Digital Marketing Communication Model for Generation Z Group

Abstract

The objectives of this research was to analyze digital marketing communication patterns for Generation Z, which is quantitative research. The sample used in the study was 310 Generation Z aged 18-21 years in Roi Et Rajabhat University, Khon Kaen University and Mahasarakham University. Content that receives attention and behavior in the purchase of goods or services. Analyze the data by enumerating frequency, percentage, average, and standard deviation

The results showed that the digital marketing communication model for Generation Z The exposure of a product or service through Facebook media is the highest. The average of 4.80 behaviors for buying goods and services was online channels through the Shopee application, accounting for 91.9 percent, and the frequency of buying goods and services online 1-2 times a week, accounting for 87.1 percent. Online media that can interact with Generation Z easily and quickly. Interested in concise and clear media Content that is about 10-30 seconds long is a group moment. Generation Z is at its highest level of exposure to communications. It can be seen that the old forms of media are not given priority. There is a growing trend of application platforms that are direct communication channels between Generation Z and product manufacturers. Stores, companies, agencies, or large and small enterprises are increasingly focusing on creating applications such as 7-Eleven, Uniqlo, JD Central, Power Buy, and exposure to content issues that target audiences in the form of media that can interact, exchange information or share new information among online communities through smart phones. Connect faster In terms of the decision to buy products and services of Generation Z Group. 70% of social media influencers are targeted by manufacturers of goods and services, which affects their decision to choose products and services. This model is called social media influencer marketing.