The Influence Of Instagram Marketing On Generation Zs Attitudes Towards Brands

Download or read book The Influence of Instagram Marketing on Generation Z’s Attitudes Towards Brands written by Barisic Anabel and published by . This book was released on with total page 0 pages. Available in PDF, EPUB and Kindle. Book excerpt: The Generation Z is taking up 56% of the world's daily internet activity, with most of it going on social media. They are the newest working force, meaning they are starting to manage their own money, and over 70% of them use Instagram daily, which inspired this research paper to find out how Generation Z perceives brands on Instagram, what their attitude is towards brands using Instagram as a marketing tool, and how it affected their spending habits. Qualitative research was conducted on 10 Gen Z active Instagram users, and the findings from interviews and focus group were analyzed in a thematic way. The research conducted showed that they mainly notice influencers and paid ads,but influencers will have a bigger impact on their buying decision. These findings will help brands target this generation better, which will ultimately leave Gen Z with a higher satisfaction rate as well.