Analysis of the impact of content marketing on the consciousness of generation Z

Abstract

The aim of the article is to analyze the impact of content marketing on the minds of Generation Z. This knowledge will contribute to positive product perception and purchase decisions. With an understanding of the unique characteristics, preferences, and values of Generation Z, marketers will be able to develop effective content marketing strategies that will resonate with this influential consumer segment. Traditional marketing methods that have worked well for previous generations may not resonate with Generation Z. They are constantly surrounded by advertising and have developed a natural immunity to traditional ads. This presents a challenge for marketers who must find innovative and engaging ways to capture the attention and change the mindset of Generation Z. One of the approaches that has gained considerable popularity in recent years is content marketing. Content marketing involves the creation and distribution of valuable and relevant content to attract target audiences and drive profitable customer actions. This approach is well aligned with the preferences and behavior of Generation Z, which demands personalized and meaningful interaction with brands. Analyses results. The study results showed that Generation Z is actively engaging in content marketing, and originality is a key factor in grabbing their attention and driving engagement. Video content turned out to be the most favorite format, and content marketing has a significant impact on Generation Z's purchasing decisions. The positive correlation between perceived authenticity and engagement underscores the importance of creating authentic and transparent content that aligns with Generation Z's values. Marketers should prioritize personalization and interactivity in their content marketing strategies, brands should build trust, provide relevant content, and use platforms that resonate with Generation Z's digital habits, such as YouTube and TikTok. Conclusions and directions for further research. Overall, this study contributes to the understanding of influencing the mindset of Generation Z through content marketing. By recognizing the preferences of Generation Z and emphasizing the use of engaging content formats, marketers can effectively connect with this generation and promote positive perceptions and purchase decisions. In a rapidly evolving digital environment, understanding how to effectively engage and influence Generation Z is crucial for brands looking to capture the attention and loyalty of this influential demographic. As technology continues to evolve, future research may examine the impact of new technologies such as augmented reality (AR), virtual reality (VR), and artificial intelligence (AI) on the effectiveness of content marketing for Generation Z. Understanding how these technologies can be integrated into content strategies to create immersive and personalized experiences would be valuable for marketers.