Abstract:

The aim of the publication is to indicate: 1. the importance of a fan page for the members of Generation Z in the purchasing process, 2. types of activities most common among the representatives of Generation Z while interacting with a fan page, 3. the most important benefits, according to the representatives of Generation Z, of visiting fan pages as a means for enterprises to establish relationships and achieve potential benefits. As well as literature review, a survey was conducted among 233 students - representatives of Generation Z. Analysis of the gathered empirical data provided a basis for verifying the research hypotheses formulated in the paper and for concluding that most of the surveyed representatives of Generation Z consider a fan page as a valuable source of information about a particular company and its offer. At the same time, it was found that the study group actively engaged with fan pages, and it was confirmed that following fan pages of favourite brands provided a range of benefits. In addition to that, the strength of relationships between the analysed variables and the respondent's sex was verified.