Paper Title :Generation Z’s use of Mobile Technology and Social Media in a Developing Country: The Case of Thailand

Author :Chonlada Sajjanit

Article Citation :Chonlada Sajjanit , (2023 ) " Generation Z’s use of Mobile Technology and Social Media in a Developing Country: The Case of Thailand " , International Journal of Management and Applied Science (IJMAS) , pp. 27-31, Volume-9,Issue-1

Abstract : Abstract - Studies of Generation Z’s behavior in developing countries have been fewer addressed in extant literature. This study bridges the research gap in digital marketing and consumer behavior fields by examining Generation Z’s communication technology usage behavior in a developing country. It also distinguishes between the effects of populations within generation, the under-explored area in the related fields. The purpose of the study is to investigate the relationship between Generation Z’s use of social media and technology sophistication with mobile technology. A quantitative survey was used to test the proposed framework with 373 Generation Z consumers in Thailand. Findings indicated that tech-savvy Generation Z consumers exhibit active social media usage. According to the difference of chi-square test, each group within generation responds differently to the social media and mobile technology usage. The study contributes theoretically and practically by providing more understanding regarding the growing segment of consumers, and within-generation differences. Keywords - Generation Z, Mobile Technology, Social Media, Social Networking Sites

Type : Research paper

Published : Volume-9,Issue-1

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