Gen Z Attitude and Its Factors towards Social Media Advertisements

Authors

DOI:

https://doi.org/10.70922/9p15k474

Keywords:

Gen Z, social media attitude, perceived usefulness, reliability, word-of-mouth

Abstract

With the radical growth of technology and the Internet of Things, social media sites rose as an essential tool in promoting products and services. The intergenerational cohorts are also rapidly growing in the e-business limelight. Various studies targeted millennial consumers and less on Gen Z. Thus, this paper will determine the factors influencing Gen Z’s attitude towards social media advertisement. The study is descriptive-causal, and to determine the 297 respondents as samples, the stratified sampling technique was used. The findings revealed that perceived usefulness and reliability have a positive effect on Gen Z’s attitude towards social media ads. Word-of-mouth is found to be an insignificant factor. Marketers should consider these results to receive a favorable response in online advertisements. 

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Author Biography

  • Mecmack A. Nartea, Polytechnic University of the Philippines – San Juan City Campus and De La Salle University

    MECMACK A.NARTEA is a Faculty and Faculty Researcher of PUP San Juan Campus. Currently, he is the Head of Admission Office and the Program Coordinator of Financial Management Department of the said campus. He holds a Master in Management major in Business Management from the University of the Philippines-Manila and currently taking up his Phd in Business at De La Salle University. His areas of interest include Organizational Development, Consumer Behavior Business Management, Marketing, Management, and Events Management. He published several research papers indexed in Web of Science, CHED Accredited journals and peer reviewed journals. He serves as a reviewer of several business and social science journals.

Published

2024-11-26

Issue

Vol. 16 No. 1 (2024): Social Sciences and Development Review

Section

Articles

License

Copyright (c) 2025 Mecmack A. Nartea (Author)

Creative Commons License

This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.

Articles published in the SOCIAL SCIENCES AND DEVELOPMENT REVIEW will be Open-Access articles distributed under the terms and conditions of the Creative Commons Attribution-Noncommercial 4.0 International (CC BY-NC 4.0). This allows for immediate free access to the work and permits any user to read, download, copy, distribute, print, search, or link to the full texts of articles, crawl them for indexing, pass them as data to software, or use them for any other lawful purpose.

How to Cite

Nartea, M. (2024). Gen Z Attitude and Its Factors towards Social Media Advertisements. Social Sciences and Development Review, 16(1), 155-172. https://doi.org/10.70922/9p15k474