Situational Marketing: Features of the Perception of Situational Marketing by Generation Z on the Example of Aviasales

The relevance of the study is due to the increasing importance of situational marketing in modern society, particularly when considering the consumer behavior of generation Z. Situational marketing is becoming an increasingly popular tool for promoting goods and services, as it allows companies to quickly adapt to changing market conditions and consumer preferences. The aim of this research is to identify the peculiarities of the perception of situational marketing by generation Z using the example of situational marketing by Aviasales. The research design in the work has an explanatory mixed character and combines quantitative and qualitative methods. In the first step of the empirical research, a survey will be conducted. In the second step of the empirical research, interviews will be conducted to define the perception of situational marketing by Generation Z in more detail. By conducting this study, it is anticipated to develop recommendations on the use of situational marketing, that can be used by companies in marketing communications with Generation Z.