GenZ's online consumer behavior and effectiveness and efficiency analysis of related digital marketing

Bc. Ankesh Gautambhai Rathod, BBA

Diplomová práce

Abstract:

The present research investigates the Gen Z's online shopping behaviour and examines the effectiveness and efficiency of digital marketing strategies in influencing their purchase decisions. The research adopts a mixed method approach combining the primary data collected from 150 respondents across three brands i.e. Dairy Milk, Dove and H&M with secondary data from their respective annual reports. Statistical tools such as descriptive statistics, Correlation, Regression and ANOVA are used for data analysis purpose. The results from the research indicate that Gen Z consumers are quite active online and their regular use of digital platforms impacts their online purchasing behaviour. Digital marketing effectiveness demonstrates a strong impact on purchase decisions, while efficiency enhances ease of information access and product comparison. There is no significant difference in the perception of the consumers belonging to these three brands, based on the metrics taken into consideration financial performance reports differences across these brands. Dairy Milk indicates a significant correlation between digital marketing effectiveness and revenue growth; Dove is focused on long-term brand creation with stable profitability and H&M reflected a more cost-effective but moderate performance strategy. From the findings of the research it can be concluded that digital marketing has a significant impact on how Gen Z consumers behave, and its effectiveness is more dependent on strategic execution and efficiency than the level of marketing expenditure alone.

Keywords

Generation Z, Digital Marketing, Social Media Marketing, Online Purchase Intention, Influencer Marketing, Brand Awareness, E-Commerce Platform, Content Marketing and Consumer Engagement

Jazyk práce: angličtina

Datum vytvoření / odevzdání či podání práce: 4. 4. 2026

Obhajoba závěrečné práce

• Vedoucí: Ing. Barbora Hřebíková, Ph.D.
• Oponent: Jiří Čermák, externi

Česká zemědělská univerzita v Praze

Provozně ekonomická fakulta

Magisterský studijní program:
Business Administration