Engagement of Generation Z in Company-Customer Relationships on Social Media – A Comparative Analysis of Poland and Great Britain

Engagement of Generation Z in Company-Customer Relationships on Social Media – A Comparative Analysis of Poland and Great Britain

Purpose – This article aims to identify the types of social media activities that Generation Z expects from companies. Design/Methodology/Approach – Empirical research was conducted in 2023 among students in Poland and Great Britain using a structured survey based on the CATI (Computer-Assisted Tel...

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Bibliographic Details
Main Authors: Olga Ławińska, Anna Korombel
Format: Article
Language:English
Published: Faculty of Economics & Business, Zagreb, CROMAR (Croatian Union of Marketing Associations) 2025-01-01
Series:Tržište
Subjects:
Generation Z
social media
customer engagement
company-customer relations
customer-centric marketing
Online Access:https://hrcak.srce.hr/file/476926
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