The impacts of social media advertisement on consumer purchase behavior among generation z
The prevalence of social media platforms has made it a significant channel for businesses to reach consumers. In this study, the primary objective is to investigate the impacts of social media advertisement on consumer purchase behavior among Generation Z. With this aim, empirical data were collecte...
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| Format: | Final Year Project / Dissertation / Thesis |
| Published: |
2023
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| Online Access: | http://eprints.utar.edu.my/5661/ http://eprints.utar.edu.my/5661/1/KHOR_XIN_TIAN.pdf |
| _version_ | 1848886470644858880 |
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| author | Khor, Xin Tian |
| author_facet | Khor, Xin Tian |
| author_sort | Khor, Xin Tian |
| building | UTAR Institutional Repository |
| collection | Online Access |
| description | The prevalence of social media platforms has made it a significant channel for businesses to reach consumers. In this study, the primary objective is to investigate the impacts of social media advertisement on consumer purchase behavior among Generation Z. With this aim, empirical data were collected through self-administered questionnaires from a convenience sample of 150 respondents who reside in Malaysia and had prior experience with social media platforms. Proposed hypotheses were tested using the Statistics Package for Social Sciences (SPSS). In this respect, the study employs the Uses and Gratification Theory (UGT) as the theoretical basis to investigate the impacts of entertainment, informativeness, irritation, credibility, and electronic word of mouth on consumer purchase behavior among Generation Z. The findings of this study reveal that entertainment, credibility, and electronic word of mouth have a significant positive relationship on consumer purchase behavior among Generation Z. However, the study found that irritation has a negative impact on consumer purchase behavior among Generation Z towards social media advertisement. Moreover, the empirical findings also supported the impact of entertainment, irritation, credibility, eWOM towards social media advertisement on purchase behavior among generation Z. The study concludes with a discussion of the implications for marketers and businesses to develop effective social media advertising strategies to target Generation Z. At the end of the study, it provides insights into the factors that influence the purchase behavior of Generation Z in response to social media advertising and offers useful implications for businesses seeking to target this consumer segment. |
| first_indexed | 2025-11-15T19:39:00Z |
| format | Final Year Project / Dissertation / Thesis |
| id | utar-5661 |
| institution | Universiti Tunku Abdul Rahman |
| institution_category | Local University |
| last_indexed | 2025-11-15T19:39:00Z |
| publishDate | 2023 |
| recordtype | eprints |
| repository_type | Digital Repository |
| spelling | utar-56612023-07-06T14:13:38Z The impacts of social media advertisement on consumer purchase behavior among generation z Khor, Xin Tian HD Industries. Land use. Labor The prevalence of social media platforms has made it a significant channel for businesses to reach consumers. In this study, the primary objective is to investigate the impacts of social media advertisement on consumer purchase behavior among Generation Z. With this aim, empirical data were collected through self-administered questionnaires from a convenience sample of 150 respondents who reside in Malaysia and had prior experience with social media platforms. Proposed hypotheses were tested using the Statistics Package for Social Sciences (SPSS). In this respect, the study employs the Uses and Gratification Theory (UGT) as the theoretical basis to investigate the impacts of entertainment, informativeness, irritation, credibility, and electronic word of mouth on consumer purchase behavior among Generation Z. The findings of this study reveal that entertainment, credibility, and electronic word of mouth have a significant positive relationship on consumer purchase behavior among Generation Z. However, the study found that irritation has a negative impact on consumer purchase behavior among Generation Z towards social media advertisement. Moreover, the empirical findings also supported the impact of entertainment, irritation, credibility, eWOM towards social media advertisement on purchase behavior among generation Z. The study concludes with a discussion of the implications for marketers and businesses to develop effective social media advertising strategies to target Generation Z. At the end of the study, it provides insights into the factors that influence the purchase behavior of Generation Z in response to social media advertising and offers useful implications for businesses seeking to target this consumer segment. 2023 Final Year Project / Dissertation / Thesis NonPeerReviewed application/pdf http://eprints.utar.edu.my/5661/1/KHOR_XIN_TIAN.pdf Khor, Xin Tian (2023) The impacts of social media advertisement on consumer purchase behavior among generation z. Final Year Project, UTAR. http://eprints.utar.edu.my/5661/ |
| spellingShingle | HD Industries. Land use. Labor Khor, Xin Tian The impacts of social media advertisement on consumer purchase behavior among generation z |
| title | The impacts of social media advertisement on consumer purchase behavior among generation z |
| title_full | The impacts of social media advertisement on consumer purchase behavior among generation z |
| title_fullStr | The impacts of social media advertisement on consumer purchase behavior among generation z |
| title_full_unstemmed | The impacts of social media advertisement on consumer purchase behavior among generation z |
| title_short | The impacts of social media advertisement on consumer purchase behavior among generation z |
| title_sort | impacts of social media advertisement on consumer purchase behavior among generation z |
| topic | HD Industries. Land use. Labor |
| url | http://eprints.utar.edu.my/5661/ http://eprints.utar.edu.my/5661/1/KHOR_XIN_TIAN.pdf |