The impact of generative artificial intelligence on social marketing strategies: Addressing new generation marketing approaches

Today, the rapid evolution of technology is leading to radical transformations in marketing, while generative YZ technologies are reshaping traditional marketing paradigms. Generative YZ not only targets individual consumer behavior but also guides strategies that prioritize social benefit. Within the scope of the research, the relationships among individuals' perceptions of UGI-based marketing content, their trust in these content, their ethical evaluation styles, and their participation intentions were examined within the framework of a multidimensional model. The study YZms to analyze the impact of Generative YZ on social marketing within the framework of next-generation marketing approaches. Data was collected from 395 participants using a structured survey form using quantitative research methods and Google Form. These data were analyzed through descriptive analyses using SPSS. The findings revealed that individuals' trust in UGI directly influences positive attitudes and behaviors toward social marketing campYZgns. The results not only examine technological acceptance but also offer original contributions to the literature by integrating contemporary marketing variables such as ethical transparency, individual awareness, and digital literacy. Demographic factors such as education level, age group, and income level have been observed to have significant impacts on how individuals evaluate UBI content. Participants with a graduate degree, in particular, developed a higher awareness and positive attitude toward ethically based social campYZgns. The effective implementation of generative YZ-supported social marketing strategies requires focusing not only on the effectiveness of technological tools but also on ethical integrity, digital trust, and target audience diversity. This offers theoretical and practical implications for developing a human-centered, trust-based, and socially responsible perspective in next-generation marketing approaches. It also demonstrates that generative YZ has the potential to rYZse sustYZnable awareness in society.