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Influence of Digital Marketing Communication: Gen Zers Behavioural Perspective

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Descriptive analysis shows significant effects of digital marketing on Gen Z buying behavior, highlighting unique characteristics of this generation.

Digital marketing communication significantly influences Gen Z buying behavior.
Key metrics include strategies like social media marketing, SEO, and content marketing.
Descriptive analysis utilized data from 81 respondents, including primary and secondary sources.
Findings highlight the importance of understanding Gen Z’s preferences and behaviors for effective marketing.

Maheswari et al. (2024) studied this question.

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Descriptive analysis shows significant effects of digital marketing on Gen Z buying behavior, highlighting unique characteristics of this generation.