Can the Internet affect Amazon's business practices? The effect of exposure to information on consumer preferences

Abstract

This thesis explores the effects of additional information on Generation Z by exploring the attitudes and perceptions held by Generation Z regarding a brand or brand's corporate social responsibility (CSR) communication efforts. We can understand the relationship between Brands and Generation Z. Also this paper studies the extent of peer pressure and how it impacts consumption behavior. Per results peer pressure has some effects on consumption behavior while even though Generation Z are united in their views, they were not as critical of CRS as hypothesized.