September 2026
Original scientific article
THE IMPACT OF SOCIAL MEDIA ON GENERATION Z CONSUMERS' PURCHASING DECISIONS THROUGH SOCIAL INFLUENCE TRUST MECHANISMS AND PRODUCT PROMOTION
The rapid development of social media commerce has changed online shopping behavior with the incorporation of social interaction, user-generated content, and digital marketing in e-commerce platforms. Social commerce has made Generation Z one of the largest user groups, yet little research has been done on the combined effects of social influence, ...
By Yuyang Wang, S. Senthil Kumar, K. Subathra, Yunchen Liu, P. Infant Raina