Instagrams Impact On Generation Z Does A Professional Instagram Account Influence The Decision Making Process

Download or read book Instagram's impact on Generation Z. Does a professional Instagram account influence the decision-making process? written by Maria Priller and published by GRIN Verlag. This book was released on 2019-08-13 with total page 104 pages. Available in PDF, EPUB and Kindle. Book excerpt: Master's Thesis from the year 2019 in the subject Communications - Public Relations, Advertising, Marketing, Social Media, grade: 2, University of applied sciences (Tourism & Leisure Management), language: English, abstract: The main objective of this master thesis is to investigate whether Instagram has an impact on Generation Z’s decision-making behaviour when choosing an Austrian spa facility. According to the determined research questions, this thesis aims to examine as well to what extent a professional Instagram account has an impact on the decision-making process, what the motivations are to use Instagram regarding a wellness stay and how Generation Z perceives the Austrian spa industry. In addition, recommendations for an enhanced Instagram performance for Austrian spa’s will be given. For the secondary research, relevant books, articles, journals, studies and websites have been used. To answer the research questions properly, a quantitative research method in the form of an online questionnaire according to the expectation, motivation and attitude model was applied.