Generation Z consumers’ behavior on Jones’ Salad’s online marketing communications

Abstract

The objective of this research was to study consumer behavior on Jones’ Salad’s online marketing communications. Two hundred and thirty-eight people who are current customers purchasing Jones’ Salad once a month, exposed to the brand’s online marketing communications in the past three months, and aged between 18 and 25 years old residing in Thailand, were asked to complete online questionnaire survey. The findings in the cognitive part reveal that Jones’ Salad’s online platforms, especially Facebook and Instagram, are significant communication platforms among its Generation Z’s customers. The majority of the samples rely on Jones’ Salad online media for brand information. The results in the affective part show that most of the samples agreed that they had strong associations with the Jones’ Salad brand, as most of them were able to remember Jones’ Salad’s logo and felt that Jones’ Salad has a favorable image and a strong personality. Furthermore, the samples felt positively about Jones’ Salad’s online communication and with the brand. For the conative part, the outcomes show that the samples’ intention to repurchase Jones’ Salad is high. In conclusion, all cognitive, affective, and conative parts are significantly related to each other.