Targeting generation Z: A systematic literature review (SLR) and bibliometric analysis for effective marketing

Authors : Mir Abdullatif Yahya, Hazi Mammadzada

Pages : 21-44

View : 264 | Download : 152

Publication Date : 2024-06-29

Article Type : Research Paper

Abstract :Targeting Generation Z is crucial for organizations seeking to remain connected in the fast-changing digital environment of this era. Moreover, understanding Generation Z is imperative for firms navigating the intricacies of modern customer behavior. This study conducted a systematic literature review (SLR), providing a thorough comprehension of Generation Z\'s interests and habits, thereby facilitating the development of targeted marketing strategies tailored to this demographic\'s preferences. Additionally, the study conducted a bibliometric analysis, offering insights into the trends and patterns of research on marketing to Generation Z, revealing a considerable increase in interest and production on the topic after 2016, with clear evidence of international cooperation in co-authorship analysis. The study suggests a transition towards digital platforms, authenticity, and tailored content to successfully captivate Generation Z, highlighting the need to adjust marketing strategies to align with their unique attributes and principles. This study contributes to the literature by providing a comprehensive understanding of Generation Z\'s preferences and behaviors through an SLR and bibliometric analysis. It specifically highlights the importance of digital platforms in marketing strategies, reflecting the shift in research trends and the growing interest in this demographic. The purpose of the study was i) to identify challenges in targeting Generation Z through traditional marketing channels; ii) to conduct an SLR to gather insights into the evolving preferences and behaviors of Generation Z; and iii) to employ bibliometric analysis to delineate key trends and patterns in the literature on marketing to Generation Z.
Keywords : Müşteri davranışı, Araştırma trednleri, Z kuşağı, Etkili pazarlama