The Influence of Social Media on Gen Alpha's Purchasing Decisions

The Influence of Social Media on Gen Alpha's Purchasing Decisions

Hafizah Omar Zaki, Nurul Atasha Jamaludin, Aziatul Waznah Ghazali
Copyright: © 2023 |Pages: 10
DOI: 10.4018/978-1-6684-6782-4.ch006
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Abstract

The main purpose of this chapter is to look at how marketing communications through interactive social media will affect the buying decisions of Gen Alpha. In the end, they want brands and everything they do on social media to give them answers and show that they care more than ever. Young people have been able to meet up with their friends through social media. The fact that young people use technology every day also makes them more likely to use social media to buy things. People who were born in the 21st century and grew up with technology make up Gen Alpha. Young people who know how to use technology well are now called “Gen Alpha.” This means that Gen Alpha will be the generation that knows the most about technology. Gen Alpha is the most diverse generation ever, so they care about businesses that are open to everyone. They will keep changing the environment and culture of the whole world. Gen Alphas are likely to keep buying things online or through any other technology-based platform based on how much they are worth.
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Technology And The Gen Alpha

People who work in an industry that utilises technology need to do everything they can to grow their digital footprint to meet the needs of modern workers and consumers both now and in the future (Chitra, 2020). As the parents of Gen Alpha, Millennials already search, shop, and pay for their travel accommodations and experiences online. This trend will only grow as tech-savvy Alphas become economically active. From online payment engaged by the Millennials, social media platforms have become the primary influence for purchasing activities among Gen Alpha. Generation Alpha has a high level of acceptance of technology because it has been a constant in their lives since they were young children, this has made it easier for them to engage in purchasing activities via a social media platform (Razan Saleh, 2022).

Critical Aspects of Generation Alpha's Adoption of Technology

  • •

    Generation Alpha is well-versed in technology, having grown up with gadgets like smartphones and tablets. They feel at ease using technology as a result, and they quickly accept new tools and platforms.

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    Generation Alpha uses technology for a range of activities, such as entertainment, communication, and education, and it is fully incorporated into their daily life.

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    Generation Alpha is heavily reliant on technology, and many of them see it as a necessary tool for their everyday life. They frequently feel lost without it since they use technology for so many different things.

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    Generation Alpha is at ease with cutting-edge technology and is willing to explore and test out new tools, systems, and software. They frequently want to test out the newest technology and software, and they will probably be responsible for future technological improvements.

These youngsters have a high level of technology acceptability and will probably continue to be the engine behind its expansion and advancement in the years to come. Since technology is a big part of their daily life, they are the first generation to have grown up wholly in the digital era.

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