Journal of Legal, Ethical and Regulatory Issues (Print ISSN: 1544-0036; Online ISSN: 1544-0044)


Analyzing the Effectiveness of Strategic Marketing Contents on Customer Brand Engagement (CBE): A Comparative Perspective of Generation Y and Generation Z Consumers

Author(s): Aqsa Siddiqui & Muhammad Akib Warraich

Customer engagement has turn out to be a means to gain sustainable competitive advantage for businesses; but to gain that competitive advantage through effective marketing strategies have become challenging, especially for Generation Y and Generation Z consumers, who show less loyalty with brands, than previous generations. This study analyzed the influence of four relevant strategic contents which are commonly used to form marketing strategies i.e., personalization, humanization, experiential and emotional contents; on Customer Brand Engagement (CBE). The role of Social Media Presence (SMP) as a mediator between the relationship of strategic contents and CBE was also studied. To test the hypotheses, Structural Equation Modeling (SEM) was used through Smart PLS. Results revealed that most effective strategic marketing content to influence CBE of Generation Y is ‘experiential content’ (with or without SMP), while for Generation Z it’s ‘humanization content’ (with SMP) and ‘personalization content’ (without SMP). This study also reveals that ‘Facebook’ is the most preferred social media platform for Gen. Y., whereas for Gen. Z. its ‘Instagram’. This research provides both theoretical and practical implications for the marketers and strategists.

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