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Sponsored Artificial Intelligence: A Modern Approach, Global Edition Artificial Intelligence: A Modern Approach, Global Edition

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N. Aidargaliyeva

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Review Open access Oct 2026

FORMATION OF THE CONCEPT OF MANAGING CONSUMER BEHAVIOR OF GENERATIONS Y AND Z, CONSIDERING THE INFLUENCE OF DIGITAL TECHNOLOGIES

The main results show that intensive smartphone use significantly increases the frequency of online purchases among both generations and the presence of mobile shopping applications alone does not guarantee brand loyalty, indicating the need for additional engagement mechanisms.

E. Pak, A. Ilyas, N. Aidargaliyeva et al. · 0 citations

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