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1
Wang, Weiran. "The Impact of Positive and Negative News about Celebrity Endorsers on the Consumer Behavior of Generation Z — Take the Chinese Market as an Example." SHS Web of Conferences 155 (2023): 02013. http://dx.doi.org/10.1051/shsconf/202315502013.
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This study examines whether positive and negative news about celebrity endorsers affects the consumer behavior of Chinese Gen Z consumers. A quantitative research was conducted to measure Changes in Chinese Gen Z consumers’ attitudes, favorability, and purchase intentions before and after the time of positive and negative celebrity endorsement events. The results of the study show that whe a celebrity endorser has negative news, Gen Z consumers’ favorability towards the endorser and the brand as well as their purchase intention will be significantly reduced. On the contrary, when a celebrity endorser has positive news, there is a slight, but not significant increase in Gen Z’s favorability towards endorser and the brand, and their purchase intention.
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Zhang, Yanbo, Chuanlan Liu, and Yanru Lyu. "Profiling Consumers: Examination of Chinese Gen Z Consumers’ Sustainable Fashion Consumption." Sustainability 15, no. 11 (May 23, 2023): 8447. http://dx.doi.org/10.3390/su15118447.
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The textile and apparel industry is widely recognized for its negative impact on the environment and society, and China is one of the largest fashion-consumption markets worldwide. There has been a growing awareness and effort to address these concerns in China, and Chinese Gen-Z consumers are playing a crucial role in shaping sustainable practices. This study aimed to identify and profile Gen-Z consumers with substantial engagement in sustainable fashion consumption in China. Data were collected from 292 Chinese Gen-Z adults from three major cities, Beijing, Shanghai, and Guangzhou, using a convenience sampling strategy and the snowball approach. Cluster analysis was employed, and two groups were identified: passionate eco-conscious consumers and indifferent fashion consumers. Multivariate Analysis of Variance (MANOVA) and the Crosstabs approach were utilized to examine the differences between the identified groups. The results revealed that passionate eco-conscious consumers valued classic design, high quality, and versatility, would like to pay more money for high-quality fashion clothing, and expressed their uniqueness through their fashion choices compared to indifferent fashion consumers. They actively sought sustainability knowledge and preferred supporting physical stores that sell second-hand clothing. Female Gen-Z consumers demonstrated a greater inclination towards sustainable fashion consumption in comparison to their male counterparts. A persona of Chinese Gen-Z consumers with high-level involvement in sustainable fashion consumption was created and presented for better marketing to Gen-Z consumers in China.
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Tang, Yuxuan. "Analysis of the Current Chinese Consumer for Luxury Goods - Generation Z." Lecture Notes in Education Psychology and Public Media 4, no. 1 (May 17, 2023): 523–29. http://dx.doi.org/10.54254/2753-7048/4/2022171.
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As a mainstay of the luxury consumer group, Gen Z has become a global phenomenon, especially in the United States and China. Marketing strategies for attracting this emerging consumer segment can be learned from the Chinese luxury market. This study used the Chinese luxury market and its Gen Z consumers as a case study to offer scientific recommendations to luxury marketers based on various statistics and related literature, including demographic descriptions, market reports, and consumer behaviors. It also discusses how Gen Z differs from its elder sibling, millennials, who are currently the focus of luxury brands' marketing efforts. Consequently, three factors contributing to Gen Zs dominance of the Chinese luxury market have been found. Firstly, the optimism and impulsivity of Gen Z make them spend more than they can afford. In addition, Gen Zs are exposed to a constant stream of uncensored, real-time events, information, and entertainment, which makes it easier for them to access information related to luxury goods. Lastly, digitalization facilitates online shopping for luxury goods. Accordingly, as Chinese Gen Z crave unique and personalized experiences, customized services can be a winning point for luxury brands.
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Wang, Jiawen. "The consumption behaviors of Generation Z: evidence from China." Advances in Economics and Management Research 7, no. 1 (September 22, 2023): 568. http://dx.doi.org/10.56028/aemr.7.1.568.2023.
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To explore the behavioral patterns of Gen Z consumers in China, this study synthesizes previous research on Gen Z consumption and identifies the lack of in-depth exploration within the Chinese context. Utilizing analytical methods, the paper further summarizes the characteristics of China during Gen Z's formative years, which subsequently influence the behavioral traits of the consumers born in that period. Specifically, Chinese Gen Z consumers exhibit five distinct behavioral characteristics: being Mobile-first and Tech-Savvy, acting as E-commerce Pioneers, being strongly influenced by Social Media, displaying a Quality-Conscious and Aspirational mindset, and expressing National Pride and Cultural Identity. The findings of this study hold significant implications for future marketing strategies targeting Gen Z, providing valuable insights for marketers to better understand and engage with this generation.
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Song, Yao, Zhenzhen Qin, and Zihao Qin. "Green Marketing to Gen Z Consumers in China: Examining the Mediating Factors of an Eco-Label–Informed Purchase." SAGE Open 10, no. 4 (October 2020): 215824402096357. http://dx.doi.org/10.1177/2158244020963573.
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Although China has enjoyed great economic growth in the past several years, environmental problems have not attracted enough attention, especially for the young Chinese population (Generation Z consumers). Based on the theory of planned behavior, this work aims to analyze the mediation role of product attributes, perceived consumer effectiveness (PCE), and environmental awareness in eco-label–informed purchase for Gen Z consumers in China. According to the result, it shows (a) eco-label–informed purchase could significantly increase two threads of PCE and product attributes, (b) those two threads intermediate the eco-labeling and environmental awareness positively, and (c) eventually lead to purchase behavior for Chinese Generation Z. For theoretical contribution, this article tries to have a more comprehensive investigation on green consumption, and to explore the theoretical relationship among product attributes, PCE, and environmental awareness in the context of Chinese Gen Z. Relevant managerial implications and practical guides are also discussed in this article.
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Marjerison, Rob Kim, and Songcheng Gan. "Social Media Influencers' Effect on Chinese Gen Z Consumers." Journal of Media Management and Entrepreneurship 2, no. 2 (July 2020): 1–18. http://dx.doi.org/10.4018/jmme.2020070101.
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The objective of this paper is to explore the relationships between different types of Chinese social media influences and their use of short videos, and how that content is managed influence Chinese Generation Z consumers. Effective use of social media is a way for SMEs and new ventures to level the playing field and compete with established enterprises; it is cost effective and can target a very specific consumer demographic. Data was collected by online surveys of Gen Z Chinese self-described heavy social media users. The results of this study may be of particular interest to entrepreneurs who tend to be early adopters and who can most benefit from strategic use of social media advertising to locate and reach their target customers more efficiently and more effectively.
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Shi, Lu, and Amer Hamzah Jantan. "Study of Factors Influencing Eco-label Purchase Behaviour of Gen Z Consumers in Guangdong, China." Frontiers in Business, Economics and Management 12, no. 3 (January 16, 2024): 235–39. http://dx.doi.org/10.54097/pjd6au29.
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With the rise of the millennial generation, Gen Z consumers have become an important force in the Chinese market. This study focuses on the factors influencing their eco-label purchase behavior in Guangdong, China. Through literature review and interviews with Gen Z consumers, the research finds that factors such as environmental awareness, product quality, price, brand image, and social influence all play a role in their eco-label purchase behavior. In particular, environmental awareness and brand image have a significant positive impact on their purchase decision. Price is a crucial factor, but its impact is negative. The results of this study provide valuable insights for manufacturers and marketers to better understand Gen Z consumers' eco-label purchase behavior and develop targeted marketing strategies.
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Liu, Fanxi. "Driving Green Consumption: Exploring Generation Z Consumers’ Action Issues on Sustainable Fashion in China." Studies in Social Science & Humanities 1, no. 5 (December 2022): 25–49. http://dx.doi.org/10.56397/sssh.2022.12.03.
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Environmental pollution brought by the fashion industry are increasingly a cause for concern. The rise of Generation Z has significant implications for the sustainable fashion market in China. Previous studies found an attitude-behaviour gap among this population, they recognized the importance of sustainable fashion while not taking action. This study applied mix method in two phases to find out how Chinese Generation Z is influenced by environmental knowledge and corporate social responsibility (CSR) through social media, and other factors that influence attitude- behaviour gap in sustainable fashion consumption. With the online survey completed by 168 consumers and the semi-structured interview with six Gen Z consumers, there are four major finding of this study: 1) This study found that Generation Z consumers were more positive and aware of their attitudes and behaviour towards buying sustainable fashion than non-Generation Z consumers; 2) Generation Z consumers were more consistent in their attitudes and behaviour than non-Generation Z consumers; 3) Influenced by environmental knowledge factors and brands CSR through social media, Gen Z consumers are more likely to purchase sustainable fashion products than non-Generation Z consumers. 4) Other factors such as government promotion and school education helped to mitigate the attitude-behaviour gap among Gen Z. Therefore, this study provides applicable implications for fashion companies and government on the strategies to mitigate attitude-behaviour gap among Gen Z.
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Oe, Hiroko, and Yasuyuki Yamaoka. "Smart Luxury Shoppers’ Behaviour in China: Omni-Channel Perspectives of Gen Y Consumers." Marketing and Management of Innovations 14, no. 3 (2023): 176–87. http://dx.doi.org/10.21272/mmi.2023.3-16.
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This study examines luxury goods purchasing behaviour among Chinese Generation Y consumers in the omni-channel retail context. Traditionally, in-store purchases were favoured for luxury items due to the tactile experience and quality assessment during decision-making. However, the unprecedented impact of COVID-19 has transformed consumer behaviour. People now navigate complex decisions, embracing various channels, including online platforms. With a dataset of 354 survey responses, this study employs quantitative analysis and structural equation modelling to uncover the factors influencing Chinese Generation Y consumers’ purchasing choices. The findings reveal that Generation Y luxury shoppers prioritise convenience and channel benefits. They also emphasise information sharing and community engagement, fostering shared experiences on retail platforms. Interestingly, this contradicts previous findings favouring offline channels such as webrooming. Ultimately, this study uncovers a behavioural trend where tech-savvy young consumers exhibit characteristics indicative of an interconnected marketplace. They prioritise convenience and mutual support through shared information in the luxury goods community, regardless of the item’s price tag. These insights provide valuable resources for marketers and researchers navigating luxury goods promotion. As online purchasing behaviours continue to evolve, these findings facilitate impactful discussions and informed strategies within the dynamic luxury market.
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Zhu, Xiaojiao, Bang-Wool Han, and Min-Ho Kim. "The Impact of Consumer Characteristics and Brand Attributes on Global Brands: A Focus on the MZ Generation in Emerging Markets." Journal of Korea Trade 28, no. 1 (February 28, 2024): 49–75. http://dx.doi.org/10.35611/jkt.2024.28.1.49.
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Purpose - As emerging markets continue to expand and exert more influence on the global economy, it has become increasingly important to understand the attitude of consumers in these market towards global brands. In particular, Chinese consumers’ interest in foreign brands has been steadily growing, creating significant market potential for products and services perceived as global brands. Based on the theory of planned behavior, this study aims to investigate how consumer characteristics and brand attributes influence the attitudes and purchase intentions of Millennials and Gen Z consumers towards global brands. Design/Methodology - The researchers used an online questionnaire to collect data from a total of 293 Chinese MZ generation participants. To analyze the data, structural equation modeling (SEM) was employed using SPSS. Findings - The findings of this study indicate that brand attributes such as perceived brand quality and price have a greater influence on the attitudes and purchase intentions of MZ consumers towards global brands than individual characteristics like consumers’ cosmopolitanism, ethnocentrism, and materialism. Moreover, consumer ethnocentrism has negative impact on attitudes, while consumers’ cosmopolitanism and materialism do not show any significant effects on attitudes and purchase intentions towards global brands. Originality/value - By gaining insights into how Generation MZ consumers in emerging markets evaluate global brands, this study explores the determinant factors influencing consumers’ attitudes and intentions towards global brands. The findings not only enrich the international business literature but also provide practical insights for global brand managers to effectively customize their marketing strategies and enhance their brand positioning for successful entry into emerging markets
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Cao, Ningyan, Normalisa Md Isa, and Selvan Perumal. "Effects of Risk Attitude and Time Pressure on the Perceived Risk and Avoidance of Mobile App Advertising among Chinese Generation Z Consumers." Sustainability 15, no. 15 (July 26, 2023): 11547. http://dx.doi.org/10.3390/su151511547.
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Generation Z (Gen Z) consumers require special consideration because they are a distinct demographic, are less receptive to mobile advertising, and have not been thoroughly studied. This study seeks to advance ad avoidance research by creatively examining Gen Zers’ perceived ad risk and ad avoidance in mobile applications (apps) and the role that risk attitude and time pressure play in these phenomena. The formal study was conducted in March 2023 via an online survey, and 312 sample data were identified for data analysis. It was found that there is a positive relationship between Gen Zers’ perceived risk and their avoidance of app advertising, with time, performance, and privacy risks being the primary advertising risks. Gen Zers perceive higher advertising risk when they are under time pressure or are risk-averse, and time pressure is a more vital indicator of perceived risk than risk attitude. Time pressure also significantly affects mechanical avoidance (e.g., using an ad blocker) more than behavioral avoidance. Still, the risk attitude only positively affects Gen Zers’ behavioral avoidance of app ads. This study concludes that ad avoidance can be reduced by reducing users’ perceived risk and time pressure. Also, ads should be placed based on consumers’ risk attitude. Future research needs to validate these findings in other cultures, compare Gen Z to other generations, and consider the consequences of ad avoidance.
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Zheng, Tiantian, and Yuxin Yang. "The Impact of KOL Marketing's Content on Chinese Female Generation Z Consumers' Interest in Light Meal Restaurants." International Business & Economics Studies 6, no. 6 (December 3, 2024): p23. https://doi.org/10.22158/ibes.v6n6p23.
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In recent years, demand for healthy, low-calorie foods has been growing in Chinese market, leading to an increase in the number of light meal restaurants and, consequently, a gradual saturation of the light meal market. Light meal restaurants need to use promotion to stand out. The rapid development of social media has presented new opportunities for the light meal market, where Key Opinion Leaders (KOLs) play a significant role in shaping Gen Z consumers’ preferences. Therefore, this study aims to examine whether digital content published by KOLs can effectively enhance Gen Z female consumers’ interest on social media platform RED (Note 1). Through quantitative research, the analysis result shows a positive correlation between the interests of Generation Z women and the content shared by KOLs regarding light meal restaurants in both post and video formats. Furthermore, the décor style of restaurants in video format and the taste of food in post format have presented the most significant impact on consumers’ interest.
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Fan, Yuerong, Jia Sheng, and Haoyu Zhao. "Research on the Domestic Beauty Brand Marketing Strategy of Florasis——A Case study of Gen Z consumers." BCP Business & Management 32 (November 22, 2022): 153–61. http://dx.doi.org/10.54691/bcpbm.v32i.2883.
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China’s beauty industry has experienced a high degree of prosperity in recent years. Moreover, with the rise of national cultural confidence, Chinese-style beauty brands are increasingly favored by Generation Z consumers. The excellent brand construction of Chinese-style beauty makeup is worthy of reference for the Chinese beauty makeup industry. Therefore, based on the existing theoretical framework, this paper focuses on the Chinese-style beauty giant Florasis to study its brand marketing strategy. This paper uses questionnaires and content analysis to obtain primary and secondary data. The research team found that the “GuoChao” presents a huge development opportunity for the beauty market and the prevalence of Chinese style. Florasis, a Chinese-style beauty brand, caters to Generation Z consumers’ pursuit of trendy and strong national cultural identity through its successful brand marketing strategy: it takes the unique Oriental aesthetic design as the core feature of its products; Construct a “popular product system” to increase product value; Implement customized media exposure (e.g., e-commerce channels) and promotion strategies for cross-border cooperation. In addition, aiming at the problems of Florasis’ single marketing channel and low product quality, this study believes that Florasis can open offline channels to cover consumer groups in various ways and improve the core capability of product development and production to ensure product quality. This paper analyzes the feasible positioning of beauty products under the characteristics of Generation Z consumption for China’s beauty industry and how relevant makeup brands could optimize and combine consumption channels to maximize the marketing effect.
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Lee, You-Kyung. "Impacts of Digital Technostress and Digital Technology Self-Efficacy on Fintech Usage Intention of Chinese Gen Z Consumers." Sustainability 13, no. 9 (April 30, 2021): 5077. http://dx.doi.org/10.3390/su13095077.
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The role of digital technostress and self-efficacy in digital marketing research is seldom discussed and even more rarely examined among Gen Z consumers. This study investigates the relationships between four sub-dimensions of technostress (complexity, overload, invasion, and uncertainty), digital technology self-efficacy, and fintech usage intention. Data from a total of 266 Chinese Gen Z consumers were used in multiple regression analysis. The results of the study generally support that all sub-dimensions of technostress were negatively related to fintech usage intention. Related to the moderating effects of digital technology self-efficacy on the relationship between the four sub-dimensions of technostress and fintech usage intention, significant interaction effects with complexity and overload were found. Finally, the study discusses the theoretical and managerial implications of the research findings.
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Qi, Xinzheng, and Aslinda Mohd Shahril. "ATTITUDE AND PREFERENCES TOWARDS SHARING ACCOMMODATION: THE IMPACT OF PREVIOUS EXPERIENCE AND DEMOGRAPHIC CHARACTERISTICS AMONG CHINESE GEN Z ADULTS." International Journal of Entrepreneurship and Management Practices 7, no. 25 (June 13, 2024): 113–25. http://dx.doi.org/10.35631/ijemp.725010.
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Sharing accommodation is a new accommodation type and has rapid development in recent years. Since Generation Z will be the core consumers in the future, this study explored the attitudes of Generation Z tourists towards sharing accommodation products and the impact of their stay experiences and demographic characteristics on their attitudes. This study takes Chinese Gen Z adults as the target population for the boost of sharing accommodation industry in China, the SPSS was utilised to conduct an empirical examination of the identified relationships. The study conducted descriptive analysis, independent samples t-test and one-way ANOVA. The result showed a slight preference towards sharing accommodation products compared with traditional accommodation for young Gen Z tourists. The independent samples t-test and ANOVA analysis showed that previous experience positively influenced tourists’ attitude preference to sharing accommodation. The study also found that gender and income have no significant effect on attitude preference towards sharing accommodation for Chinese Gen Z tourists; however, the education level and occupation factors showed significant impacts on tourists’ attitudes towards sharing accommodation.
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Cao, Ningyan, Normalisa Md Isa, and Selvan Perumal. "Effects of Prior Negative Experience and Personality Traits on WeChat and TikTok Ad Avoidance among Chinese Gen Y and Gen Z." Journal of Theoretical and Applied Electronic Commerce Research 19, no. 1 (January 11, 2024): 95–115. http://dx.doi.org/10.3390/jtaer19010006.
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While numerous people use social mobile applications, ads within these apps are often avoided. Although the significance of prior negative experience and personality traits in impacting consumers’ perceptions and behaviors has been acknowledged, limited research has explored their influence on ad perceptions and avoidance. This study aims to examine the effects of prior negative experience and personality traits on ad perceptions and ad avoidance of Generation Y (Gen Y) and Generation Z (Gen Z) within two prominent mobile social apps: WeChat and TikTok. An online survey was used to gather data from 353 Chinese Gen Y and Gen Zers who were active users of WeChat and TikTok. Findings from several regression analyses show that prior negative experience is an essential determinant of ad avoidance, influencing not just directly but indirectly by diminishing perceived ad personalization and intensifying perceived goal impediment and ad clutter. Personality traits also significantly affect ad avoidance, with conscientiousness exerting a positive effect, whereas agreeableness has a negative impact. Notably, agreeableness, emotional stability, and openness to experience moderate the associations between ad perceptions and avoidance. Intriguingly, the effects of these factors are platform-specific, with WeChat’s main factor for ad avoidance being erceived goal impediment and TikTok’s main factor being ad clutter. Based on these findings, the theoretical and practical implications are discussed.
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Chen, Ju’an. "Research on the Behavior Characteristics and Marketing Strategies of Generation Z Based on the Freshly-made Beverage Industry." BCP Business & Management 32 (November 22, 2022): 349–60. http://dx.doi.org/10.54691/bcpbm.v32i.2947.
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Since Chinese Generation Z is entering the workforce, their consumption power will increase dramatically in the future. For them, who have grown up in the freshly-made beverage culture and Internet culture, traditional freshly-made drink products and marketing strategies may not be as effective as they once were. Based on this background, this paper uses the Heth-Newman-Gross consumption value model and conducts a study through a questionnaire. Based on the findings, we propose suggestions for further consumer positioning, product development, and marketing in the freshly-made beverage industry. The paper also provides a direction for further research for readers who want to study the Chinese Generation Z. Further research could be conducted on the marketing of Gen Z products from a social media perspective or on the consumer behavior of Gen Z in the freshly-made beverage industry. It proposes suggestions and further research directions for practitioners in the freshly-made beverage industry and scholars of Generation Z.
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Chiu, Candy Lim, and Han-Chiang Ho. "Impact of Celebrity, Micro-Celebrity, and Virtual Influencers on Chinese Gen Z’s Purchase Intention Through Social Media." SAGE Open 13, no. 1 (January 2023): 215824402311640. http://dx.doi.org/10.1177/21582440231164034.
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Social media advertising strategies, including using traditional celebrity endorsers and micro-celebrity influencers, are prevalent marketing tools. However, the trend of using virtual influencers to endorse products is a novel potential way to attract young consumers. This present study aims to analyze the influence of the three types of endorsers (traditional celebrity, micro-celebrity, and virtual influencers) source credibility (i.e., physical attractiveness, expertise, and trustworthiness) on the purchase intention of the Chinese Generation Z, under varying levels of product involvement, through the mediating effect of emotional attachment. The Hayes Process Macro was used as a statistical analysis tool for our research propositions. Overall, our findings highlight the effectiveness of attachment theory in social media endorsement advertisements. Furthermore, these findings can guide marketers, who desire to respond to the purchase trends of Generation Z, to adjust their marketing strategies accordingly.
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Lin, Hongyu. "Investigating the Impact of Instagram Travel Influencers on the Travel Intentions of Chinese Students Studying in the UK." International Journal of Global Economics and Management 3, no. 1 (May 9, 2024): 125–56. http://dx.doi.org/10.62051/ijgem.v3n1.15.
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Social media influencers (SMIs) marketing has proven to be a successful strategy in the travel industry, engaging with specific consumer target groups in a trustworthy and approachable manner. Of the many social media platforms, Instagram is the most popular with Generation Y and Z. The majority of Chinese students in the UK for higher education are Gen Z and Chinese students spend the most on travel in the UK. Therefore, the aim of this study is to investigate the impact of Instagram travel influencers on the travel intentions of Chinese students studying in the UK. This study proposed hypotheses based on the Stimulus-Organism-Response model that the quality of information generated by Instagram travel influencers, their credibility and popularity & engagement have a positive effect on the generation of follower trust, and that trust has a positive effect on travel intention. To test the hypotheses, this study collected data from Chinese Gen Y and Z students studying in the UK by means of a questionnaire. The results showed that the credibility and popularity & engagement of Instagram travel influencers had a positive effect on followers generating trust and trust had a positive effect on travel intention, while the quality of information generated by Instagram travel influencers had no effect on trust. This study contributes to the existing literature for the impacts of SMIs on international students’ travel intention and provides practical implications for travel agencies in the UK to choose propriate SMIs to promote the destinations and for travel influencers to reap benefits from the travel industry.
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Han, Jiayi, and Jiayi Han. "Lipstick Effect in Cosmetic Market During Covid-19: Chinese Gen Y Consumers' Willingness to Buy lipstick in the Post-pandemic." Frontiers in Business, Economics and Management 7, no. 1 (December 20, 2022): 21–23. http://dx.doi.org/10.54097/fbem.v7i1.3689.
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The crisis brought by the latest Covid-19 pandemic has affected many different aspects of our everyday life, challenging and changing the way we do things. Our make-up behaviours were no exception. In previous periods of recession, cosmetic sales were used as a proxy to outline the economic situation—a phenomenon known as the Lipstick Effect. The aim of this paper is to record women’s cosmetic habits in the aftermath of Covid-19 and to inquire if the Lipstick Effect can still be considered a valuable economic indicator.
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Weng, Zeqi. "Research on Holiland's Word-of-mouth Marketing Strategy Based on 5T Theory." Advances in Economics, Management and Political Sciences 18, no. 1 (September 13, 2023): 134–39. http://dx.doi.org/10.54254/2754-1169/18/20230064.
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In recent years, driven by the trend of baked food as the main meal and capital investment, the baking market has continued to expand with frequent clashes between old and new brands, therefore, both opportunities and challenges coexist. Established in 1992, Chinese baking brand Holiland quickly seized the market through a series of comprehensive and efficient marketing strategies, escaped from the "midlife crisis", and became a top domestic baking brand. Its marketing model is worth exploring. Based on the 5T theory of word-of-mouth marketing proposed by American marketing master Andy Senoviez, this paper analyzes Holilands marketing strategies from five aspects: talkers, topics, tools, taking part, and tracking. Through analysis, it is concluded that Holiland has a good reputation because it can arouse the identity of the Generation Z (Gen Z) consumer group and it is good at creating hot topics. Furthermore, it constructs media matrix promotion, pays attention to interactive management, and tracks customer feedback on a regular basis.
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Kim, Hyunsu, Han Sun, and Wanci Dai. "소셜 미디어 마케팅 활동이 중국 MZ세대 소비자 반응에 미치는 영향 - 브랜드 자산과 고객 참여의 매개효과 -." Korean Chinese Relations Review 9, no. 3 (September 30, 2023): 53–83. http://dx.doi.org/10.33575/kcrr.2023.9.3.53.
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Xi, Shuran. "The Impact of Mobile Gacha Games on Generation Z Users in China." Advances in Economics, Management and Political Sciences 143, no. 1 (December 26, 2024): 32–39. https://doi.org/10.54254/2754-1169/2024.ga18956.
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This study investigates the impact of mobile gacha games on Generation Z users in China, with a focus on user engagement and motivations. The research highlights the growing prevalence of gacha games within China's gaming market, which relies heavily on lottery-like mechanics that encourage time or monetary investment for the acquisition of rare in-game items. Through the analysis of quantitative data, the study highlights the factors contributing to user engagement, such as character attachment, aesthetic resonance, and social interactions, while also exploring the psychological triggers that drive player engagement. The findings reveal that Generation Z players maintain a long-term connection with gacha games due to the excitement of acquiring rare items, character attachment, and cultural resonance. However, the study also identifies that emotional needs, such as alleviating loneliness or seeking social validation, are secondary to the enjoyment derived from gameplay mechanics. These insights offer a comprehensive understanding of the consumer psychology behind mobile gacha games, emphasising the distinct behaviour of Chinese Gen Z players and the impact of mobile gacha games on their gaming experience.
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Butcher, Luke, Ian Phau, and Anwar Sadat Shimul. "Uniqueness and status consumption in Generation Y consumers." Marketing Intelligence & Planning 35, no. 5 (August 7, 2017): 673–87. http://dx.doi.org/10.1108/mip-12-2016-0216.
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Purpose The purpose of this paper is to explore the existence of consumers’ need for uniqueness (CNFU) and status consumption (SC) in Generation Y (Gen Y). In exploring such, the equivalency of each construct (measurement invariance and population heterogeneity) is examined across early and late Gen Y consumers. Design/methodology/approach A self-administered online survey is examined, with the sample of 397 Gen Y respondents analyzed through structural equation modeling. Findings The results reveal that Gen Y consumers experience a need for uniqueness in a three-factor composition which is invariant across earlier and later Gen Y consumers. Similarly, SC is observed amongst Gen Y, with the empirical results again equivalent across the two groups. Finally, SC is supported to directly influence Gen Y’s purchase intention (PI) of luxury fashion goods, with the three CNFU constructs failing to directly influence PI, or SC’s influence on PI. Practical implications Results suggest to practitioners that not only are CNFU and SC motivations existent in Gen Y consumers, but they act similarly across early (19-23) and later (24-34) members of the consumer segment. Additionally, SC positively influences Gen Y’s purchase behavior of luxury fashion goods. Practitioners may target such consumers with reassurance that these groups do not behave differently with respect to CNFU and SC. Originality/value This study explores for the first time the three factors of CNFU and SC amongst Gen Y consumers. Such analysis, including the invariance of responses between those later and earlier born Gen Y consumers, and the structural relationships shared between these constructs and PI of luxury fashion goods offer intriguing insights for academics and practitioners alike.
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Yang, Qi, Warren Goodsir, and Jill Poulston. "Automation of the fast-food industry: Gen Z perspectives of self-service kiosks versus employee service." Hospitality Insights 3, no. 2 (December 3, 2019): 7–8. http://dx.doi.org/10.24135/hi.v3i2.66.
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With the development of technology, self-service kiosks (kiosks) are increasingly being adopted by service providers such as hotels, restaurants, airports and banks [1, 2]. However, with the increasing search for more efficiency, calculability and control by replacing people with non-human technology, service quality and a sense of hospitality can be adversely impacted [3]. Nevertheless, many seem willing to use kiosks in fast-food restaurants [4], suggesting that these provide considerable value for some segments of the hospitality industry. Consequently, this study [5] explores young people’s customer experiences of and views on using kiosks in McDonald’s restaurants. The study was carried out in Auckland, New Zealand, where interviews were conducted with 16 young people (18 to 24 years old; Gen Z)1 originating from seven countries (2 Indian, 3 Chinese, 2 Korean, 2 Vietnamese, 1 Filipino, 1 Moroccan and 5 New Zealanders).
The findings suggest that kiosks provide improved customer satisfaction but can also result in reduced perceptions of hospitableness. The respondents felt that kiosks improved efficiency by eliminating the need to queue to place an order and provided more relaxed time for making their menu selections. Therefore, although using a kiosk did not necessarily speed up the service process, it allowed time for contemplation of choices and less time waiting to be served. The kiosks also provided clear food categories with pictures, simple English language instructions, and generally simple ordering and payment processes. Compared with the amount of information provided at the service counter, the kiosks provided more detailed and clearer information about menus, ingredients, discounts and promotions. Furthermore, when using kiosks, respondents felt a sense of empowerment and control over their ordering process. Kiosks provided the ability to customise meals, discuss menu choices and change orders without feeling as if they were annoying an employee or holding up other customers. This sense of empowerment and control provided relief from the pressure to place quick orders at the service counter or delay other customers.
Many respondents were afraid of annoying employees or becoming an annoying customer in public. They cared about the perception of counter staff, while at the same time, they also cared about their personal image in public. The fast-paced restaurant environment and the need to be decisive with their menu selection added to the pressure and stress when purchasing takeaways. Additionally, those who spoke English as a second language faced increased stress while trying to select the right words and communicate with employees in front of others. These pressures increased their fear of public humiliation.
Many respondents indicated there was no pressure when using kiosks as the kiosks offered more time and a judgment-free environment for customers. The number of kiosks available and the freedom from employee and other customer expectations had a significant impact on them by releasing them from any pressure to make a quick decision. Reduced pressure also brought enough time for discussion of food choices among friends. Using the self-order kiosk provided respondents with a judgment-free environment away from other customers and busy employees.
The time-space provided by kiosks also provided respondents with a sense of safety and privacy in situations where, for example, they were upset or not confident speaking in English. Their emotions (e.g. happy, sad), skills (e.g. level of English language), appearance (e.g. lack of makeup) and eating habits (e.g. food allergy) were kept confidential in comparison to ordering in public at the counter. However, the findings also suggested that the appeal of kiosks is somewhat determined by the lack of useful and caring alternatives. This may suggest that the issue is not whether kiosks are able to do a better job than humans, but rather whether humans (service employees) are sufficiently resourced (e.g. capability and capacity) to provide both efficient and caring interactions.
The original research on which this article is based is available here http://hdl.handle.net/10292/11993
Note
The Merriam-Webster dictionary defines ‘Generation Z’ as the generation of people born in the late 1990s and early 2000s.
Corresponding author
Qi Yang can be contacted at: kikiyangaut@gmail.com
References
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McCoy, Lindsay, Yuan-Ting Wang, and Ting Chi. "Why Is Collaborative Apparel Consumption Gaining Popularity? An Empirical Study of US Gen Z Consumers." Sustainability 13, no. 15 (July 27, 2021): 8360. http://dx.doi.org/10.3390/su13158360.
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Apparel rental, also known as collaborative apparel consumption, has created an innovative and popular business model, providing consumers with the ability to focus on using their products instead of ownership. Recent surveys show that sustainability is driving demand and customer loyalty in the US. Among all generations, Gen Z consumers lead the way. To better understand the emerging popularity of apparel rental services among Gen Z consumers who are becoming a major driving force for retail growth and the sustainability movement, this study aimed to identify the factors significantly influencing Gen Z consumers’ intention to use apparel rental services; 362 eligible responses were gathered via a questionnaire survey. The psychometric properties of the proposed model were examined, and the multiple regression method was applied to test the hypotheses. Attitude, subject norms, perceived consumer effectiveness, past environmental behavior, and fashion leadership significantly affected Gen Z consumers’ intentions to use apparel rental services. Attitude plays a mediating role between Gen Z consumers’ environmental knowledge, fashion leadership, need for uniqueness, and their intention to use apparel rental services. The proposed research model exhibited good explanatory power, accounting for 58.6% of the variance in Gen Z consumers’ use intention toward apparel rental services.
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Wojdyla, Weronika, and Ting Chi. "Decoding the Fashion Quotient: An Empirical Study of Key Factors Influencing U.S. Generation Z’s Purchase Intention toward Fast Fashion." Sustainability 16, no. 12 (June 16, 2024): 5116. http://dx.doi.org/10.3390/su16125116.
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With a reputation for offering stylish and on-trend clothing at pocket-friendly prices, fast fashion brands resonate with the economic realities faced by many Gen Z consumers. Gen Z consumers are not just a target consumer market but also a driving force shaping the future of the fashion industry. Their preferences, values, and behaviors impact trends, reshape retail practices, and influence the overall trajectory of the fashion landscape. The evolving discourse surrounding sustainability and conscious consumerism suggests that the future may see a recalibration of the fashion landscape, with Gen Z at the forefront of demanding more responsible and transparent practices from the fashion industry. Therefore, this study aimed to identify the factors significantly influencing U.S. Gen Z consumers’ intentions to purchase fast fashion. Building on the theory of planned behavior, a research model for understanding Gen Z consumers’ intentions to buy fast fashion is proposed. Attitude, subjective norms, perceived behavioral control, environmental knowledge, need for uniqueness, materialism, and fashion leadership are investigated as predictors. Moreover, we examined how environmental knowledge, need for uniqueness, materialism, and fashion leadership affect Gen Z consumers’ attitudes toward fast fashion products. A total of 528 eligible responses were collected for analysis through a Qualtrics online survey. The proposed model’s psychometric properties were evaluated, and the hypotheses were tested using the multiple regression method. It was found that attitude, perceived consumer effectiveness, environmental knowledge, and fashion leadership significantly influenced Gen Z consumers’ intentions to shop fast fashion. Additionally, Gen Z consumers’ environmental knowledge, need for uniqueness, and fashion leadership significantly affect their attitudes toward fast fashion. The research model demonstrated strong explanatory power, explaining 68.9% of the variance in Gen Z consumers’ purchase intention toward fast fashion.
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Marmaya, NH, Za Zakaria, and Mohd Nasir Mohd Desa. "Gen Y consumers’ intention to purchasehalalfood in Malaysia: a PLS-SEM approach." Journal of Islamic Marketing 10, no. 3 (September 9, 2019): 1003–14. http://dx.doi.org/10.1108/jima-08-2018-0136.
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PurposeThis study aims to investigate factors that influenced Malaysia’s Gen Y consumers’ behavioral intention to purchasehalalfood in Malaysia.Design/methodology/approachA quantitative method was adopted in this study and responses were obtained from 110 Gen Y consumers in Malaysia.FindingsUsing partial least squares structural equation modeling (PLS-SEM), the results showed that subjective norms and perceived behavioral control influenced behavioral intention among Gen Y consumers to purchasehalalfood, while attitude did not play a significant role in the purchase ofhalalfood products among Gen Y consumers.Research limitations/implicationsThis study adopts a cross-sectional research design and examines the opinions of consumers at only one point in time. Future research also may look uponhalalawareness toward other products in a broader geographical area and in other different culture. Longitudinal research design and a bigger sample size should be conducted in future to obtain better results.Practical implicationsThe result of the study would serve as a reference to Malaysian Statutory bodies and food industry on the current intention of Malaysian Gen Y towardhalalfood.Originality/valueLimited researchers have studied Gen Y consumers’ intention to purchasehalalfood products.
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Valaei, Naser, and S. R. Nikhashemi. "Generation Y consumers’ buying behaviour in fashion apparel industry: a moderation analysis." Journal of Fashion Marketing and Management: An International Journal 21, no. 4 (September 11, 2017): 523–43. http://dx.doi.org/10.1108/jfmm-01-2017-0002.
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Purpose The advent of media and technology has led to growing inclination among Generation Y (Gen-Y) consumers towards diverse fashion influences and they tend to dress either to fit in with their peers or to articulate self-identity and conform to the society. This trend has become a fashion dilemma and the purpose of this paper is to leverage on this matter by investigating the factors influencing the Gen-Y consumers’ attitude and purchase intention towards fashion apparel. Design/methodology/approach A sample of 250 respondents is used to assess the measurement and structural models, by applying a partial least squares-structural equation modelling (PLS-SEM) approach. Findings The results indicate that brand and self-identity are the factors that most shape Gen-Y consumers’ attitudes towards fashion apparel. Furthermore, brand, style, price, and social identity are the most influential factors of Gen-Y consumers’ purchase intention for fashion apparels. The findings also show that style, price, country of origin, and social identity are not relevant to Gen-Y consumers’ attitudes towards fashion apparel, and that country of origin and self-identity do not have any relationship with the Gen-Y consumers’ purchase intention. Originality/value This study is among the few attempts to investigate the Gen-Y consumers’ buying behaviour of fashion apparel based on the theory of planned behaviour, optimal distinctiveness theory, and social identity theory. PLS-multi-group analysis reveals that age, gender, and income are moderating variables of several proposed structural relationships.
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Wang, Bo, Che Shen, Ting Zhao, Xiuwen Zhai, Meiqi Ding, Limei Dai, Shengmei Gai, and Dengyong Liu. "Development of a Check-All-That-Apply (CATA) Ballot and Machine Learning for Generation Z Consumers for Innovative Traditional Food." Foods 11, no. 16 (August 11, 2022): 2409. http://dx.doi.org/10.3390/foods11162409.
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Generation Z (Gen Z) consumers account for an increasing proportion of the food market. The aim of this study took lamb shashliks as an example and developed novel products from the perspective of cooking methods in order to develop a traditional food suitable for Gen Z consumers. The sensory characterization of electric heating air (EH), microwave heating (MH), air frying (AF), and control (traditional burning charcoal (BC) of lamb shashliks) was performed using the CATA methodology with 120 Gen Z consumers as assessors. A 9-point hedonic scale was used to evaluate Gen Z consumers’ preferences for the cooking method, as well as a CATA ballot with 46 attributes which described the sensory characteristics of lamb shashliks. The machine learning algorithms were used to identify consumer preferences for different cooking methods of lamb shashliks as a function of sensory attributes and assessed the relationship between products and attributes present in the perceptual map for the degree of association. Meanwhile, sensory attributes as important variables play a relatively more important role in each cooking method. The most important variables for sensory attributes of lamb shashliks using BC are char-grilled aroma and smoky flavor. Similarly, the most important variables for AF samples are butter aroma, intensity aroma, and intensity aftertaste, the most important variables for EH samples are dry texture and hard texture, and the most important variables for MH samples are light color regarding external appearance and lumpy on chewing texture. The interviews were conducted with Gen Z consumers to investigate why they prefer innovative products—AF. Grounded theory and the social network analysis (SNA) method were utilized to explore why consumers chose AF, demonstrating that Gen Z consumers who had previously tasted AF lamb shashliks could easily perceive the buttery aroma. This study provides a theoretical and practical basis for developing lamb shashliks tailored to Gen Z consumers.
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Boateng, Sheena Lovia. "Electronic Word of Mouth (eWOM) and Makeup Purchase Intention Among Gen-Z Females." International Journal of Customer Relationship Marketing and Management 12, no. 2 (April 2021): 17–35. http://dx.doi.org/10.4018/ijcrmm.2021040102.
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Generation Z (Gen-Z) consumers have been averred to rely on electronic word of mouth (eWOM) for making purchase decisions and expect integrity in brand communication. A significant question bearing both theoretical and practical implications, however, is how the tendency of these consumers to associate brand image with brand integrity influences the impact of eWOM on their purchase intentions, which remains unanswered. Also, studies focusing on a specific gender of Gen-Z consumers are limited. Using the signaling theory and a survey, the study suggests that eWOM signals play a significant role in influencing purchase intentions among female Gen-Z consumers, as well as their perceptions of the brand image and the brand integrity of makeup brands. For female Gen-Z consumers, eWOM signals that enhance the perceptions of brand integrity and brand image tend to equally matter in their makeup purchase decision making. These findings have implications for an industry that is marked by increasing demand for transparency and responsible marketing communication.
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Verma, Sanjeev. "Niche level segmentation of green consumers." South Asian Journal of Business Studies 6, no. 3 (October 2, 2017): 274–90. http://dx.doi.org/10.1108/sajbs-05-2016-0040.
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Purpose The purpose of this paper is to find the niche segmentation of green consumers as a solution to psychographic or demographic predicament. Age cohort and generational cohort (Gen Y and Gen Z) of young consumers are studied for individualization and customization. Design/methodology/approach Age cohorts (Gen Z and Gen Y customers) have their unique needs. Both Gen Y (1981-1995) and Gen Z (post-1995) belong to the young consumer segment in the age group of 20-30 years but their generational cohorts are different. Strategic marketing advocates both generational marketing based on age cohorts and segmented marketing for young consumers. Strategic marketing faces cross-road between youth segmentation and generational cohort (Gen Z and Gen Y) due to intersection between the two during the 20-30 age group. Primary data using the ecological conscious consumer behavior (ECCB) scale was collected and analyzed for understanding the individual and relative importance of psychographic and demographic factors in influencing green behavior. The traditional youth segment is sliced into four sub-groups (Young Nest 1-4), and their interaction effect with post hoc analysis was done for the identification of sources of difference between different age cohorts. The findings of the study were compared with previous studies and unique contributions of this study were identified. Findings The findings indicate multiple niche young segments with demographic as the primary criterion and psychographic as the building block. Niche level and individual level segments emerge due to the interaction of various factors within a given age cohort. The findings confirm the identity development process which considered age as an important factor that affects varying choices throughout life from adolescence to adulthood. Practical implications The findings of this study may be used for effective targeting and positioning strategy of green marketing. In the time of analytics, age cohorts and generational cohort of young consumers can be approached differently for yielding better environmental results. The magnified niche level segmentation of young consumers may be used to develop individualized and customized promotions for young customers in Young Nest 1-4 for an enhanced ECCB. Originality/value Previous studies have focused more on consumer characteristics (demographic or psychographic) and their relative importance but niche level segmentation within given demographic segment was not attempted before. This study is unique in offering microscopic analysis of age cohorts of young consumers (Young Nest 1-4) and their interaction with other demographic variables (gender and income) for niche level segmentation.
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Fahlevi, Renza, Steffani Steffani, and Dame Afrina Sihombing. "Perilaku Penggunaan Aplikasi Online Travel Agent (OTA) Oleh Konsumen Generasi Z Untuk Berwisata." REVITALISASI 13, no. 2 (December 11, 2024): 328. https://doi.org/10.32503/revitalisasi.v13i2.6265.
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Developments in technology have contributed to the progress of the tourism industry, including in the online travel agent (OTA) business. OTA business competition in Indonesia is quite high, especially targeting Z generation (gen Z) consumers. This research aims to conduct a study of the intention of gen Z consumers in using OTA. This research consists of three independent variables, namely perceived ease of use, perceived usefulness and trust. The number of respondents in the research was 248 and the research data was collected using a questionnaire. The data was processed using linear regression techniques using the SPSS application. The results are explain that the three variables have an influence on the intention of gen z consumers to use OTA. The results of the study will contribute to OTA providers to understand the behavior of using OTA applications by gen Z consumers for traveling.
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Tan, Jen Yng, Loh Yee Chan, Sze Che Tan, En Yee Wong, and Kamelia Chaichi. "Generating Competitiveness through Trending Marketing strategies, Case of Gen Z Consumers in the Restaurant industry." International Journal of Multicultural and Multireligious Understanding 10, no. 4 (April 24, 2023): 471. http://dx.doi.org/10.18415/ijmmu.v10i4.4597.
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Implementing marketing strategies is crucial for hospitality organisations to reach their target markets and improve their performance and competitive advantage. Hence, this study examines the impact of various trending marketing strategies on the restaurant industry's competitiveness among Gen Z consumers. Using the asset-process-performance (APP) framework, this research involves six measured constructs: service robots, social media, online advertisements, website experiences, brand love and competitiveness. The samples of 301 survey questionnaires were collected from Gen Z consumers in the restaurant industry. Statistical Package for Social Science (SPSS) was used to conduct this study's data analysis. Based on the findings, service robots, social media, online advertisements, website experiences, and brand love demonstrated a significant impact on the restaurant industry's competitiveness among Gen Z consumers. Further, the research provides practical implications by better understanding Gen Z consumers, implementing appropriate marketing strategies accordingly, and impacting practice in the restaurant industry.
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Su, Tsai, Chen, and Lv. "U.S. Sustainable Food Market Generation Z Consumer Segments." Sustainability 11, no. 13 (June 30, 2019): 3607. http://dx.doi.org/10.3390/su11133607.
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This study explores the interaction between environmental consciousness and sustainable food attributes as predictors in the market segmentation process for sustainable foods with respect to United States (U.S.) Generation Z (Gen Z) consumers. This study was executed using a cross-national, web-based survey to analyze and categorize Gen Z female (n = 435) and male (n = 377) consumers between 18 and 23 years of age living in the continental United States. The objectives of this study were to classify U.S. Gen Z consumers into unique segments based on their environmental consciousness and to assess the functional relationships among the following: (a) their degree of ecological awareness; (b) the importance of the perception of sustainable food attributes; (c) their food choices associated with healthy eating habits; and (d) sociodemographics. Survey data were analyzed using cluster analysis of consumer groups based on environmental consciousness. Environmental consciousness was measured using a composite score of the environmental involvement scale and the environmental values scale. Gen Z consumers with high environmental consciousness (sustainable activists) and moderate ecological awareness (sustainable believers) considered more eco-friendly and healthy product attributes when purchasing sustainable food, whereas Gen Z consumers with low environmental consciousness (sustainable moderates) considered more extrinsic product attributes (e.g., price and convenience). Furthermore, the results indicate that food choices associated with healthy eating habits could be used to develop a profile for different eco-conscious Gen Z consumer groups. The contributions of this study are twofold. First, for academic researchers, this paper extends marketing segmentation research concerning environmentally sensitive young consumers. Second, for industry professionals, this study provides food retailers or food service operators with sustainable consumer values that will aid in the development of effective, green marketing strategies to better attract and meet the sustainability expectations of Gen Z—the consumer segment with the most spending power of any generation.
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Nugroho, Santi Duwi Putri, Mintarti Rahayu, and Raditha Dwi Vata Hapsari. "The impacts of social media influencer’s credibility attributes on gen Z purchase intention with brand image as mediation." International Journal of Research in Business and Social Science (2147- 4478) 11, no. 5 (June 29, 2022): 18–32. http://dx.doi.org/10.20525/ijrbs.v11i5.1893.
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Gen Z controls almost the entire population in the world with a total number of almost two billion people worldwide. This generation will be the largest consumer group in the world. In Indonesia itself, In 2020, Gen Z occupied the highest percentage of the population. Therefore, Gen Z is a potential target market that has a considerable influence on purchasing decisions. Based on the characteristics of Gen Z, who are digital natives, the use of social media is the right marketing strategy for consumers who are counted into Gen Z category. Promotional activities, as part of a marketing strategy, especially through social media require influencers as endorsers. This study aims to investigate the factors that influence the credibility attributes of social media influencers on the purchase intentions of Gen Z consumers. This study uses influencer credibility attributes (attractiveness, expertise, and trustworthiness) as independent variables that influence the purchase intention of Gen Z consumers with brand image as a mediation. This research is categorized as explanatory research. The respondents in this study were Gen Z who used Korean cosmetic products throughout Indonesia, the determination of the number of samples in this study used a purposive sampling technique with a sample of 210 respondents. The method of collecting data is using a questionnaire, the data is analyzed using PLS-SEM. The results showed that the three attributes of influencer credibility had a significant effect on the purchase intention of Gen Z. The three attributes of credibility had a significant effect on brand image, brand image had a significant effect on purchase intention. Brand image can provide a full mediating role in the relationship of influencer credibility to the purchase intention of Gen Z consumers. Local cosmetic industry players are expected to improve marketing strategies through online channels, especially social media by utilizing the right influencers as their endorsers, because it is proven in this study, credibility of social media influencers have a significant effect on the brand image of a product and the purchase intention of Gen Z consumers, so that the local cosmetic industry in Indonesia can compete with foreign cosmetic industries.
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Monik, Jessica, Naomi Patadungan, Dicky Richard Haspri, and Whisnu Whisnu. "Gen Z Consumer Behavior in Jakarta MRT Stations Retail Shop." Jurnal Syntax Admiration 5, no. 7 (July 9, 2024): 2462–71. http://dx.doi.org/10.46799/jsa.v5i7.1331.
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This paper focuses on the shopping behavior of Gen Z consumers while shopping in Jakarta MRT station. MRT has become an alternative solution for transportations in Jakarta to get over traffic jam and tends to have punctual schedule. Each MRT stations have different type of brand and retail stores that varies from food and beverages, convenience store and others. Gen Z often use MRT as their preferred transportations and in this study their response towards MRT stations retail and shopping behavior was analyzed during a short interview with the respondents. Analysis in retail shop and how consumers behave towards shopping including their motivations and preferences. In applying a qualitative approach, the study brings forth the Gen Z passengers' preference for punctual, fast travel, brand loyalty, and quick shopping. The results from the research indicate that Gen Z consumers tend to shop at retail shops near the city transit stations in the morning, providing that they love speed and efficiency. It also shows that brand play key role in the Gen Z consuming behavior and how they have planned ahead before actually shopping. The research also indicates that retail firms need to blend the digital way of doing business and social responsibility in order to reach this popular demographic. The dynamics of Gen Z consumers contribute significantly to the choice of products, place, time, and retail shops. Through a deep understanding of these elements, a business can succeed in the trends of the consumers in the urban transit setting.
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Andrlić, Berislav, Ayodele Oniku, and Olushola Akeke. "Consumer style inventory (CSI) re-examined: The case of millennial decision-making style in a developing market." Journal of Infrastructure, Policy and Development 8, no. 12 (November 5, 2024): 9557. http://dx.doi.org/10.24294/jipd.v8i12.9557.
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This study investigates the buying styles of young consumers, especially the millennials—Gen Y, and Gen Z whose idiosyncrasies and consumption peculiarities are quite different from the older generations. Besides Sproles and Kendall’s eight (8) consumer-style inventory dimensions, this study presents new dimensions and develops six constructs that define young consumers’ decision-style inventory in a developing market. The study population consisted of all younger consumers—Gen Y, and Gen Z in Lagos State, Nigeria. One hundred and twenty-five (125) respondents were selected randomly across all 20 Local Governments in Lagos State, Nigeria. Factor analyses through varimax rotation, latent root criterion (eigenvalue = 1), screen plot test and the percentage of variance were conducted to determine the significant factors to retain among the variables. The findings clearly showed that newly developed CSI constructs in this study (sexiness, trendiness, global branding, smartness, socialisation and entertainment) were strong and significant among young consumers’ decision-making styles. The six (6) constructs developed showed that the younger consumers’ consumption styles are evolving, becoming sophisticated and relatively dynamic, hence the reliance on Sproles and Kendall’s dimensions to measure the younger consumers’ consumption decision styles will be inadequate in business/behaviour strategy development. The dimensions of entertainment, sexy, social, trendy, smartness and global branding variables are mostly underpinned and dominate considerations in purchase decision styles and behaviours among young consumers.
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Potjanajaruwit, Pisit. "Determinants Influencing Consumers' Intent to Purchase Agricultural Products Online in Thailand." International Journal of Membrane Science and Technology 10, no. 3 (October 17, 2023): 2937–47. http://dx.doi.org/10.15379/ijmst.v10i3.2740.
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This research aims to: 1. Study the factors that influence the intention to purchase agricultural products online among Gen X and Y consumers, and 2. Examine the impact of purchasing intentions on the online agricultural product buying behavior of Gen X and Y consumers in Thailand. For this study, a sample of 400 online consumers aged 19 to 54 years was selected. Data was gathered through an online questionnaire and analyzed using multiple regression, with further validation to ensure model consistency. The study revealed that the intention to buy agricultural products online correlates with the actual online purchasing behavior, with a predictive efficiency of 36.7% (R2=0.367). For consumers in the Gen X and Gen Y demographics, their purchasing intentions are shaped by factors related to technology acceptance, perceived benefits from technology, ease of use, attitudes, and elements of the marketing mix such as price and sales promotions. However, aspects of the marketing mix like product and process did not influence the intention to purchase agricultural products online.
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Aryal, Dipesh, and Govinda Tamang. "Antecedents of Green Purchasing Behaviour and Selection Criteria among Generation Y and Z Consumers." Journal of Business and Social Sciences Research 9, no. 2 (December 20, 2024): 99–118. https://doi.org/10.3126/jbssr.v9i2.72420.
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The research explores how factors influencing green purchasing behaviour and selection attributes shape the green purchasing patterns of Gen Y and Gen Z consumers. Data was collected from 384 respondents aged 19-43 through a self-administered, close-ended questionnaire on Google Forms. A 30-item questionnaire measured seven key variables in the study. Results indicate that environmental concern, government influence, social influence, environmental attitude, and environmental responsibility have significant impacts on green purchasing behaviour within these generational groups and selection attribute moderate the relationship between green purchasing behaviour and its antecedents. Grounded in the theories of planned behaviour, reasoned action, and consumption values, this study enriches the understanding of factors driving sustainable purchasing among younger consumers, especially in developing countries like Nepal. These insights can help businesses and policymakers create targeted strategies to inspire Gen Y and Gen Z consumers toward more sustainable choices.
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Eandhizhai, P. G., A. Kavitha, and R. Yuvaraj. "Strategies for Social Media Marketing to Engage and Shape the Purchase Behavior of Gen Z." Journal of Management World 2024, no. 5 (January 11, 2025): 36–41. https://doi.org/10.53935/jomw.v2024i4.692.
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This study examines the impact of social media marketing on the purchase behavior of Generation Z (Gen Z) consumers in India. Leveraging platforms like Instagram, Facebook, and WhatsApp, social media marketing has emerged as a key driver of consumer engagement and influence. The Study focuses on Indian demographics, the research underscores the effectiveness of social media strategies in connecting with Gen Z consumers. The study identifies that consumer engagement and social media influence significantly impact purchase decisions. Findings emphasize the importance of influencer marketing, brand authenticity, and user-generated content in shaping Gen Z’s behavior.
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Garg, Sofia. "Social Shopping in Gen Z: The Moderating Role of Peer Communication." International Journal of Information Technology and Management 20, no. 1 (February 1, 2025): 1–10. https://doi.org/10.29070/sqq6k026.
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This study investigates the influence of peer communication on social shopping behaviors among Generation Z (Gen Z) consumers. By integrating theories of social influence and consumer behavior, we examine how peer interactions moderate the relationship between social shopping motivations and purchasing decisions. Data collected from a survey of 500 Gen Z individuals in India reveal that peer communication significantly enhances the impact of social shopping motivations on purchase intentions. These findings suggest that marketers should leverage peer communication channels to effectively engage Gen Z consumers in social shopping contexts.
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Andruszkiewicz, Katarzyna, Mariola Grzybowska-Brzezińska, Małgorzata Grzywińska-Rąpca, and Paweł Dariusz Wiśniewski. "Attitudes and Pro-Environmental Behavior of Representatives of Generation Z from the Example of Poland and Germany." Sustainability 15, no. 20 (October 19, 2023): 15068. http://dx.doi.org/10.3390/su152015068.
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Generation Z (Gen Z) accounts for 40% of the world’s consumer population. Its representatives set the market trends that will shape products and services in the near future. Taking into account the potential and characteristics of Gen Z, it seems reasonable to ask questions such as the following: To what extent are young people engaged in pro-environmental actions? Is awareness of the state of environmental degradation and consumer pragmatism related to nationality? The main purpose of this article is to assess the attitudes and pro-environmental behavioral patterns of young consumers in Poland and Germany. We conducted a review of studies available in the literature related to trends in the behavior of consumers from Gen Z and the greening of consumption. Moreover, we carried out empirical research using CAWI (Computer-Assisted Web Interviewing) methodology, with the participation of representatives of Gen Z. This study showed differences between Gen Z representatives from Poland and those from Germany in terms of their attitudes and declarations towards pro-environmental market behavioral patterns. This research has revealed a higher sensitivity towards the degradation of the environment among young consumers from Germany and has shown a lower level of environmental awareness among the representatives of Gen Z from Poland.
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Humairoh, Humairoh, Mohammad Annas, and Aura Rabbania. "Gen Z: Purchase Decision on Go Green Products." Dinasti International Journal of Economics, Finance & Accounting 4, no. 4 (October 17, 2023): 609–15. http://dx.doi.org/10.38035/dijefa.v4i4.2132.
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This study aims to determine the effect of green brand trust and electronic word of mouth on purchasing decisions of Gen Z consumers on McDonald go green products, either partially or simultaneously. The approach used in this research is causal research. The sample consisted of 140 Gen Z respondents in the Karang Tengah Region, Tangerang City, Banten Province. The sampling technique used was purposive sampling. The data collection method was carried out using a questionnaire instrument with a Likert Summated Rating (LSR). The data analysis method was processed using SPSS Version 27. The results showed that green brand trust and electronic word of mouth had a positive and significant effect on purchasing decisions of Gen Z consumers for McDonalds go green products, both partially and simultaneously. The effect of the electronic word of the mouth variable is higher than the green brand trust variable on the purchase decision of Gen Z consumers on McDonalds go green products. Suggestions for realizing management for McDonalds marketers to increase information about McDonalds products that have gone green by holding events involving generation Z consumers in Karang Tengah, Tangerang City
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Quester, Pascale G., Amal Karunaratna, and Irene Chong. "Australian Chinese Consumers." Journal of International Consumer Marketing 13, no. 3 (March 2001): 7–28. http://dx.doi.org/10.1300/j046v13n03_02.
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Abdulsalam, Tajudeen Alaburo, Remilekun Akimot Omolaja, Rofiat Bolanle Tajudeen, and Sodiq Olamilekan Abdulazeez. "Efficacy of Digital Pricing Strategies on Customer Buying Decisions in the ECommerce Industry: A PLS-SEM Approach." African Journal of Stability and Development (AJSD) 16, no. 1 (May 17, 2024): 73–123. http://dx.doi.org/10.53982/ajsd.2024.1501.03-j.
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E-commerce is a vital component of global retail sustainability, expanding at a rate of 14% annually, fuelled by increased internet adoption (55%), with over five billion users worldwide. In Africa, e-commerce revenues have surged to $31.18 million, with Nigeria’s Business to Consumer (B2C) index hitting 53.2 points and boasting a 55% internet penetration rate in 2023, ranking fourth highest on the continent. The globalisation of markets has exposed ecommerce companies to economic downturns, compelling them to adopt strategic pricing approaches to ensure sustained profitability and competitiveness. Consumers have become more price-sensitive, emphasising the need for firms to accurately gauge pricing sensitivity to influence purchasing decisions effectively. This research explores how ecommerce stores utilise digital pricing strategies to impact the purchasing behaviour of Gen Z consumers in Nigeria. By employing an exploratory research design, the study utilised an online survey distributed through Google Form, targeting tech-savvy Gen Z consumers, who represent over 85% of the 384-sample size derived using the Borden sampling model. By being guided by the theory of planned behaviour, the PLS-SEM model indicates that special event pricing (0.433, 91.8% effect), sample product pricing (0.236, 85.0% effect), and loss leader pricing (0.236, 93% effect) significantly impact Gen Z’s consumer patronage (62.4%). Furthermore, product lining pricing (0.457, 93.7% high effect), captive pricing (0.161, 96.21% high effect), and optional pricing strategy (0.252, 96.0% medium effect) influence Gen Z’s online purchase satisfaction (67.2%). This underscores the importance of digital pricing strategies in shaping Gen Z’s online purchase behaviour. The research recommends the need for online stores to incorporate promotional and product mix strategies in business tactics; governments should monitor fair pricing practices, and online retailers should educate consumers about pricing strategies to foster informed purchasing decisions. The research acknowledges potential biases in data collection, stemming from unequal online access among Gen Z consumers, resulting in a partial representation of the diverse range of Gen Z behaviours across the continent, as various cultural, economic, and social factors can influence purchasing behaviours.
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Taniguchi, Marina Patricia Solidad, Marco Sebastianne S. Ponce, Hanley Therese R. Tan, and Darwin L. Borromeo. "Purchase Intentions of the Working Gen Y Against Working Gen Z on Online Ads with Informal Language." Journal of Business and Management Studies 4, no. 1 (February 19, 2022): 140–48. http://dx.doi.org/10.32996/jbms.2022.4.1.17.
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Culture plays a big role in terms of shaping the preference of consumers' purchasing intentions as well as their influence in which advertisements they find attractive. Different backgrounds can factor in how consumers perceive a specific advertisement since some ad messages may not be received correctly by the consumers even though they are part of the target segmentation. This pushed the researchers to identify the consumers' attitudes towards advertisements using slang words. The study will focus on participants who belong to the working generation Y and generation Z residing in Metro Manila that uses the Internet in their contemporary lives. Therefore, they understand Internet slang and use it as their everyday form of communication. The researchers investigated if the interest and needs of the targeted participants were met based on their encounter with an advertisement with the use of slang words. Then compare which of the two working generations has a higher purchase intention based on the four metrics used (Informativeness, Entertainment, Credibility, and Adaptation). The use of a qualitative method was chosen since the pandemic restricted the researchers from gathering participants and meeting them face-to-face, which interfered with gathering accurate results because the information might have been tampered with. Upon the accomplishment of researcher results, it was concluded that the use of informal language in the advertisement had different effects on the working Generation Y and Generation Z in terms of word adaptation. This can help marketers to create more effective advertisements to capture their intended audience and how advertising adaptation plays a role in consumers' purchase intention.
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Nguyen, Cuong, Tien Nguyen, and Vinh Luu. "RELATIONSHIP BETWEEN INFLUENCER MARKETING AND PURCHASE INTENTION: FOCUSING ON VIETNAMESE GEN Z CONSUMERS." Independent Journal of Management & Production 13, no. 2 (April 1, 2022): 810–28. http://dx.doi.org/10.14807/ijmp.v13i2.1603.
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The exploration of social media among Gen Z has promoted the development of influencer marketing in emerging markets. This study aims to determine how influencer marketing would impact Vietnamese Gen Z consumer’s purchase intention. This study employed quantitative research and used Exploratory Factor Analysis (EFA) to analyze the data. The data collection process is conducted online with a sample size of 250 Gen Z respondents. The respondents are aware of the impacts of influencer marketing on their purchase intention. The respondents are exposed to influencer marketing on social media and had experiences with online shopping. The study analyzes five factors that would influence Gen Z’s consumer purchase intention: perceived influencers’' credibility (CRE), the relevance between products and customers (RE), the entertainment value of influencers' content (ENT), perceived expertise of influencers (EXP) and peer’s review and recommendation (PEER). This study's findings concluded that 4 out of 5 factors had influenced Gen Z purchase intention: perceived influencers' credibility, the entertainment value of influencers' content, perceived expertise of influencers, and peer's review and recommendation. There is no statistical evidence to conclude that the relevance between products and customers (RE) impacts Vietnamese Gen Z’s consumer purchase intention. Remarkably, peer’s review and recommendation (PEER) is the most vital factor impacting Vietnamese Gen Z's consumer purchase intention. Managerial recommendations are provided to improve influencer marketing's effectiveness on purchase intention among Vietnamese Gen Z consumers.
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Anisa, Resha Yanur, Aisyah Alya Rahmi, Siti Muanah Haniyah, Fauziah Nur Agustiani, Nur Pajriati, and Mochamad Whilky Rizkyanfi. "Bersinar di Era Digital: Strategi Manajemen Berbahasa Indonesia untuk Meningkatkan Minat Generasi Milenial dan Gen-Z." Indo-MathEdu Intellectuals Journal 5, no. 2 (April 23, 2024): 1762–68. http://dx.doi.org/10.54373/imeij.v5i2.957.
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Technology has an important role in today's digital era. The existence of the digital era increases communication skills, it is important for Indonesian management to continue to innovate and adapt the use of technology in order to effectively attract and influence millennials and gen-Z who are active in digital platforms. The method used was qualitative by conducting interviews with three banking employees in the city of Bandung. The collected data are analyzed, reduced, presented and conclusions drawn. The results showed that there is a link between the success of the company and effective Indonesian-language management. Understanding consumers, especially to attract millennials and gen-Z, can be done by improving services by utilizing digitalization. The service digitalization strategy was developed to facilitate consumers and improve the company in market competition. The use of EYD-compliant Indonesian makes it easier for consumers to understand the service and avoid misunderstandings. Good service, structured Indonesian-language management shows a professional company image and is trusted by consumers. Research is expected to increase the use of good and correct Indonesian in a company when providing information to consumers and increase the attractiveness and involvement of millennials and gen-Z as consumers
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Andiena Nindya Putri, PA, Yenni Kurnia Gusti, Loso Judijanto, Renny Lubis, and Bekti Utomo. "Digital Marketing Trends and Their Effectiveness in Reaching Gen Z Consumers." Dinasti International Journal of Education Management And Social Science 6, no. 1 (October 20, 2024): 360–66. https://doi.org/10.38035/dijemss.v6i1.3338.
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In the evolving landscape of digital marketing, understanding the preferences and behaviors of Generation Z (Gen Z) is crucial for businesses aiming to engage this tech-savvy demographic. This article conducts a comprehensive literature review to explore current digital marketing trends and assess their effectiveness in reaching Gen Z consumers. Drawing from a wide array of sources, the study examines key trends such as social media marketing, influencer collaborations, personalized content, and interactive experiences. The review highlights that Gen Z values authenticity, immediacy, and interactivity, with platforms like TikTok, Instagram, and YouTube playing pivotal roles in their digital consumption. Additionally, the article discusses the importance of mobile optimization and the growing influence of ephemeral content in capturing Gen Z's short attention span. The findings suggest that marketers must adopt a multi-faceted approach, leveraging data analytics and real-time engagement strategies to resonate with this dynamic cohort. This review provides valuable insights for marketers seeking to refine their digital strategies and build meaningful connections with Gen Z consumers.