The Impact of the Digital World on the Buying Behaviour of Generation Z

Background and aim: This study examines the impact of the digital world on the purchasing behaviour of Generation Z, with a specific focus on the Slovak context. While existing literature often analyses global or non-Slovak populations, this work provides a contextually grounded analysis of how digital exposure, online marketing communications and social networks shape the purchasing preferences of Slovak Generation Z consumers. Novelty and contributions: First comprehensive analysis in Slovakia linking digital environment exposure, social media marketing communications, and Generation Z purchase preferences within a clearly defined national context. We integrate context-specific variables (local digital infrastructure, cultural norms, and marketing practices) to identify regionally relevant determinants of online consumer behaviour. We formulate and test hypotheses about the interactions between digital experiences and online marketing channels to produce actionable insights for Slovak marketers and e-commerce platforms. Research problem and uniqueness: Problem: How do specific elements of the digital environment influence the purchasing decisions of Generation Z in Slovakia, and which online channels and content types are most effective for this demographic in the local context? Uniqueness: No prior Slovak study has systematically mapped the interrelations between digital exposure, marketing communication on social networks, and purchasing preferences of Generation Z in a local setting. This work contributes to understanding culturally and economically specific factors shaping digital purchasing behaviour in Slovakia. Methods: Quantitative study based on a questionnaire survey with a representative Slovak sample. Hypotheses are tested using appropriate statistical analyses to explore relationships between digital exposure, social network marketing communications, and Generation Z purchasing preferences. Expected results and practical implications: Identification of the most influential digital channels and content types for Slovak Generation Z consumers. Practical recommendations for local brands and e-commerce platforms to optimise digital campaigns targeting Slovak youth; insights into cultural nuances in consumer behaviour within Slovakia.