Comparison of Traditional Marketing and Online (Digital) Marketing in the New World Order: The Generation Z Effect

Year 2023, Volume: 10 Issue: 1, 144 - 171, 31.03.2023

Sinem Eyice Basev

https://doi.org/10.17336/igusbd.952731

Abstract

Generation Z, also known as the next-generation consumer behavior phenomena, are digital natives that exhibit different behaviors in online environments at the same time, posing challenges to marketers and advertisers. As a result, it is clear that online (digital) marketing and communication methods are effective in influencing Generation Z consumers' purchase behavior while surfing the web. The study's goal is to evaluate participant perspectives on the impact of Generation Z on traditional and online/digital marketing in the new world order, based on this context. The case study was used as one of the qualitative research approaches in this study. The study's study group comprised 14 participants who were at 18 years or older. Due to the COVID-19 pandemic, it was conducted via Google Meet with the study participants. The interview form, which had three questions to determine the demographic features of the study group and 25 semi-structured open-ended questions to determine the perspectives on the effect of generation Z on traditional and online/digital marketing in the new world order, was used as the research's data collection tool. The data were analyzed using the descriptive analysis technique with the MAXQDA 2018 Program. It is thought that the results of the research will contribute to the related literature.

Keywords

Digital Marketing, Strategy of Digital Marketing, Online Marketing, New World Order, Z Generation

Yeni Dünya Düzeninde Geleneksel Pazarlama ve Online (Dijital) Pazarlamanın Karşılaştırması: Z Kuşağı Etkisi

Abstract

Yeni nesil tüketici davranışı olgusunu oluşturan Z kuşağı, çevrimiçi ortamlarda birden fazla davranışı aynı anda gösteren ve kendine özgü davranışları nedeniyle pazarlamacılara ve reklamcılara zorluklar sunan dijital yerlilerdir. Bu nedenle, Z kuşağı tüketicilerinin çevrimiçi ortamlarda gezinirken satın alma davranışlarına yönelik stratejilerin hedefinde online (dijital) pazarlama ve iletişim stratejilerinin etkili olduğu görülmektedir. Bu bağlamdan yola çıkılarak araştırmanın amacı, yeni dünya düzeninde geleneksel ve online/dijital pazarlamanın Z kuşağının etkisine ilişkin katılımcı görüşlerinin incelenmesidir. Araştırmanın amacına yönelik olarak, nitel araştırma yöntemlerinden durum çalışması kullanılmıştır. Araştırmanın çalışma grubu 18 yaş ve üstü gönüllü 14 katılımcıdan oluşmuştur. Araştırmanın çalışma grubunu oluşturan katılımcılarla COVID-19 pandemisi nedeniyle Google Meet üzerinden yapılmıştır. Araştırmanın veri toplama aracı olarak araştırmanın çalışma grubunun demografik özelliklerini belirlemeye yönelik 3 soru ve yeni dünya düzeninde geleneksel ve online/dijital pazarlamanın Z kuşağının etkisine ilişkin görüşlerinin belirlenmesine yönelik 25 yarı yapılandırılmış açık uçlu sorudan oluşan görüşme formu kullanılmıştır. Veriler MAXQDA 2018 Programı ile betimsel analiz tekniği kullanılarak analiz edilmiştir. Araştırma sonuçlarının ilgili alanyazına katkı sağlayacağı düşünülmektedir.

Keywords

Dijital Pazarlama, Dijital Pazarlama Stratejisi, Online Pazarlama, Yeni Dünya Düzeni, Z Kuşağı

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