The Impact of Generation Z and Their Values on Digital Marketing Communication

Elif Hasret Kumcu
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Elif Hasret Kumcu: Social Sciences, Aksaray University, Turkiye

British Journal of Business and Psychology Research, 2026, vol. 2, issue 1, 84-107

Abstract: This study reveals a notable insight: individuals with higher self-esteem are less likely to use digital tools for information-seeking. Grounded in the Value-Attitude-Behavior (VAB) model and Uses and Gratifications Theory (UGT), the research explores how personal values influence Generation Z’s use of digital marketing tools. An online survey conducted among university students in Turkiye examined how values related to self-esteem and social connection affect the use of platforms such as email, social media, mobile phones, and online shopping. Data were analyzed using descriptive statistics, factor analysis, path analysis, and correlation analysis. Results show that digital behavior is closely linked to personal values. Email usage is associated with excitement, enjoyment, and close relationships; Instagram and X (formerly Twitter) reflect social interaction and entertainment; mobile phones align with safety and societal respect. These findings offer valuable insights for marketers. The study implies that value-driven marketing can enhance communication effectiveness and build deeper brand loyalty among Gen Z consumers.

Keywords: Generation Z; Digital Marketing Tools; Personal Values; Social Media; Consumer Behavior; Technology Usage; Attitudes (search for similar items in EconPapers)
Date: 2026
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Persistent link: https://EconPapers.repec.org/RePEc:ris:bjobpr:022027

DOI: 10.47297/ppibjbpr2026020105

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