Abstract
The growth of social media marketing over the past decade has been shaped by the rise of digital platforms, shifting consumer behaviors, and the emergence of a new generation: Generation Z (people born between 1997 and 2012), whose preferences and behaviors are relatively different from previous generations. As the first generation to grow up with technology at their fingertips, Gen Z presents unique challenges and opportunities for marketers. This research explores the evolution of marketing strategies aimed at Gen Z consumers by focusing on the platforms, content types, values and methods for effectively reaching and engaging with Gen Z audiences. The research investigates the role of social media, influencer marketing, and personalized experiences in capturing the attention of Gen Z by data analysis and offers actionable insights into how brands can effectively adapt their marketing strategies to meet the needs and expectations of Gen Z.
Presenters
Thu Kyaw EaintStudent, IMBA (International Master of Business Administration), National Taichung University of Education, Taichung, Taiwan
Details
Presentation Type
Paper Presentation in a Themed Session
Theme
KEYWORDS
GEN Z PEOPLE WHO BORN BETWEEN 1997 AND 2012
