Social Media Addiction in Generation Z Consumers Implications for Business and Marketing

Synopsis

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 is useful for students, researchers, scholars interested in empirical research on consumer social media use and addiction.

Book details

Edition:

1st ed. 2023

Series:

SpringerBriefs in Business

Author:

Teresa Berenice Treviño Benavides, Ana Teresa Alcorta Castro, Sofia Alejandra Garza Marichalar, Mariamiranda Peña Cisneros, Elena Catalina Baker Suárez

ISBN:

9783031334528

Related ISBNs:

9783031334511

Publisher:

Springer International Publishing

Pages:

N/A

Reading age:

Not specified

Includes images:

Yes

Date of addition:

2023-06-25

Usage restrictions:

Copyright

Copyright date:

2023

Copyright by:

The Editor 

Adult content:

No

Language:

English

Categories:

Business and Finance, Medicine, Nonfiction, Social Studies, Sociology