TY  - THES
A1  - Harnisch, Selina
T1  - The Power of Personality: The Impact of Personality- Tailored Campaigns on Affecting Purchasing Decisions Among Gen Z
N2  - The urge for personalisation and the rise of technological advancements
in the 21st century is pushing for more innovative marketing strategies. As such, this dissertation examines the impact of personality-tailored
campaigns (PTC) and how it affects purchasing decisions among
Generation Z, focusing on theoretical and practical implications.
A conceptual framework for the process of personality-tailored marketing has been developed to provide tangible value for businesses of
various industries in particular the fragrance, smartphone, and food
industry.
KW  - Personalised Marketing
KW  - Personality-Tailored Marketing
KW  - Personality Tests
KW  - Purchasing Decisions
KW  - Generation Z
Y1  - 2024
UR  - https://www.hb.fh-muenster.de/opus4/frontdoor/index/index/docId/17753
UR  - https://nbn-resolving.org/urn:nbn:de:hbz:836-opus-177534
ER  -