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.
Author: | Selina Harnisch |
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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 |
Provider of the Publication Server: | 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 |
Pagenumber: | 73 |
Faculties: | Wirtschaft (MSB) |
Licence (German): | Creative Commons - Namensnennung (CC BY 4.0) |