Keywords
Generation Z
communication
brand
Abstract
Consumer behavior has evolved over the years, leading to changes in the perception of consumption and the emergence of trends that help create a profile of the modern consumer. The first two decades of the 21st century brought significant changes in consumer behavior, under the influence of the Internet and social media. The purpose of this paper is to present the profiles of Generation Z consumers, and to see if the TikTok application plays an important role in brands’ communication with Generation Z. Virtual communication has become widespread; this poses a challenge for brands, especially among the younger generation. The study shows that as age increases, the time a person has had an account on TikTok decreases, as does the appreciation of this application.
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