The Influence of Social Media Factors on Purchasing Decision of Generation Z

Abstract

The development of generation Z characteristics are influenced and shaped by the revolutionary media and technology along with their diverse surrounding and environment (Salleh, Mahbob and Baharudin, 2017). This population is emerging to be the important consumer group, many marketers today are focusing on the best way to meet their needs. Therefore, the purpose of this research is to examine the influence of social media factors on the purchasing decision of Generation Z. The study proposed the factors such as social media content, social media credibility and social media engagement will influence the purchasing decision of Generation Z. The proposed framework has been tested using a Likert scale questionnaire and with 257 participants based on convenience sampling was chosen among the central region, Malaysia. The findings indicated that social media content and social media credibility have no significant relationship with purchasing decision of generation z. Meanwhile, social media engagement identified to have a significant relationship to the generation z purchasing decision. In overall, this research finding proposed a better measure for marketers to help in identifying the factors that influence the purchasing decisions of generation z thus improving the effectiveness of their marketing program.