Motives for building relationships between Generation Z customers and businesses via YouTube in Poland and Great Britain
Motives for building relationships between Generation Z customers and businesses via YouTube in Poland and Great Britain

Summary/Abstract: The aim of the article was to identify and assess the motives for building relationships betweenGeneration Z customers and businesses via YouTube in Poland and Great Britain. The study ofthese motives is part of the broader research conducted by the authors among students in Polandand Great Britain in 2023. The study used a survey method with the CAWI technique. Descriptivestatistical measures were used to analyze the research material. The results show that before usinga service or purchasing a product of a specific company, respondents often searched for its accounton YouTube. The most important benefits associated with following the company on YouTube byrespondents in both countries surveyed were also identified. The relationship between the benefitsanalyzed and the respondent’s gender and place of residence was also examined.

• Details
• Contents