Digital natives vs. digital pioneers: The impact of social media marketing on purchase attitudes and satisfaction in generation Y and Z

Abstract

Background: Generation Y, often described as digital pioneers, came of age before the widespread adoption of the internet and social media; therefore, technology serves more as a tool for this cohort. In contrast, Generation Z, commonly characterised as true digital natives, was born into a hyper-connected environment shaped by smartphones and high-speed internet, making technology a more integral part of daily life. Purpose: This study aims to examine the differences between Generation Y and Generation Z users in their attitudes towards marketing communication on social media, as well as their purchase attitudes and satisfaction in the social media environment. Study design/methodology/approach: Data were collected online using a structured questionnaire conducted between April and June 2024. The survey instrument was distributed to Generation Y and Generation Z social media users on Facebook and Instagram. To address the research aim, factor analysis and analysis of variance were applied. Findings/conclusions: The results indicate significant differences between the extracted factors and users' attitudes towards purchasing via social media. The analysis of variance also revealed statistically significant differences between the factors and users' satisfaction with purchases made through social media. Overall, the findings suggest that marketing communication on social media plays an important role in influencing users' purchase attitudes and satisfaction, particularly among Generations Y and Z. Limitations/future research: The findings may offer useful implications for researchers and practitioners by indicating that social media marketing communication aimed at Generation Y and Generation Z should combine entertaining and informative elements. Future research could further examine these relationships across other social media platforms, broader demographic groups, and additional behavioural outcomes.