Digital marketing strategies : the impact of advertising videos on Generation Z’s interest in haircare brands in Finland
Dolgikh, Daria (2025)
2025
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2025052616109
https://urn.fi/URN:NBN:fi:amk-2025052616109
Tiivistelmä
This thesis explores the way video advertising influences Generation Z’s interest and purchase intentions within the Finnish haircare market. As digital platforms like Instagram and TikTok dominate Gen Z’s media consumption, understanding which advertising elements resonate with this audience has become critical for brands. The study combines quantitative and qualitative research methods, including a survey of 107 Generation Z respondents in Finland and a content analysis of video advertisements from selected Finnish haircare brands.
The findings reveal that while visual aesthetics are effective at capturing attention, they do not significantly drive purchase decisions on their own. Generation Z places greater value on authenticity, clear product messaging, and credible demonstrations of effectiveness. Emotional appeal plays a role, but only when aligned with personal relevance and functional value. The research is framed by the AIDA and Elaboration Likelihood Models, which together explain the step-by-step and cognitive processing behind Gen Z’s response to video ads.
Based on the results, the thesis proposes three practical advertising strategies: using creator-led peer narratives, designing sequential video funnels, and focusing on result-driven micro-content. These recommendations aim to help haircare brands build trust, engagement, and conversion among a digitally native, critical, and values- driven consumer segment.
The findings reveal that while visual aesthetics are effective at capturing attention, they do not significantly drive purchase decisions on their own. Generation Z places greater value on authenticity, clear product messaging, and credible demonstrations of effectiveness. Emotional appeal plays a role, but only when aligned with personal relevance and functional value. The research is framed by the AIDA and Elaboration Likelihood Models, which together explain the step-by-step and cognitive processing behind Gen Z’s response to video ads.
Based on the results, the thesis proposes three practical advertising strategies: using creator-led peer narratives, designing sequential video funnels, and focusing on result-driven micro-content. These recommendations aim to help haircare brands build trust, engagement, and conversion among a digitally native, critical, and values- driven consumer segment.