தமிழ் இலக்கியங்களின் அடிப்படையில் நுகர்வோர் நடத்தை, பிராண்ட் மதிப்பு மற்றும் சமூக ஊடக வணிக உத்திகள்: தலைமுறை Z பார்வையில் ஓர் ஆய்வு

Abstract

This research paper analyzes contemporary consumer behavior, brand equity creation, and social media business strategies from the perspective of Generation Z, based on the economic, business, and ethical thoughts embedded in Tamil literature. Tamil texts, ranging from Sangam literature to the Thirukkural, present profound life principles regarding exchange, reliability, philanthropy, honesty, and relationship-based business. These share comparable similarities with modern theories of Brand Equity and consumer trust. Generation Z, having grown up with the internet and social media, primarily prioritizes value-based consumption, identity expression, and instant communication. This study integrates traditional Tamil ethical concepts with modern digital marketing strategies to propose a culturally relevant and highly authentic brand communication model. This research has been conducted based on a secondary data analysis method and a comparative review of Tamil and international research papers.