Evidence from Punjab demonstrating how Generation Z's social media mediation function affects e-commerce
DOI:
https://doi.org/10.71085/rjhsa.04.04.167Keywords:
Social Media, E-commerce, Z Generation, Punjab, PakistanAbstract
The progress in technology has a significant impact on people's way of life. A growing number of social media sites are being created as technology develops. Popular social media sites like Instagram, Face book, TikTok, Twitter, and others are indicators of people's increasing internet usage and desire for e-commerce. These days, the majority of social media platforms offer features like live streaming and even purchasing could boost consumption and usage, particularly among Generation Z. Generation Z is open-minded and likes instant gratification, including buying. Apart from the ease of social networking, a variety of reasons help Generation Z make purchasing decisions. As a result, the researcher uses mixed methods, combining qualitative and quantitative research, and collects data via questionnaires and interviews. 384 Generation Z customers in Punjab Province who used social media as a source of e-commerce were included in the sample, which was created using purposive and snowball sampling approaches. The sample was based on customer satisfaction, online purchases, and new manufacturing processes in the previous year. The data was assessed using the logit regression model. The study's conclusions indicate that these e-commerce features have a major and positive impact on Punjabi Generation Z customers' shopping decisions.
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