Prominent Role of Digital Platforms in Enhancing Customer Engagement and Influencing the Purchase Decisions of Gen-Z Customers

Abstract

As a demographic born between the mid-1990s and early 2010s,Gen Z is known for being digitally savvy, socially conscious, and heavily engaged in technology. The present research is concerned with understanding the marketing preferences of generation Z customers and focuses of the aspects of digital technology involved in marketing to Gen Z customers. This research focuses on giving some information on the preferences of this Gen Z segment customer pattern of interactions and reasonable use of technologies like VR and AR. Artificial Intelligence and machine (AI & ML) learning are crucial while making personalization in marketing in concern to the demographics, characteristics and behaviour of customers. The research draws attention towards two important aspects as sustainability and ethicality prioritized by the Generation Z customers. Other user generated contents and reviews also provide significant boost to the brands and contributes to its authenticity. The study also alerts marketing managers to the major factors that are likely to influence Generation Z’s engagement as the concept of digital technology in marketing communications and its linkage with inclusion and social justice. With these knowledge and considerations on Gen Z customer’s preferences on marketing trends organisations have the best chances of nurturing the appropriate marketing strategies that are necessary for nurturing the proper relationship with Gen Z and succeed in the global digital economy. This research explores Generation Z's (Gen Z) marketing preferences, trends, and the most effective digital platforms to enhance customer engagement. This study employs statistical analysis using SPSS to analyse responses from 350 customers and identify the variables that significantly impact marketing success in this demographic.