Heather Dretsch, assistant professor of marketing, explains how important it is for brands to understand the consumer psychology driving current social media behavior when planning a social media presence and content.
Recent reports show that approximately 40% of younger consumers now use TikTok and Instagram for their searches, increasing pressure on brands to reach Gen Z and Millennials on social media. But are all social platforms created equal when it comes to capturing this pivotal audience?  Heather Dretsch, assistant professor of marketing, explains how important it is for brands to understand the consumer psychology driving current social media behavior when planning a social media presence and content.