Abualzulof Jwana N. L. (2025) American social media and its consumerism influence: marketing strategies for engaging generation z. Külkereskedelmi Kar.
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Absztrakt (kivonat)
This study explores the development of Generation Z's cultural norms, consumption practices, and brand preferences on a worldwide basis by examining American digital media, particularly Instagram and TikTok. The study demonstrates that U.S.-origin entertainment and social media platforms help diffuse vernacular phrases and a visual vernacular adopted by Gen Z fashion, language, political views, and even search behavior. The increasingly personalized nature of how social apps (the use of algorithms to drive engagement) and increasingly personalized advertising are influencing behavior, with about 40 % of younger users reporting that they prefer to use TikTok or Instagram for information (like the recommendations of restaurants) as opposed to search engines, also when it comes to exploration and consumption.Key pointsThe role of U.S media in the culture of Gen ZU.S. television, music, and social media are a global reference for fashion and language.Viral trends and authentic storytelling on TikTok are shaping peer-to-peer influence.Marketing Strategies and ConsumptionU.S. media companies are using influencer engagement, adaptation of content in context, and algorithmic targeting to drive engagement.All of this is promoting a culture of consumption that reinforces American products and lifestyles.Algorithmic personalization and platform preferenceThe use of recommendation engines and advertisements on platforms is filtering information and experiences through individual user preferences and driving American cultural exports.Many Gen Z users are preferring to skip search engines altogether and are simply using social apps for exploration and consumption decisions.Research DesignThis mixed-methods research includes a quantitative strategy using online surveys and digital analytics, complemented by qualitative designs such as literature reviews and case studies.Areas of focus include metrics for digital engagement, algorithms that have significant implications, and the potential for virality of peer-generated content.Cultural and Regional NuancesAlthough there is an abundance of American content, its acceptance and impact are usually shaped by local customs and values.Marketing effectively must also be aware of adapting stories in a culturally relevant way depending on the region.ConclusionsAmerican digital media will undoubtedly continue to play a considerable, globalizing role in shaping Gen Z's consumer identities and behaviors.Using social platforms and data-driven personalization, U.S. media industries are now likely to realize near-global standardization for young consumers' preferences and purchases.
Intézmény
Budapesti Gazdasági Egyetem
Kar
Tanszék
Kommunikáció Tanszék
Tudományterület/tudományág
NEM RÉSZLETEZETT
Szak
| Mű típusa: | diplomadolgozat (NEM RÉSZLETEZETT) |
|---|---|
| Kulcsszavak: | 21th century, Amerikai Egyesült Államok, business marketing, fogyasztói magatartás, közösségi média, online marketing, Z generáció |
| SWORD Depositor: | User Archive |
| Felhasználói azonosító szám (ID): | User Archive |
| Rekord készítés dátuma: | 2025. Szep. 23. 12:55 |
| Utolsó módosítás: | 2025. Szep. 23. 12:55 |
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