The impact of social media marketing on the buying behaviour of millennial and Generation Z consumers
Yoong, Sin Ching (2023)
2023
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2023052915371
https://urn.fi/URN:NBN:fi:amk-2023052915371
Tiivistelmä
Social media has become an increasingly important tool for businesses looking to engage with their target audience. However, as the demographics of social media users continue to shift towards younger generations such as millennials and Gen Z, businesses must adapt their social media marketing strategies to meet the unique needs and preferences of these two groups.
The aim of this thesis was to investigate the impact of social media marketing on the buying behaviour of millennial and Generation Z consumers. Through a quantitative research approach, the study aimed to answer three main research questions: the extent to which social media marketing influences buying behaviour, popular social media platforms and approaches for marketing, and future trends for optimizing social media marketing to target and retain these target groups.
The thesis is structured into five chapters, beginning with a detailed introduction and literature review, followed by a methodology section, a comprehensive results section, and a conclusion that summarizes the key findings and discusses their implications for targeting millennial and Gen Z consumers on social media.
The main findings of this thesis indicate that social media marketing has a significant impact on the buying behaviour of millennials and Gen Z, with Instagram being the most popular platform for marketing. Personalized content and influencer collaborations were found to be effective strategies for engaging with these generations. Overall, this thesis provides valuable insights into how businesses can adapt their social media marketing strategies to effectively engage with younger generations.
The aim of this thesis was to investigate the impact of social media marketing on the buying behaviour of millennial and Generation Z consumers. Through a quantitative research approach, the study aimed to answer three main research questions: the extent to which social media marketing influences buying behaviour, popular social media platforms and approaches for marketing, and future trends for optimizing social media marketing to target and retain these target groups.
The thesis is structured into five chapters, beginning with a detailed introduction and literature review, followed by a methodology section, a comprehensive results section, and a conclusion that summarizes the key findings and discusses their implications for targeting millennial and Gen Z consumers on social media.
The main findings of this thesis indicate that social media marketing has a significant impact on the buying behaviour of millennials and Gen Z, with Instagram being the most popular platform for marketing. Personalized content and influencer collaborations were found to be effective strategies for engaging with these generations. Overall, this thesis provides valuable insights into how businesses can adapt their social media marketing strategies to effectively engage with younger generations.