Kan man engagera Gen Z?
(2022) SKDK11 20221Department of Strategic Communication
- Abstract
- Generation Z [Gen Z], unlike previous generations, has a need to be understood by companies in order to have a positive attitude towards their communication. This, combined with a more complex time managing a digital customer experience, makes it difficult for companies to reach the target audience on social media. This study therefore aims to go in depth to understand how Gen Z perceives companies and their communication on social media, specifically Instagram. The following five identified variables are examined; interaction, continuity, competitor analysis, entertainment and aesthetics. Five hypotheses were constructed from these variables. A survey with respondents aged 18-26 examined the hypotheses. The initial survey found that two... (More)
- Generation Z [Gen Z], unlike previous generations, has a need to be understood by companies in order to have a positive attitude towards their communication. This, combined with a more complex time managing a digital customer experience, makes it difficult for companies to reach the target audience on social media. This study therefore aims to go in depth to understand how Gen Z perceives companies and their communication on social media, specifically Instagram. The following five identified variables are examined; interaction, continuity, competitor analysis, entertainment and aesthetics. Five hypotheses were constructed from these variables. A survey with respondents aged 18-26 examined the hypotheses. The initial survey found that two out of five theories could be verified. A further investigation was made of the objects of the three rejected hypotheses, which in turn resulted in three new hypotheses. Of the constructed hypotheses, one in three could be verified. Thus, the study found that three out of eight hypotheses correlate with Gen Z's propensity to follow companies on Instagram. Continuity, entertainment and interaction in interaction with competitor analysis were the variables that in the study could be found to have an impact. (Less)
- Abstract (Swedish)
- Generation Z [Gen Z] har till skillnad från tidigare generationer ett behov att bli förstådda av företag för att ha en positiv inställning till deras kommunikation. Detta, kombinerat med en mer komplex tid att hantera en digital kundupplevelse, gör det svårt för företag att nå ut till målgruppen på sociala medier. Denna studie syftar därav till att gå på djupet för att förstå hur Gen Z uppfattar företag och deras kommunikation på sociala medier, specifikt Instagram. Följande fem identifierade variabler undersöks; interaktion, kontinuitet, konkurrentanalyser, underhållning och estetik. Ur dessa variabler konstruerades fem hypoteser. Genom en enkätundersökning med respondenter i åldrarna 18-26 undersöktes hypoteserna. Den inledande... (More)
- Generation Z [Gen Z] har till skillnad från tidigare generationer ett behov att bli förstådda av företag för att ha en positiv inställning till deras kommunikation. Detta, kombinerat med en mer komplex tid att hantera en digital kundupplevelse, gör det svårt för företag att nå ut till målgruppen på sociala medier. Denna studie syftar därav till att gå på djupet för att förstå hur Gen Z uppfattar företag och deras kommunikation på sociala medier, specifikt Instagram. Följande fem identifierade variabler undersöks; interaktion, kontinuitet, konkurrentanalyser, underhållning och estetik. Ur dessa variabler konstruerades fem hypoteser. Genom en enkätundersökning med respondenter i åldrarna 18-26 undersöktes hypoteserna. Den inledande undersökningen konstaterade att två av fem teorier kunde verifieras. En vidare undersökning gjordes av de tre förkastade hypotesernas objekt som i sin tur resulterade i tre nya hypoteser. Av de konstruerade hypoteserna kunde en av tre verifieras. Således kunde studien konstatera att tre av åtta hypoteser korrelerar med Gen Z’s benägenhet att följa företag på Instagram. Kontinuitet, underhållning och interaktion i samspel med konkurrentanalys var de variabler som i studien kunde konstateras ha en påverkan. (Less)
Please use this url to cite or link to this publication:
http://lup.lub.lu.se/student-papers/record/9080259
- author
- Ahlfeldt, Isabelle LU and Olsson, Ninnie
- supervisor
- organization
- alternative title
- En kvantitativ enkätstudie om hur Generation Z’s benägenhet att följa företag på Instagram korrelerar med tidigare forskning och teorier.
- A quantitative survey of how Generation Z's propensity to follow companies on Instagram correlates with previous research and theories.
- course
- SKDK11 20221
- year
- 2022
- type
- M2 - Bachelor Degree
- subject
- keywords
- gen z, sociala medie-marknadsföring, interaktion, kommunikation, kontinuitet, sociala medie-underhållning, konkurrentanalys gen z, social media marketing, interaction, communication, continuity, social media entertainment, competitor analysis
- language
- Swedish
- id
- 9080259
- date added to LUP
- 2022-06-08 09:11:51
- date last changed
- 2022-06-08 09:11:51
@misc{9080259,
abstract = {{Generation Z [Gen Z], unlike previous generations, has a need to be understood by companies in order to have a positive attitude towards their communication. This, combined with a more complex time managing a digital customer experience, makes it difficult for companies to reach the target audience on social media. This study therefore aims to go in depth to understand how Gen Z perceives companies and their communication on social media, specifically Instagram. The following five identified variables are examined; interaction, continuity, competitor analysis, entertainment and aesthetics. Five hypotheses were constructed from these variables. A survey with respondents aged 18-26 examined the hypotheses. The initial survey found that two out of five theories could be verified. A further investigation was made of the objects of the three rejected hypotheses, which in turn resulted in three new hypotheses. Of the constructed hypotheses, one in three could be verified. Thus, the study found that three out of eight hypotheses correlate with Gen Z's propensity to follow companies on Instagram. Continuity, entertainment and interaction in interaction with competitor analysis were the variables that in the study could be found to have an impact.}},
author = {{Ahlfeldt, Isabelle and Olsson, Ninnie}},
language = {{swe}},
note = {{Student Paper}},
title = {{Kan man engagera Gen Z?}},
year = {{2022}},
}