The use of Social Media by Young Consumers in Purchasing Processes

Abstract

Summary The main purpose of the article is presenting the role of social media in the process of shaping the behaviours of young consumers in the context of utilization of chosen social media in the process of making purchasing decisions. The conducted research has shown that social media constitute an inseparable part of almost every decision-making process. The contents published in social media not only generate needs among young consumers, encouraging them to make unplanned purchases, but also constitute an important source of inspiration at the stage of looking for alternatives for satisfying their needs. Additionally, social media constitute a precious source of information about products and a place for expressing opinions and sharing purchasing experiences. The article presents a definition and classification of social media, as well as current data concerning young consumers as a market segment. In further part of the article the results of research concerning the influence of chosen social media portals on the behaviours of young consumers are presented on the basis of the example of fashion market.

‘Instagram made Me buy it’: Generation Z impulse purchases in fashion industry

“…BGC is defined as brand-initiated marketing communication shared directly through its SM pages, with its effect on profitability found to be greater for more experienced, tech-savvy, and SM-prone customers (Kumar et al, 2016). Brand content published on fashion brands' Instagram accounts significantly influences consumers' activity, generating new needs among them which leads to purchasing the brands' products (Stachowiak-Krzyżan, 2019).…”

Efek Komunikasi Media Sosial pada Persepsi Konsumen Gen Z terhadap Merk Streetwear Fashion Lokal di Indonesia

“…Namun, konten yang secara lansgung dihasilkan perusahaan merupakan bentuk komunikasi yang berpengaruh pada kegiatan pemasaran di Instagram dan secara positif mempengaruhi perilaku pembelian konsumen (Kumar et al, 2016;Poulis et al, 2019). Konten foto atau video pada halaman Instagram perusahaan fashion juga secara signifikan berpengaruh terhadap aktivitas konsumen di Instagram, secara tidak langsung membentuk suatu kebutuhan baru pada konsumen, yang akhirnya para konsumen memutuskan untuk membeli produk tersebut (Stachowiak-Krzyzan, 2019). Gen Z merupakan generasi yang memiliki minat tinggi terhadap berbagai jenis komunikasi yang diunggah oleh para perusahaan di media sosial (Vitelar, 2019).…”

Technological Tools in Businesses' Communication with Generation Z

“…The content published on social media not only generates needs in young consumers, it also induces them to make unplanned purchases and constitutes an important source of inspiration at the stage of searching for options of need satisfaction. Moreover, social media constitutes a valuable source of information about products and venues where people can express their opinions and share purchasing experiences [13]. Identification of specific customer segments on social media allows businesses to provide personalised content to specific customers based on demographic patterns and shared interests [14].…”