Psychosocial factors in brand perception among Generation Z (The first "Digital Natives")

Abstract

This study delves into the psychological and sociological aspects that shape how members of Generation Z, often known as the first "Digital Natives," perceive brands. Their brand views are impacted by a complex web of social, psychological, and technical factors, since they are the most connected generation ever. This research seeks to identify the variables that lead to brand loyalty and preference by examining important psychological aspects such as values alignment, social media involvement, identity construction, and peer influence. The study delves into the intricacies of Generation Z's brand interactions in a digital-first world using a mixed-methods approach, integrating surveys and focus group talks. The results show that genuineness, social responsibility, and tailored experiences are key to winning over this group of consumers. This research provides important information for marketers that want to engage with Generation Z better by tailoring their brand tactics to their specific psychological traits.