The Generational Responses to Emotional Triggers in Social Media Video Advertisements in Cosmetic Industry
Zinakova, Sofia (2023)
Zinakova, Sofia
2023
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-202402012361
https://urn.fi/URN:NBN:fi:amk-202402012361
Tiivistelmä
The explanatory sequential mixed method, conducted with quantitative survey following up with semi-structured in-depth interviews to discover the emotional responses of Gen Z and Millennials to social media video advertisements. The research aimed to explore if generational differences have a significant impact on the emotional response to the chosen advertisements. Furthermore, it examined which traits in the video advertisements caused a particular emotional response and it can be explained by differences in generational values and personality traits. All the participants of the survey and interviews were female native English speakers of varying ages that fit in either Gen Z or Millennial age cohort. In the theoretical part of the study generational theory in the connection with values and personality traits was discovered. Also, the generational marketing implications were explored from the lens of social media marketing and the cosmetic industry. Emotional marketing is commonly used in connection with generational marketing as the value-based approach to consumers is an effective way to generate an emotion from the audience. The study examined that the positive emotional responses are essential while referring to values and personality traits of a generational target audience. The study also discovered that even though both values and personality traits had strong correlation with the likability of the advertisements, generational values seemed to be slightly more important in this instance. The cross-cultural analysis can be used to elaborate the topic more in-depth as the generational theory also refers to culture and geographical location as the defining factors of age cohorts.