What is it about?
Social media marketing communications was found to have a positive on each attitude component among adolescents, but on a declining scale, which compares to the purchase funnel. The results also reveal usage (for example length of usage and profile update incidence) and demographic (population group) resulted in more favorable attitudes toward social media marketing communications among young consumers (Generation Z).
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Why is it important?
This paper makes a significant contribution to attitudinal research in a developing country (South Africa) where there is a lack of research on social media marketing communications among teenagers (Generation Z).
Perspectives
Many organisations believe they can create social media pages and sites, which will result in increased sales. This inquiry shows that social media does have influence on the cognitive, affective and behavioural attitude components among teenagers (Generation Z), but on a declining scale, which is in congruence with the purchase funnel model. Hence, organisations need use social media marketing communications to lead young consumers through the different attitude phases (awareness, knowledge, liking, preference, intention-to-purchase/conviction and purchase) of their brands, much in the same way as using traditional advertising, but with significantly increased interaction with younger consumers.
Dr Rodney Graeme Duffett
Cape Peninsula University of Technology
Read the Original
This page is a summary of: Influence of social media marketing communications on young consumers’ attitudes, Young Consumers Insight and Ideas for Responsible Marketers, April 2017, Emerald,
DOI: 10.1108/yc-07-2016-00622.
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