THE CONSUMER PRIORITIES OF DIFFERENT GENERATIONS FOR SOCIAL MEDIA PROMOTION
Abstract
The relevance of the issue is driven by the rapid changes in the digital environment and changes in consumer behaviour. Social media has become a key tool for communication, entertainment and purchasing decisions. Consumers are actively using social media to learn about products, check reviews and recommendations. Social media marketing strategies require an understanding of effective communication formats and channels. A study on social media usage reveals its growing importance in communication and content consumption. It's now the primary channel for information, brand interaction, and purchasing. Different generations have distinct preferences. Generation Z and Millennials are the most active users, engaging with new technologies like interactive videos and influencers. They use social media for communication, entertainment, education, and work, challenging brands to adapt their strategies.
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