The future of marketing communication: Insights from gen z consumer behavior
Mahika Lohia
Brand awareness and creation among consumers has been a core theme in earlier studies on marketing and it has been inducing purchase indirectly. It is hence perceived as important for marketers to build brand awareness. However, there is a research gap when it comes to generating brand awareness among Gen Z. To be specific, the study is based on the best suited communication channel for building brand awareness for Gen Z. Hence, this study explicitly analyzes the association between such variables and provides guideline for organizations targeting Gen Z consumers. For deeper knowledge, earlier studies have been reviewed and data has been extensively collected with interviews and surveys to achieve valuable insights and empirical evidence.
By evaluating and combining empirical evidence related to previous theories and research that could identify relationships and patterns which eventually resulted in conclusion and final outcome of the study. As per the initial results, the study underlines the value of brand awareness as it was the initial step for inducing purchases. Additionally, findings of the study had also highlighted the value of building brand awareness to set brand preferences as it will provide for the rise of buying intention. In order to establish brand awareness among Gen Z, Instagram is a preferred mode of communication for brands.
Mahika Lohia. The future of marketing communication: Insights from gen z consumer behavior . Int J Res Marketing Manage Sales 2025;7(1):37-49. DOI: 10.33545/26633329.2025.v7.i1a.211