Role of Marketing Strategies to Generation Z in Emerging Markets

The aim of this research is to examine the marketing strategies Generation Z, social media cognitive engagement, influencer, perceived corporate responsibility and user-generated communication hedonic brand image as moderator on generation Gen Z purchase intention, examining these effects in Covid’19 pandemic recession phase Pakistan. Research was completed respondents, using an online survey questionnaire were evaluated through factor analysis, model fit, SEM via Smart PLS 4. Empirical results structural equation modeling demonstrate that impact four constructs played a partially significant role intention. has strong bonding with engagement aware CSR activities organization confirmed their behavior toward e-shopping. Brand equity Citizen Behavior are could be examined dependent variable but we didn’t due lack literature. Social relation intention which indicates engage activities. Online business operators trend setter can identify promote sites. Through study marketers professionals also formulate increase business. empirical provide academic contributions current group knowledge capture Z. Using advanced quantitative data analysis will eventually enable future researchers explain contribution understanding importance psychology.