A Study of Consumer Opinion Leaders' Impact on Generation Z Youth Consumer Behavior and Its Educational Significance

Wenju Gao
.

Lingling Liu
Universiti Sains Malaysia, Penang,11800,Malaysia;Heilongjiang Minzu College, Harbin, 150066, China..

Zulnaidi Yaacob
Universiti Sains Malaysia, Penang, 11800, Malaysia..

Abstract:

Numerous academics and industry experts worldwide are interested in online network branding and social media impact advertising. Consumer opinion leaders have always played a crucial role in influencing customers' decision-making process and play a remarkable role in the spread of content, especially for transactions involving considerable involvement. Consumer opinion leaders play a role when individuals search for items to buy, consume, and evaluate before acquiring or discarding commodities and resources that they expect will meet their wishes and needs. Youth from Generation Z, who spend the bulk of their time online engaged in activities such as working and studying, spending three to six hours per day on the digital network, and accessing enjoyable media, are the largest consumer group in the world today. Therefore, the youthful consumption of generation Z is vital for profitable expansion. Respondents to the study were students attending various Pakistani institutions. This study included 304 individuals from Generation Z. Campuses were visited to collect offline data. The SEM method was used to validate a previously developed theoretical relationship. Using covariance-based structural equation modeling (CB-SEM) with AMOS 22.0 enabled sophisticated statistical data modeling for establishing causal relationships between components. The focus of the article is on the impact of consumer opinion leaders on the purchasing habits of generation Z youth and their educational implications. A questionnaire survey is conducted to determine the influence of consumer opinion leaders. Chi-square and ANOVA are utilized for the statistical examination of opinion leaders in the consumption behavior of generation Z youth. The outcomes of the investigation reveal that consumer opinion leaders substantially impact the buying habits of generation Z adolescents.