GENERATION Z: CONSUMER BEHAVIOR IN DIGITAL ECOSYSTEM
The behavioral matters of Generation Z, who use the possibilities of the Internet to meet their needs, have been considered. There is no universal digital format. The company’s interaction with the consumer facilitates the implementation of an omnichannel marketing strategy that creates conditions f...
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| Format: | Article |
| Language: | English |
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Publishing House of the State University of Management
2020-03-01
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| Series: | Вестник университета |
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| Online Access: | https://vestnik.guu.ru/jour/article/view/2009 |
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| author | T. A. Beregovskaya S. A. Grishaeva |
| author_facet | T. A. Beregovskaya S. A. Grishaeva |
| author_sort | T. A. Beregovskaya |
| collection | DOAJ |
| description | The behavioral matters of Generation Z, who use the possibilities of the Internet to meet their needs, have been considered. There is no universal digital format. The company’s interaction with the consumer facilitates the implementation of an omnichannel marketing strategy that creates conditions for their continuous interaction, as easy and convenient as possible to meet existing expectations, requests, and needs. As a result of the study, the opportunities (consumer’s independent choice of means of interaction with the manufacturer, channel shifting in the process of purchasing, interaction with the manufacturer regardless from the chosen communication channel) and barriers (absence of isolated online channels for sales, usage of slow-loading Internet platforms with inconvenient interfaces, absence of a dedicated app or limited possibilities of its usage, etc.) of omnichannel marketing implementation for the Generation Z target audience have been revealed. Their media preferences, such social networks as VKontakte, Instagram, YouTube, Facebook, were defined. It has been determined, that Generation Z’s consumer expectations and consumer behavior are influenced by opinion leaders and reference groups, these mainly being bloggers, peers and occasionally older companions, whom they find in social networks. |
| format | Article |
| id | doaj-art-0b23ba6b4f7142b4b5ef18a598d35151 |
| institution | Kabale University |
| issn | 1816-4277 2686-8415 |
| language | English |
| publishDate | 2020-03-01 |
| publisher | Publishing House of the State University of Management |
| record_format | Article |
| series | Вестник университета |
| spelling | doaj-art-0b23ba6b4f7142b4b5ef18a598d351512025-02-04T08:28:02ZengPublishing House of the State University of ManagementВестник университета1816-42772686-84152020-03-0101929910.26425/1816-4277-2020-1-92-991606GENERATION Z: CONSUMER BEHAVIOR IN DIGITAL ECOSYSTEMT. A. Beregovskaya0S. A. Grishaeva1State University of ManagementState University of ManagementThe behavioral matters of Generation Z, who use the possibilities of the Internet to meet their needs, have been considered. There is no universal digital format. The company’s interaction with the consumer facilitates the implementation of an omnichannel marketing strategy that creates conditions for their continuous interaction, as easy and convenient as possible to meet existing expectations, requests, and needs. As a result of the study, the opportunities (consumer’s independent choice of means of interaction with the manufacturer, channel shifting in the process of purchasing, interaction with the manufacturer regardless from the chosen communication channel) and barriers (absence of isolated online channels for sales, usage of slow-loading Internet platforms with inconvenient interfaces, absence of a dedicated app or limited possibilities of its usage, etc.) of omnichannel marketing implementation for the Generation Z target audience have been revealed. Their media preferences, such social networks as VKontakte, Instagram, YouTube, Facebook, were defined. It has been determined, that Generation Z’s consumer expectations and consumer behavior are influenced by opinion leaders and reference groups, these mainly being bloggers, peers and occasionally older companions, whom they find in social networks.https://vestnik.guu.ru/jour/article/view/2009generation zconsumer preferencesconsumer behaviorvalues of the youthmedia preferencesdigital marketingdigital environmentomnichannel marketing |
| spellingShingle | T. A. Beregovskaya S. A. Grishaeva GENERATION Z: CONSUMER BEHAVIOR IN DIGITAL ECOSYSTEM Вестник университета generation z consumer preferences consumer behavior values of the youth media preferences digital marketing digital environment omnichannel marketing |
| title | GENERATION Z: CONSUMER BEHAVIOR IN DIGITAL ECOSYSTEM |
| title_full | GENERATION Z: CONSUMER BEHAVIOR IN DIGITAL ECOSYSTEM |
| title_fullStr | GENERATION Z: CONSUMER BEHAVIOR IN DIGITAL ECOSYSTEM |
| title_full_unstemmed | GENERATION Z: CONSUMER BEHAVIOR IN DIGITAL ECOSYSTEM |
| title_short | GENERATION Z: CONSUMER BEHAVIOR IN DIGITAL ECOSYSTEM |
| title_sort | generation z consumer behavior in digital ecosystem |
| topic | generation z consumer preferences consumer behavior values of the youth media preferences digital marketing digital environment omnichannel marketing |
| url | https://vestnik.guu.ru/jour/article/view/2009 |
| work_keys_str_mv | AT taberegovskaya generationzconsumerbehaviorindigitalecosystem AT sagrishaeva generationzconsumerbehaviorindigitalecosystem |