Evolution of brand communications in digital marketing specifics of interaction on TikTok and Telegram with Ukrainian consumers of generation Z

Abstract

The evolving media habits of Generation Z are prompting a rethink of conventional marketing approaches, because they are active users of social platforms like TikTok and Telegram, which are more and more the primary channels for content use and sources of information concerning brands. Considering that Generation Z will be the center of the paying demographic in the next 10-15 years, brands that understand how to build a dialogue rather than advertisement campaigns secure not only a customer but a supporter for their image. Purpose. The goal of this article is to examine the details of brand communication's shift within new media, particularly TikTok and Telegram, and to detail effective strategies for engaging with Ukrainian Generation Z as the key audience on these platforms. Methods. The article utilizes general scientific and specific methods: analysis and synthesis, system-structural analysis, comparison, system, statistical, graphical, and logical summarization of outcomes. Results. The article analyzes theoretical methods for crafting brand communication within the framework of digital transformation. The details of Generation Z as the target demographic of brands in new media, specifically in the Ukrainian setting, are established. The practical features of TikTok and Telegram as platforms for brand communication are studied. A comparative analysis of the functionalities of TikTok and Telegram for brands is performed. The behavioral attitudes and preferences of Ukrainian representatives of Generation Z when engaging with brands on TikTok and Telegram are shown. The focus is put on the characteristics of interaction between Ukrainian Generation Z and brands in modern media. Specifically, effective formats and strategies for brand communication on TikTok and Telegram are described, considering the expectations of Generation Z. An ideal brand communication "portrait" in new media for the Z audience is produced. Conclusions. The findings indicate that fresh media, particularly TikTok and Telegram, are substantially altering approaches to brand communication, which necessitates more innovative, sincere, and emotive communications with Generation Z. Employing TikTok and Telegram facilitates increased engagement from Generation Z, and refines advertising efforts, considering the specifics of new media.