I am a part of the Honors Society at Fairleigh Dickinson University, and a requirement for the program is to create a Senior Honors Thesis. My thesis topic is an analysis of the most effective marketing strategies to attract Generation Z users. The name of the thesis is "What's Trending? A Study on Marketing to Gen Z."  

 

The following hypothesis will be validated throughout the study:

Brands that use digital marketing techniques, such as viral, social media, and influencer marketing, would be more effective in reaching and attracting Generation Z. 

 

This study's primary research method is to conduct a literature review and a regression model based on a survey. The survey and most of the literature review have been completed with 450 responses from FDU Gen Z Students! Now, I am working on the second half of the product, the data analysis.