Description
| Summary: | 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.--
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| Physical Description: | 1 online resource (viii, 53 pages) : illustrations. |
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| Bibliography: | Includes bibliographical references. |
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| ISBN: | 9783031334528
3031334523 |
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| ISSN: | 2191-5490 |
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| Source of Description, Etc. Note: | Print version record. |
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| Biographical or Historical Data: | Teresa Berenice Treviño Benavides is a Research Professor of Marketing at Universidad de Monterrey, Mexico. Ana Teresa Alcorta Castro, Sofia Alejandra Garza Marichalar, Mariamiranda Peña Cisneros, and Elena Catalina Baker Suárez have a marketing degree from Universidad de Monterrey, Mexico. |
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