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Reaching Generation Z: A qualitative study examining marketing communication channels for targeting Generation Z to establish brand awareness
Linköping University, Department of Management and Engineering, Business Administration. Linköping University, Faculty of Arts and Sciences.
Linköping University, Department of Management and Engineering, Business Administration. Linköping University, Faculty of Arts and Sciences.
2019 (English)Independent thesis Advanced level (degree of Master (One Year)), 20 credits / 30 HE creditsStudent thesis
Abstract [en]

Brand awareness and its establishment among consumers has been a central theme in previous research on marketing as it is proven to indirectly induce purchase. It is thus seen as crucial for marketers to establish brand awareness. However, a research gap is apparent in regard to creating brand awareness among Generation Z. More specifically, this study focuses on which communication channel that is best suited for establishing brand awareness for this generational cohort. Hence, the purpose of this study is to explicitly analyse the linkage between these variables and provide a guideline for companies targeting Generation Z. To obtain a deeper understanding, previous research has been reviewed and an extensive data collection has been conducted including two methods; interviews and a survey to obtain empirical evidence and valuable insights. The qualitative data was of main focus with the quantitative data gave more of an overview.

By combining and evaluating the empirical findings in relation to previous research and theory we could identify patterns and relationships that eventually led to the conclusion and final results of this thesis. The initial results concluded from this study underlined the importance of brand awareness since it was the first step for the purpose of inducing purchases. In addition, the results also highlight the importance of building upon brand awareness to establish brand liking as it will provide for the increase of purchase intention. For establishing brand awareness when targeting Generation Z, Instagram is a means of preference and should be considered as part of a mix of various communication channels in using integrated marketing communications.

Place, publisher, year, edition, pages
2019. , p. 89
Keywords [en]
Generational Cohorts, Generation Z, Communication Channels, Integrated Marketing Communications, Consumer Behaviour, Hierarchy of effects model, Brand Awareness, Brand Knowledge, Brand Liking, Purchase Intention.
National Category
Business Administration
Identifiers
URN: urn:nbn:se:liu:diva-158466ISRN: LIU-IEI-FIL-A--19/03046--SEOAI: oai:DiVA.org:liu-158466DiVA, id: diva2:1333466
Subject / course
Master Thesis in International Business and Economics Programme (Business Administration); Master Thesis in Business Administration (Magisteruppsats i Företagsekonomi)
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Available from: 2019-09-04 Created: 2019-07-01 Last updated: 2019-09-04Bibliographically approved

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CiteExportLink to record
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Citation style
  • apa
  • ieee
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  • de-DE
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  • nn-NB
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  • Other locale
More languages
Output format
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