INTEGRATING DIGITAL TECHNOLOGIES INTO GENERATION Z MARKETING STRATEGIES: STUDYING VALUES, CHANNEL EFFECTIVENESS, AND CONSUMER TRENDS

Autores

  • Svitlana Kovalchuk Khmelnytskyi Cooperative Trade and Economic Institute, Head of Department of Marketing and Management, Ukraine
  • Bohdana Tsurska Khmelnytskyi Cooperative Trade and Economic Institute, Department of Marketing and Management, Ukraine
  • Katerina Bondarchuk Bondarchuk Khmelnytskyi Cooperative Trade and Economic Institute, Department of Entrepreneurship, Trade, Logistics and Hotel and Restaurant Business, Ukraine
  • Roman Uzhva Khmelnytskyi Cooperative Trade and Economic Institute, Department of Marketing, , Ukraine
  • Roman Shevchuk Khmelnytskyi Cooperative Trade and Economic Institute, Department of Marketing and Managemen, Ukraine

DOI:

https://doi.org/10.20397/2177-6652/2024.v24i2.2835

Resumo

Objective – The purpose of this study is to identify Gen Z values and related communication channels and consumer trends when integrating digital technologies into marketing campaigns.

Methodology – The systematic literature review was the main methodology of the literature, during which it was possible to identify 12 studies in the databases Scopus and Google Scholar that could help achieve the objective of the study.

Originality/relevance – This study helped identify the most effective marketing strategies for Generation Z and the related characteristics of advertising activities.

Results – As a result of the analysis, it became clear that the most appropriate communication channel was social networks, based on the consumer preferences and values of the target consumer group, combined with neuromarketing.

Contribution – The results may be useful to marketers as they conduct digital advertising activities targeting members of Generation Z.

Referências

Ayuni, R. F. (2019). The online shopping habits and e-loyalty of Gen Z as natives in the digital era. Journal of Indonesian Economy and Business, 34(2), 168. https://pdfs.semanticscholar.org/ac8b/3954204613cc8a23f85b0d479a135ba8af46.pdf

Chaffey, D., & Ellis-Chadwick, F. (2019). Digital Marketing. 7 Ed. Pearson. https://api.pageplace.de/preview/DT0400.9781292241586_A36188176/preview-9781292241586_A36188176.pdf

Chaitanya, K., Saha, G. C., Saha, H., Acharya, S., & Singla, M. (2023). The Impact of Artificial Intelligence and Machine Learning in Digital Marketing Strategies. European Economic Letters (EEL), 13(3), 982-992. https://doi.org/10.52783/eel.v13i3.393

Dobre, C., Milovan, A. M., Duțu, C., Preda, G., & Agapie, A. (2021). The common values of social media marketing and luxury brands. The millennials and generation z perspective. Journal of Theoretical and Applied Electronic Commerce Research, 16(7), 2532-2553. https://doi.org/10.3390/jtaer16070139

Duffett, R. (2020). The YouTube marketing communication effect on cognitive, affective and behavioural attitudes among Generation Z consumers. Sustainability, 12(12), 5075. https://doi.org/10.3390/su12125075

Fathinasari, A. A., Purnomo, H., & Leksono, P. Y. (2023). Analysis of the Study of Digital Marketing Potential on Product Purchase Decisions in Generation Z. Open Access Indonesia Journal of Social Sciences, 6(5), 1075-1082. https://doi.org/10.37275/oaijss.v6i5.174

Guérin, M. (2021). The improvement of retargeting by big data: A decision support that threatens the brand image?. European Journal of Marketing and Economics, 4(1), 31–44. https://doi.org/10.26417/511ybh24h

Harari, T. T. E., Sela, Y., & Bareket-Bojmel, L. (2023). Gen Z during the COVID-19 crisis: A comparative analysis of the differences between Gen Z and Gen X in resilience, values and attitudes. Current Psychology, 42(28), 24223-24232. https://doi.org/10.1007/s12144-022-03501-4

Hurzhyi, N., Popliuiko, Y., Vasylyuk-Zaitseva, S., & Kobets, D. (2023). Harnessing Neuromarketing Techniques to Enhance Brand Engagement. Futurity of Social Sciences, 1(4), 4-37. https://doi.org/10.57125/FS.2023.12.20.01

Israfilzade, K., & Guliyeva, N. (2023). Cross-Generational Impacts of Digital Remarketing: An Examination of Purchasing Behaviours among Generation Z and Generation Y. Futurity Economics & Law, 3(2), 73- 94. https://doi.org/10.57125/FEL.2023.06.25.06

Jayatissa, D. (2023). Generation Z – A New Lifeline: A Systematic Literature Review. Sri Lanka Journal of Social Sciences and Humanities 3(2), 179-186. 10.4038/sljssh.v3i2.110

Kleinjohann, M., & Reinecke, V. (2020). Digitale Markenstrategie für die Generation Z: Empfehlungen. In Kleinjohann, M., & Reinecke, V., Essentials (S. 33–40). Springer. https://doi.org/10.1007/978-3-658-30822-3_5

Kovalevska, N., Nesterenko, I., Lutsenko, O., Nesterenko, O., & Hlushach, Y. (2022). Problems of accounting digitalization in conditions of business processes digitalization. Amazonia Investiga,11(56), 132-141. https://doi.org/10.34069/AI/2022.56.08.14

Lee, Y. K. (2021). Impacts of digital technostress and digital technology self-efficacy on Fintech usage intention of Chinese Gen Z consumers. Sustainability, 13(9), 5077. https://doi.org/10.3390/su13095077

Mariani, M. M., Perez-Vega, R., & Wirtz, J. (2022). AI in marketing, consumer research and psychology: A systematic literature review and research agenda. Psychology & Marketing, 39, 755-776. https://doi.org/10.1002/mar.21619

Mude, G., & Undale, S. (2023). Social media usage: A comparison between Generation Y and Generation Z in India. International Journal of E-Business Research (IJEBR), 19(1), 1-20. http://doi.org/10.4018/IJEBR.317889

Muliarevych, O. (2022). The Serverless Computing for Acceptance and Shipping Warehouse Zones Optimization. IX International Scientific Conference “Information Technology and Implementation" (IT&I-2022), Workshops at Information Technology and Implementation 2022 (IT&I-WS 2022), Kyiv, Ukraine, 87-96. https://ceur-ws.org/Vol-3384/Paper_8.pdf

Munsch, A. (2021). Millennial and generation Z digital marketing communication and advertising effectiveness: A qualitative exploration. Journal of Global Scholars of Marketing Science, 31(1), 10-29. https://doi.org/10.4038/sljssh.v3i2.110

Nalbant, K. G., & Aydin, S. (2023). Development and transformation in digital marketing and branding with artificial intelligence and digital technologies dynamics in the Metaverse universe. Journal of Metaverse, 3(1), 9-18. https://doi.org/10.57019/jmv.11480159

Nguyen, X. T. (2019). Factors impacting on Korean consumer goods purchase decision of Vietnam's generation Z. Journal of Distribution Science, 17(10), 61-71. http://dx.doi.org/10.15722/jds.17.10.201910.61

Page, M. J., Moher, D., Bossuyt, P. M., Boutron, I., Hoffmann, T. C., Mulrow, C. D., ... & McKenzie, J. E. (2021). PRISMA 2020 explanation and elaboration: updated guidance and exemplars for reporting systematic reviews. BMJ, 372. https://www.bmj.com/content/372/bmj.n160

Rakhimov, T., & Mukhamediev, M. (2022). Implementation of digital technologies in the medicine of the future. Futurity Medicine, 1(2), 12-23. https://doi.org/10.57125/FEM.2022.06.30.02

Razak, I. (2022). The Role of Digital Marketing for Generation Z. Jurnal Ekonomi, Akuntansi dan manajemen Indonesia, 1(01), 18-25. https://jurnal.seaninstitute.or.id/index.php/Juemi/article/view/512

Riabova, T., Riabov, I., Vovchanska, O., Li, T., & Saienko, V. (2022). Peculiarities of digital marketing in the era of globalization: an analysis of the challenges. Financial and credit activity-problems of theory and practice, 6(47), 160-171. https://doi.org/10.55643/fcaptp.6.47.2022.3940

Sanakuiev, M. (2022). The Value of Knowledge in the Age of Globalization Challenges: Philosophical and Intellectual Context. Futurity Philosophy, 1(2), 42-54. https://doi.org/10.57125/FP.2022.06.30.04

Smith, K. T. (2019). Mobile advertising to Digital Natives: preferences on content, style, personalization, and functionality. Journal of Strategic Marketing, 27(1), 67-80. https://doi.org/10.1080/0965254X.2017.1384043

Thangavel, P., Pathak, P., & Chandra, B. (2022). Consumer decision-making style of gen Z: A generational cohort analysis. Global Business Review, 23(3), 710-728. https://doi.org/10.1177/0972150919880128

Vieira, J., Frade, R., Ascenso, R., Prates, I., & Martinho, F. (2020). Generation Z and key-factors on e-commerce: A study on the portuguese tourism sector. Administrative Sciences, 10(4), 103. https://doi.org/10.3390/admsci10040103

Yadete, F. D., & Kant, S. (2023). Neuro-Marketing in Understanding Consumer Behavior: Systematic Literature Review. Journal of Social Sciences and Management Studies, 2(2), 1-12. https://doi.org/10.56556/jssms.v2i2.483

Yildirir, S. C. (2021). The attitudes of social media users on remarketing. Osmaniye Korkut Ata Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi, 5(2), 37–52. https://dergipark.org.tr/en/download/article-file/1997812

Downloads

Publicado

2024-04-23

Como Citar

Kovalchuk, S., Tsurska, B., Bondarchuk, K. B., Uzhva, R., & Shevchuk, R. (2024). INTEGRATING DIGITAL TECHNOLOGIES INTO GENERATION Z MARKETING STRATEGIES: STUDYING VALUES, CHANNEL EFFECTIVENESS, AND CONSUMER TRENDS. Revista Gestão & Tecnologia, 24(2), 45–65. https://doi.org/10.20397/2177-6652/2024.v24i2.2835

Edição

v. 24 n. 2 (2024)

Seção

ARTIGO

Licença

Copyright (c) 2024 Revista Gestão & Tecnologia

Creative Commons License

Este trabalho está licenciado sob uma licença Creative Commons Attribution-NonCommercial 4.0 International License.

Os direitos, inclusive os de tradução, são reservados. É permitido citar parte de artigos sem autorização prévia desde que seja identificada a fonte. A reprodução total de artigos é proibida. Em caso de dúvidas, consulte o Editor.