The Value of Knowledge Management and Digital Innovation in Brand Communication for Generation Z

Abstract

The development of digital technologies creates new opportunities for marketing communication while shaping the expectations of young consumers regarding how brands present their products, values, and innovative approaches. Generation Z represents one of the most active groups in the digital environment, and its consumer behaviour is closely connected with online content, interactivity, and the immediate availability of information. In this context, organisations increasingly need to understand the value of digital innovations in brand communication and how these innovations influence brand perception among young consumers. The value of knowledge management and digital innovations in brand communication with Generation Z lies in their ability to support a deeper understanding of young audiences and to transform this knowledge into authentic, interactive, and personalised digital communication. Insights derived from these interactions can represent an important source of organisational knowledge that may be utilised within knowledge management processes, particularly in identifying and applying insights about consumer behaviour when designing more effective marketing communication strategies. The aim of this paper is to examine the value of digital innovations in brand communication from the perspective of Generation Z. The study focuses on identifying which elements of digital communication are perceived as valuable by young users and how these elements influence their engagement, trust in brands, and overall perception of marketing communication. The research also considers the communication of ecological and sustainability values of brands in the digital environment, which has become an increasingly important component of contemporary marketing strategies. The empirical part of the study is based on a quantitative questionnaire survey conducted among respondents from Generation Z. The analysis focuses on selected aspects of digital communication, particularly preferred online content formats, factors influencing attention to digital advertising, and the perception of innovative elements in marketing communication. The methodological approach applies gap analysis to identify differences between the expected value of digital innovations from the perspective of Generation Z and their actual perception in brand communication. The findings highlight the importance of innovative communication elements that enhance user engagement and strengthen brand credibility in the digital environment. The identified gaps between expectations and perceived communication practices provide organisations with valuable insights for the more effective use of digital innovations in marketing communication. These insights may contribute to knowledge management practices by supporting organisations in better understanding the needs and expectations of Generation Z.