Research Article
BibTex RIS Cite

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

Year 2024, Volume: 7 Issue: 1, 21 - 44, 29.06.2024

Mir Abdullatif Yahya , Hazi Mammadzada

Abstract

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

Keywords

Customer behavior Research trends Gen Z Marketing effectiveness

References

  • Addae, J., Ettarh, R., & Crowley, J. (2020). Study preferences of generation Z students admitted to medical school. The FASEB Journal 34(S1), 1. doi:10.1096/fasebj.2020.34.s1.02436.
  • Anderson, M., & Jiang, J. (2018, 31 May). Teens, social media & technology 2018. Pew Research Center, 202.419.4372. https://assets.pewresearch.org/wp-content/uploads/sites/14/2018/05/31102617/PI_2018.05.31_TeensTech_FINAL.pdf (Access date: 10.06.2024)
  • Andruszkiewicz, K., Grzybowska-Brzezińska, M., Grzywińska-Rąpca, M., & Wiśniewski, P. (2023). Attitudes and pro-environmental behavior of representatives of generation Z from the example of Poland and Germany. Sustainability 15(20), 15068. doi:10.3390/su152015068.
  • Aria, M., & Cuccurullo, C. (2017). Bibliometrix: An R-tool for comprehensive science mapping analysis. Journal of Informetrics 11(4), 959-975. doi:10.1016/j.joi.2017.08.007
  • Aromataris, E., & Riitano, D. (2014). Constructing a search strategy and searching for evidence. A guide to the literature search for a systematic review. American Journal of Nursing 114(5), 49-56. doi:10.1097/01.naj.0000446779.99522.f6
  • Azmy, S. N., Hosen, N., Hassan, N., Ismail, A. S., Nadiah, F., Rahim, A., & Tarmidi, Z. (2022). Active learning: Game-changer to short attention span in Gen Z. Nurturing Hyflex Teaching and Learning Innovation (NALI2024) Conference Paper, Universiti Teknologi Malaysia, Malaysia. https://www.researchgate.net/profile/Suzanna- Azmy/publication/366498656_ID-167_Active_learning_Game-changer_to_short_attention_span_in_Gen_Z/links/63a3f17de598500876c3953e/ID-167-Active-learning-Game-changer-to-short-attention-span-in-Gen-Z.pdf (Access date: 10.06.2024)
  • Bäcklund, E., & Martin, K. (2019). Reaching Generation Z: A qualitative study examining marketing communication channels for targeting Generation Z to establish brand awareness. Unpublished Master Thesis, Linköping University, Linköping, Sweden. https://www.diva-portal.org/smash/get/diva2:1333466/FULLTEXT01.pdf (Access date: 10.06.2024)
  • Barreto, A. (2013). Do users look at banner ads on Facebook. Journal of Research in Interactive Marketing 7, 119-139. doi:10.1108/JRIM-MAR-2012-0013
  • Benitez-Marquez, M. D., Sanchez-Teba, E. M., Bermudez-Gonzalez, G., & Nunez-Rydman, E. S. (2022). Generation Z within the workforce and in the workplace: A bibliometric analysis. Frontiers in Psychology 12, 736820.
  • Bernstein, C., & Bhugra, D. (2011). Next generation of psychiatrists: What is needed in training?. Asian Journal of Psychiatry 4(2), 88-91. doi:10.1016/j.ajp.2011.04.004.
  • Beyaz, R. (2020). Z Kuşağı tüketicilerin kişilik özellikleri ve bilinçli tüketim eğilimleri arasındaki ilişkinin incelenmesi. Gençlik Araştırmaları Dergisi 8(22), 51-75.
  • Burnham, J. (2006). Scopus database: a review. Biomedical Digital Libraries 3, 1. doi:10.1186/1742-5581-3-1
  • Cho, C., & as-, U. of T. at A. is an. (2004). Why do people avoid advertising on the internet?. Journal of Advertising 33, 89-97. doi:10.1080/00913367.2004.10639175
  • Cojocaru, C. (2022). Reaching towards Generation Z students-making the (digital) difference in communication. G.A. Makrides (Ed.), in Online Event Eracon Congress & CAREER-EU Conference Proceedings (p. 12), 19 & 20 November 2020, Nicosia, Cyprus. https://eracon.info/assets/files/2020/ERACON%20&%20CAREER-EU%20Proceedings%202020final.pdf#page=17 (Access date: 10.06.2024)
  • Csobanka, Z. E. (2016). The Z generation. Acta Educationis Generalis 6(2), 63-76. Dahlén, M., Rosengren, S., & Törn, F. (2008). Advertising creativity matters. Journal of Advertising Research 48(3), 392-403.
  • Deng, L., & Romainoor, N. H. (2022). A bibliometric analysis of published literature on healthcare facilities’ wayfinding research from 1974 to 2020. Heliyon 8(9), e10723. doi:10.1016/j.heliyon.2022.e10723
  • Djafarova, E., & Foots, S. (2022). Exploring ethical consumption of generation Z: Theory of planned behaviour. Young Consumers 23(3), 413-431. doi:10.1108/yc-10-2021-1405.
  • Donthu, N., Kumar, S., Mukherjee, D., Pandey, N., & Lim, W. (2021). How to conduct a bibliometric analysis: An overview and guidelines. Journal of Business Research 133, 285-296. doi:10.1016/J.JBUSRES.2021.04.070
  • Eyerman, R., & Turner, B. (1998). Outline of a theory of generations. European Journal of Social Theory 1, 106 - 91. doi:10.1177/136843198001001007
  • Fathinasari, A., Purnomo, H., & Leksono, P. (2023). Analysis of the study of digital marketing potential on product purchase decisions in Generation Z. Open Access Indonesia Journal of Social Sciences 6(5), 1075-1082. doi:10.37275/oaijss.v6i5.174
  • Fotopoulos, S. (2023). Traditional media versus new media: Between trust and use. European View 22, 277 - 286. doi:10.1177/17816858231204738
  • Francis, T., & Hoefel, F. (2018). True Gen’: Generation Z and its implications for companies. McKinsey & Company 12, 1-10. https://www.drthomaswu.com/uicmpaccsmac/Gen%20Z.pdf (Access date: 10.06.2024)
  • Gümüş, N. (2020). Z kuşağı tüketicilerin satın alma karar tarzlarının incelenmesi. Yaşar Üniversitesi E-Dergisi 15(58), 381-396.
  • Ha, L., & Fang, L. (2012). Internet experience and time displacement of traditional news media use: An application of the theory of the niche. Telematics Informatics 29, 177-186. doi:10.1016/j.tele.2011.06.001
  • Ha, L., Xu, Y., Yang, C., Wang, F., Yang, L., Abuljadail, M., Hu, X., Jiang, W., & Gabay, I. (2018). Decline in news content engagement or news medium engagement? A longitudinal analysis of news engagement since the rise of social and mobile media 2009–2012. Journalism 19, 718 - 739. doi:10.1177/1464884916667654
  • Haenlein, M., Anadol, E., Farnsworth, T., Hugo, H., Hunichen, J., & Welte, D. (2020). Navigating the New Era of Influencer Marketing: How to be Successful on Instagram, TikTok, & Co. California Management Review 63(1), 5-25.
  • Hajarian, M., Camilleri, M. A., Díaz, P., & Aedo, I. (2021). A taxonomy of online marketing methods. In Camilleri, M.A. (Ed.), in Strategic corporate communication in the digital age (pp. 235-250), Bingley, UK: Emerald Publishing Limited.
  • Hameed, S., & Mathur, M. (2020). Generation Z in India: Digital Natives and Makers of Change. G. E. & Parry, E. (Ed.), in The New Generation Z in Asia: Dynamics, Differences, Digitalisation (The Changing Context of Managing People) (pp. 89-10), Leeds, UK: Emerald Publishing Limited. doi:10.1108/978-1-80043-220-820201010
  • Hampton, D. C., & Keys, Y. (2017). Generation Z students: Will they change our nursing classrooms. Journal of Nursing Education and Practice 7(4), 111-115.
  • Hermawan, F., Karjo, C., Wijayanti, S., & Napitupulu, B. (2023). Characteristics of Gen-Z YouTube Viewers as Potential Consumers for Influencer Marketing. European Journal of Business and Management Research 8(3), 113-118. doi:10.24018/ejbmr.2023.8.3.1941
  • Kahawandala, N., Peter, S., & Niwunhella, H. (2020). Profiling purchasing behavior of Generation Z. In 2020 International Research Conference on Smart Computing and Systems Engineering (pp. 155-160), Colombo, Sri Lanka, IEEE. doi:10.1109/SCSE49731.2020.9313038
  • Kavalcı, K., & Ünal, S. (2016). Y ve Z kuşaklarının öğrenme stilleri ve tüketici karar verme tarzları açısından karşılaştırılması. Atatürk Üniversitesi Sosyal Bilimler Enstitüsü Dergisi 20(3), 1033-1050.
  • Kupec, V. (2016). Marketing communication and generation z in the context of business management. Megatrendy a Médiá 3(1), 288-300.
  • Li, N. (1978). Concepts of existence: Greek origins of generational thought. Daedalus 107, 1-21.
  • Liu, J., Wang, C., Zhang, T., & Qiao, H. (2022). Delineating the effects of social media marketing activities on Generation Z travel behaviors. Journal of Travel Research 62, 1140-1158. doi:10.1177/00472875221106394
  • Macnamara, J. (2010). Remodelling media: The urgent search for new media business models. Media International Australia 137, 20-35. doi:10.1177/1329878X1013700104
  • Mansor, N. (2021). How advertising speaks to consumers: A case of youth language in local commercial discourse. Indonesian Journal of EFL and Linguistics 6(2), 353-367. doi:10.21462/IJEFL.V6I2.202
  • Mapchart (2024). https://www.mapchart.net/world.html (Access date: 5.06.2024)
  • Munsch, A. (2021). Millennial and generation Z digital marketing communication and advertising effectiveness: A qualitative exploration. Journal of Global Scholars of Marketing Science 31, 10-29. doi:10.1080/21639159.2020.1808812
  • Nadanyiova, M., & Sujanska, L. (2023). The impact of influencer marketing on the decision-making process of Generation Z. Economics and Culture 20, 68-76. doi:10.2478/jec-2023-0006
  • Nguyen, T. V. (2021). Personalized content in approaching Vietnamese Gen Z customers: an approach of inbound marketing method in creating content. Unpublished Bachelor Thesis. LAB University of Applied Sciences, Lahti, Finland. https://www.google.com/search? q=LAB+University+of+Applied+Sciences&sourceid=chrome&ie=UTF-8 (Access date: 5.06.2024)
  • Ogbuji, B., & Papazafeiropoulou, A. (2016). Social media strategies for companies: A comprehensive framework. In Social Media: The Good, the Bad, and the Ugly: 15th IFIP WG 6.11 Conference on e-Business, e-Services, and e-Society Proceedings 15 (pp. 3-14), September 13–15, 2016,Swansea, UK: Springer International Publishing.
  • Ortiz-Pimentel, M., Molina, C., & Ronda-Pupo, G. A. (2020). Bibliometric assessment of papers on generations in management and business journals. Scientometrics 125(1), 445-469. doi:10.1007/s11192-020-03670-8
  • Özturan, H. (2011). Etik ile ahlak arasında: Türkçe ahlâk felsefesi literatürüne dair etik kavramı kullanımı üzerinden bir değerlendirme. Türkiye Araştırmaları Literatür Dergisi (17), 167-204.
  • Pham, T. H., Nguyen, T. M. H., La, T. C. T., Hoang, X. Q., Kiat Kok, S., Han, J. W., & Dang, Q. (2024). A bibliometrics analysis of studies on Generation Z’s self-perceived careers. Cogent Business & Management 11(1), 2327120.
  • Pichler, S., Kohli, C., & Granitz, N. (2021). DITTO for Gen Z: A framework for leveraging the uniqueness of the new generation. Business Horizons 64(5), 599-610. doi:10.1016/J.BUSHOR.2021.02.021
  • Ponomarenko, I., & Lytovchenko, A. (2022). Features of forming marketing communications with Generation Z. Eastern Europe: Economy, Business and Management 3(6), 83-86. doi:10.32782/easterneurope.36-13
  • Price, M., Legrand, A., Brier, Z., Stolk-Cooke, K., Peck, K., Dodds, P., Danforth, C., & Adams, Z. (2021). Doomscrolling during COVID-19: The negative association between daily social and traditional media consumption and mental health symptoms during the COVID-19 pandemic. Psychological Trauma: Theory, Research, Practice and Policy 14(8), 1338. doi:10.1037/tra0001202
  • Raza, M., Zaman, S., Qabool, S., Alam, S., & -Ur-Rehman, S. (2023). Role of marketing strategies to Generation Z in emerging markets. Journal of Organisational Studies and Innovation 9(3), 16-43. doi.org/10.51659/josi.21.166
  • Salam, K. N., Singkeruang, A. W. T. F., Husni, M. F., Baharuddin, B., & Ar, D. P. (2024). Gen-Z marketing strategies: understanding consumer preferences and building sustainable relationships. Golden Ratio of Mapping Idea and Literature Format 4(1), 53-77.
  • Shatto, B., & Erwin, K. (2016). Moving on from millennials: Preparing for generation Z. The Journal of Continuing Education in Nursing 47(6), 253-254.
  • Singh, D. (2023). Influencing Gen Z mindset towards a product through content marketing. EPRA International Journal of Economics, Business and Management Studies 10(6), 5-16. doi:10.36713/epra13508
  • Singh, V., Singh, P., Karmakar, M., Leta, J., & Mayr, P. (2020). The journal coverage of Web of Science, Scopus and Dimensions: A comparative analysis. Scientometrics 126, 5113-5142. doi:10.1007/s11192-021-03948-5
  • Taneo Zander, J. T. Z., & Mirkovic, A. M. (2019). Personalized advertising: Examining the consumer attitudes of Generation Z towards data privacy and personalization. Unpublished Bachelor Thesis, Jönköping University, Jönköping, Sweden. https://www.diva-portal.org/smash/get/diva2:1320656/FULLTEXT01.pdf (Access date: 4.05.2024)
  • Tim, S. (2014), Millennial shoppers are old news: Looking ahead to Gen Z, innovation and digital, an NIQ company. https://www.gfk.com/blog/2014/09/millennial-shoppers-are-old-news-looking-ahead-to-gen-z (Access date: 4.05.2024)
  • Tjiptono, F., Khan, G., Yeong, E., & Kunchamboo, V. (2020). Generation Z in Malaysia: The four ‘E’ generation. E. Gentina, & E. Parry (Eds.), in The New Generation Z in Asia: Dynamics, Differences, Digitalisation (The Changing Context of Managing People) (pp. 149-163), Leeds, UK: Emerald Publishing Limited. doi:10.1108/978-1-80043-220-820201015
  • Tseng, L. Y., Chang, J. H., & Zhu, Y. L. (2021). What drives the travel switching behavior of Chinese Generation Z consumers. Journal of Tourism Futures 10(1), 131-146.
  • Tullis, T., & Siegel, M. (2013). Does ad blindness on the web vary by age and gender?. In CHI'13 Extended Abstracts on Human Factors in Computing Systems (pp. 1833-1838), April. doi:10.1145/2468356.2468685
  • Turner, A. (2015). Generation Z: Technology and social interest. The Journal of Individual Psychology 71, 103-113 doi:10.1353/jip.2015.0021
  • van Eck, N., & Waltman, L. (2009). Software survey: VOSviewer, a computer program for bibliometric mapping. Scientometrics 84, 523 - 538. doi:10.1007/s11192-009-0146-3
  • Vieira, E., & Gomes, J. (2009). A comparison of Scopus and Web of Science for a typical university. Scientometrics 81, 587-600. doi:10.1007/s11192-009-2178-0
  • Wang, Y., & Peng, Y. (2015). An alternative approach to understanding generational differences. Industrial and Organizational Psychology 8, 390 - 395. doi:10.1017/iop.2015.56
  • Watson, L. (2015). Humans have shorter attention span than goldfish, thanks to smartphones. The Telegraph UK news Website. https://www.telegraph.co.uk/science/2016/03/12/humans-have-shorter-attention-span-than-goldfish-thanks-to-smart/ (Access date: 2.01.2024)
  • Williams, C. (2018). Nurse educators meet your new students: Generation Z. Nurse Educator 44(2), 59-60. https://doi.org/10.1097/NNE.0000000000000637
  • Williams, K. C., & Page, R. A. (2011). Marketing to the generations. Journal of Behavioral Studies in Business 3(1), 37-53.
  • Wilson, B. (2019). Book Review: Marketing to Gen Z: The rules for reaching this vast and very different generation of influencers. Journal of Macromarketing 39, 228-230. doi:10.1177/0276146719830156
  • Wood, S. (2013). Generation Z as consumers: trends and innovation. Institute for Emerging Issues: NC State University 119(9), 7767-7779.
  • Xiao, Y., & Watson, M. (2017). Guidance on conducting a systematic literature review. Journal of Planning Education and Research 39, 112 - 93. doi:10.1177/0739456X17723971
  • Yanardağoğlu, E. (2020). ‘Just the way my generation reads the news’: News consumption habits of youth in Turkey and the UK. Global Media and Communication 17, 149-166. doi:10.1177/1742766520979729
  • Zatwarnicka-Madura, B., Nowacki, R., & Wojciechowska, I. (2022). Influencer marketing as a tool in modern communication—possibilities of use in green energy promotion amongst Poland’s Generation Z. Energies 15(18):6570. doi:10.3390/en15186570
  • Zhu, J., & Liu, W. (2020). A tale of two databases: the use of Web of Science and Scopus in academic papers. Scientometrics 123, 321-335. doi:10.1007/s11192-020-03387-8

Z kuşağı Hedef kitlesi: Etkili pazarlama için sistematik bir literatür incelemesi ve bibliyometrik analiz

Year 2024, Volume: 7 Issue: 1, 21 - 44, 29.06.2024

Mir Abdullatif Yahya , Hazi Mammadzada

Abstract

Z kuşağını hedeflemek, çağın hızla değişen dijital ortamına ayak uydurmak isteyen kuruluşlar için hayati önem taşımaktadır. Z Kuşağının karmaşık dinamiklerini anlamak, modern müşteri davranışının karmaşıklıklarında yol alan firmalar için zorunludur. Bu çalışma, Z Kuşağı'nın ilgi alanları ve alışkanlıklarının kapsamlı bir şekilde anlaşılmasını sağlayan ve böylece bu demografinin tercihlerine göre uyarlanmış hedefli pazarlama stratejilerinin geliştirilmesini kolaylaştıran sistematik bir literatür taraması (SLR) gerçekleştirdi. Ayrıca çalışma, Z kuşağına pazarlama konusundaki araştırma eğilimleri ve kalıpları hakkında fikir veren bir Bibliyometrik Analiz gerçekleştirerek, ortak yazarlık analizinde uluslararası işbirliğinin açık kanıtlarıyla birlikte 2016'dan sonra konuya ilgi ve üretimde önemli bir artış olduğunu ortaya koydu. SLR ve bibliyometrik analiz, pazarlama stratejilerinin ve Z kuşağına ilişkin araştırmaların kesinliğini ve etkinliğini geliştirmek için etkili araçlardır. Çalışma, Z Kuşağını başarılı bir şekilde cezbetmek için dijital platformlara, orijinalliğe ve özel içeriğe doğru bir geçiş öneriyor ve pazarlama stratejilerini buna göre ayarlama ihtiyacını vurguluyor, benzersiz niteliklerine ve ilkelerine uygun hale getiriyor.

Keywords

Müşteri davranışı Araştırma trednleri Z kuşağı Etkili pazarlama

References

  • Addae, J., Ettarh, R., & Crowley, J. (2020). Study preferences of generation Z students admitted to medical school. The FASEB Journal 34(S1), 1. doi:10.1096/fasebj.2020.34.s1.02436.
  • Anderson, M., & Jiang, J. (2018, 31 May). Teens, social media & technology 2018. Pew Research Center, 202.419.4372. https://assets.pewresearch.org/wp-content/uploads/sites/14/2018/05/31102617/PI_2018.05.31_TeensTech_FINAL.pdf (Access date: 10.06.2024)
  • Andruszkiewicz, K., Grzybowska-Brzezińska, M., Grzywińska-Rąpca, M., & Wiśniewski, P. (2023). Attitudes and pro-environmental behavior of representatives of generation Z from the example of Poland and Germany. Sustainability 15(20), 15068. doi:10.3390/su152015068.
  • Aria, M., & Cuccurullo, C. (2017). Bibliometrix: An R-tool for comprehensive science mapping analysis. Journal of Informetrics 11(4), 959-975. doi:10.1016/j.joi.2017.08.007
  • Aromataris, E., & Riitano, D. (2014). Constructing a search strategy and searching for evidence. A guide to the literature search for a systematic review. American Journal of Nursing 114(5), 49-56. doi:10.1097/01.naj.0000446779.99522.f6
  • Azmy, S. N., Hosen, N., Hassan, N., Ismail, A. S., Nadiah, F., Rahim, A., & Tarmidi, Z. (2022). Active learning: Game-changer to short attention span in Gen Z. Nurturing Hyflex Teaching and Learning Innovation (NALI2024) Conference Paper, Universiti Teknologi Malaysia, Malaysia. https://www.researchgate.net/profile/Suzanna- Azmy/publication/366498656_ID-167_Active_learning_Game-changer_to_short_attention_span_in_Gen_Z/links/63a3f17de598500876c3953e/ID-167-Active-learning-Game-changer-to-short-attention-span-in-Gen-Z.pdf (Access date: 10.06.2024)
  • Bäcklund, E., & Martin, K. (2019). Reaching Generation Z: A qualitative study examining marketing communication channels for targeting Generation Z to establish brand awareness. Unpublished Master Thesis, Linköping University, Linköping, Sweden. https://www.diva-portal.org/smash/get/diva2:1333466/FULLTEXT01.pdf (Access date: 10.06.2024)
  • Barreto, A. (2013). Do users look at banner ads on Facebook. Journal of Research in Interactive Marketing 7, 119-139. doi:10.1108/JRIM-MAR-2012-0013
  • Benitez-Marquez, M. D., Sanchez-Teba, E. M., Bermudez-Gonzalez, G., & Nunez-Rydman, E. S. (2022). Generation Z within the workforce and in the workplace: A bibliometric analysis. Frontiers in Psychology 12, 736820.
  • Bernstein, C., & Bhugra, D. (2011). Next generation of psychiatrists: What is needed in training?. Asian Journal of Psychiatry 4(2), 88-91. doi:10.1016/j.ajp.2011.04.004.
  • Beyaz, R. (2020). Z Kuşağı tüketicilerin kişilik özellikleri ve bilinçli tüketim eğilimleri arasındaki ilişkinin incelenmesi. Gençlik Araştırmaları Dergisi 8(22), 51-75.
  • Burnham, J. (2006). Scopus database: a review. Biomedical Digital Libraries 3, 1. doi:10.1186/1742-5581-3-1
  • Cho, C., & as-, U. of T. at A. is an. (2004). Why do people avoid advertising on the internet?. Journal of Advertising 33, 89-97. doi:10.1080/00913367.2004.10639175
  • Cojocaru, C. (2022). Reaching towards Generation Z students-making the (digital) difference in communication. G.A. Makrides (Ed.), in Online Event Eracon Congress & CAREER-EU Conference Proceedings (p. 12), 19 & 20 November 2020, Nicosia, Cyprus. https://eracon.info/assets/files/2020/ERACON%20&%20CAREER-EU%20Proceedings%202020final.pdf#page=17 (Access date: 10.06.2024)
  • Csobanka, Z. E. (2016). The Z generation. Acta Educationis Generalis 6(2), 63-76. Dahlén, M., Rosengren, S., & Törn, F. (2008). Advertising creativity matters. Journal of Advertising Research 48(3), 392-403.
  • Deng, L., & Romainoor, N. H. (2022). A bibliometric analysis of published literature on healthcare facilities’ wayfinding research from 1974 to 2020. Heliyon 8(9), e10723. doi:10.1016/j.heliyon.2022.e10723
  • Djafarova, E., & Foots, S. (2022). Exploring ethical consumption of generation Z: Theory of planned behaviour. Young Consumers 23(3), 413-431. doi:10.1108/yc-10-2021-1405.
  • Donthu, N., Kumar, S., Mukherjee, D., Pandey, N., & Lim, W. (2021). How to conduct a bibliometric analysis: An overview and guidelines. Journal of Business Research 133, 285-296. doi:10.1016/J.JBUSRES.2021.04.070
  • Eyerman, R., & Turner, B. (1998). Outline of a theory of generations. European Journal of Social Theory 1, 106 - 91. doi:10.1177/136843198001001007
  • Fathinasari, A., Purnomo, H., & Leksono, P. (2023). Analysis of the study of digital marketing potential on product purchase decisions in Generation Z. Open Access Indonesia Journal of Social Sciences 6(5), 1075-1082. doi:10.37275/oaijss.v6i5.174
  • Fotopoulos, S. (2023). Traditional media versus new media: Between trust and use. European View 22, 277 - 286. doi:10.1177/17816858231204738
  • Francis, T., & Hoefel, F. (2018). True Gen’: Generation Z and its implications for companies. McKinsey & Company 12, 1-10. https://www.drthomaswu.com/uicmpaccsmac/Gen%20Z.pdf (Access date: 10.06.2024)
  • Gümüş, N. (2020). Z kuşağı tüketicilerin satın alma karar tarzlarının incelenmesi. Yaşar Üniversitesi E-Dergisi 15(58), 381-396.
  • Ha, L., & Fang, L. (2012). Internet experience and time displacement of traditional news media use: An application of the theory of the niche. Telematics Informatics 29, 177-186. doi:10.1016/j.tele.2011.06.001
  • Ha, L., Xu, Y., Yang, C., Wang, F., Yang, L., Abuljadail, M., Hu, X., Jiang, W., & Gabay, I. (2018). Decline in news content engagement or news medium engagement? A longitudinal analysis of news engagement since the rise of social and mobile media 2009–2012. Journalism 19, 718 - 739. doi:10.1177/1464884916667654
  • Haenlein, M., Anadol, E., Farnsworth, T., Hugo, H., Hunichen, J., & Welte, D. (2020). Navigating the New Era of Influencer Marketing: How to be Successful on Instagram, TikTok, & Co. California Management Review 63(1), 5-25.
  • Hajarian, M., Camilleri, M. A., Díaz, P., & Aedo, I. (2021). A taxonomy of online marketing methods. In Camilleri, M.A. (Ed.), in Strategic corporate communication in the digital age (pp. 235-250), Bingley, UK: Emerald Publishing Limited.
  • Hameed, S., & Mathur, M. (2020). Generation Z in India: Digital Natives and Makers of Change. G. E. & Parry, E. (Ed.), in The New Generation Z in Asia: Dynamics, Differences, Digitalisation (The Changing Context of Managing People) (pp. 89-10), Leeds, UK: Emerald Publishing Limited. doi:10.1108/978-1-80043-220-820201010
  • Hampton, D. C., & Keys, Y. (2017). Generation Z students: Will they change our nursing classrooms. Journal of Nursing Education and Practice 7(4), 111-115.
  • Hermawan, F., Karjo, C., Wijayanti, S., & Napitupulu, B. (2023). Characteristics of Gen-Z YouTube Viewers as Potential Consumers for Influencer Marketing. European Journal of Business and Management Research 8(3), 113-118. doi:10.24018/ejbmr.2023.8.3.1941
  • Kahawandala, N., Peter, S., & Niwunhella, H. (2020). Profiling purchasing behavior of Generation Z. In 2020 International Research Conference on Smart Computing and Systems Engineering (pp. 155-160), Colombo, Sri Lanka, IEEE. doi:10.1109/SCSE49731.2020.9313038
  • Kavalcı, K., & Ünal, S. (2016). Y ve Z kuşaklarının öğrenme stilleri ve tüketici karar verme tarzları açısından karşılaştırılması. Atatürk Üniversitesi Sosyal Bilimler Enstitüsü Dergisi 20(3), 1033-1050.
  • Kupec, V. (2016). Marketing communication and generation z in the context of business management. Megatrendy a Médiá 3(1), 288-300.
  • Li, N. (1978). Concepts of existence: Greek origins of generational thought. Daedalus 107, 1-21.
  • Liu, J., Wang, C., Zhang, T., & Qiao, H. (2022). Delineating the effects of social media marketing activities on Generation Z travel behaviors. Journal of Travel Research 62, 1140-1158. doi:10.1177/00472875221106394
  • Macnamara, J. (2010). Remodelling media: The urgent search for new media business models. Media International Australia 137, 20-35. doi:10.1177/1329878X1013700104
  • Mansor, N. (2021). How advertising speaks to consumers: A case of youth language in local commercial discourse. Indonesian Journal of EFL and Linguistics 6(2), 353-367. doi:10.21462/IJEFL.V6I2.202
  • Mapchart (2024). https://www.mapchart.net/world.html (Access date: 5.06.2024)
  • Munsch, A. (2021). Millennial and generation Z digital marketing communication and advertising effectiveness: A qualitative exploration. Journal of Global Scholars of Marketing Science 31, 10-29. doi:10.1080/21639159.2020.1808812
  • Nadanyiova, M., & Sujanska, L. (2023). The impact of influencer marketing on the decision-making process of Generation Z. Economics and Culture 20, 68-76. doi:10.2478/jec-2023-0006
  • Nguyen, T. V. (2021). Personalized content in approaching Vietnamese Gen Z customers: an approach of inbound marketing method in creating content. Unpublished Bachelor Thesis. LAB University of Applied Sciences, Lahti, Finland. https://www.google.com/search? q=LAB+University+of+Applied+Sciences&sourceid=chrome&ie=UTF-8 (Access date: 5.06.2024)
  • Ogbuji, B., & Papazafeiropoulou, A. (2016). Social media strategies for companies: A comprehensive framework. In Social Media: The Good, the Bad, and the Ugly: 15th IFIP WG 6.11 Conference on e-Business, e-Services, and e-Society Proceedings 15 (pp. 3-14), September 13–15, 2016,Swansea, UK: Springer International Publishing.
  • Ortiz-Pimentel, M., Molina, C., & Ronda-Pupo, G. A. (2020). Bibliometric assessment of papers on generations in management and business journals. Scientometrics 125(1), 445-469. doi:10.1007/s11192-020-03670-8
  • Özturan, H. (2011). Etik ile ahlak arasında: Türkçe ahlâk felsefesi literatürüne dair etik kavramı kullanımı üzerinden bir değerlendirme. Türkiye Araştırmaları Literatür Dergisi (17), 167-204.
  • Pham, T. H., Nguyen, T. M. H., La, T. C. T., Hoang, X. Q., Kiat Kok, S., Han, J. W., & Dang, Q. (2024). A bibliometrics analysis of studies on Generation Z’s self-perceived careers. Cogent Business & Management 11(1), 2327120.
  • Pichler, S., Kohli, C., & Granitz, N. (2021). DITTO for Gen Z: A framework for leveraging the uniqueness of the new generation. Business Horizons 64(5), 599-610. doi:10.1016/J.BUSHOR.2021.02.021
  • Ponomarenko, I., & Lytovchenko, A. (2022). Features of forming marketing communications with Generation Z. Eastern Europe: Economy, Business and Management 3(6), 83-86. doi:10.32782/easterneurope.36-13
  • Price, M., Legrand, A., Brier, Z., Stolk-Cooke, K., Peck, K., Dodds, P., Danforth, C., & Adams, Z. (2021). Doomscrolling during COVID-19: The negative association between daily social and traditional media consumption and mental health symptoms during the COVID-19 pandemic. Psychological Trauma: Theory, Research, Practice and Policy 14(8), 1338. doi:10.1037/tra0001202
  • Raza, M., Zaman, S., Qabool, S., Alam, S., & -Ur-Rehman, S. (2023). Role of marketing strategies to Generation Z in emerging markets. Journal of Organisational Studies and Innovation 9(3), 16-43. doi.org/10.51659/josi.21.166
  • Salam, K. N., Singkeruang, A. W. T. F., Husni, M. F., Baharuddin, B., & Ar, D. P. (2024). Gen-Z marketing strategies: understanding consumer preferences and building sustainable relationships. Golden Ratio of Mapping Idea and Literature Format 4(1), 53-77.
  • Shatto, B., & Erwin, K. (2016). Moving on from millennials: Preparing for generation Z. The Journal of Continuing Education in Nursing 47(6), 253-254.
  • Singh, D. (2023). Influencing Gen Z mindset towards a product through content marketing. EPRA International Journal of Economics, Business and Management Studies 10(6), 5-16. doi:10.36713/epra13508
  • Singh, V., Singh, P., Karmakar, M., Leta, J., & Mayr, P. (2020). The journal coverage of Web of Science, Scopus and Dimensions: A comparative analysis. Scientometrics 126, 5113-5142. doi:10.1007/s11192-021-03948-5
  • Taneo Zander, J. T. Z., & Mirkovic, A. M. (2019). Personalized advertising: Examining the consumer attitudes of Generation Z towards data privacy and personalization. Unpublished Bachelor Thesis, Jönköping University, Jönköping, Sweden. https://www.diva-portal.org/smash/get/diva2:1320656/FULLTEXT01.pdf (Access date: 4.05.2024)
  • Tim, S. (2014), Millennial shoppers are old news: Looking ahead to Gen Z, innovation and digital, an NIQ company. https://www.gfk.com/blog/2014/09/millennial-shoppers-are-old-news-looking-ahead-to-gen-z (Access date: 4.05.2024)
  • Tjiptono, F., Khan, G., Yeong, E., & Kunchamboo, V. (2020). Generation Z in Malaysia: The four ‘E’ generation. E. Gentina, & E. Parry (Eds.), in The New Generation Z in Asia: Dynamics, Differences, Digitalisation (The Changing Context of Managing People) (pp. 149-163), Leeds, UK: Emerald Publishing Limited. doi:10.1108/978-1-80043-220-820201015
  • Tseng, L. Y., Chang, J. H., & Zhu, Y. L. (2021). What drives the travel switching behavior of Chinese Generation Z consumers. Journal of Tourism Futures 10(1), 131-146.
  • Tullis, T., & Siegel, M. (2013). Does ad blindness on the web vary by age and gender?. In CHI'13 Extended Abstracts on Human Factors in Computing Systems (pp. 1833-1838), April. doi:10.1145/2468356.2468685
  • Turner, A. (2015). Generation Z: Technology and social interest. The Journal of Individual Psychology 71, 103-113 doi:10.1353/jip.2015.0021
  • van Eck, N., & Waltman, L. (2009). Software survey: VOSviewer, a computer program for bibliometric mapping. Scientometrics 84, 523 - 538. doi:10.1007/s11192-009-0146-3
  • Vieira, E., & Gomes, J. (2009). A comparison of Scopus and Web of Science for a typical university. Scientometrics 81, 587-600. doi:10.1007/s11192-009-2178-0
  • Wang, Y., & Peng, Y. (2015). An alternative approach to understanding generational differences. Industrial and Organizational Psychology 8, 390 - 395. doi:10.1017/iop.2015.56
  • Watson, L. (2015). Humans have shorter attention span than goldfish, thanks to smartphones. The Telegraph UK news Website. https://www.telegraph.co.uk/science/2016/03/12/humans-have-shorter-attention-span-than-goldfish-thanks-to-smart/ (Access date: 2.01.2024)
  • Williams, C. (2018). Nurse educators meet your new students: Generation Z. Nurse Educator 44(2), 59-60. https://doi.org/10.1097/NNE.0000000000000637
  • Williams, K. C., & Page, R. A. (2011). Marketing to the generations. Journal of Behavioral Studies in Business 3(1), 37-53.
  • Wilson, B. (2019). Book Review: Marketing to Gen Z: The rules for reaching this vast and very different generation of influencers. Journal of Macromarketing 39, 228-230. doi:10.1177/0276146719830156
  • Wood, S. (2013). Generation Z as consumers: trends and innovation. Institute for Emerging Issues: NC State University 119(9), 7767-7779.
  • Xiao, Y., & Watson, M. (2017). Guidance on conducting a systematic literature review. Journal of Planning Education and Research 39, 112 - 93. doi:10.1177/0739456X17723971
  • Yanardağoğlu, E. (2020). ‘Just the way my generation reads the news’: News consumption habits of youth in Turkey and the UK. Global Media and Communication 17, 149-166. doi:10.1177/1742766520979729
  • Zatwarnicka-Madura, B., Nowacki, R., & Wojciechowska, I. (2022). Influencer marketing as a tool in modern communication—possibilities of use in green energy promotion amongst Poland’s Generation Z. Energies 15(18):6570. doi:10.3390/en15186570
  • Zhu, J., & Liu, W. (2020). A tale of two databases: the use of Web of Science and Scopus in academic papers. Scientometrics 123, 321-335. doi:10.1007/s11192-020-03387-8
There are 71 citations in total.

Details

Primary Language English
Subjects Business Administration
Journal Section Research Articles
Authors

Mir Abdullatif Yahya 0000-0002-3699-2983

Hazi Mammadzada 0009-0001-1354-0626

Publication Date June 29, 2024
Submission Date May 9, 2024
Acceptance Date June 13, 2024
Published in Issue Year 2024 Volume: 7 Issue: 1

Cite

APA Yahya, M. A., & Mammadzada, H. (2024). Targeting generation Z: A systematic literature review (SLR) and bibliometric analysis for effective marketing. Journal of Politics Economy and Management, 7(1), 21-44.
 Download Cover Image

The author(s) is (are) the sole responsible for the opinion and views stated in the articles.

Creative Commons License
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.