Integrated marketing communication through digital channels in context of Generation Z in Slovakia

Abstract

Generation Z represents a significant part of today’s society and therefore understanding their buying behavior is a key point of companies’ marketing strategies. The main objective of this paper is to investigate selected aspects of Generation Z’s behavior in the online environment as well as to explore the differences in this behavior due to gender. Based on descriptive and inductive statistics, it was possible to identify important factors of Generation Z’s purchasing behavior as well as their perception of the benefits of online shopping itself. An important outcome is also the design of a Generation Z customer journey map that describes the customer journey of their online purchase. The study deepens previous research on the application of the models to a selected segment of customers and at the same time, its limitations create scope for exploring intergenerational differences in consumer behavior in both online and offline environment.