Decoding Gen Z: unveiling the 'why' behind customer engagement with Gen Z

Naveen Kumar Ranganathan, John William Arokiasamy, Neerupa Chauhan and Pavithra Rajendran

International Journal of Process Management and Benchmarking, 2026, vol. 23, issue 3, 377-400

Abstract: The research paper investigates the escalating impact of Generation Z (Gen Z) on marketing determinations, encompassing their social media habits, individualised preferences, technological adeptness, and prevailing trends. The study employs a hypothesised model tested through a survey of Gen Z consumers, unveiling a positive correlation among these variables. Generation Z, whose members were born between the mid-1990s and early 2010s, embodies a demographic cohort that is reshaping the landscape of marketing strategies. As digital natives, their distinct behaviours, preferences, and values significantly influence brand communication and consumer engagement. Through an exhaustive literature review, the study scrutinises existing research on Gen Z's media consumption habits, brand loyalty inclinations, and the role of social media influencers, providing a nuanced understanding of their market influence. The study reveals that primarily males aged 18-30 within Gen Z exhibit high technology usage and social media engagement. Factor analysis reveals robust correlations between variables, with brand perception, product performance, and customer engagement positively impacted by these factors.

Keywords: Generation Z; Gen Z; social media; brand perception; BP; product performance; PP; customer engagement; CE; marketing strategies. (search for similar items in EconPapers)
Date: 2026
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