Téléchargez le livre : Social Media Addiction in Generation Z Consumers

Social Media Addiction in Generation Z Consumers

Implications for Business and Marketing de

Éditeur :

Springer


Collection :

SpringerBriefs in Business

Paru le : 2023-06-24

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Description
Social media has become vital in Generation Z users' daily lives, as they are the most connected group through social media; however, studies have shown the negative side of using social media heavily, particularly loneliness. Furthermore, the COVID-19 pandemic has contributed to the significant growth of social media use with Generation Z users, which has shown to cause negative psychological effects. This book explores the behaviors of Generation Z consumers on various social media platforms (including interaction with brands as well as persons) and, using results from a Bergen Social Media Addiction Scale (BSMAS) analysis, explores the potential risks and causes of social media addiction in this generation. In particular, it offers an integrative model to help marketers understand social media addition and ways in which companies and associations can promote a more conscious use of social media by acknowledging that pathological use of social media has negative effects. This book isuseful for students, researchers, scholars interested in empirical research on consumer social media use and addiction.
Pages
53 pages
Collection
SpringerBriefs in Business
Parution
2023-06-24
Marque
Springer
EAN papier
9783031334511
EAN PDF
9783031334528
Informations sur l'ebook
Nombre pages copiables
0
Nombre pages imprimables
5
Taille du fichier
1393 Ko
Prix
52,74 €
EAN EPUB
9783031334528
Informations sur l'ebook
Nombre pages copiables
0
Nombre pages imprimables
5
Taille du fichier
522 Ko
Prix
52,74 €

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