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How can face are brands increase purchase intention from female gen Z through tiktokiIn Hungary
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Resumo(s)
The rise of social media has revolutionized the way brands interact with consumers. This thesis
evaluates TikTok's effectiveness for Hungarian face care brands targeting female Generation
Z. It collects insights from literature on Gen Z traits, their face care consumption, and TikTok's
marketing utility. Qualitative interviews with the demographic target group reveal their
preferences when dealing with such product content. Findings show TikTok's potential for
fostering deeper connections with Gen Z through short, engaging, and authentic content.
Recommendations include using influencers, encouraging user-generated content, and
solidifying brand presence to enhance visibility and purchasing intent among female Gen Z
consumers in Hungary
Descrição
Palavras-chave
Tiktok Purchase decisions Face care Hungary Gen Z Social media Marketing Customer behavior trends Purchase intention