COMPARATIVE ANALYSIS OF MARKETING STRATEGIES FOR MILLENNIALS AND GENERATION Z: EXPLORING ENGAGEMENT, PURCHASE BEHAVIOR, AND BRAND PERCEPTION

The introduction summarizes the study's principal goal, which is to compare marketing initiatives aimed towardsMillennials and Generation Z. through the help of the comparing both the generation’s purchase intention and behaviorit is possible e to deliver new effective marketing strategies. It emphasizes the importance of this study in acquiringinsights on young marketing engagement.Existing research on marketing tactics and campaigns geared towards Millennials and Generation Z is criticallyexamined in this chapter. Through the help of delivering exploratory research on existing literature this chaptersuggests the critical areas. It investigates how Millennials and Generation Z react to various marketing strategies, suchas the usage of social media, influencer marketing, and user-generated content. Therefore, it can be said that theLiterature Review chapter gives a detailed overview of the current landscape of marketing to these youthfulpopulations by synthesizing this material.Chapter 3 describes the study's research strategy and methods through the help of evaluating different data collectionas well as analysis techniques. For instance, this chapter gave the overview of the data gathering procedure using aGoogle Form questionnaire intended to obtain useful information from Millennials and Generation Z. It also discussedquantitative analysis, which was carried out using SPSS software, which allows for statistical testing and hypothesisconfirmation.The findings chapter is devoted to a thorough examination of the study's findings. It demonstrates that marketingstrategies aimed towards Millennials and Generation Z are both equally successful at producing favorable brandexperiences. User-generated content has a little effect on user attention; however, influencer marketing has asignificant impact on changing brand perception for both generations.