Delineating the Effects of Social Media Marketing Activities on Generation Z Travel Behaviors

Abstract

Generation Z (Gen Z) has emerged as the largest and most challenging consumer group for destination marketers. This study investigates the varying effects of social media marketing activities (SMMAs) on Gen Z travel behaviors. A comparative analysis approach between Gen Z and other generations was used to assess the attributes of SMMAs and their role in tourism destination visits. Gen Z tourists were more susceptible to the four traits of SMMAs (entertainment, trendiness, interaction, and word-of-mouth) when choosing destinations and were more likely to pay a premium for visiting than their generational counterparts. Gen Z females were more likely to be influenced by SMMA customization and word-of-mouth features, while Gen Z males were more sensitive to the entertainment features of SMMAs. These findings deepens marketers’ understanding of Gen Z travelers’ preferences and behaviors so that they provide constructive directions for marketers to implement effective SMMAs strategies.

Impacts of electronic word-of-mouth (eWOM) from social networks sites (SNS) on the intention to purchase tourism accommodation of Gen Z in Vietnam

“…A study conducted by Forbes on gen Z consumers in the US indicates that 97% of them read online user-generated content and 65% of such people make their decision to buy based on those consulted eWOM [5]. Similar findings are recorded in the works of Djafarovaa and Bowes (2021) in the fashion industry [19], Boateng in the cosmetic industry [20], and especially Liu et al in the tourism industry [21]. On the other hand, the adoption of information has been regularly employed by authors like Song et al to describe the process of how eWOM can facilitate the purchase decision, the cause-and-effect relationship between the adoption of information contained in SNSs9 eWOM and intention to buy has not been widely studied [22].…”

Generation Z's psychology and new‐age technologies: Implications for future research

“…Compared with older demographic cohorts, such as Gen X (individuals born between 1965 and 1980) and Gen Y (those born between 1980 and 1995), people in Gen Z have less life experience and therefore less cognitive capacity to deal with a huge amount of information (Foris & Foris, 2018; Priporas et al, 2017). Accordingly, previous research has highlighted that technology can have a negative impact on mental health among those in Gen Z; for example, they can experience information overload, fatigue, fear of missing out, negative self‐image, and a lack of self‐confidence due to using digital technology (Liu et al, 2023). Furthermore, the literature acknowledges that this generation has developed an unhealthy attachment (i.e., an addiction to using) and ambivalent emotions toward certain technologies (Kesharwani, 2020; Mason et al, 2022).…”

“…Previous research has drawn on several theories to understand Gen Z consumer behavior in different contexts. For example, generational theory (Strauss & Howe, 1997) has been used to compare Gen Z consumer behavior with that of other generations (e.g., Liu et al, 2023). Researchers have also drawn on social comparison theory (Festinger, 1954), specifically when studying Gen Z consumer interactions on social media (e.g., Ameen, Cheah, et al, 2022; Tian et al, 2023).…”

“…Ameen, Cheah, et al (2022) found that various types of technologies, specifically social media, chatbots, and augmented reality, can play a significant role in improving body image, self-esteem, and buying behavior among women and girls in Gen Z. Liu et al (2023) found that Gen Z tourists are more susceptible to the traits of social media marketing activities when choosing a destination; they are also more likely to visit a desired destination than their generational counterparts are.…”

Generating Competitiveness through Trending Marketing strategies, Case of Gen Z Consumers in the Restaurant industry

“…However, the previous research offers limited studies on the impact of combined marketing strategies (including new marketing approaches and digital marketing methods) on the competitiveness of the restaurant industry. Furthermore, Gen Z poses a significant challenge to destination marketers (Liu et al, 2022;Priporas et al, 2017) as the youngest and largest consumer demographic (Liu et al, 2022). Although Gen Z and millennials have many similarities, Gen Z has its distinct features in terms of consumer behaviour .…”