📄 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.
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📚 How to Cite:
Dr S Nataraj,P Shivanna , GENERATIONAL MARKETING: A DEEP DIVE INTO BEHAVIOR AND CHARACTERISTICS OF GENERATION Z , Volume 12 , Issue 1, january 2025, EPRA International Journal of Environmental Economics, Commerce and Educational Management(ECEM) , DOI: https://doi.org/10.36713/epra19781