SIMULATION OF THE INFLUENCE OF GENERATION Z, ALPHA AND BETA ON THE DEVELOPMENT OF DIGITAL MARKETING

Abstract

The article is dedicated to the scientific analysis of generational influence on digital marketing and the development of a mathematical model that explores the interaction of demographic, technological, and sociocultural factors in this context. The purpose of the article is to simulate the development of digital marketing under the influence of Generations Z, Alpha, and Beta, identifying key features of their consumer behavior and preferences. The study substantiates how generational shifts, shaped by different temporal conditions, technologies, and cultural trends, affect the perception of marketing messages and strategies for delivering them to target audiences. The mathematical model developed within the research explains current trends in digital marketing and identifies key factors influencing the effectiveness of marketing campaigns across different generations. Specifically, the model considers the impact of digital platforms and social media on shaping consumer preferences, which facilitates the creation of personalized marketing strategies. Special attention is given to the role of technology in transforming consumer behavior and changes in communication channels that influence brand-consumer interactions. The study examines the impact of innovations such as artificial intelligence and augmented reality on the perception of marketing messages. This requires brands to adapt to the evolving digital environment. The model also enables the forecasting of digital marketing development, considering the pace of technological innovations and changes in the sociocultural context. Analyzing differences in consumer expectations among Generations Z, Alpha, and Beta helps create relevant content and improve the effectiveness of marketing campaigns. This research is valuable for marketing practitioners and scholars as it helps adapt marketing strategies to a changing socio-economic environment and enhances the understanding of consumer behavior dynamics in the digital transformation era.