The rapid transformation of digital technologies and changes in consumption patterns in the fast-moving consumer goods (FMCG) market, particularly with the emergence of Generation Z as a major force in the digital economy, have created fundamental challenges in the design and implementation of marketing strategies. Generation Z, characterized by a deep reliance on technology, simultaneous sensitivity to economic value and brand social responsibility, expectations of personalized experiences, and data-driven decision-making, has rendered traditional marketing approaches increasingly ineffective. The main challenge addressed by this study is the lack of an integrated and context-specific digital marketing model for FMCG sales that can simultaneously respond to the economic and social dimensions of Generation Z’s purchasing behavior while adapting to the rapid dynamics and fluctuations of this industry. The primary objective of this research was to design a digital marketing model based on the economic and social needs of Generation Z.
The qualitative phase of the study was conducted using a grounded theory approach. Data were collected through semi-structured interviews with 18 experts from the FMCG industry and marketing academics and were analyzed using open, axial, and selective coding. During the analysis process, initial concepts were extracted, major and minor categories were identified, and the relationships among them were organized within a paradigmatic model. The findings indicated that causal conditions, including Generation Z’s behavior, market fluctuations, technology adoption, digital innovation, and budget optimization, influence the formation of data-driven digital marketing management. This central phenomenon activates strategies such as campaign automation, sales digitalization, data-driven forecasting, and continuous monitoring through intelligent market segmentation, real-time decision-making architecture, and scalable personalization. Ultimately, these strategies contribute to increased conversion rates, improved customer experience, enhanced customer loyalty, and greater accuracy in demand forecasting in the FMCG market.
The qualitative findings also demonstrated that implementing the proposed model requires appropriate digital infrastructure, analytical and data-monitoring tools, specialized human resources, and data transparency and traceability. Factors such as managerial support, organizational readiness, performance indicator standardization, economic conditions, and organizational learning may strengthen or weaken the effectiveness of the model. Overall, the extracted model indicates that digital marketing for Generation Z in the FMCG market is an integrated and dynamic process shaped by the interaction among customers’ behavioral and economic requirements, technological and analytical capabilities, organizational readiness, and intelligent marketing strategies. This integrated approach can contribute to the development of sustainable competitive advantage and enable organizations to respond more effectively to market changes.