Year: 2025
Type: article
Abstract: In the contemporary business environment, digital marketing is a significant factor influencing behavior and decision-making. We believe that Generation is one demographic that has drawn our attention and is significantly impacted by digital marketing. A sizable and significant consumer base, Generation Z was selected as the research's target generation and category. Since the group was born amid the digital revolution, they are often referred to as digital natives. Generation Z is a socially conscious generation that places a high value on sustainability, mental health, and racial fairness while using technology to influence consumer behavior. To draw people in and keep them as a partner, it is seen to be crucial to comprehend their habits, behaviors, characteristics, and preferences.The research is mainly focused on the behaviors, characteristics and relationship of generation Z and also focused on measure the behaviors and characteristics of generation Z. KEYWORDS: Behavior , Digital Marketing, Generation Z.
Authors: Dr S Nataraj, P Shivanna
Institution: University of Mysore
Language: English
Subfield: Life-span and Life-course Studies
Field: Social Sciences
Domain: Social Sciences
Open Access status: diamond
OpenAlex ID: W4406283148