Exploring Generation Z Marketing Preferences on Instagram and TikTok in Finland
Koohestani Asli, Saman (2024)
2024
All rights reserved. This publication is copyrighted. You may download, display and print it for Your own personal use. Commercial use is prohibited.
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2024120833688
https://urn.fi/URN:NBN:fi:amk-2024120833688
Tiivistelmä
This thesis aims to explore how Generation Z in Finland interacts with and responds to marketing on Instagram and TikTok, with a focus on their preferences for content, the influence of cultural factors, and the dynamics of each platform.
The study integrates both secondary and primary data. Secondary data was sourced from peer-reviewed journals and existing studies on Generation Z, social media behavior, and marketing strategies, providing a solid theoretical framework. Primary data was collected through a structured survey featuring 24 Likert-scale questions, targeting Finnish Generation Z users of Instagram and TikTok. The survey, conducted with 85 randomly selected participants from university campuses in Helsinki, ensured a representative sample of the broader population. The data were analyzed using a quantitative method to uncover key relationships and engagement drivers.
The results indicate that visually engaging content and alignment with Finnish cultural norms, including the use of local language, significantly enhance engagement, while user-generated content showed no statistically significant effect. Platform-specific features, such as algorithmic customization and interactive tools, were also critical in driving user interactions. These findings underscore the value of adapting strategies to align with Finnish Generation Z's unique preferences.
The study provides actionable insights for marketers aiming to resonate with Finnish Generation Z, underscoring the need for culturally appropriate, visually engaging, and platform-optimized marketing strategies to maximize engagement.
The study integrates both secondary and primary data. Secondary data was sourced from peer-reviewed journals and existing studies on Generation Z, social media behavior, and marketing strategies, providing a solid theoretical framework. Primary data was collected through a structured survey featuring 24 Likert-scale questions, targeting Finnish Generation Z users of Instagram and TikTok. The survey, conducted with 85 randomly selected participants from university campuses in Helsinki, ensured a representative sample of the broader population. The data were analyzed using a quantitative method to uncover key relationships and engagement drivers.
The results indicate that visually engaging content and alignment with Finnish cultural norms, including the use of local language, significantly enhance engagement, while user-generated content showed no statistically significant effect. Platform-specific features, such as algorithmic customization and interactive tools, were also critical in driving user interactions. These findings underscore the value of adapting strategies to align with Finnish Generation Z's unique preferences.
The study provides actionable insights for marketers aiming to resonate with Finnish Generation Z, underscoring the need for culturally appropriate, visually engaging, and platform-optimized marketing strategies to maximize engagement.