The Changing Social Media Usage Behavior of Generation Z Consumers

Abstract

This study investigates the changes in the online social media usage behavior of Generation Z consumers and its implications on businesses in Thailand, utilizing data from global social media usage and additional research on the online media consumption behavior of Generation Z consumers. The study revealed that Generation Z consumers exhibit a rapid shift in preference towards Instagram and TikTok, which are currently the most popular social media platforms. However, businesses in Thailand have not adequately adapted to this change and continue to focus on marketing communication through Facebook, potentially leading to missed opportunities to engage with Generation Z consumers effectively. The researchers recommend that businesses adjust their marketing communication strategies to align with the behavior of Generation Z consumers, utilizing entertaining and easily understandable content on platforms such as Instagram and TikTok to enhance brand perception and loyalty. Failure to adapt to these changes may compromise an organization's long-term sustainability in the rapidly evolving market.