Bachelor’s Thesis: Digital marketing strategies that increase consumer engagement among Gen Z within the United States of America on Instagram

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. I focused on Gen Z because I am personally a part of Generation Z and I wanted my research to be relevant to my life. My topic was digital marketing because I am interested in learning more about digital marketing strategies and a crucial part of it is engagement. My goal was to find the strategies that are most effective in increasing engagement with a brand’s products or services through social media. In the future is to work in digital marketing so I hoped that through researching this topic I would learn more.

For this research project, I learned how to create a research survey using qualitative data, analyze and interpret data, create statistic charts using RStudio, use databases to find and analyze academic journals (Google Scholar, EBSCO, ProQuest, ScienceDirect), and how to develop 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 use to engage Gen Z on Instagram and this was really interesting and educational experience.