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The Effects of Instagram as a Stimuli on the Purchasing Behavior of Generation Z and Millennials in Western Europe Fashion Industry
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Autores
Orientador(es)
Resumo(s)
This paper applies the Stimuli-Organism-Response Model by Mehrabian & Russel (1974) in
the context of Instagram to investigate which marketing tools are the most effective in
resulting in Impulsive Purchasing Decisions in Generation Z and Millennials in the Western
European Fashion Industry. The results of a quantitative study based on 100 survey-takers
conclude that there’s a different outcome between User-Generated Content and Interactivity
as Stimuli on Generation Zs and Millennials' Impulsive Purchasing Behavior. User-generated
content resulted in Impulsive Purchasing Behavior In Generation Z and Millennials while
Interactivity didn't unless it was driven by Hedonic motives. These insights allow Fashion
Brands in Western Europe to increase their conversion rates by implying the Stimuli-
Organism-Response model more effectively.
Descrição
Project Work presented as the partial requirement for obtaining a Master's degree in Data Driven Marketing, specialization in Marketing Intelligence
Palavras-chave
Stimuli-Organism-Response model Instagram Generation Z Millennials Western European Fashion Industry User-Generated Content Interactivity Impulsive Purchasing Decision Hedonic motives SDG 8 - Decent work and economic growth