Title: Changing behaviours of Gen Z in the COVID-19 endemic era - do we need to change marketing approach?

Authors: R.K. Srivastava; Sandeep Bhanot

Addresses: N L Dalmia Institute of Management Studies, University of Mumbai, India ' SIESCOMS, University of Mumbai, India

Abstract: This paper studies the first generation of the 21st century, i.e., Generation Z and highlights their changing behaviour in COVID-19 endemic era. The aim of the study is to find out the changing purchase behaviour of Gen Z. It is a mix of secondary and primary study. Fear of missing out is still prevalent among Gen Z. Phone calls are the most common way of communicating with friends and family followed by mobile messaging apps among Gen Z. Instagram is the most often used followed by WhatsApp platform. This is an important contribution to existing research in the post pandemic era. Entertaining content is considered most interesting by people followed by informative content. Gen Z in the endemic era is more significantly influenced by good quality products, services and budget friendly products. The study is the one of the first to do empirical research in emerging markets.

Keywords: Gen Z; internet marketing; social media; marketers; social media marketing; consumer behaviour.

DOI: 10.1504/IJICBM.2024.140101

International Journal of Indian Culture and Business Management, 2024 Vol.32 No.3, pp.376 - 391

Received: 31 Oct 2022
Accepted: 20 Feb 2023
Published online: 24 Jul 2024 *

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