Independent thesis Advanced level (degree of Master (One Year)), 10 credits / 15 HE credits
Abstract
Background - The chosen generation and segment for the research, Generation Z is a large,
influential group of consumers. The segment is also considered as digital natives because
they were born during the years of digital revolution. They are the customers who are familiar
with digital marketing and are looking for authenticity, which can create challenges for
marketers while creating campaigns that resonate with Gen Z’s values and maintaining
authenticity. Understanding their consumer habits and preferences is considered important for
attracting and maintaining a relationship with them.
Method – To confirm the research questions about digital marketing’s influence on Gen Z, a
quantitative questionnaire has been made and sent to the members of the demographic via
social media and email. In total 144 responses were collected.
Findings – The results of the research show that digital marketing has a strong influence on
Gen Z, and it affects their decision-making process while purchasing a service or a product.
Conclusion – The research questions has been confirmed or not confirmed by findings and
the research now can show the importance digital marketing has on the decision-making
process and the influence it has on Gen Z’s consumer behaviour. Marketers need to be aware
of evolving nature of preferences the segment has to be able to have successful marketing
campaigns and loyal consumers.
Keywords: Gen Z, digital marketing, brand loyalty, consumer, behavior
2024. , p. 82