Date Approved

2022

Degree Type

Open Access Senior Honors Thesis

Department or School

Marketing

First Advisor

Kenneth Lord, Ph.D.

Second Advisor

Megan Moore, Ph.D.

Third Advisor

Ann R. Eisenberg, Ph.D.

Abstract

This Honors College Undergraduate Senior Thesis analyzes the marketing practices with respect to Gen-Zs and Millennials’ behavior in regard to the beauty and fashion industries. In order to do so, a survey among Gen-Z and Millennial adults from diverse backgrounds was conducted to gather important data. The survey consists of twenty-three questions, some focusing on the participant demographics and cultural backgrounds and the rest focusing on behaviors they have had with various forms of paid advertising through social- media practices. Additionally, this thesis includes insights regarding some of the literature review topics and includes results that enforce some of the analysis. Some of the remarkable results from the research conducted resulted in average Gen-Z and Millennial respondents feeling neutral about the influence of fashion and beauty paid advertisements. Overall, Gen-Z respondents showed to have more influence and pressure in regard to how they look from the exposure to trendy fashion or beauty brands’ advertisements.

Included in

Marketing Commons

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