• ISSN: 2301-3567 (Print), 2972-3981 (Online)
    • Abbreviated Title: J. Econ. Bus. Manag.
    • Frequency: Quarterly
    • DOI: 10.18178/JOEBM
    • Editor-in-Chief: Prof. Eunjin Hwang
    • Executive Editor: Ms. Fiona Chu
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HOME > Archive > 2022 > Volume 10 Number 3 (Jun. 2022) >
JOEBM 2022 Vol.10(3): 180-184 ISSN: 2301-3567
DOI: 10.18178/joebm.2022.10.3.695

The Role of Social Media for Relationship Establishment and Consolidation with Generation Z in Online Marketplace

Xuxiang Liu

Abstract—In the past, majority of online marketing is achieved with limited interaction and instantaneity. However, in the digital era, role of social media with technological advancement is much more crucial. This study aims to further develop the discussion of social media’s role in relationship establishment and consolidation in online marketplace, particularly focused on Generation Z. Z-Generation consumers in China, as the main focus of the study, are highly engaged with, and even deeply impacted by social media compaigns. Through interviews with those young consumers and a case study of Hongxing Erke, communication between companies and consumers, and brand-driven communication among consumers are discussed through the lens of marketers. The link between value proposition and brand loyalty is also shown in this paper. Business implications and future research are discussed in the end.

Index Terms—Social media, generation Z, online marketing, customer relationship.

Xuxiang Liu is with the University of Nottingham Ningbo China, 315100, 199 Taikang East Road, Yinzhou District, Ningbo City, Zhejiang Province, China (email: biyxl38@nottingham.edu.cn).

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Cite:Xuxiang Liu , "The Role of Social Media for Relationship Establishment and Consolidation with Generation Z in Online Marketplace," Journal of Economics, Business and Management vol. 10, no. 3, pp. 180-184, 2022.

Copyright © 2022 by the authors. This is an open access article distributed under the Creative Commons Attribution License which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited (CC BY 4.0).

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