Technological Tools in Businesses’ Communication with Generation Z

Technological Tools in Businesses’ Communication with Generation Z


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Abstract. The aim of the paper is to assess the effect of businesses’ activities involving the use of technological communication tools on Gen Zers’ purchasing decisions. The study of Gen Zers’ behaviours as a response to businesses’ social media activities is part of broader research conducted by the authors among students in Poland and Great Britain in 2020 and 2021. The study used the method of a survey, and, as part of it, the CAWI technique. Descriptive statistics measures were used to analyse the research material. The findings demonstrate that businesses’ activities involving the use of technological communication tools have a positive impact on Gen Zers’ purchasing decisions. The study also examined the relationship between the analysed activities undertaken by businesses and the respondent’s gender.

Social Media, Technology, Enterprise, Management, Generation Z

Published online 9/1/2023, 9 pages
Copyright © 2023 by the author(s)
Published under license by Materials Research Forum LLC., Millersville PA, USA

Citation: KOROMBEL Anna, ŁAWIŃSKA Olga, Technological Tools in Businesses’ Communication with Generation Z, Materials Research Proceedings, Vol. 34, pp 468-476, 2023


The article was published as article 54 of the book Quality Production Improvement and System Safety

Content from this work may be used under the terms of the Creative Commons Attribution 3.0 license. Any further distribution of this work must maintain attribution to the author(s) and the title of the work, journal citation and DOI.

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