Author(s)

ZongJun Song

Affiliation(s)

School of Business Administration, Baise University, Baise 533000, Guangxi, China.

Corresponding Author

ZongJun Song

ABSTRACT

This study aims to explore the impact of personalized experience marketing on brand loyalty among Generation Z. Through a literature review and theoretical analysis, this paper first analyzes the behavioral characteristics of Generation Z consumers and their demand for personalized experiences. Subsequently, using a combination of case studies and surveys, the interaction between brands and Generation Z consumers is examined. The research findings show that personalized experience marketing effectively promotes brand loyalty among Generation Z by enhancing emotional connections, increasing engagement, and optimizing digital interactions. The study concludes that brands that fully utilize personalized marketing strategies are more likely to win long-term loyalty from Generation Z consumers in a highly competitive market.

KEYWORDS

Generation Z; Personalized experience; Brand loyalty; Emotional connection; Digital interaction

CITE THIS PAPER

ZongJun Song. A study on the impact of personalized experience marketing on brand loyalty among generation Z. World Journal of Economics and Business Research. 2024, 2(1): 18-21. DOI: 10.61784/wjebr3008.

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