@masterthesis{Kapinos2025, type = {Bachelor Thesis}, author = {Kapinos, Noah Joel}, title = {The impact of Social Media Advertisements on the Buying Behavior of Gen Z}, url = {http://nbn-resolving.de/urn:nbn:de:hbz:1383-opus4-21949}, school = {Hochschule Rhein-Waal}, pages = {58}, year = {2025}, abstract = {Social media has changed digital marketing, which makes it possible for businesses to engage with consumers through targeted advertising. Generation Z is an important demographic because they spend a high amount of time on social media platforms and have strong purchasing power. This study explores the impact of social media advertisements on the buying behavior of Generation Z by investigating key factors such as platform preferences, ad effectiveness, trust in social media advertisements, and purchasing motivations. By using a mixed method approach, this study gives insights into the impact of social media advertisements from 200 participants with a survey. The findings show that Instagram and TikTok are the most influential social media platforms in driving purchasing decisions, while Facebook does not have a strong impact on this generation. In addition, this study emphasizes that specific advertising formats, such as Instagram Stories and TikTok In-Feed ads, are the most effective in catching attention and influencing purchases. Furthermore, this study shows that trust plays an important role in social media advertising and many consumers from this generation are skeptical toward social media advertisements over traditional stores emphasizing that companies need to prioritize authenticity, transparency, and influencer marketing. This research provides important insights for businesses to improve their digital marketing strategies and improve engagement with Generation Z. Companies can have higher conversion rates and enhance their advertising effectiveness by focusing on platform-specific ad formats, personalized advertisements, and trust building to influence this generation.}, language = {en} } @masterthesis{Olfert, type = {Bachelor Thesis}, author = {Olfert, Jennifer}, title = {Sustainability and the Fast Fashion Paradox of Gen Z - A qualitative Analysis of Consumer Characteristics and Cognitive Dissonance}, url = {http://nbn-resolving.de/urn:nbn:de:hbz:1383-opus4-21720}, school = {Hochschule Rhein-Waal}, pages = {158}, abstract = {This study delves into the fashion preferences and decision-making processes of six Gen-Z participants, shedding light on their intricate choices. Despite a shared emphasis on visually appealing fashion and moderate sustainability knowledge, participants showed a limited inclination towards sustainable choices. Notably, price takes precedence, reflecting a prevalent budget-conscious approach. Surprisingly, participants exhibit a low preference for consistency, challenging the expectation of significant cognitive dissonance in their fashion choices. The results suggest a minimal role of cognitive dissonance, indicating a relaxed decision-making style. The study underscores the dominance of ultra-fast fashion, design, and affordability in participants' choices. Future research is encouraged to address and reduce Gen-Z's (ultra-) fast fashion consumption, promoting sustainability knowledge and a greater preference for sustainable fashion.}, language = {en} } @masterthesis{Steup, type = {Bachelor Thesis}, author = {Steup, Maike}, title = {Untersuchung der Pr{\"a}ferenzen der Generationen Z und Y bei der Arbeitgeberwahl unter Betrachtung der Arbeitgeberattraktivit{\"a}t - eine empirische Untersuchung}, url = {http://nbn-resolving.de/urn:nbn:de:hbz:1383-opus4-17447}, school = {Hochschule Rhein-Waal}, pages = {70}, abstract = {Das Ziel der vorliegenden Bachelorarbeit ist die Pr{\"a}ferenzen der Generation Z und Y gemessen an der Arbeitgeberattraktivit{\"a}t zu analysieren und entsprechend zu vergleichen. Dazu wurden 93 Studierende in einer quantitativen Onlineumfrage befragt. Die Umfrage basiert auf der Employer Attractiveness Scale von Berthon, Ewing \& Ha aus dem Jahr 2005 sowie auf der Authentic Living Scale von Wood et al. aus dem Jahre 2008. Erg{\"a}nzungen wurden in den Bereichen ethischer Diversit{\"a}t, Unternehmenskultur, Glaubw{\"u}rdigkeit, Authentizit{\"a}t und pers{\"o}nliche Werte vorgenommen. Diese Aspekte sind im Fragebogen von Berthon, Ewing \& Ha im Vergleich mit anderen Arbeitsattraktivit{\"a}tsmodellen, beispielsweise das Treiberfaktorenmodell von Nagel (2011), unterrepr{\"a}sentiert, haben allerdings laut einer umfassenden Literaturrecherche f{\"u}r die jungen Generationen Z und Y an Wichtigkeit zugenommen. Die Ergebnisse liefern einen umfassenden Vergleich zu allgemeinen Aspekten der Pr{\"a}ferenzen beider Generationen an den Arbeitgeber. Die jungen Generationen unterscheiden sich nur leicht voneinander, was aufw{\"a}ndige Anpassungen an HR-Strategien und Praktiken nicht notwendig macht. Die Bachelorarbeit ist f{\"u}r jegliches Unternehmen interessant, das ihre Zielgruppen (Generation Y \& Z) zum Zweck der Rekrutierung besser verstehen m{\"o}chte. Die Ergebnisse k{\"o}nnen in Recruiting- und Employer Branding Maßnahmen adaptiert werden.}, language = {de} }