MARKETING MENTAL WELLNESS TO GEN Z: A CASE STUDY OF UNDERSTANDING BEHAVIORAL INTENTIONS TOWARD DIGITAL MENTAL HEALTH APP

This study aims to examine Generation Z’s behavioral intentions regarding the use of a mental health app. This study adopts the technology acceptance model (TAM) and signaling theory to analyze the factors that influence Gen Z’s propensity to adopt digital mental health solutions in the context of parent-child relationship issues that affect their mental health. The research investigates the…