The Impact of Online Content and Interactions on Generation Z Consumers

Abstract

The research paper mainly focus on exploring the online content and online interaction impact on purchase intention and brand loyalty of generation Z consumers. The main information sources are gathered from buyers, and their preference towards online shopping are examined. Secondary data regarding generation Z consumers is gathered and primary data is collected from 1120 participants through a structured questionnaire. The study finds that generation Z consumers have a strong tendency to shop online. Online advertisements have an impact on purchase intention and brand loyalty of generation Z consumers.

Keywords: Generation Z consumers, Online purchase behavior, purchase intention and brand loyalty.