@masterthesis{Harnisch2024,
  type      = {Bachelor Thesis},
  author    = {Harnisch, Selina},
  title     = {The Power of Personality: The Impact of Personality- Tailored Campaigns on Affecting Purchasing Decisions Among Gen Z},
  doi       = {10.25974/fhms-17753},
  url       = {http://nbn-resolving.de/urn:nbn:de:hbz:836-opus-177534},
  school      = {FH M{\"u}nster - University of Applied Sciences},
  pages     = {73},
  year      = {2024},
  abstract  = {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.},
  language  = {en}
}