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Understanding the dynamics of online brand advocacy is increasingly important in today’s digital landscape, especially for businesses targeting Generation Z (Gen Z) consumers. a study I International Journal of Internet Marketing and Advertising conducted a survey of 221 students with intent to examine the factors influencing online brand advocacy behavior and its impact on purchase intentions and social media involvement.

Generation Z generally refers to the demographic group after the so-called Millennials and the former Generation Alpha. Although there is no specific definition of Gen Z, it generally refers to those born between the mid-to-late 1990s and the early 2010s, often referred to as 1997 to 2012. .

It’s worth noting that Millennials (born 1981 to 1996) are often considered the original “digital natives” born after the invention of the World Wide Web and the emergence of ubiquitous computer technology. However, all subsequent generations have also grown up in an era characterized by rapid technological advances, ubiquitous Internet access, and widespread use of social media.

Gen Z exhibits certain characteristics and behaviors that we can model as their digital upbringing. This technological environment affects their worldview, their approach to communication, and their preferences as consumers.

The work of Vivek Mishra of IIIT Bhubaneswar and Biswajit Das of KIIT School of Management, Bhubaneswar, also offers several insights. First, it shows that brand-related factors such as brand , distinction, dignity, and warmth significantly influence behavior among Gen Z individuals. Additionally, online brand advocacy is positively correlated with purchase intention, indicating its role in driving actual purchase decisions, with social media involvement having a moderating effect.

The findings shed light on the evolving nature of consumer behavior in how it has shifted from traditional loyalty to advocacy. Moreover, they show how the latter represents an invaluable tool for companies to build trust and loyalty in a competitive market environment. Understanding and using advocacy can improve the chances of long-term success for a. .

More information:
Biswajit Das et al., What Makes Generation Z Advocate for a Brand Online, International Journal of Internet Marketing and Advertising (2022). DOI: 10.1504/IJIMA.2022.10046942

Reference: Online Brand Advocacy and Gen Z Consumer Attitudes (2024, February 23) Retrieved February 24, 2024, from https://phys.org/news/2024-02-online-brand-advocacy-gen-consumer.html went

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