Effectiveness of Brand Awareness through Social Media in Generation Z and Millennial Fast-Food Consumer Acquisition

• 발행기관: KINFORMS
• 저자명: Clarissa R. Magbanua Trixine Marie G. Olfato Anne Cheri Marie N. Redota Antonio E. Etrata, Jr.
• 간행물 정보: 『Management Review: An International Journal』Vol.16 No.2, 39~68쪽, 전체 30쪽
• 주제분류: 사회과학 > 사회과학일반
• 파일형태: PDF
• 발행일자: 2021.12.30

영문 초록

This study focuses on analyzing the effects of brand awareness through the use of social media in consumer acquisition from Generation Y and Z, specifically in the fast-food industry. Specifically, it aims to investigate the impact of social media and brand awareness on consumer food habits, especially content created by a company s customers since it has been determined to have a research gap. The researchers used a stratified sampling method for this study because they had to split the data population into several clusters before the desired qualifications were fulfilled. In addition, the study s population is limited to two generations: Generation Y and Generation Z. The data were then analyzed on a survey of 385 participants. Given the constraints of the new pandemic, the testing instruments will be disseminated, compiled, and interpreted online. The results revealed that brand awareness and social media have a significant impact on consumer acquisition in both Generations Y and Z. In the fast-food industry, both of these factors are critical in encouraging customers to make a purchase.

목차

INTRODUCTION

REVIEW OF RELATED LITERATURE

CONCEPTUAL FRAMEWORK

RESEARCH METHOD

RESULTS AND DISCUSSION

CONCLUSION

키워드

Brand Awareness Consumer Acquisition Fast-food Generation Z Millennial Social Media