Document Type : Research Paper
Authors
1 University of Tehran
2 Hazrat Masoumeh University
Abstract
Abstract
With the advent of digital technologies, Generation Z, having grown up in an era of technological advancement, actively engages with digital media and is recognized as an early adopter of innovative solutions. With unique expectations for purchasing and service consumption, this generation challenges traditional marketing approaches and requires new strategies in customer experience design. Despite significant corporate investment in digital media to engage Gen Z, limited research has explored the dimensions of their experience quality. Therefore, this study aims to examine the quality dimensions of Gen Z’s customer experience with digital media to provide marketing managers with a comprehensive understanding for developing customer experience management strategies. To achieve this, a meta-synthesis approach was employed, utilizing Sandelowski and Barroso’s seven-step technique to extract framework components from previous studies. These extracted codes were then refined and enriched through a focus group of experts. Ultimately, five key dimensions were identified: media interactivity, content quality, performance, cognitive experience, and emotional-sensory experience. The findings indicate that as a digital-native generation, Gen Z has a unique experience with digital media. These results can contribute to the development of digital marketing strategies and enhance managerial decision-making for attracting and retaining Gen Z customers.
Extended Abstract:
Introduction
The rapid advancement of digital technologies has profoundly transformed consumer behavior and communication patterns, particularly among Generation Z, who are often referred to as “digital natives.” This cohort, born and raised in a fully digital environment, actively engages with online platforms and digital media, thereby shaping new consumption behaviors and marketing practices. Their unique expectations and high interactivity with digital technologies have challenged traditional customer experience management models, making it necessary for businesses to reconsider how they design and deliver value through digital channels. In Iran, Generation Z represents over 20% of the population, with a significant share being students and young consumers. Due to the increasing penetration of the internet and social media platforms, understanding the digital experience quality for this generation has become not only a scientific necessity but also a practical imperative for businesses aiming to remain competitive in the digital marketplace. Despite extensive corporate investment in digital platforms, a clear research gap exists in identifying the comprehensive dimensions of Gen Z’s customer experience with digital media.
Materials and Methods
This research adopted a qualitative, exploratory design to construct a conceptual framework for evaluating the quality of Generation Z’s digital media customer experience. The study was conducted using the meta-synthesis approach, applying Sandelowski and Barroso’s seven-step methodology to systematically identify, evaluate, and integrate relevant studies from 2010 to 2024. A total of 302 articles were initially identified, from which eligible studies were selected through a systematic review process. Extracted codes were further validated through inter-coder reliability testing (Cohen’s kappa = 0.816), ensuring methodological robustness. In the second stage, a focus group was organized with five domain experts specializing in digital marketing, digital user experience, and customer experience management. This collaborative step refined and enriched the initially derived categories, leading to a consensus on the final framework.
The analysis yielded five primary dimensions of Generation Z’s customer experience quality in digital media: (1) media interactivity, (2) content quality, (3) functional performance, (4) cognitive experience, and (5) emotional-sensory experience. Within these categories, several sub-indicators were identified, such as opportunities for user-generated content, cross-platform content sharing, personalization, authenticity of information, security settings, gamification, and real-time interaction with influencers. The study highlights that Generation Z demands more than transactional interactions; they value emotional engagement, cognitive stimulation, and sensory appeal alongside reliable and interactive media performance. This multidimensional perspective underscores the unique nature of Gen Z’s expectations compared to previous generations, reflecting their deep integration with technology in both consumption and lifestyle.
Discussion and Conclusion
The findings emphasize that Generation Z’s digital media experience is shaped by their digital-native identity, which places high importance on interactivity, personalization, creativity, and transparency. For businesses and policymakers, this implies that digital strategies must extend beyond traditional approaches to incorporate multidimensional customer experience design. Specifically, attention should be paid to building interactive environments, enhancing trust through authentic and ethical content, and leveraging gamified features to engage young consumers. The results not only fill an existing research gap in Iranian and global contexts but also provide actionable insights for marketing managers seeking to attract and retain Generation Z consumers. By employing the proposed framework, organizations can develop more effective digital marketing strategies, optimize user engagement, and improve long-term customer loyalty in an increasingly competitive digital marketplace.
Keywords
- Customer Experience Quality
- Digital Media
- Generation Z
- Meta-Synthesis
- Customer Experience Management
Main Subjects
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