International Journal on Science and Technology

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The Influence of Digital Marketing Strategies on Gen Z Consumer Behavior and Decision-Making Process

Author(s) Mr. Khalid Ahmad Weedan Aboubakr
Country India
Abstract Purpose: This study aims to analyze the impact of four key digital marketing strategies—influencer marketing, short-form video content (e.g., TikTok, Reels), AI-based personalization, and interactive ad-vertisements—on Generation Z’s (born 1997–2012) consumer behavior and their five-stage decision-making process (need recognition, information search, alternative evaluation, purchase decision, post-purchase behavior).
Methodology: A quantitative, cross-sectional survey employed. Data collected from 412 Gen Z respondents across Egypt, Saudi Arabia, the UAE, and Jordan using an online questionnaire. Data analyzed using SPSS V.28 and AMOS V.24, employing descriptive statistics, multiple regression, and path analysis.
Findings: Results reveal that influencer marketing (Mean = 4.58/5) and short-form video (Mean = 4.52/5) are the most influential strategies, followed by personalization (3.88) and interactive ads (3.02). Importantly, influencer marketing has the strongest effect on need recognition (β = 0.55) and post-purchase behavior (β = 0.61), while short-form video dominates information search (β = 0.62) and alternative evaluation (β = 0.58). Trust in influencers partially mediates the relationship between influencer marketing and purchase intention.
Originality/Value: This is one of the first studies to compare four digital strategies across the entire Gen Z decision-making process in the Arab context, offering a differentiated, stage-based framework for marketers.
Keywords Generation Z, Digital marketing, Consumer behavior, Decision-making process, Influencer marketing, Short-form video, Personalization.
Published In Volume 17, Issue 2, April-June 2026
Published On 2026-04-30
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