Health Consciousness and Generation Z Attitude Towards Fast-Food Digital Advertising: A Scoping Review of Saudi Arabian Context

Abstract

This study was designed to propose a scope of work for quantitative research to examine the effect of fast-food digital advertising on the attitude of Generation Z consumers towards it in Saudi Arabia. It also proposed considering the moderating effect of Generation Z health consciousness on the previous relationship. The calculations of sample size showed that sample which should be surveyed by a self-administrated questionnaire is 385 participants from young Saudi fast-food consumers. This study concluded from investigating previous studies’ findings that there is high correlation between using social media and fast-food consumption especially among young Saudis. It was also found that the high consumption of fast food has serious effects on general health.