Study of Most Effective Marketing Channels for Reaching Gen Z Consumer

Purpose: Understanding Generation Z's (Gen Z) consumer behavior is crucial for businesses seeking to create effective marketing strategies. This study explores the most efficient marketing channels to engage with Gen Z consumers, given their preference for digital content, social media interactions, and authenticity in brand communications.

Design and Methodology: This study employed a descriptive research design, which aimed to describe the effective channels to reach Gen Z consumers. The primary objective was to identify the most popular and influential channels among this demographic.

Results: The findings highlight Instagram and YouTube as the most preferred social media platforms, with video content being the most engaging format. Influencer marketing proves to be a significant factor, although Gen Z exhibits skepticism toward influencer endorsements, prioritizing authenticity over promotional content. Discounts and free trials serve as strong motivators for product engagement. The study provides actionable insights for businesses, suggesting that brands should prioritize interactive, visually engaging, and transparent marketing strategies. The research also emphasizes the importance of aligning marketing efforts with Gen Z's values of sustainability, diversity, and social responsibility.