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IBMBT_23_PRINI_Léa_VF.pdf
Bachelor thesis

What impact does the exposure to social media have on Gen Z in Geneva and how does it influence their buying attitudes in the clothing sector ?

  • Genève : Haute école de gestion de Genève

83 p.

Bachelor of Sciences HES in International Business Management: Haute école de gestion de Genève, 2023

English Social media has become an integral part of Gen Z, considered in this study as people born between 1996 and 2012. Due to the high presence of brand advertisements and other users’ posts on these platforms, this generation is constantly exposed to clothing-related content. Therefore, this study seeks to evaluate the impact of social media on Gen Z’s clothing buying attitudes in the region of Geneva. The ultimate goal is to propose adapted recommendations for businesses in the clothing sector, to help them effectively reach and engage with this demographic.

Throughout this research, different aspects were analyzed, such as Gen Z’s social media usage patterns, their clothing shopping habits and preferences, and the impact of social media on their clothing buying attitudes. To achieve this, prior literature was investigated and a survey was conducted among people between 18 to 28 in the region of Geneva.

Both the results of the survey and previous studies emphasized that social media influences Gen Z in different ways, due to its widespread and very frequent usage. It was found that for their clothing purchases, Gen Z in Geneva prioritizes price, quality, and trend, over sustainability, which contradicts prior literature. In addition, respondents confirmed that seeing an item on social media increases their desire to buy it, which was primarily driven by trends, low prices and discounts, and easy access to it. They also admitted that the more they see an article, the more they want it, which emphasized the importance of frequency in advertising.

As a result, it is highly recommended that businesses in the clothing industry leverage social media such as Instagram, Snapchat, YouTube, and TikTok, by advertising multiple times the same product. Influencers are also suggested as a promotional tool, as they appeared to be effective in influencing Gen Z’s buying decisions. The findings also revealed that this generation has a very limited attention span, hence, it is suggested to produce only short promotional videos and provide young consumers with seamless and straightforward buying experiences. Lastly, it is also important for businesses to highlight aspects that particularly resonate with the target audience in their advertisements, such as trends, competitive prices, or quality, rather than placing too much emphasis on sustainability.
Language
  • English
Classification
Economics
Notes
  • Haute école de gestion Genève
  • International Business Management
  • hesso:hegge
Persistent URL
https://sonar.ch/hesso/documents/327647
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