Social Media Addiction in Generation Z Consumers : Implications for Business and Marketing Paperback / softback
by Teresa Berenice Trevino Benavides, Ana Teresa Alcorta Castro, Sofia Alejandra Garza Marichalar, Mariamiranda Pena Cisneros, Elena Catalina Baker Suarez
Part of the SpringerBriefs in Business series
Paperback / softback
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.
Information
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Out of stock
- Format:Paperback / softback
- Pages:53 pages, 5 Illustrations, black and white; VIII, 53 p. 5 illus.
- Publisher:Springer International Publishing AG
- Publication Date:25/06/2023
- Category:
- ISBN:9783031334511
Information
-
Out of stock
- Format:Paperback / softback
- Pages:53 pages, 5 Illustrations, black and white; VIII, 53 p. 5 illus.
- Publisher:Springer International Publishing AG
- Publication Date:25/06/2023
- Category:
- ISBN:9783031334511
