Conceptualizing The Social Media Marketing Factors And Its Influences On Generation Z Users Intention To Play Mobile Games

Abstract

The Generation Z segment is consumers born in the mid-1990s and to the late 2000s and is given relatively high importance by marketers. Generation Z consumers are interested in staying away from traditional face-to-face communications with peers, family, and friends; and are mostly engaged with mobile phones, laptops, tablets, games consoles, and similar electronic modes. In addition, Generation Z has less opportunity to play games outside the home due to urbanization and lifestyle issues, and they are more likely to engage themselves in social media, video games, and digital entertainment, which leads them to build a social network. Thus, generation Z has emerged as the high-potential consumer and is targeted by marketers of the gaming industry. There are various studies on social media marketing and the purchase intention of consumers with interesting findings. However, this study is novel in its approach. It presents a unified theoretical framework for understanding how social media marketing factors influence Gen Zer's perception and Intention to play mobile games. Thus, this study would add value to the literature and fill the gap in digital marketing literature with special reference to the gaming industry.