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Gen Z and social network sites: the impact of personalized advertising

08/28/2023

3 min

In this video, Professor Zi WANG speaks about her recent research on the generation Z and social network sites.

Together with her co-authors they studied how these young consumers respond to/perceive the trade off between privacy and convenience when using these platforms.

More information is available in their paper: “Does personalized advertising have their best interests at heart? A quantitative study of narcissists’ SNS use among Generation Z consumers” (Journal of Business Research 2023), Zi Wang (IÉSEG);Ruizhi Yuan, Jun Luo & Martin J. Liu (Nottingham University Business School China); Natalia Yannopoulou (Newcastle University Business School).