Αναδυόμενες στρατηγικές μάρκετινγκ για τη γενιά Z : ο ρόλος των big data, του φαινομένου της άμεσης ικανοποίησης και των νέων τάσεων στην αύξηση εσόδων

Γιαννούτσου, Σπυριδούλα

Emerging marketing strategies for generation Z : exploring the role of big data, instant gratification, and new trends in driving revenue growth

Master Thesis

Author

Γιαννούτσου, Σπυριδούλα

Date

2026-02

Abstract

The present master's thesis examines how Generation Z is reshaping the landscape of modern marketing by focusing on the combined impact of Big Data analytics, the psychological need for instant gratification and emerging digital trends. The primary objective of this study is to determine how businesses can effectively utilize these tools to drive revenue growth while maintaining genuine relationships with their customers. Generation Z is recognized as the first generation of digital natives and behaves quite differently compared to previous demographics because they demand speed as well as authenticity in every interaction. The literature review highlights that social media has established a culture where waiting is unacceptable and trust is built through peer reviews rather than traditional corporate advertisements. In order to investigate these issues further we conducted primary research using questionnaires targeted at both Generation Z consumers and business professionals. The findings indicate that young users prefer visual platforms such as TikTok and trust content created by real people more than professional commercials. Moreover the research reveals a privacy paradox where consumers are willing to share personal data if they receive faster service in return while companies often lack a specific strategy to address these needs. To sum up, the thesis suggests that success in the digital economy relies on finding a balance between using data for efficiency and acting with empathy. Consequently moving from mass marketing to personalized engagement is necessary for building loyalty and ensuring future profitability.

Postgraduate Studies Programme

Οικονομική και Επιχειρησιακή Στρατηγική

Department

Σχολή Οικονομικών, Επιχειρηματικών και Διεθνών Σπουδών. Τμήμα Οικονομικής Επιστήμης

Number of pages

116

Language

Greek

URI

https://dione.lib.unipi.gr/xmlui/handle/unipi/18864

Collections

Τμήμα Οικονομικής Επιστήμης

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Except where otherwise noted, this item's license is described as
Αναφορά Δημιουργού-Μη Εμπορική Χρήση-Όχι Παράγωγα Έργα 3.0 Ελλάδα