Considering different aspects of digital and social media marketing to attract generation Z and Alpha as the primary customer

Abstract

With the development of technology and the rise of information technology. Digital marketing has evolved and opened numerous opportunities for marketers to explore and improve. Businesses can use digital marketing to promote their goods or services and connect with their target market. Although a traditional marketing campaign aims to achieve that, digital marketing enables firms to focus on a more specialized or niche market. We are at a generational crossroads as Generation Z (born 1995-2009) enters the labor force, and Generation Alpha (born 2010-2024) completes their schooling. This thesis will research the behavior of Generation Z and Alpha on the Internet.

Research modern digital marketing to answer the question of maximizing the affective of digital and social media marketing on Generation Z and Alpha. The author of this thesis focuses on quantitative data while using qualitative data for additional insight. This study used both quantitative and qualitative research methods. In this thesis, both primary and secondary data are used. An online survey was sent to Generation Z consumers between the ages of 14 and 28 and Generation Alpha consumers starting at under 13 to collect the primary data. To collect responses from questionnaires and survey data, the author uses Google Forms. Excel was used to analyze the data and reflect the find back on the research themes. The secondary data are collected from various books, online articles,...