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The Influence of Social Media on Gen Alpha's Purchasing Decisions

The Influence of Social Media on Gen Alpha's Purchasing Decisions
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Author(s): Hafizah Omar Zaki (Universiti Kebangsaan Malaysia, Malaysia), Nurul Atasha Jamaludin (Universiti Kebangsaan Malaysia, Malaysia)and Aziatul Waznah Ghazali (Universiti Kebangsaan Malaysia, Malaysia)
Copyright: 2023
Pages: 10
Source title: Digital Natives as a Disruptive Force in Asian Businesses and Societies
Source Author(s)/Editor(s): Omkar Dastane (UCSI Graduate Business School, UCSI University, Malaysia), Aini Aman (Universiti Kebangsaan Malaysia, Malaysia)and Nurhizam Safie Bin Mohd Satar (Universiti Kebangsaan Malaysia, Malaysia)
DOI: 10.4018/978-1-6684-6782-4.ch006


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The main purpose of this chapter is to look at how marketing communications through interactive social media will affect the buying decisions of Gen Alpha. In the end, they want brands and everything they do on social media to give them answers and show that they care more than ever. Young people have been able to meet up with their friends through social media. The fact that young people use technology every day also makes them more likely to use social media to buy things. People who were born in the 21st century and grew up with technology make up Gen Alpha. Young people who know how to use technology well are now called “Gen Alpha.” This means that Gen Alpha will be the generation that knows the most about technology. Gen Alpha is the most diverse generation ever, so they care about businesses that are open to everyone. They will keep changing the environment and culture of the whole world. Gen Alphas are likely to keep buying things online or through any other technology-based platform based on how much they are worth.

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