Vishal Sharma
Management
October 2024
This dissertation examines how social media, e-commerce, and m-commerce affect Generation Z smartphone purchases. Brand engagement is changing due to digital native customers, pushing marketing innovation. The desire for transparency, personalization, and social conscience is forcing businesses to adapt. They're reinventing marketing with digital engagement and authenticity due to their influence and buying power. This research examines their qualities, preferences, and how marketing advances effect their purchases. The descriptive study utilised a survey questionnaire to collect data from 204 people. Data were analyzed and interpreted using Frequency and Percentage, Weighted mean, Standard Deviation, Mann-Whitney, Kruskal-Wallis, and Dunn's pairwise tests. The 20-21-year-old female respondents had a Bachelor of Science in Business Administration majoring in marketing management with a weekly allowance of Php801–Php1, 200. The respondents felt or agreed that self-esteem, mood, and trends influenced their Generation Z purchasing behavior. Sex and course do not affect respondents' buying behavior, so the hypothesis is accepted. Age and allowance, however, do affect self-esteem, mood, and trends. Future research should include Generation Z students from various colleges, including student leaders, and include year level and religion. Brand perception may be coupled to mood, trends, and self-esteem to illustrate how digital advertising and dependability affect brand loyalty. A future research might compare Generation Z's purchase tendencies to Millennials or Generation Alpha to see how consumer behavior is changing
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