Mapping global research on Generation Z: a bibliometric analysis

Purpose - This study aims to analyze the literature on Generation Z (Gen Z) accessible through Scopus to determine which nations, universities and writers have the highest publication and citation rates on the topic. Together with identifying the most popular keywords and trending topics over the years found in the literature analysis, the study also aims to ascertain the patterns of collaboration among writers and nations. Design/methodology/approach - The researchers searched the Scopus database to collect and assess the literature on the topic. The paper used applications such as Biblioshiny, VosViewer, Python, MS Access, Power BI and Excel to collect, analyze and present the literature. Findings - The analysis shows that authors prefer to use the terms "Gen Z", "digital natives" and "social media" most often. Findings revealed that the topic is well-researched in different fields of study including social science, computer science, business management, engineering and arts and humanities from the perspective of various world regions such as Europe, America, Australia and Asia. However, the African region was less discussed in the literature, indicating the need for more research covering the context of underdeveloped nations. Moreover, the USA accounts for the greatest proportion of publications produced in cross-border collaboration, especially with China and the UK. Research limitations/implications - This examination is crucial for academics and researchers, policymakers and businesses seeking insights into the preferences, challenges and opportunities associated with this generation to inform effective strategies and decision-making. Furthermore, by identifying key themes, trends and gaps in the existing literature, this paper can serve as a foundational study for future researchers to select the prospective research topics related to Gen Z. Originality/value - To the best of the authors' knowledge, this is the first study that shares a bibliometric analysis of literature published on Gen Z. This paper is an attempt to fill the research gap on the topic and also shares implications for relevant stakeholders and future research directions for prospective researchers.