| _version_ | 1866901481649602560 |
|---|---|
| author | Prathamesh S Nadkarni Sachin Kulkarni Raju Varghese Manju Chopra |
| author_facet | Prathamesh S Nadkarni Sachin Kulkarni Raju Varghese Manju Chopra |
| contents | <p><strong><span>Abstract: </span></strong><span>Generation Z, the first digital-native generation, is reshaping how brands approach social media marketing. Known for their preference for authenticity and interactivity, Gen Z consumers present unique challenges and opportunities for marketers. This study explores strategies to engage Gen Z on social media, examining the impact of authenticity, interactivity, and influencer partnerships. Using survey data and a Wilcoxon test, this research evaluates which factors most significantly influence Gen Z’s engagement with brands. Findings reveal that content authenticity and interactivity strongly correlate with higher engagement rates. The study concludes with recommendations for brands to adapt their social media marketing strategies to appeal to Gen Z effectively.</span></p> <p><strong><span>Keywords:</span></strong><span> </span><span>Gen Z, Social Media Marketing, Digital Engagement, Content Strategy, Brand Loyalty</span></p> |
| format | Recurso digital |
| id | zenodo_https___doi_org_10_5281_zenodo_14887947 |
| institution | Zenodo |
| language | |
| publishDate | 2025 |
| publisher | Zenodo |
| record_format | zenodo |
| spellingShingle | Engaging Gen Z through Social Media Marketing: Strategies, Challenges, and Effectiveness Prathamesh S Nadkarni Sachin Kulkarni Raju Varghese Manju Chopra <p><strong><span>Abstract: </span></strong><span>Generation Z, the first digital-native generation, is reshaping how brands approach social media marketing. Known for their preference for authenticity and interactivity, Gen Z consumers present unique challenges and opportunities for marketers. This study explores strategies to engage Gen Z on social media, examining the impact of authenticity, interactivity, and influencer partnerships. Using survey data and a Wilcoxon test, this research evaluates which factors most significantly influence Gen Z’s engagement with brands. Findings reveal that content authenticity and interactivity strongly correlate with higher engagement rates. The study concludes with recommendations for brands to adapt their social media marketing strategies to appeal to Gen Z effectively.</span></p> <p><strong><span>Keywords:</span></strong><span> </span><span>Gen Z, Social Media Marketing, Digital Engagement, Content Strategy, Brand Loyalty</span></p> |
| title | Engaging Gen Z through Social Media Marketing: Strategies, Challenges, and Effectiveness |
| url | https://doi.org/10.5281/zenodo.14887947 |