GENERATION Z: CONSUMER BEHAVIOR IN DIGITAL ECOSYSTEM

The behavioral matters of Generation Z, who use the possibilities of the Internet to meet their needs, have been considered. There is no universal digital format. The company’s interaction with the consumer facilitates the implementation of an omnichannel marketing strategy that creates conditions f...

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Autores principales:	T. A. Beregovskaya, S. A. Grishaeva
Formato:	article
Lenguaje:	RU
Publicado:	Publishing House of the State University of Management 2020
Materias:	generation z consumer preferences consumer behavior values of the youth media preferences digital marketing digital environment omnichannel marketing Sociology (General) HM401-1281 Economics as a science HB71-74
Acceso en línea:	https://doaj.org/article/0b23ba6b4f7142b4b5ef18a598d35151
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spelling	oai:doaj.org-article:0b23ba6b4f7142b4b5ef18a598d351512021-12-03T07:43:31ZGENERATION Z: CONSUMER BEHAVIOR IN DIGITAL ECOSYSTEM1816-42772686-841510.26425/1816-4277-2020-1-92-99https://doaj.org/article/0b23ba6b4f7142b4b5ef18a598d351512020-03-01T00:00:00Zhttps://vestnik.guu.ru/jour/article/view/2009https://doaj.org/toc/1816-4277https://doaj.org/toc/2686-8415The behavioral matters of Generation Z, who use the possibilities of the Internet to meet their needs, have been considered. There is no universal digital format. The company’s interaction with the consumer facilitates the implementation of an omnichannel marketing strategy that creates conditions for their continuous interaction, as easy and convenient as possible to meet existing expectations, requests, and needs. As a result of the study, the opportunities (consumer’s independent choice of means of interaction with the manufacturer, channel shifting in the process of purchasing, interaction with the manufacturer regardless from the chosen communication channel) and barriers (absence of isolated online channels for sales, usage of slow-loading Internet platforms with inconvenient interfaces, absence of a dedicated app or limited possibilities of its usage, etc.) of omnichannel marketing implementation for the Generation Z target audience have been revealed. Their media preferences, such social networks as VKontakte, Instagram, YouTube, Facebook, were defined. It has been determined, that Generation Z’s consumer expectations and consumer behavior are influenced by opinion leaders and reference groups, these mainly being bloggers, peers and occasionally older companions, whom they find in social networks.T. A. BeregovskayaS. A. GrishaevaPublishing House of the State University of Managementarticlegeneration zconsumer preferencesconsumer behaviorvalues of the youthmedia preferencesdigital marketingdigital environmentomnichannel marketingSociology (General)HM401-1281Economics as a scienceHB71-74RUВестник университета, Vol 0, Iss 1, Pp 92-99 (2020)
institution	DOAJ
collection	DOAJ
language	RU
topic	generation z consumer preferences consumer behavior values of the youth media preferences digital marketing digital environment omnichannel marketing Sociology (General) HM401-1281 Economics as a science HB71-74
spellingShingle	generation z consumer preferences consumer behavior values of the youth media preferences digital marketing digital environment omnichannel marketing Sociology (General) HM401-1281 Economics as a science HB71-74 T. A. Beregovskaya S. A. Grishaeva GENERATION Z: CONSUMER BEHAVIOR IN DIGITAL ECOSYSTEM
description	The behavioral matters of Generation Z, who use the possibilities of the Internet to meet their needs, have been considered. There is no universal digital format. The company’s interaction with the consumer facilitates the implementation of an omnichannel marketing strategy that creates conditions for their continuous interaction, as easy and convenient as possible to meet existing expectations, requests, and needs. As a result of the study, the opportunities (consumer’s independent choice of means of interaction with the manufacturer, channel shifting in the process of purchasing, interaction with the manufacturer regardless from the chosen communication channel) and barriers (absence of isolated online channels for sales, usage of slow-loading Internet platforms with inconvenient interfaces, absence of a dedicated app or limited possibilities of its usage, etc.) of omnichannel marketing implementation for the Generation Z target audience have been revealed. Their media preferences, such social networks as VKontakte, Instagram, YouTube, Facebook, were defined. It has been determined, that Generation Z’s consumer expectations and consumer behavior are influenced by opinion leaders and reference groups, these mainly being bloggers, peers and occasionally older companions, whom they find in social networks.
format	article
author	T. A. Beregovskaya S. A. Grishaeva
author_facet	T. A. Beregovskaya S. A. Grishaeva
author_sort	T. A. Beregovskaya
title	GENERATION Z: CONSUMER BEHAVIOR IN DIGITAL ECOSYSTEM
title_short	GENERATION Z: CONSUMER BEHAVIOR IN DIGITAL ECOSYSTEM
title_full	GENERATION Z: CONSUMER BEHAVIOR IN DIGITAL ECOSYSTEM
title_fullStr	GENERATION Z: CONSUMER BEHAVIOR IN DIGITAL ECOSYSTEM
title_full_unstemmed	GENERATION Z: CONSUMER BEHAVIOR IN DIGITAL ECOSYSTEM
title_sort	generation z: consumer behavior in digital ecosystem
publisher	Publishing House of the State University of Management
publishDate	2020
url	https://doaj.org/article/0b23ba6b4f7142b4b5ef18a598d35151
work_keys_str_mv	AT taberegovskaya generationzconsumerbehaviorindigitalecosystem AT sagrishaeva generationzconsumerbehaviorindigitalecosystem
_version_	1718373492861173760

GENERATION Z: CONSUMER BEHAVIOR IN DIGITAL ECOSYSTEM

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