Technological Tools in Businesses' Communication with Generation Z

Abstract. The aim of the paper is to assess the effect of businesses' activities involving the use of technological communication tools on Gen Zers' purchasing decisions. The study of Gen Zers' behaviours as a response to businesses' social media activities is part of broader research conducted by the authors among students in Poland and Great Britain in 2020 and 2021. The study used the method of a survey, and, as part of it, the CAWI technique. Descriptive statistics measures were used to analyse the research material. The findings demonstrate that businesses’ activities involving the use of technological communication tools have a positive impact on Gen Zers' purchasing decisions. The study also examined the relationship between the analysed activities undertaken by businesses and the respondent's gender.