Bachelor’s Thesis

To complete my Bachelor’s degree, I was tasked with completing a thesis paper based on a managerial concept of my choosing. I decided to research digital marketing with my target market being Gen Z in the US, specifically on Instagram.

Goal: Find the strategies that are most effective in increasing engagement with a brand’s products or services through social media.

For this research project, I:

• Used databases to find and analyze academic journals (Google Scholar, EBSCO, ProQuest, ScienceDirect)

• Researched in depth the topic of digital and social media marketing and the definition of Gen Z

• Researched content types and social media marketing tools most used by brands

• Created a research survey using qualitative data

• Created statistic charts using RStudio to analyze and interpret results

• Developed managerial and theoretical implications based on my research results

Although I didn’t collect as many observations as I would have wanted, I learned a lot about effective digital marketing strategies that marketers and businesses can apply to engage Gen Z on Instagram.

I enjoyed learning more about social media strategies and discovering what is effective and what isn’t as effective as I thought!