Thesis Abstract

Abstract
The study investigates the impact of social media marketing on brand loyalty among Generation Z consumers. A mixed-methods approach is employed, combining a quantitative survey with qualitative interviews to gather insights from both a large sample of respondents and in-depth discussions with selected participants. The quantitative survey aims to measure the level of engagement with social media marketing activities among Generation Z consumers and their resulting brand loyalty. The qualitative interviews provide a deeper understanding of the underlying reasons and motivations behind the observed behaviors. The research findings indicate a strong positive correlation between social media marketing engagement and brand loyalty among Generation Z consumers. The study reveals that interactive and personalized content, authenticity, and social responsibility are key factors driving brand loyalty through social media marketing. Additionally, the research highlights the importance of trust and credibility in social media interactions for building long-term brand relationships with Generation Z consumers. The study contributes to the existing literature by offering empirical evidence of the effectiveness of social media marketing in enhancing brand loyalty among Generation Z consumers. The findings provide valuable insights for marketers seeking to target this demographic group and develop successful social media strategies to foster brand loyalty.

Thesis Overview