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Research Article

EEO. 2021; 20(5): 5500-5506

Impact of Social Media Marketing Communication on Generation Z Consumer’s Attitude in Chennai



In this digital sector, sustained phenomenal progress has an indirect effect on all facets of life in society, including those of members of Generation Z.In "Communication Success," social media shall play a key role. Thus, a business can recognize an advantage through the effective use of social media in marketing communication. Interactive social media helps advertisers to communicate extensively with users.This study therefore aims to evaluate the degree to which the emergence of the digital age, particularly social media as a medium of marketing communication, has had an influence on the attitude of Generation Z.The research group consists of 234 participants obtained by a purposeful sampling procedure. The following are the conclusions of the hypothetical test:
(1) Social media marketing exchangeinfluences the attitude aspect.
(2)There is little effect on the mindset aspect of the use of social media and demography

Key words: Generation Z, Social media marketing communication, Demography, Attitude

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