The Power of Personality: The Impact of Personality- Tailored Campaigns on Affecting Purchasing Decisions Among Gen Z
- 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.
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| Author: | Selina Harnisch |
|---|---|
| URN: | urn:nbn:de:hbz:836-opus-177534 |
| DOI: | https://doi.org/10.25974/fhms-17753 |
| Advisor: | Thomas Baaken |
| Document Type: | Bachelor Thesis |
| Language: | English |
| Date of Publication (online): | 2024/03/09 |
| Year of first Publication: | 2024 |
| Publishing Institution: | FH Münster - University of Applied Sciences |
| Granting Institution: | FH Münster - University of Applied Sciences |
| Date of final exam: | 2023/12/15 |
| Release Date: | 2024/03/18 |
| Tag: | Generation Z; Personalised Marketing; Personality Tests; Personality-Tailored Marketing; Purchasing Decisions |
| Page Number: | 73 |
| Institutes: | Wirtschaft (MSB) |
| Licence (German): |  Creative Commons - Namensnennung (CC BY 4.0) |
