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

Authors

  • 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

Abstract

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.

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Published

2024-04-23

How to Cite

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. Journal of Management & Technology, 24(2), 45–65. https://doi.org/10.20397/2177-6652/2024.v24i2.2835

Issue

Vol. 24 No. 2 (2024)

Section

ARTIGO

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