The aim of this paper is to identify challenges/tasks for community managers resulting from special characteristics of generation Z members and their behaviour on social media. As well as literature review, a survey was conducted among 233 students - representatives of generation Z. Analysis of the gathered empirical data gave basis for verifying the formulated research hypotheses and concluding that people from generation Z are not loyal customers, meaning that they usually do not get attached to the brand/company, product/service, and that generation Z customers are not willing to defend a company's reputation on social media. |
