The evolving landscape of digital marketing has significantly impacted consumer behaviour, especially among Generation Z. This thesis explores Generation Z students' intentions towards engaging with mobile coupons, examining the psychological beliefs that influence their behaviour through the lens of the Theory of Planned Behavior (TPB) and the concept of Mental Accounting. By understanding the attitudes, subjective norms, perceived behavioural control, and mental accounting practices, this study seeks to uncover the factors that drive or hinder the use of mobile coupons among this demographic. Using a qualitative research methodology, semi-structured interviews were conducted with Generation Z students in Sweden to gather in-depth insights into their coupon usage behaviour. The empirical findings indicate that while economic efficiency and value perception are critical motivators, social influence and psychological perceptions also play significant roles. Additionally, the convenience and immediacy provided by mobile coupons align well with the digital consumption patterns of Generation Z. The conclusion reveals that the integration of digital technology in marketing strategies must consider these nuanced psychological beliefs to effectively engage Generation Z. This research contributes to the broader understanding of digital marketing strategies and offers practical implications for marketers aiming to enhance coupon engagement among students. Future studies are recommended to further explore the dynamic interplay between digital marketing tools and consumer psychology.
| Identifer | oai:union.ndltd.org:UPSALLA1/oai:DiVA.org:lnu-131282 |
| Date | January 2024 |
| Creators | Tiderman, Oscar, Mohammed Mustafa, Ali, Aziz Azad, Amanj |
| Publisher | Linnéuniversitetet, Institutionen för marknadsföring och turismvetenskap (MTS) |
| Source Sets | DiVA Archive at Upsalla University |
| Language | English |
| Detected Language | English |
| Type | Student thesis, info:eu-repo/semantics/bachelorThesis, text |
| Format | application/pdf |
| Rights | info:eu-repo/semantics/openAccess |
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