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

Öz

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.

Anahtar Kelimeler

• Müşteri davranışı
• Araştırma trednleri
• Z kuşağı
• Etkili pazarlama

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

Öz

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.

Anahtar Kelimeler

• Customer behavior
• Research trends
• Gen Z
• Marketing effectiveness

Kaynakça

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