نوع مقاله : مقاله مروری
نویسنده
دستیار آموزشی، گروه کسبوکار، دانشکده بهزیستی و علوم اجتماعی سلامت، دانشگاه علوم پزشکی آزاد اسلامی تهران، تهران، ایران
چکیده
کلیدواژهها
موضوعات
عنوان مقاله [English]
نویسنده [English]
Abstract
Objective: This study examines generational differences and their associated challenges to identify and analyze the opportunities and strategies related to each generation in marketing. There is a high level of generational diversity today, and we still encounter older generations that have struggled to connect with modern technologies. Alongside them, Generation Z is recognized for its digital behavior and consumption of visual content, with a significant amount of research focused on this group. Additionally, Generation Alpha, the largest and most diverse generation in history, is expected to reach legal adulthood within the next four years(2028). With their entrance into society, it is predicted that they will have more complex expectations from businesses, digital interactions, and personalized services. Consequently, marketers need to reassess their strategies and adapt products to the unique characteristics of each generation.
Method: This qualitative, analytical review study uses a library-based approach to explore generations, their characteristics, challenges, and opportunities.
Findings: The findings indicate that understanding generations requires not only focusing on significant events but also considering the impact of technology. Modern technologies have transformed social interactions and lifestyles, leading to changes in values. However, technology is not always the direct cause of generational differences, as other factors such as individualism and global influences also play a role in these changes.
Conclusion: This research, by examining generational differences, can assist marketers in improving their strategies. Marketers can employ methods like "re-marketing strategies" to better engage with different generations.
کلیدواژهها [English]
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