Social Media Marketing

Ing. Marco Antonio Alves Junior

Master's thesis

Abstract:

The goal of the present research is to investigate how social media marketing is related to Generation Z, and its relations with influencer marketing and brands. The first part of the thesis is focused on the literature review of the relevant academic papers about the topic. The online self-administered questionnaire has been used to collect data from 100 respondents. In the second part, an empirical study about the Generation Z behavior towards Influential individuals on how they are affected, their trust, engagement and the impact over brands that promote themselves using Influencers and an analysis of the result. The last part of the work presents the conclusion of the thesis. The results indicate that Generation Z tends to be influenced by Influential Individuals. Moreover, customers from this generation tend to prefer brand promotions through Influencers, compared to traditional online advertisements. The results also demonstrate the power of influential Individuals to build trust and engagement with the brand, becoming a great opportunity for companies to attract and retain new consumers for a long-term.

Abstract:

The goal of the present research is to investigate how social media marketing is related to Generation Z, and its relations with influencer marketing and brands. The first part of the thesis is focused on the literature review of the relevant academic papers about the topic. The online self-administered questionnaire has been used to collect data from 100 respondents. In the second part, an empirical study about the Generation Z behavior towards Influential individuals on how they are affected, their trust, engagement and the impact over brands that promote themselves using Influencers and an analysis of the result. The last part of the work presents the conclusion of the thesis. The results indicate that Generation Z tends to be influenced by Influential Individuals. Moreover, customers from this generation tend to prefer brand promotions through Influencers, compared to traditional online advertisements. The results also demonstrate the power of influential Individuals to build trust and engagement with the brand, becoming a great opportunity for companies to attract and retain new consumers for a long-term.

Keywords

Social media, generation z, influential individuals, brand engagement, internet, influencers

Language used: English

Date on which the thesis was submitted / produced: 24. 7. 2020

Thesis defence

• Date of defence: 9. 9. 2020
• Supervisor: Ing. Dušan Mladenović, Ph.D.
• Reader: doc. Ing. Alena Klapalová, Ph.D.

Masaryk University

Faculty of Economics and Administration

Master programme / field:
Economy and Management / Business Management (Eng.)