Digital Economy & InnovationsDigital Economy & InnovationsЦифровая экономика и инновации3034-20743034-4204Togliatti State University91810.18323/3034-2074-2026-2-65-4ArticlesСтатьиResearch ArticleInnovative marketing strategies and their impact on generation Z's clothing purchasing behaviour in MthathaИнновационные маркетинговые стратегии и их влияние на покупательское поведение поколения Z в отношении одежды в Мтатеhttps://orcid.org/0009-0008-7141-1460HagileSimamkeleХагилеСимамкеле
South Africa

master’s student, Department of Business Management and Economics, Faculty of Economic and Financial Sciences.

магистрант кафедры бизнес-менеджмента и экономики, факультет экономических и финансовых наук.

hagilesimamkele@gmail.comhttps://orcid.org/0000-0002-3037-8835MbukanmaIfeanyiМбуканмаИфеаньи
South Africa

PhD (Business management),Senior Lecturer of Department of Business Management and Economics,Faculty of Economic and Financial Sciences.

PhD (управление бизнесом),старший преподаватель кафедры бизнес-менеджмента и экономики,факультет экономических и финансовых наук.

imbukanma@wsu.ac.zahttps://orcid.org/0000-0002-8987-4083ScinaPezileСцинаПезиле
South Africa

PhD student, Research Assistantof Department of Business Management and Economics,Faculty of Economic and Financial Sciences

аспирант, научный сотрудниккафедры бизнес-менеджмента и экономики,факультет экономических и финансовых наук

phezilescina@gmail.comWalter Sisulu UniversityУниверситет Уолтера Сисулу300620262Цифровая экономика и инновации39493006202630062026Copyright ©; 2026, Hagile S., Mbukanma I., Scina P.Copyright ©; 2026, Хагиле С., Мбуканма И., Сцина П.2026Hagile S., Mbukanma I., Scina P.Хагиле С., Мбуканма И., Сцина П.https://creativecommons.org/licenses/by/4.0https://vektornaukieconomika.ru/jour/article/view/918

Abstract: Problem. Clothing retailers and online brands targeting Generation Z consumers face growing challenges in converting high social media engagement into actual purchasing behaviour. This study examines the impact of innovative marketing strategies on the purchasing behaviour of Generation Z in Mthatha, specifically regarding clothing products. Aim. This study aims to quantify the direct and indirect effects of social media engagement, influencer marketing, and personalised content on the purchasing decisions of Generation Z consumers (aged 18-25) in the Mthatha region, with the goal of providing empirically grounded recommendations for clothing retailers. Methods. A quantitative research design was employed, utilising convenient and purposive sampling strategies, targeting a population of Walter Sisulu University (WSU) students in Mthatha, aged 18 to 25. The dependent variable is Generation Z Purchasing Behaviour (GPB), with independent variables including the Use of Social Media Platforms (USM), Integration of Influencer Marketing (IIM), and Personalisation of Content and Offers (PCO). Data was collected from 205 students on the Mthatha campus who frequently shop online for clothing. Analysis was conducted using Smart PLS 4 and SPSS software, with structural equation modelling to explore relationships between the variables. Results. Findings revealed that while the use of social media platforms had a minor positive effect on purchasing behaviour, the integration of influencer marketing and the personalisation of content and offers significantly and positively influenced Generation Z's purchasing decisions. Conclusion. The results suggest that beyond merely relying on social media, the strategic integration of influencer marketing and personalised marketing content are key drivers of Generation Z purchasing behaviour.

Аннотация: Проблема. Розничные продавцы одежды и интернет-бренды, ориентирующиеся на потребителей поколения Z, сталкиваются с растущими трудностями при преобразовании высокой активности в социальных сетях в фактическое покупательское поведение. Настоящее исследование рассматривает влияние инновационных маркетинговых стратегий на покупательское поведение поколения Z в Мтате, в частности, в отношении товаров одежды. Цель данного исследования – количественно оценить прямое и косвенное влияние активности в социальных сетях, маркетинга влияния и персонализированного контента на покупательские решения потребителей поколения Z (в возрасте 18-25 лет) в регионе Мтаты, чтобы предоставить эмпирически обоснованные рекомендации для розничных продавцов одежды. Методы. Были использованы количественные методы исследования с применением стратегий удобной и преднамеренной выборки. Целевой группой являлись студенты Университета Уолтера Сисулу (WSU) в Мтате в возрасте от 18 до 25 лет. Зависимая переменная – покупательское поведение поколения Z (GPB), независимые переменные включают использование платформ социальных сетей (USM), интеграцию маркетинга влияния (IIM) и персонализацию контента и предложений (PCO). Данные были собраны от 205 студентов в кампусе в Мтате, которые часто совершают покупки одежды онлайн. Анализ проводился с использованием программ Smart PLS 4 и SPSS, с моделированием структурных уравнений для изучения взаимосвязей между переменными. Результаты показали, что, хотя использование платформ социальных сетей оказало незначительное положительное влияние на покупательское поведение, интеграция маркетинга влияния и персонализация контента и предложений значительно и положительно влияют на покупательские решения поколения Z. Заключение. Результаты позволяют предположить, что помимо простого доверия социальным сетям, ключевым драйвером покупательского поведения поколения Z является стратегическая интеграция маркетинга влияния и персонализированного маркетингового контента.

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