According to a recent survey released by the International Council of Shopping Centers (ICSC), about 85% of Generation Z, made up of people born between the end of the 1990s and 2010, recognize that the social networks exert significant influence on their purchasing decisions.
According to the research, the platformsMost influential among these consumers are Instagram and TikTok, with 45% mentions as the most influential.
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These data show the role of social networks in shaping the consumption habits of this generation and how they have become important channels for marketing and advertising products and services.
Generation Z is under the strong influence of social media
According to João Vitor Rodrigues, professor of digital marketing at ESPM Rio, young people from generation Z take into account the reviews found on websites when making purchase decisions.
They are influenced by content generated by other users, which demonstrate the use of desired products in everyday life.
An example of this is the platform Shopee, in which it is common for the company to reward customers who buy and later comment and rate the products, sharing photos.
This interaction between consumers and brands through social networks has a significant impact on the formation of motivated people and the purchase decisions of Generation Z.
For Professor Rachel Farias, specialist in branding and digital marketing strategies, Generation Z is highly connected and has a natural habit of seeking services on social networks.
According to her, searches on social networks are more targeted and effective, unlike a Google search that can return a large number of results.
This feature facilitates the decision-making process and saves time for young consumers. For them, using social networks as a source of information and recommendations is a common and convenient practice.
Lover of movies and series and everything that involves cinema. An active curious on the networks, always connected to information about the web.