Engagement of Generation Z in Company-Customer Relationships on Social Media – A Comparative Analysis of Poland and Great Britain
Year: 2025
Type: article
Study design: Observational Study
Abstract: Purpose -This article aims to identify the types of social media activities that Generation Z expects from companies.Design/Methodology/Approach -Empirical research was conducted in 2023 among students in Poland and Great Britain using a structured survey based on the CATI (Computer-Assisted Telephone Interviewing) method.Descriptive statistical tools were applied to analyse the collected data.Findings and Implications -The study identified key social media activities expected by Generation Z and revealed correlations between these expectations and the respondents' gender and place of residence.The insights gained can help social media managers align their Sažetak Svrha -Cilj ovoga rada je identificirati vrste aktivnosti na društvenim mrežama koje pripadnici generacije Z očekuju od poduzeća.Metodološki pristup -Empirijsko istraživanje provedeno je 2023.godine na studentima u Poljskoj i Velikoj Britaniji, korištenjem strukturiranog anketnog upitnika pomoću CATI (Computer-Assisted Telephone Interviewing) metode.Za analizu prikupljenih podataka primijenjene su metode deskriptivne statistike.Rezultati i implikacije -Istraživanje je identificiralo ključne aktivnosti na društvenim mrežama koje pripadnici generacije Z očekuju od poduzeća te ukazalo na povezanosti između tih očekivanja te spola i mjesta stanovanja ispitanika.Dobivena saznanja mogu pomoći
Source: Market-Tržište
Authors: Olga Ławińska, Anna Korombel
Institution: Częstochowa University of Technology
Language: English
Subfield: Sociology and Political Science
Field: Social Sciences
Domain: Social Sciences
Open Access status: diamond
OpenAlex ID: W4409174264