Influence of Subjective Norms and Perceived Control on Generation Z Consumers’ Attitude and Behavioural Intentions towards Instant Message Marketing Communication

Understanding Generation Z consumers' attitudes and behavioural intentions in the new media environment is fundamental to developing effective marketing communication messages. Generation Z consumers are regarded as heavy users of new media technologies. Thus, there is a need for more research on the nexus between emerging marketing communication technologies and Generation Z consumer behaviour. Based on a survey of 410 Generation Z consumers in Zimbabwe, this study examines the influence of perceived control and subjective norms on Generation Z consumers’ attitudes and behavioural intentions towards instant message marketing communications. The results revealed that both subjective norms and perceived control positively influence the attitude of Gen Z consumers towards instant message marketing communication in Zimbabwe. It was also observed that while perceived control played no significant role, subjective norms and consumer attitudes played an important role in shaping the behavioural intentions of Gen Z consumers in Zimbabwe. Accordingly, the study provides insights into the influential role of perceived control and subjective norms on Generation Z consumers' attitudes and behaviours.