Digital Marketing of Marvel Studios and its Impact on Gen Z

Paspalev Georgi Jassenov (2024) Digital Marketing of Marvel Studios and its Impact on Gen Z. Kereskedelmi, Vendéglátóipari és Idegenforgalmi Kar.

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Absztrakt (kivonat)

This thesis aimed to explore the digital marketing strategies used by Marvel Studios to engage Generation Z, a demographic pivotal in today's digital-driven market landscape. Specifically, the study focused on how Marvel Studios utilizes platforms like TikTok, Instagram, and YouTube to captivate and engage this audience group, with particular attention on elements and tactics that resonate deeply with Gen Z consumers. The research employed a quantitative methodology, utilizing a combination of surveys and case studies to gather data. The survey targeted Gen Z individuals, capturing their perceptions of Marvel's digital marketing efforts, while the case studies provided a qualitative insight into the effectiveness of various strategies employed by Marvel. The study gained several helpful findings: 1. Platform-Specific Content: Gen Z's preference for short, engaging and visually appealing content highlights the importance of platform-specific strategies. Marvel's success on platforms like TikTok and Instagram underscores the necessity to tailor content to the unique features and user behavior of these platforms. 2. Authenticity and Engagement: Authenticity was proven to be a crucial factor for engaging Gen Z. Strategies that involve user-generated content, real-time interaction, and personalization were found to improve engagement levels. 3. Influencer Marketing: The research confirmed the effectiveness of influencer collaborations. Influencers who are perceived as genuine and relatable resonate more with this demographic, amplifying Marvel's reach and impact. 4. Interactive and Immersive Experiences: Gen Z values interactivity, with a preference for marketing campaigns that offer immersive experiences. These technologies foster a deeper connection between the brand and its audience, enhancing user engagement. The conclusions gathered from this research suggest that Marvel Studios' digital marketing strategies are highly effective in engaging Gen Z. However, there is always room for improvement. The study suggests that maintaining an agile marketing strategy, which adapts to the rapidly changing digital landscape and evolving consumer preferences is crucial for sustained engagement with this dynamic audience segment.

Intézmény

Budapesti Gazdasági Egyetem

Kar

Kereskedelmi, Vendéglátóipari és Idegenforgalmi Kar

Tanszék

Kereskedelem Tanszék

Tudományterület/tudományág

NEM RÉSZLETEZETT

Szak

Kereskedelem és marketing

Mű típusa:	diplomadolgozat (NEM RÉSZLETEZETT)
Kulcsszavak:	21th century, analysis, communication, Digital marketing, Generation Z, Marvel Studios, quantitative research
SWORD Depositor:	User Archive
Felhasználói azonosító szám (ID):	User Archive
Rekord készítés dátuma:	2025. Már. 25. 11:22
Utolsó módosítás:	2025. Már. 25. 11:22

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