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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- ThePowerOfPersonality_Harnisch.pdf
| Verfasserangaben: | Selina Harnisch |
|---|---|
| URN: | urn:nbn:de:hbz:836-opus-177534 |
| DOI: | https://doi.org/10.25974/fhms-17753 |
| Betreuer: | Thomas Baaken |
| Dokumentart: | Bachelorarbeit |
| Sprache: | Englisch |
| Datum der Veröffentlichung (online): | 09.03.2024 |
| Jahr der Erstveröffentlichung: | 2024 |
| Betreiber des Publikationsservers: | FH Münster - University of Applied Sciences |
| Titel verleihende Institution: | FH Münster - University of Applied Sciences |
| Datum der Abschlussprüfung: | 15.12.2023 |
| Datum der Freischaltung: | 18.03.2024 |
| Freies Schlagwort / Tag: | Generation Z; Personalised Marketing; Personality Tests; Personality-Tailored Marketing; Purchasing Decisions |
| Seitenzahl: | 73 |
| Fachbereiche: | Wirtschaft (MSB) |
| Lizenz (Deutsch): |  Creative Commons - Namensnennung (CC BY 4.0) |