Generation Z's Involvement in Social Media in the Context of Its Representatives' Readiness to Shape the Marketing Activities of Enterprises

Agnieszka Izabela Baruk

European Research Studies Journal, 2025, vol. XXVIII, issue 4, 952-977

Abstract: Purpose: The aim of this article was to discover the types of activities representatives of Generation Z engage in social media in the context of their readiness to influence the marketing activities of modern enterprises and the relationships between these categories. Design/methodology/approach: A review of the literature confirms the existence of a cognitive and research gap regarding the social media activity of Generation Z in the context of their readiness to influence corporate marketing activities. These aspects have not been studied in the manner proposed in this article, which aligns with the S-O-R theory and H-2-H marketing theory. To address these gaps, empirical research was conducted using a survey method, involving 340 Polish adult representatives of Generation ‘Z’. The primary data were subjected to statistical analysis, allowing for the verification of research hypotheses formulated based on literature analysis. Findings: Key results include identifying relationships between nine out of eleven analyzed types of social media activities and the respondents’ willingness to influence corporate marketing activities. Based on these features, respondents were segmented into groups. Practical implications: The conclusions drawn from the research enrich the theory by filling identified gaps and offer practical value, serving as important recommendations for enterprises. Originality value: The research findings contribute significantly to theory, particularly the S-O-R model and H-2-H marketing theory. The study identified relationships between specific virtual stimuli and their effects on the behaviors of Generation Z users, emphasizing the role of individuals as key participants in social media interactions.

Keywords: Social media; Generation Z; Generation Z’s activity in social media; enterprise; marketing activities in social media; Generation Z’s influence on marketing activities. (search for similar items in EconPapers)
JEL-codes: M30 M31 (search for similar items in EconPapers)
Date: 2025
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Persistent link: https://EconPapers.repec.org/RePEc:ers:journl:v:xxviii:y:2025:i:4:p:952-977

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