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2023 | OriginalPaper | Buchkapitel

How Brand Storytelling is Changing to Target the Generation Z in the Digital Age

verfasst von : Xiyu Zhang, Han Jiang, Wenzhen Li, Wanmin Zheng

Erschienen in: Proceedings of the 6th International Conference on Economic Management and Green Development

Verlag: Springer Nature Singapore

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Abstract

In the digital age, Generation Z is one of the emerging customer groups in all industries. Here comes a question: to target those young generations, what changes in advertising should be done? In the history of advertising, storytelling has always been one of the most powerful tools that marketers can use. This paper proved the new generation has shifted storytelling to new levels by using the focus group approach and the case study of Disney’s new storytelling strategies. Which concluded that storytelling changes in content, advertising channel, and the company’s role to cater Generation Z under the digital marketing background.

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Titel: How Brand Storytelling is Changing to Target the Generation Z in the Digital Age
verfasst von: Xiyu Zhang
Han Jiang
Wenzhen Li
Wanmin Zheng
Verlag: Springer Nature Singapore
Buch: Proceedings of the 6th International Conference on Economic Management and Green Development
Print ISBN: 978-981-19-7825-8

Electronic ISBN: 978-981-19-7826-5

Copyright-Jahr: 2023
DOI: https://doi.org/10.1007/978-981-19-7826-5_64

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