This thesis explores consumer engagement in marketing communications, focusing on Generation Z. The rise of interactive communication channels and the need for companies to stand out in a saturated market have sparked growing interest in consumer engagement. Generation Z, known for their strong presence on interactive platforms and aversion to traditional marketing, makes this study particularly relevant. The telecommunications industry faces challenges such as price wars and limited differentiation and needs to build long-term relationships with young consumers. Thus, the thesis seeks to answer the following question: What engagement strategies in brand communications resonate with Generation Z, and what role do they have in shaping their desire to maintain long-term relationships with telecom operators? The thesis employs two qualitative methods: a case study of three telecom operators targeting young consumers, and six in-depth interviews with Generation Z representatives. The research showed that involving young people in brand communications is important if a brand wants to reach out to young people. Although interviewees are reluctant to engage in communications, they are more willing to engage in communications that are tailored to their interests, are entertaining and informative, contain elements of gamification, include influencers in their communications, and build a consumer communities.
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