After-Dark Engagement: Nocturnal Socialization Patterns of Gen Z and Millennials in Valenzuela City as a Basis for Brand Activation Campaign
DOI:
https://doi.org/10.5281/zenodo.20098098Keywords:
Nocturnal socialization, Generation Z, Millennials, brand engagement, phygital marketing, brand activationAbstract
Nocturnal socialization has become a defining consumer behavior among Generation Z and Millennials, particularly in urban settings where after-dark interactions occur through both physical spaces and digital platforms. This quantitative descriptive-correlational study examined the relationship between offline and online nocturnal activities and brand engagement among 375 respondents aged 18 to 40 years in Valenzuela City. Data were gathered through a structured online survey and analyzed using frequency, percentage, weighted mean, standard deviation, Pearson product-moment correlation, and linear regression through IBM SPSS Statistics v31.0.1. Results showed that respondents demonstrated moderate offline nocturnal engagement (M = 2.56), moderate online nocturnal engagement (M = 2.93), and moderate overall brand engagement (M = 2.72). Nocturnal socialization patterns had a significant influence on brand engagement (M = 2.75), and both offline and online activities were significantly correlated with brand trust, loyalty, and advocacy. Online nocturnal activity showed the strongest relationship with brand trust (r = .516, p < .001). The findings suggest that after-dark consumer behavior provides a strategic opportunity for brands to strengthen trust, loyalty, and advocacy through immersive, digitally shareable, and phygital brand activation campaigns.
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