Generation Z Behavior Toward Digital Innovation in Affiliate Marketing

Abstract

This study aims to analyze the behavior of Gen Z and the role of digital technology in influencing the way affiliate businesses operate and evolve, while also exploring how this generation creates new trends in the business world through anti- mainstream approaches. Gen Z is known for being digitally savvy, creative, and resistant to traditional business models. By leveraging social media, digital platforms, and community-based strategies, Gen Z has built business models that are more flexible, personalized, and aligned with the current market demands. The technological innovations they adopt not only accelerate the growth of affiliate businesses but also open up new opportunities in the creative industries, digital economy, and value-driven marketing. The findings of this study show that Gen Z’s digitally active behavior and the innovations they introduce have a significant positive impact on the dynamics and success of affiliate business models. Understanding the unique characteristics of Gen Z and implementing appropriate digital innovations are key to crafting successful business strategies in the digital era. Ultimately, the anti- mainstream approach embraced by Gen Z is emerging as a powerful force shaping the future of entrepreneurship and transforming the modern business landscape