ACTIVITY OF GENERATION Z ON SOCIAL MEDIA AS THE BASIS OF MARKETING ORIENTATION OF ENTERPRISES – COMPARISON OF POLAND AND GREAT BRITAIN.

Purpose: The aim of this article is to identify and compare the social media activity of Generation Z representatives in Poland and Great Britain in the context of customer orientation. Design/methodology/approach: The study was conducted among students in Poland and Great Britain in 2023. The study used a survey method, in particular using the CATI survey technique. Descriptive statistics measures were used to analyze the research data. Findings: The conducted research allowed us to identify the social media portals most frequently visited by Generation Z representatives, as well as the most frequently performed activities towards enterprises. Moreover, the relationship between respondents' answers and their gender and place of residence was examined. In several cases, gender and place of residence significantly differentiated the analyzed variables. The results also allowed us to identify differences in the social media activity of Generation Z representatives in Poland and in Great Britain. Research limitations/implications: The use of survey research is associated with limitations, including: the possibility of superficial knowledge of the studied phenomena, or respondents giving false answers. However, the relatively small number of respondents does not allow the obtained research results to be treated as representative. Future research should be conducted on a larger sample, and quantitative research should be supplemented with qualitative research. Undertaking research in other countries would make it possible to compare the social media activity undertaken by representatives of Generation Z different nationalities and determine whether and which of them occur regardless of geographical location. Practical implications: Understanding the activity of Generation Z representatives in social media will allow organizational employees to adjust their marketing activities to the expectations of this cohort. These activities, the aim of which is to reach the customer, provide him with information about the product, and encourage him to purchase, will ultimately translate into increased sales and profit of the organization. The obtained knowledge indicates that the nationality of respondents is an important factor differentiating activity in social media, which confirms the importance of diversifying marketing activities undertaken by organizations. Originality/value: The article is addressed to employees of organizations responsible for contact with representatives of Generation Z on social media. The presented results complement and deepen knowledge about the activity of Generation Z in social media, including differences in gender and place of residence of the respondent. They also indicate the influence of the nationality of Generation Z respondents on their activity in social media. [ABSTRACT FROM AUTHOR]