Media Behaviour of Generation Z and Its Influence on the Purchase Decision-Making Process

The master’s thesis aims to analyse the media behaviour of Generation Z and its influence on the purchase decision-making process. The primary objective is to identify the characteristics, elements, and factors within marketing campaigns and advertisements that effectively capture the attention of and persuade this target group. The findings offer actionable recommendations for marketing agencies and advertisers on effectively communicating with Generation Z using appropriate marketing tools and strategies. The theoretical part focuses on creating marketing campaigns from a media perspective, outlining the specifics of various media types, and analysing the consumer decision-making process. Particular attention is given to Generation Z itself, its key characteristics, values, and social, technological, and cultural influences. The practical part draws on secondary data from the Market & Media & Lifestyle – Target Group Index for the third and fourth quarters of 2024, complemented by primary quantitative research conducted through a structured questionnaire survey. Based on the analysis of the collected data, the thesis formulates concrete conclusions and practical recommendations.