Innovative Forms of Marketing and their Impact on Customer Behaviour

Research background: As a consequence of technological advances, we are opening up to online space and environment for purchasing, and the need for innovative forms of marketing (digital, virtual and influencer marketing, social media). Customer preferences are changing with each generation. Today, Generation Z dominates - people born after 2000 who are quite different from their parents. Purpose of the article: The aim of this paper is to highlight the innovative forms of marketing and their impact on customer behaviour, to describe in a selected segment of the target group the method of using viral marketing in a specific market segment. We obtained primary information using our own research. Methods: A questionnaire was used for the quantitative part of the research. We focused on the target group Generation Z - young people from 12-20 years old. In the context of post processing were used traditional scientific methods: method of analysis, synthesis, induction, deduction, comparison and observation. Findings & Value added: The output of the paper will be an evaluation of the impact of the use of social media and innovative forms on the buying behaviour of Generation Z. The aim of the contribution is to point out the usability of innovative forms of marketing and their impact on the purchasing behavior of young customers aged 12-20. Therefore, marketers have to adapt the form of their campaigns and focus on promoting products using innovative and creative marketing strategies to win new customers and also retain loyal ones.