Wirtschaft (MSB)
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.