Identification and Analysis of Socio-Cultural Strategies Affecting Generation Z's Purchasing Behavior in the Social Media Environment
Subject Areas :
Keywords: Buying Behavior, Generation Z, Cultural Shifts, Social Media, Emerging Technologies,
Abstract :
Cultural, social, and technological transformations have significantly influenced the purchasing behavior of Generation Z. This study was conducted to identify the cultural and social dimensions and components affecting the buying behavior of this generation. The research population includes cultural experts and university professors in marketing. Using a qualitative content analysis approach, data gathered through semi-structured interviews were analyzed and structured through Interpretive Structural Modeling (ISM). In total, 45 subcategories were identified and grouped into 13 main categories, which were then organized into four broader themes. These include cultural and social characteristics of Generation Z in purchasing, such as the influence of reference groups, preference for short messages, brand responsibility, and the desire for uniqueness. Another category involves cultural and social strategies in sales, including personalized discounts, influencers, and event-based incentives. Cultural shifts in the shopping experience were also explored, such as using augmented reality and artificial intelligence to personalize product recommendations.
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