Browsing by Subject "Generation Z"
Now showing items 1-4 of 4
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How TikTok has impacted Generation Z’s buying behaviour and their relationship with brands?
(Dublin Business School, 2020)AIM : This research aims to explore the new phenomenon of TikTok and how using this application has impacted Generation Z as consumers. The study contributes to further identify if this social media platform has had any ... -
Key differences in online clothes shopping behaviour between Generation Z and Generation Y in Ireland
(Dublin Business School, 2020)The importance of understanding shopping behaviour of consumers cannot be underestimated. The purpose of this study is to identify the main determinants and motivational factors that differentiate Generation Z (Age:18-24) ... -
Key factors of online advertising that influence the buyer’s decision of Generation Z
(Dublin Business School, 2020)Online advertising is an essential element of the todays marketing communications. Throughout the different generations of the world there have been significant trends and tremendous research has been put into this area ... -
‘Trust’ and ‘perceived authenticity’ in social media driven influencer marketing and their influence on intentions-to-buy of 18-24-year-olds in Ireland
(Dublin Business School, 2018)In the recent years, we have experienced a completely new form of brand communication: Influencer Marketing. Besides, companies are facing digital natives who do not correspond to the traditional ways of marketing. The ...