journal of Critical Reviews 7 (2020), 2244-2255. doi:10.31838/jcr.07.10.382



MLA (The Modern Language Association) Style

S. ABILASH, Dr.R.LAKSHMI. "ENGAGING GEN Z THROUGH MARKETING THROUGH SOCIAL MEDIA A STUDY WITH REFERENCE TO CHENNAI." Journal of Critical Reviews 7.10 (2020), 2244-2255. Print. doi:10.31838/jcr.07.10.382



APA (American Psychological Association) Style

S. ABILASH, Dr.R.LAKSHMI (2020) ENGAGING GEN Z THROUGH MARKETING THROUGH SOCIAL MEDIA A STUDY WITH REFERENCE TO CHENNAI. Journal of Critical Reviews, 7 (10), 2244-2255. doi:10.31838/jcr.07.10.382