Social Media Addiction in Generation Z Consumers
Implications for Business and Marketing
Series: SpringerBriefs in Business;
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22 184 Ft
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Product details:
- Edition number 1st ed. 2023
- Publisher Springer International Publishing
- Date of Publication 25 June 2023
- Number of Volumes 1 pieces, Book
- ISBN 9783031334511
- Binding Paperback
- No. of pages53 pages
- Size 235x155 mm
- Weight 120 g
- Language English
- Illustrations VIII, 53 p. 5 illus. Illustrations, black & white 473
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Long 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.
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