Isbn: 9783031334511 - social media addiction in generation z consumers: implications for business and marketing (springerbriefs in business) (4 Ergebnisse)

Zustand: New. In English.

Paperback. Zustand: Brand New. 1st edition. 53 pages. 9.00x6.00x0.25 inches. In Stock.

Taschenbuch. Zustand: Neu. Druck auf Anfrage Neuware - Printed after ordering - 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.…

Taschenbuch. Zustand: Neu. Social Media Addiction in Generation Z Consumers | Implications for Business and Marketing | Teresa Berenice Treviño Benavides (u. a.) | Taschenbuch | viii | Englisch | 2023 | Springer | EAN 9783031334511 | Verantwortliche Person für die EU: Springer Verlag GmbH, Tiergartenstr. 17, 69121 Heidelberg, juergen[dot]hartmann[at]springer[dot]com | Anbieter: preigu. …