Effective Communication Between Enterprises and Generation Z Consumers Via Social Media in the Light of Research Conducted in Poland and Great Britain
Olga Ławińska, Anna KorombelAbstract
Research background
Providing Generation Z customers with information about products and services in the place and the way they expect may contribute to increasing their involvement in relations with an enterprise, which may have a positive impact on the purchasing decisions of Generation Z. Understanding the impact of customer gender and place of residence on the expected form of online communication is an opportunity for an enterprise to personalise the form of content communicated to them.
Purpose
The purpose of the paper is to identify effective ways of communication between Generation Z and entrepreneurs via social media.
Research methodology
The research was conducted in 2023 among 322 students in Poland and 318 students in Great Britain. The CAWI surveying technique was used in the study and a survey questionnaire was used as the research tool. The number and frequency of responses from the respondents were determined. Statistical inference was used to identify correlations in the studied groups.
Results
The paper is a theoretical and practical contribution to the discussion on effective ways of communication between enterprises and Generation Z via social media. The forms of communication via social media expected by Generation Z were indicated and the correlation between the selected form of communication and gender of the respondent was confirmed. The study findings are important for enterprises intending to develop effective communication with Generation Z customers.