Wpływ social media marketingu na konsumentów pokolenia Z

Social media marketing (SMM) is a rapidly growing field of marketing, whose role and impact is continually gaining importance. The potential of social media (SM) can be used to build relations with customers and create a brand image. For Generation Z, who grew up in a time of widespread access to technology, activity in virtual spaces, especially SM, is an important part of their day-to-day lives. The aim of this article is to explore the influence of SMM on generation Z consumers. As representatives of this generation are the main target group of SM content, it is important to monitor what kind of reactions it elicits in these young consumers to increase its efficiency. This leads to the question: how does SMM influence consumers from generation Z? This question was the motivation for the study, which used a quantitative approach with a CAWI method using an electronic survey questionnaire. The results showed that content in SM is not a direct purchase motivator for Generation Z and that influencer marketing is not effective. SM is a place where brands can gain recognition and build relationships with customers, while it is important for companies’ communications to be open to customers’ opinions and needs – this approach evokes positive emotions in the audience and allows the brand to build a positive image.