Instagram's impact on Generation Z. Does a professional Instagram account influence the decision-making process?


Master's Thesis, 2019
104 Pages, Grade: 2

Abstract or Introduction

The main objective of this master thesis is to investigate whether Instagram has an impact on Generation Z’s decision-making behaviour when choosing an Austrian spa facility. According to the determined research questions, this thesis aims to examine as well to what extent a professional Instagram account has an impact on the decision-making process, what the motivations are to use Instagram regarding a wellness stay and how Generation Z perceives the Austrian spa industry.

In addition, recommendations for an enhanced Instagram performance for Austrian spa’s will be given. For the secondary research, relevant books, articles, journals, studies and websites have been used. To answer the research questions properly, a quantitative research method in the form of an online questionnaire according to the expectation, motivation and attitude model was applied.

Details

Title
Instagram's impact on Generation Z. Does a professional Instagram account influence the decision-making process?
College
University of applied sciences  (Tourism & Leisure Management)
Grade
2
Author
Year
2019
Pages
104
Catalog Number
V493785
ISBN (eBook)
9783668999169
Language
English
Tags
Instagram, Generation Z, Austrian Spa Industry, Consumer Behaviour, social media
Quote paper
Maria Priller (Author), 2019, Instagram's impact on Generation Z. Does a professional Instagram account influence the decision-making process?, Munich, GRIN Verlag, https://www.grin.com/document/493785

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