LI6004 PART A Research …

PART A - Research Proposal

Module Code LI6004, Final Project

Student Number 20103284, Emilia Wilson,

1,000 Words

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Table of Contents

1. Background……………………………………………….3

Figure 1. Social Media Marketing Content Types………………….3

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2. Research Aim and Objectives……………………………
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3. Literature Review………………………………………

4. Research Methods………………………………………………
 4. Research Methods………………………………………………

5. References…………………………………………

6. Ethics

Form…………………………………………………………

1. Background
Generation Z (gen Z) refers to those born after 1997 until the present day. Although, some suggest gen Z
started in the mid-2000s. The defining characteristic of gen Z is being the first digitally-native generation
(Cooper, 2022; Dimmock, 2019; Ninal et al., 2020). This has significant implications for marketers when
considering how best to target an attractive market of young consumers, who have a potential market value of
$360 billion USD (U.S. Bureau of Labor Statistics and Gen Z Planet, 2021). Digital marketing is transient in
nature, due to changing demographics, social trends and technological innovation. Since launching in just
2018, social media platform TikTok has amassed over 1 billion users, with 16% of all teens saying they use
the app “almost constantly” (Paul, 2022). This study aims to understand how brands can appeal to gen Z
consumers through social media content marketing on TikTok.

2. Aims and Objectives

3. Literature Review

Gen Z and Social Media

Gen Z has a unique and innate understanding of technology; they expect convenient and immediate access to
vast volumes of information and services (Dimmock, 2019; Fuciu, 2022; Pobee, 2021). Platform channels
such as social media facilitate the transfer of digital content between users, serving as integral modes of
communication between brands and consumers. There are around 4.8 billion social media users, representing
55% of the global population and 93% of internet users (Curry, 2022; cited in Fucio, 2022). Gen Z has some
of the highest rates of social media usage compared to previous generations (Ninal et al., 2020). Lifetime
exposure to the internet means that Gen Z is highly trusting of digital content (Cooper, 2022; Ninal et al.,
2020; Pobee, 2021). 51% of teens rely on social media sites and messaging platforms as their main source of
information (Westcott et al., 2022), highlighting the importance of social media marketing for communication
with gen Z consumers.

Social Media Marketing

Keller (2019) identifies a catalogue of social media marketing concepts that a brand may adopt. His findings
have informed my preliminary observations, which identified seven social media marketing concepts
achieving a high rate of engagement on social media platform TikTok; the preferred social media site of gen
Z. These are outlined and defined in the table below (Figure 1).

Figure 4.1

Content Type Definition

Founder Founder-generated content, published on a personal or corporate account. Contains

personal and casual material relating to the company.
Employee(s) Employee-generated content, published on a personal or corporate account. Contains
personal and casual material relating to the company.

Paid influencer nfluencer/celebrity is paid by the the company to promote a product/service/brand.

Authentic Person of celebrity/influence over a specific audience promotes a product/service/brand
influencer due to genuine enjoyment.
User User promotes a product/service/brand due to genuine enjoyment.

Informal Published on a verified corporate account. Content has minimal production value and is
corporate casual. In-line with short-term social media trends. Particularly popular on TikTok and
targeted at gen Z.
Formal corporate Published on a verified corporate account. Evident production value and clear
organisational input at multiple levels. Includes sponsored social media posts and
adverts.

4. Methodology

Observation

52% of of users on social media platforms Twitter, Instagram and TikTok are aged between 18 - 29. Only 12%
of TikTok users are aged between 50 - 64 years old, and just 2% are older than 65 years old (Fuciu 2022).

5. Plan
:
Figure 2. Gantt Chart - Intended Project Timeline

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6. References
: