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

Yıl 2024, Cilt: 7 Sayı: 1, 21 - 44, 29.06.2024

Mir Abdullatif Yahya , Hazi Mammadzada

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

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

Yıl 2024, Cilt: 7 Sayı: 1, 21 - 44, 29.06.2024

Mir Abdullatif Yahya , Hazi Mammadzada

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

Kaynakça

  • 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
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Toplam 71 adet kaynakça vardır.

Ayrıntılar

Birincil Dil İngilizce
Konular İşletme
Bölüm Araştırma Makaleleri
Yazarlar

Mir Abdullatif Yahya 0000-0002-3699-2983

Hazi Mammadzada 0009-0001-1354-0626

Yayımlanma Tarihi 29 Haziran 2024
Gönderilme Tarihi 9 Mayıs 2024
Kabul Tarihi 13 Haziran 2024
Yayımlandığı Sayı Yıl 2024 Cilt: 7 Sayı: 1

Kaynak Göster

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.
 Kapak Resmi İndir

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

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