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Florence Ajoke Olaniyan

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Review Open access Sep 2026

Digital Marketing and Gen Z Consumer Values: A Systematic Review of Societal and Cultural Impacts

The great transformation brought on by a 'Third Wave' of digital marketing has changed marketing from a separate business process into an underlying sociocultural structure that employs algorithmic personalization and generative artificial intelligence. A systematic review of the academic literature published from 2...

Florence Ajoke Olaniyan · 0 citations

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