Gen-Z Marketing Strategies: Understanding Consumer Preferences and Building Sustainable Relationships

Golden Ratio of Mapping Idea and Literature Format, Journal Year: 2024, Volume and Issue: 4(1), P. 53 - 77

Published: Jan. 30, 2024

In the contemporary digital landscape, marketing strategies have become increasingly intricate due to influence of Generation Z, a significant consumer group born between mid-1990s and early 2010s. This generation, labeled as "digital natives," presents unique challenges opportunities for marketers, given their adeptness with technology distinct shopping behaviors. To address these challenges, this research aims conduct thorough analysis Z's preferences effective building sustainable relationships them. Drawing from multitude qualitative studies spanning 2010 2024, study employs systematic review approach extract insights into By synthesizing data employing thematic analysis, uncovers recurring patterns, emerging trends, socio-cultural influences shaping behavior. Furthermore, explores shift in physical products experiences added value provided by brands. Key findings highlight inclination towards brands prioritizing social values, environmental concerns, sustainability, well reliance on media influencers preference personalized experiences. The gleaned are expected provide valuable guidance companies seeking tailor effectively engage resonate thereby remaining competitive dynamic market.

Language: Английский

---

Decoding Gen Z: AI's influence on brand trust and purchasing behavior

Frontiers in Artificial Intelligence, Journal Year: 2024, Volume and Issue: 7

Published: March 4, 2024

This study focuses on the role of AI in shaping Generation Z's consumer behaviors across fashion, technology, beauty, and education sectors. Analyzing responses from 224 participants, our findings reveal that exposure, attitude toward AI, accuracy perception significantly enhance brand trust, which turn positively impacts purchasing decisions. Notably, flow experience acts as a mediator between trust These insights underscore critical developing influencing choices among Z, offering valuable implications for marketers an increasingly digital landscape.

Language: Английский

---

When young customers co-create value of AI-powered branded app: the mediating role of perceived authenticity

Young Consumers Insight and Ideas for Responsible Marketers, Journal Year: 2024, Volume and Issue: 25(5), P. 557 - 578

Published: Jan. 13, 2024

Purpose Artificial intelligence (AI) allows the brand to co-create value with young customers through mobile apps. However, as many brands claim that their apps are using most updated AI technology, face app fatigue and start questioning authenticity of this touchpoint. This paper aims study mediating effect for co-creation AI-powered branded applications. Design/methodology/approach Drawing from regulatory engagement theory, conceptualize key construct in customers’ experience process, which triggers customer co-creation. Two scenario-based online experiments conducted collect data 444 customers. Data analysis is performed ANOVA Process Hayes. Findings The results reveal perceived an important mediator between media richness (chatbot vs text augmented reality) There no interaction co-brand fit (high low) source endorsement (doctor government) on relationship authenticity, whereas injunctive norms strengthen relationship. Practical implications finding provides insights marketing managers engaging suffering fatigue. Authenticity holds technological perceptions. Originality/value research highlights importance encouraging value. Young consider a motivational force involves app’s attributes (e.g. richness) social standards norms), rather than factors fit, endorsement).

Language: Английский

---

Smart destinations: A holistic view from researchers and managers to tourists and locals

Tourism Management Perspectives, Journal Year: 2024, Volume and Issue: 51, P. 101223 - 101223

Published: Feb. 19, 2024

This paper analyses and expands the concept of smart destination its characteristics using stakeholder theory multiple perspectives various agents involved: managers, researchers, tourists, locals. In adopting a holistic focus to conceptualise destinations, review analysis fill current vacuum in academic literature. The study also provides in-depth both tourists' locals' perceptions. Two consecutive studies computer-aided text grounded were performed. Firstly, we obtained common image that combines following elements: space, quality life, agents, infrastructure, technology. Secondly, identified two distinctive characteristics: technology sustainability. Thirdly, differences perceptions destinations. These findings represent an important conceptual advance have implications for management

Language: Английский

---

Understanding switching intentions between traditional banks and Internet-only banks among Generation X and Generation Z

International Journal of Bank Marketing, Journal Year: 2024, Volume and Issue: 42(5), P. 1114 - 1141

Published: March 18, 2024

Purpose This study aims to understand the reasons for individuals switching from traditional banks Internet-only and examine how intentions differ between Generation X Z. Notably, Z, being digital natives, exhibits distinct characteristics compared X, who often referred as immigrants. Given technology-driven nature of banks, a multi-group analysis these two generations was conducted. Design/methodology/approach utilizes Bansal’s push–pull–mooring model framework analyze intention. The collected survey data 383 Korean participants, consisting 198 participants Z 185 X. Findings findings indicate that low satisfaction discomfort are factors push people leave banks. Specifically, shows significantly higher inclination due discomfort. On other hand, relative advantage, compatibility, observability trialability pull switch is more likely consider adopting when compatibility high complexity low. Originality/value first explore unique motivators such their with interpersonal interactions in retail banking sector. These challenge earlier research emphasizing human interaction’s importance technology adoption, offering insights into future adoption contactless services.

Language: Английский

---

Harnessing green purchase intention of generation Z consumers through green marketing strategies

Business Strategy & Development, Journal Year: 2024, Volume and Issue: 7(3)

Published: Aug. 6, 2024

Abstract Drawing on value‐belief‐norm theory and the of planned behavior, this study examines gap between application green marketing strategies their effectiveness in harnessing purchase intentions through attitudes use generative artificial intelligence (AI) by Generation Z consumers. This explores a mediated moderating model using partial least squares structural equation modeling with data collected from 357 randomly selected The results reveal that among three strategies—green advertising, labeling, packaging—only packaging has direct positive influence intention, while others do not. Moreover, attitude been found to be significant mediator relationship intention. suggests cannot directly spark intentions; instead, these depends intervening variables like attitude. Furthermore, also shows AI young consumers enhances role toward Based findings, implications for practice are provided, followed arguments research limitations directions future studies.

Language: Английский

---

The role of psychological distance and construal level in explaining the effectiveness of human-like vs. cartoon-like virtual influencers

Journal of Business Research, Journal Year: 2024, Volume and Issue: 185, P. 114916 - 114916

Published: Aug. 26, 2024

A C TComputer-generated virtual influencers (VIs) are increasingly used in advertising as there many advantages.In four experimental studies, two types of VIs and their impact on effectiveness compared.Key findings that highly human-like lead to higher trustworthiness, while a more cartoon-like appearance increases novelty.The reasoning behind the varying evaluation VI is explored through lens psychological distance construal level theory, suggesting appropriate message focus enhances influencers' benefits moderator.It further shown different cultural settings play an important role for perception, finding cartoon-influencer's novelty effect restricted consumer groups low familiarity.The studies contribute growing literature effectiveness, delivering theoretical underpinning assessment.Managerially, it concluded both can be successful endorsers, but under careful consideration various factors.

Language: Английский

---

Integrating technology acceptance model and value-based adoption model to determine consumers’ perception of value and intention to adopt AR in online shopping

Asia Pacific Journal of Marketing and Logistics, Journal Year: 2024, Volume and Issue: 37(1), P. 1 - 19

Published: July 12, 2024

Purpose This study is among the first to integrate technology acceptance model (TAM) and value-based adoption (VAM) in context of augmented reality (AR) shopping. It assesses how consumers' rational emotional factors influence their intention use AR online shopping via perceived value consumer engagement. Design/methodology/approach uses a quantitative research approach employs standardized survey questionnaire distributed on social media platforms recruit Gen Z members who are potential buyers or users technology. SmartPLS 4.0 was used test responses 204 respondents. Findings The results indicate that consumers perceive higher inclined future when easy use, useful, personalized, innovative provides highly engaging experience. Interestingly, sacrifice did not value. confirms integrating TAM VAM instrumental capturing value, which turn influences engagement Originality/value further extends conceptualization by combining components derived from VAM, thus leading sturdy theoretically grounded framework. In addition, this contributes literature extended reality, namely shopping, helps brand managers manage evolving experience for Z.

Language: Английский

---

How real is real enough? Unveiling the diverse power of generative AI‐enabled virtual influencers and the dynamics of human responses

Psychology and Marketing, Journal Year: 2024, Volume and Issue: 41(12), P. 3124 - 3143

Published: Aug. 24, 2024

Abstract Virtual influencers in various forms are capturing a growing share of ad spend from human influencers. Followers respond to virtual much as if they were human, with engagement rates and measures trust source credibility that rival their counterparts. However, there is an acute need for more nuanced understanding the differential characteristics user many emerging forms, types interactional We conduct exploratory study three parts. First, through indepth review existing literature, we delineate implications unsettled taxonomies by function form, outline revised typology. Second, our secondary influencer trade, industry sources conceptualizes divergent factors influencing persuasive capability while identifying intersecting research themes. From this synthesis induce suggestions future practice. Finally, assess, refine adjust framework depth interviews leading expert practitioners generate six key findings guide researched‐backed practice research.

Language: Английский

---

Identifying constraints on Gen Z’s path toward ethical tourism consumption and practices

Journal of Sustainable Tourism, Journal Year: 2024, Volume and Issue: unknown, P. 1 - 19

Published: Oct. 25, 2024

Language: Английский

---